A Lesson for CMOs from the Health Care Reform Mess

The vast majority of Americans have health care. Maybe not good health care, but they pay money each month and believe that they are "protected."

It seems to me that the campaign to reform health care started with the high minded goal of making sure that the uninsured get access to affordable health care. This is a noble goal. One I personally support.

But from a PR/sales perspective, why would the 80% with health care want to change to an unknown system? Remember the adage of sticking with the evil you know? To get health care to those 20%, we need to convince the 80% it is somehow in their interest or, at the very least, not counter to their interests.

Remember Harry and Louise? There is a reason those ads were effective. Only now is President Obama focusing his message to those with health care, but it may be too late.

This is a good lesson for brand managers and CMOs. Who needs to accept your change in strategy? If you are introducing a shift or an extention in your brand, make sure you start by convincing your brand loyalists to support the move. And for sure, you don't want them to defect because of it.

Develop a concentric circle strategy to your messaging and put your best customers at the center.