Put elderly in health fund ads, says ministry

It's cheaper to insure young and healthy, and the make a better image, so they - and not elderly - are more often in health ads.

By
December 6, 2011 05:49
1 minute read.
Intimacy

Elderly couple 520. (photo credit: Paul E. Rodriguez/Orange County Register/MCT)

 
X

Dear Reader,
As you can imagine, more people are reading The Jerusalem Post than ever before. Nevertheless, traditional business models are no longer sustainable and high-quality publications, like ours, are being forced to look for new ways to keep going. Unlike many other news organizations, we have not put up a paywall. We want to keep our journalism open and accessible and be able to keep providing you with news and analyses from the frontlines of Israel, the Middle East and the Jewish World.

As one of our loyal readers, we ask you to be our partner.

For $5 a month you will receive access to the following:

  • A user experience almost completely free of ads
  • Access to our Premium Section
  • Content from the award-winning Jerusalem Report and our monthly magazine to learn Hebrew - Ivrit
  • A brand new ePaper featuring the daily newspaper as it appears in print in Israel

Help us grow and continue telling Israel’s story to the world.

Thank you,

Ronit Hasin-Hochman, CEO, Jerusalem Post Group
Yaakov Katz, Editor-in-Chief

UPGRADE YOUR JPOST EXPERIENCE FOR 5$ PER MONTH Show me later Don't show it again

As it’s cheaper to insure the young and healthy, and makes for a better image, the health funds rarely portray the elderly in their marketing campaigns.

Good-looking couples with young children are almost always displayed instead. The dearth of older people in the insurers’ advertising was the reason for complaint on Monday by Health Ministry Deputy Director-General Yoel Lipschitz, who supervises the health funds.


Lipschitz, in a letter to the marketing directors of all four health funds, said failure to represent all groups who are members creates estrangement and makes it appear as if the insurer doesn’t care about them and doesn’t invest in them. At the same time, the elderly generally need more health services, guidance and direction, as well as recognition, Lipschitz said.

Be the first to know - Join our Facebook page.


He demanded the health funds establish a new publicity and marketing policy in 2012 that will integrate the elderly and allocate a “significant amount of their resources” – at least 25 percent – in such activities so they benefit and represent the elderly population over 65 as well.

Lipschitz demanded that in the health funds’ annual reports on their expenses for advertising, marketing and promotion in 2012 they include specific data on what they are doing in representing and serving older people among their membership.

Related Content

Lab
August 31, 2014
Weizmann scientists bring nature back to artificially selected lab mice

By JUDY SIEGEL-ITZKOVICH