CHICAGO (AP) — A leading hospital system in the U.S. is courting military veterans with a multimillion-dollar ad campaign, raising concerns from some veterans groups that private sector marketing could weaken the Department of Veterans Affairs health care system.
The campaign tag lines — "Veterans have a choice in healthcare" and "You honored your oath, and so do we" — emphasize consumer preference and the shared values of medical professionals and the military.
Starting Monday, TV, radio, print and online ads by St. Louis-based Ascension Health's will urge veterans to call a toll-free number for information about Veterans Choice, the cornerstone of the VA overhaul approved in 2014, which makes it easier for veterans to receive federally paid medical care from local doctors.
Congress approved $10 billion over three years for the Choice program, money that will go to private sector providers at Medicare rates, a potentially valuable revenue stream.
Terri Tanielian, a Rand senior research analyst, said many private sector providers lack training in military culture and combat-related health conditions.
