Obamacare vs. The ACA: A Lesson in Branding
Many people have very strong opinions on the Affordable Care Act (or ever so affectionately known as Obamacare). Unfortunately, not all of those opinions are informed ones...
Now I don't mind someone taking a stand against a healthcare system that has the federal government’s hands all over it. Quite honestly, I'm in a bit of a "wait and see" holding pattern myself on whether I think it will work as intended. I don't like the idea that someone who requires medical attention may go into long term, serious debt if they don't have insurance, and I'm not so sold that our employer-based healthcare insurance system is a very good one (being accustomed to it does not mean it's good). At the same time, I’m concerned that there are too many issues with the ACA as it is written. Admittedly, I’m far from an expert on the policy and there are a number of elements of which I’m simply not aware. But unlike the people in the video, I’m not simply relying on forming an opinion based on the name (nor from the news channel I watch).
Which actually brings me to the point I wanted to make. That is, look how significant the name of the healthcare policy impacts opinions. “Affordable Care Act” is a system that will make healthcare affordable for everyone. It may not be perfect, but it’s a good start. Meanwhile, "Obamacare" (for those who are likely unsupportive of the President) is a horrible system that can’t possibly work and will just make healthcare even more expensive.
I actually wish the video showed more of the people’s reactions to finding out that they are the same system. I’d love to see where they stood on the policy once that was revealed.
Such a huge difference of opinion primarily because of the name.
You might produce the most groundbreaking piece of medical technology available tomorrow, but if the name makes it sound like the same ol’ tired thing that’s already available, sales will most certainly reflect that. No amount of sales and marketing teams hitting the pavement will change that. Customers will simply be turned off by a dry, boring name.
I won’t go as far as to say that the name can be as important as the innovation itself (I’m sure you’ve heard that enough from marketing departments anyway), but it really can be true. So the next time you do have a product going through the process toward a launch, develop your own ideas for the name. It may not seem to be the most important thing to you at the time, but it certainly is a critical element in the product development lifecycle.