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Are We All Managed Care Freudians Now?

Nearly two decades ago, when I saw that Aetna billboard on I-294 near Chicago reading "Health care for the rest of your life" I feared physicians and hospitals were on the verge of losing control over their destiny and their industry.

Why the fear?  Notice Aetna's wording:  it's "HEALTH CARE for the rest of your life" not "INSURANCE for the rest of your life." Not "MANAGED CARE..."  And it's it's darn sure not "MEDICAL LOSS RATIOS AND RECISSIONS..."

Undoubtedly many saw it as just another billboard, another ad campaign.  Big deal.  Indelicate, possibly inaccurate wording, but ultimately harmless, right?  After all how much can agency creative types know about health care? 

Except it came true.  Physicians and hospitals DID lose control and show few signs of getting it back.

Though I've never considered myself a Freudian, I am starting to reconsider his belief that many things appearing accidental really aren't.  If that's true, then language and words matter, a lot.   Remember that.  And take it seriously the next time your enemies brag about their intentions.

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