SCAN Launches ‘Health Insurance is Broken’ Campaign to Address Medicare Issues
TL/DR –
The SCAN Group, an American health insurer, has launched a campaign called “Health Insurance is Broken”, highlighting the issues seniors face with Medicare Advantage (MA) enrolment and coverage. The campaign includes a television advertisement illustrating problems with the sign-up process, coverage denials, and issues with prior authorization. SCAN’s chief marketing officer, Nishant Shukla, said the campaign aims to validate the struggles that members often face, adding that the company, as a non-profit, feels an obligation to spotlight the negative aspects of the member experience.
SCAN Group’s New Campaign Acknowledges Issues with Medicare System
The SCAN Group is launching an innovative campaign that brings to light the imperfections within the healthcare system. Their new national campaign, “Health Insurance is Broken,” features a television ad that explicitly displays the issues Medicare Advantage enrollees encounter, ranging from a complicated sign-up process to unexpected changes and coverage denials.
From frustrations with automated phone systems to piled-up marketing mailers and surprise pharmacy bills, the ad highlights the constant struggles seniors face with their healthcare coverages. With the tagline, “Health insurance is clearly broken. No other Medicare plan will admit it,” the campaign includes TV spots, radio ads, digital advertising, and public promotions such as billboards.
Nishant Shukla, SCAN’s Chief Marketing Officer, emphasized that acknowledging these realities is crucial. He notes that Medicare Advantage advertisements typically display seniors enjoying hobbies or feature celebrity endorsements, which don’t capture the complete experience of the program.
SCAN’s aim with the campaign is to validate the experiences of seniors with health insurance – recognizing both the positive and negative aspects. Shukla stated, “We have an obligation to showcase that and to let people know that we see them and that we hear them.”
CEO of SCAN Group, Sachin Jain, stated that the campaign aligns with the company’s mission and recent rebranding focusing on its rebellious roots. He believes most of the industry is merely “talking the talk,” without truly addressing the issues seniors face.
According to Shukla, this campaign resonates with SCAN’s identity as a not-for-profit organization. He expressed, “If the insurer is “truly serious” about improving care for patients, it is obligated to shed light on the more negative aspects of the member experience.”
Jain added that they don’t claim to have all the answers, but the entire team at SCAN acknowledges the need for improvements within the healthcare industry.
The campaign comes at a time when the Medicare Advantage market is under significant scrutiny. Despite being urged to end the ad on a positive note, Jain believes the decision to keep it realistic was the right call.
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