Killingsworth: Quality equals affordability
The latest TV ad in the "Quality Equals Affordability" campaign from Blue Cross and Blue Shield of Massachusetts is up and running.
The campaign of TV, print, and radio ads debuted in late June and is scheduled to run through August. Its message is that Blue Cross and Blue Shield of Massachusetts, which refers to itself as BCBSMA, believes that the most promising way to slow the rising costs of healthcare is to improve healthcare's quality.
In something of an unusual move, the ads feature Cleve L. Killingsworth, the chairman and chief executive of Blue Cross, the state's biggest private health insurer with roughly 3 million members.
It is the first Blue Cross campaign to feature Killingsworth since he became chief executive four years ago.
(The photo of Killingsworth that appears with this post was provided by Blue Cross.)
One reason why Blue Cross decided to use Killingsworth in its latest ad campaign is that healthcare is a major topic of debate both on Capitol Hill and Beacon Hill.
Not only is healthcare a hot political topic; it is also a hot economic issue. As the recession takes its toll on the workforce in Massachusetts and elsewhere, health insurers are finding that their membership rolls are shrinking as people get laid off and lose their employee healthcare benefits.
In any case, Killingsworth uses the ads to reprise themes that have long been part of his speeches, Blue Cross spokesman Jay McQuaide said.
"In these ads, Cleve emphasizes our commitment to improving the health of our members by working with other stakeholders to improve the quality of the care our members receive," McQuaide added in an e-mail. "A major feature of the campaign is to encourage viewers/readers/listeners to visit a brand new public website we have created – www.bluecrossma.com/quality. The goal of the website is to educate people about the problems in the health care system as well as what BCBSMA is doing on its own and with others to solve these problems."
Ads are running on major local TV stations and in such newspapers as the Globe and the Boston Herald. The campaign was created by Boston ad agency Partners+Simons.