Ads Assert Specialty's Importance in Health Care Reform

Beginning Oct. 3, government and business leaders will find it increasingly difficult to ignore the central role family medicine should play in reform of the nation's health care system, as the AAFP kicks off a $5.3 million strategic advertising campaign to highlight the specialty's importance in system reform.

Members will find campaign ads in today's issues of USA Today and the Wall Street Journal.

The Academy's ad campaign is intended to influence large employers and insurance companies, as well as legislators and candidates in the 2008 presidential election. The ads assert that a patient-centered approach to health care yields enhanced disease prevention, better care coordination and a healthier public -- and costs less than the current dysfunctional system.

The campaign is slated to have three to four ads running in a variety of print and electronic media outlets through October 2008. In addition to USA Today and the Wall Street Journal, media outlets will include the Washington Post; Washington Times; Forbes; Fortune; Chief Executive magazine; National Journal; publications at the Democratic and Republican national conventions; publications targeted to state legislators; XM Satellite Radio; Network Business Radio; National Public Radio; and online outlets, including CNN.com and ABCNews.com.

The ads feature the AAFP's new seal and tagline -- "Strong Medicine for America" -- which is part of the Academy's strategic initiative to represent members with assertive actions, forceful language and a new brand identity. The initiative was unveiled at the Assembly this week.