AAHP aims for DC with hi-tech effort

WASHINGTON, DC: The American Association of Health Plans has started delivering e-TV broadcasts to Capitol Hill - a move that the group hopes will make its message resonate with both tech-savvy and technophobic politicos.

WASHINGTON, DC: The American Association of Health Plans has started delivering e-TV broadcasts to Capitol Hill - a move that the group hopes will make its message resonate with both tech-savvy and technophobic politicos.

WASHINGTON, DC: The American Association of Health Plans has

started delivering e-TV broadcasts to Capitol Hill - a move that the

group hopes will make its message resonate with both tech-savvy and

technophobic politicos.



’What we’re doing is using the techniques of TV for more direct PR and

marketing,’ said Mark Merritt, AAHP communications strategist .



Here’s how it works: short video broadcasts (often featuring AAHP

president and CEO Karen Ignangi) are shot by Biznews24.com, and the

group sends e-mail with an embedded link to its target audiences (the

news media, grass-roots supporters and nearly 1,000 Capitol Hill

staffers). Users who click on the link are directed to the e-TV

broadcast.



’It allows us to put a human face on what we’re doing and gives people

an interesting way to learn about our issues,’ Merritt said.



The effort has impressed pros such as Ken Deutsch of Issue Dynamics:

’It’s been done by activist groups, but I’ve never heard of it being

used to target Capitol Hill.’



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