Claim and proof is a common discussion here at What’s the Idea? Too much marketing is about claim and not enough about proof. Get the claim right and prove it in an organized brand-centric manner and you will be a successful brand manager.
If you are a student of the Affordable Care Act (ACA) you know that the claim is “better healthcare for Americans.” With first year enrollment complete the proof counting has begun. Pro ACA people are looking for positive proof, anti-ACA peeps are looking for proof that care is worse. As we near mid-term elections the dems are going to be looking far and wide to tame all of the anti-sentiment about the roll out and the act itself.
Here are some of the pro proofs shared today:
– 8 million Americans have signed up for insurance.
– 128 million Americas with pre-existing health conditions are no longer in danger of losing their coverage
– 105 million Americans do not have to worry about losing their lifetime cap on benefits
– 8 million older Americans have saved $10B because of lower prescription drugs
One could argue that these figures are not explicit examples of healthcare improvement, e.g., lower flu numbers, reduced incidents of diabetes and improved cardiac outcomes, but it certainly implies such.
In the claim and proof marketing world, the ACA has only just begun its proof phase. The group with the best, most compelling proof will win. Should be interesting.