Twenty-five-year-old Andrea Trichopoulos has cluster headaches: a rare condition that causes excruciating pain several times a day and makes it almost impossible for her to lead a normal life. Her health insurer, Menzis, refused to pay €30,000 for an experimental treatment in Belgium that might help her. Andrea’s sister refused to leave it there. She launched a Facebook campaign to raise money for the operation, accompanied by a YouTube video showing Andrea during a cluster headache attack. The campaign generated so much attention in the media and on social media that Menzis eventually agreed to provide the money for the operation, making private donations through Facebook unnecessary.
Menzis says it decided to cover the treatment after reviewing Andrea’s case more closely. Yet it appears the insurer gave in to public opinion and the wave of negative attention. “Pay your premiums dutifully every month, and otherwise you can drop dead: that’s #Menzis” was one of many tweets directed at the company. A real PR nightmare, with considerable reputational damage for an organisation — and, at the same time, a striking example of the power of a well-organised social media campaign.
There is no question that this is wonderful news for Andrea and gives her hope for the future. Nevertheless, the case raises some difficult questions. Is it the beginning of a new trend? Social media has long been used to name and shame companies and organisations, for example to finally reach customer service and vent frustrations about poor service or products. But does Andrea’s case also set a precedent for getting the substantial costs of experimental operations reimbursed? Will many people follow her sister’s example, leaving health insurers to pay? Where would the line be drawn? Would insurance premiums remain affordable?
Other questions have also been raised. If Andrea had not been a young, attractive woman, would she have received as much sympathy and support through her Facebook page? Would Menzis have done more good by donating the same amount to scientific research to improve treatment for people with cluster headaches in the future? These questions bring nuance to the case, but there may be little room for that in the more superficial world of social media.
Erik
More news ›