I, like many other people, am concerned about the toll that the chronic disease epidemic, including problems such as diabetes, is taking on the U.S. population (see: Seeking Solutions to the Chronic Disease Epidemic). Furthermore, I am convinced that many of the complications and side-effects of these chronic diseases could be avoided if people took better care of themselves. Needless to say, a similar case can be made for the so-called "lifestyle" diseases. So, what is the best way to raise the consciousness of the majority of Americans about these issues? A recent note in the WSJ Health Blog gave me an idea (see: GE Continues Health Push — By Selling Ads). Below is an excerpt from it:
Earlier this year, GE’s CEO made a big speech about how the company planned to expand its health care business. We figured that meant selling more electronic health records systems, CT scanners and the like. Turns out, it also means selling health-themed ads on NBC, the TV network owned by GE. NBC Universal said last week that it was launching something called “Healthy at NBCU” as a companion to GE’s company-wide “healthy imagination initiative.” As part of the program, Campbell Soup will pay to sponsor two health series on the TODAY show, where the company will run ads for its “heart healthy” soups. Ad sales are down for lots of media companies, but advertisers are still willing to pay to tie themselves to a cause, like the environment — or healthy living. Advertiser spending on cause sponsorships in the U.S. is expected to rise slightly to $1.57 billion this year, this morning’s WSJ reports. NBCU has already made similar pushes to bring in marketing from companies who want to tie themselves to environmental causes and women’s issues. Since the end of 2007 the company has brought in incremental revenue “heading toward” $100 million from its health, environment and women’s packages, on top of what it gets from selling regular ads, according to the WSJ.
I now believe that probably the best way to effectively educate the majority of Americans about healthy living is through the main-stream media such as NBC-Universal. If corporations are enthusiastic about sponsoring health-themed TV series, I am all for the idea. If we can educate the population while improving sponsor recognition, so be it. I recently watched one of the celebrity physicians, Mehmet Oz, on his TV show, scrub suit and all. He is both charismatic and a believable spokesperson. His answers to health questions were short, to the point, and accurate. He is also very popular, I am sure, with women, who have much more of an interest in personal health issues than men.
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