Healthcare industry adopts tobacco industry’s tactics

At first look, one might not think that the health insurance industry has much in common with the tobacco industry. After all, one sells a product that kills people and the other sells a product nominally aimed at putting people back together. But when it comes to deceitful public relations techniques, the health insurance industry has been learning well from Big Tobacco, which employed a panoply of shady but highly successful public relations tactics to fend off changes to its business for generations.

Tobacco industry ads

One of the things I said in my testimony before the Senate Commerce Committee on June 24 is that the health insurance industry engages in duplicitous public relations campaigns to influence public opinion and the debate on health care reform. By that I mean there are campaigns they want you to you know about, and those they don’t.

When you hear insurance company executives talk about how much they support health care reform and can be counted on by the President and Congress to be there for them, that’s the campaign they want you to be aware of. I call it their PR charm offensive.

When you read or hear someone other than an insurance company executive – including members of Congress – trash some aspect of reform the industry doesn’t like, such as the creation of a public health insurance option, there’s a better-than-even chance that person is shilling for the industry. That’s the PR campaign the industry doesn’t want you to know about.

The public relations and lobbying firms that work for the industry plan and carry out those deception-based campaigns, and supply the shills with talking points. One of many tactics they use is to get people who are ideologically in sync with the industry’s agenda to turn those talking points into letters to the editor.

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