Framing the Issue: HMO Advertising Responds to Sutter Health

This is another instance of one brand staking a claim on something and framing the debate within the sector and the consumers mind.

About 6 weeks ago, I started seeing billboards and hearing radio ads for Sutter Health’s TheDoctorForYou.com. Based on the premise that, as partner in your well-being, you should be comfortable with your doctor and that different patients have different needs and preferences. TheDoctorForYou.com allows you to find a doctor based on proximity, languages spoken, gender, specialty, and hospital/plan affiliation.

Most health plan websites have a similar feature but where Sutter’s succeeds is in its blinding simplicity. It’s dedicated to a single purpose, doesn’t ask any personal questions, and gets answers quickly. I can imagine it becoming a great tool for current customers and potential ones as they navigate the treacherous waters of the U.S. private healthcare system.

Two weeks ago, I heard another radio commercial for another HMO talking about doctor choice, I don’t remember which. The offering struck me rather than the brand: “Just like Sutter…”

Last week, Kaiser Permanente announced, in the enthralling voice of Allison Janney (she’ll always be C.J. to me), that Kaiser also wants you to find the doctor that works best for you. Where they drop the ball, however, is not having a trackable, single issue oriented site. They direct you to www.kaiserpermanente.org.

I went to the website for comparison purposes and when asked who I was, I chose “Prospective Member” and was prompted to pick my location and then fill out an application. Not what I wanted to do. Next, I lied and said I was a current member. After way too many clicks, I finally got to where I could search for a doctor only to be told that my browser security settings were incompatible with the site and to call one of 50 phone numbers listed. Not good.

In Sum: Sutter has re-framed the debate for HMOs and done a good job providing a simple benefit that will make peoples lives and healthcare decisions easier. Kaiser, while I love their Thrive campaign fell short trying to get this one out the door. No url, no link on the homepage, too many clicks, and ultimately a broken experience.

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