Name game: Is rebranding ObamaCare the administration’s silver bullet?

A couple of weeks ago, the Administration decided that ObamaCare need to be rebranded and remarketed since, in the words of CNN: “The name Obamacare – and the much maligned URL HealthCare.gov – have become associated with digital failure and government disorganization.”

Ouch.

In my post Rebranding ObamaCare …  I suggested a new name: ObamACA™  … hoping that the name would catch traction and I could bag some royalties.

No such luck (so far).

Still, as a recovering marketer, I’m interested in the question: Would it help the administration sell the law if they ditched the ObamaCare name.

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Source: Kaiser Health Foundation

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Well, it turns out that Gallup has already polled on the question …

 

Specifically, Gallup asked folks whether they approved or disapproved of the new healthcare law … referencing the law in 4 ways:

1. Mentioning the “Affordable Care Act” and President Obama: “Next, we’d like to ask you about the Affordable Care Act, the law President Obama signed in 2010 that restructured the U.S. healthcare system. Do you generally approve or disapprove of the 2010 Affordable Care Act, signed into law by President Obama that restructured the U.S. healthcare system?”

2. Mentioning neither the Affordable Care Act nor President Obama: “Next, we’d like to ask you about the 2010 healthcare law that restructured the U.S. healthcare system. Do you generally approve or disapprove of the healthcare law?”

3. Mentioning only “Obamacare”: “Next, we’d like to ask you about “Obamacare,” the 2010 law that restructured the U.S. healthcare system. Do you generally approve or disapprove of Obamacare?”

4. Mentioning “Affordable Care Act” only:  “Next, we’d like to ask you about the Affordable Care Act, the 2010 law that restructured the U.S. healthcare system. Do you generally approve or disapprove of the Affordable Care Act?”

So, did the specific name reference move the needle?

Here’s what Gallup found …

image

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Bottom line: A majority disapprove if Obama’s name is mentioned … “only” a plurality (49 to 46) disapprove if the words “Affordable Care Act” are used with no mention of Obama or ObamaCare.

So, unbranding away from the Obama name moves the needle by about 5 points … but doesn’t swing the balance towards approving of the law.

Hmmm.

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