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The Naf:ianal Under er 84th ~eg~, N~. 34 LIFE & HEALTH INSURANCE EDITION A~gu$! 23, 1750 i'he Marketing Scene Health Insurers Launch New Ad, PR Campaign In addition, meesures ~eing taken by health h~urers to br4.ng riling health costs under control are de- scribed within a rp~al box in message under the heading "Inflation and Health Care Costs." These include coverage of hospital testing, second opinion~ for surgery, and outpatient surge.,'y. Also en~hasized are the promotion of better health habits and the care- tul checking of medical facts. Supporting the national advertising campalcn are a wide range of public relation, initiatives being undertaken by individual insurance companies, agents, state health care comn~ittees which compr~e company and a~ent organization representatives, and other insurance group~. All participants have received lic relations materials from the Health Insurance Institute--such as advertis- ing reprints, booklets, prem/um en- closures, speeches, fact sheets, and other ald~--to mist in actively pro- rooting the proCram theme among thei¢ many pubLk~ These publics ~r~- eJ.ude t~e~¢ own eml~oyes, l~licyhol~- era, and 'ousiness, professional, school and community organizations. Among the activities being con- dueled are the distribution of reprints and booklets among public ~roups, articles in company publications, for- warding of premium enclosures to policyholders, and speaking engage- ments and radio-televL~ion appear- ances by health J~Jurance represen- relives. According to 2sme~ L. Mcoreflekl, Washington Roundup The third year of the private health insurance industry's Health Insurance ~ommml~catlons ProcraJ~---known I-LICP~is now underway. Three new advertising messages stressing both the performance of surance companiee and their efforts to ¢onta/n health care costs are ap- pearing in key consmuer in September, Octol~er, and IVovem- bet. The magazines: Newsweek, Time, Spor~ lllustrated, U.$. News, Busi- nero Week, ~he Atlantic, and Money. Launched in 1978 u a combined national advertising and p~olic rela- tions efforl, HICP focused init~ly on the prohl~n o! rising health care corn and what can be done about them. In late 1979 H~CP shifted to pri- mary strem on ~ ~ro~'eu of the ha- finn's health insurenco companies in protecting people against the eco- nomic burden of unforeseen medical expenses. The new campaign combines both subjects under the continuing theme "Let's Keep Health Care Healthy." Highlighted in the messages is the current extent o! health insurance coverage and the expanding scope of protection to elL'r/~nate the worry about hospital and medical bills. To this end, the ad messages cite the 181 million Americans with basic health insurance and note that of this group, 142 raison have major medi- cal expense insurance. Expansion into dental, nursing home, home care and other benefits is also underscored. Free ~ooklets on what to look for in obtaining health insurance are offered to readers in each advertise- president of the Health Insurance Assn. of America, the advertising and public relations program "marks the first time in our history that we have in place a highly visible means of communicating our views on crucial health care issues to the American people." Mr. Moorefle]d said that there are "tour ftmdamental reasons why the health insurance business should be strongly behind this commur~ications effort: "First, HICP deals with problems o! deep concern to the public and to the private health insurance system. "Second, the program provides a ready-made vehicle for .building pub- ~ic understanding of our position on "Third, HICP is c]earlT demon- Co,i'd o~ p~ge ~8 GOP Creates Health Policy Advisory Panel By I~a.EY JANE FISHEE W'~[I~'GTON~A Heal~ Poll~ ~ Group ~ ~en ~ed by the ~agan~B~h Co~ittee to ~e re~m~n~tio~ tor a national heath ~cy ~or the ~l~an presiden- tial and ~ce pr~ide~ti~ candidat~. ~e new ~mup ,~ ~e heed~ by Wi~ B. Wa~ pr~ident and r~tor of the P~pl~to-People Health Foundation, ~ow~ ~ Proje~ t~ ~ ~up wi~ examine tio~al health care ~ogr~ a~ make r~o~atio~ to the ~y's dard ~eere~ "Gov. Ronald Reagan i.~ reassured by the depth of practical experience an~ pu~bLtc sere, ice represented by" the outstan~ng men and women who w~ll ~oe evaluatir~ our national health policies and progranl&" according to P.eagan-Bush campaign chairman Bill Cagey. Among it~ members are ~amee IL Cavanaugh, former ~VMte House dep- uty cMef of staff; Theodore Cooper, Cornell University Medical College dean ar~i former ~.ssistant Secretary of Health, Education & Welfare; Prof. P~.lain C. Enthoven, Stanford Univer- sity; Clark C. Havtghurst, Duke Uni- versify ~..bw professor;, Willian> C. Felch, former American Medical Assn. Lag~slattve Council c~i~ and ~e Mount~ ~er ~erican H~- pit~ ~n. ~sla~ve Council char- ~e Democratic ~a~ adopt~ Pr~ident Jim~ Ca~s app~ach ~ nati~al heath i~ance in its ~ pe~n pla~or~ inclu~ng univer~ ~vera~e, ~mprehe~ve medic~ ~n~ wi~ cat~t~phic cost cover- a~e, and "~ive" ~st contain- ment alon~ wi~ '~ro~io~ to ~ren~hen c~petitive forc~ ~ the C~'d on Pa~ ~9 Longley Dies: '72 MDRT Pres., Former Maine Governor 3ames B, Longley, president of the Million Dollar Round Table in 19'/2 and former governor of Maine, died at hi~ home in ~wiston, Me~ at the age of ~ He had s~ered from ~ncer s~ce tare l~t ye~. ~. ~ngl~ ~m~ known na~on- ~ ~ 1~4 wh~ he w~ elect~ M~ne's ~ indepe~ent governor .~ u~et ~cto~ over the can~dat~ of the two major ~im. A long- t~e ~emocrat, ~r. '~ngley ~tc~d ~o ~ i~d~ndent tibet b~a~e he felt the ~o-p~ ~y~em w~ meeting the ~ple's nee~ nor offer- in~ ~able alte~ativ~. A New England Life ~rson~ ~o- d~ 8ener~ agen~ ~. join~ ~ ~T executive tee in 19~9 as secretary-elect. He h~ad served on several ]V~XlCT committees, including 19~1 aru~ ,I~67 vice chairman of the ~nual meeting program ~tte~ an~ w~ I~ chapman of the adva~ flnan~ plannin~ ~uide ~m~ttee. ~ agent si~e 19~, Mr. ~ngley tint qual~ for ~RT membe~hip in 1~ oecoived hk ~U d~ignation the s~e year, earn~ a law degree in 1~, and held continuo~ me~e~hip ~r the p~ ~ years. H~ 19~9 production allowed him qualdyi~ and Hfe ~T me~er- s~p stat~ for ,~, ~ngley ha~ attended ~ ~K~ a~nu~ meetin~ and wu a s~aker in 1975 an~ at the 1~8 meetin~ in Hawai~ where ~a Maine's governor he spoke on '~hat You Can Do When Motivated By Concern." As the 67th governor of Maine, he vowed to serve only one term in of- rice, and .kept hi~ promise. DuPing hi~ administration, statewide uneml>1oy- merit ~va~ cut in half and Maine wu the only ~tate whose per capita tax burden had dropped. Foilowir~g his term a~ governor, Mr. Longley became active in the national movement to require a balanced Fed- erat lbudget. Condolencee may be sent to widow, ,Mrs. Helen ]'.,ongley, at 40 Robinson Gardens, Lewiston, Me. 04~40. In addition to ~ds wife, he is survived by their ~ve children.