THE PR VERDICT’S “F” (FULL FIASCO) grade goes to HealthCare.gov, the website hub for US citizens to sign up for government-supplied health insurance. A long hoped-for dream of affordable healthcare for Americans, and what Barack Obama surely thought would be his presidential legacy, has turned into what is generally described as a nightmare.
Getting the Affordable Health Care Act bill passed seemed the hard part. The next step was constructing a website that would be easy to navigate and able to handle an onslaught of Americans in need of insurance. But surely this would be a cinch for Microsoft or Apple or any of America’s tech giants. Maybe, if they’d gotten the contract, or even been consulted.
From the start, HealthCare.gov was a disaster. The site bounced users off, refused to save their data, or was impossible to log onto. Worse, the few who did manage to get on and didn’t want to change their plans suddenly found themselves without insurance. The President’s angry promises to get the site fixed were empty next to facts emerging from a commission (yes, things went that bad). Not enough testing, wrong mainframe, blah tech excuse blah. Only this week has Microsoft been called in, but help arrived too late to save this story.
THE PR TAKEAWAY: Under-promise and over-deliver. It’s easy to see why President Obama would have wanted to offer affordable healthcare as soon as possible. Now, in hindsight, it’s easy to see why he should have waited. The achievement is one thing, implementation an entirely different animal. Whether looking at a presidential legacy or a small business breaking sales expectations with a big account, plan. Factor in worst-case scenarios. Hire the best consultants. When the back-slapping over a major win is done, take a hard look at what’s ahead to see that your promise doesn’t become an error fail.