Whitaker and Baxter believed in creating the perception of news. Whitaker and Baxter teamed up with media tycoon Louis B. Mayer to promote Frank Merriam in an advertisement. The ad was meant to look like the newsreels of the day, although the true purpose is to create the perception that people who support Sinclar are pro-Communism and Socialism. Whitaker and Baxter considered this type of advertisement to be effective as it was often perceived as earned media. Healthcare reform During his New Deal era, Franklin Roosevelt called for major healthcare reform in the form of government-subsidized medicine. In 1945, President Harry Truman took up this fight, calling on Congress to overhaul the country's healthcare system. The American Medical Association began to lobby against the president's proposal. In 1949, they retained Whitaker & Baxter to help them with their efforts. The AMA paid Whitaker & Baxter $350,000 to defeat Truman's healthcare plan. In their usual style, Whitaker & Baxter began an all out media war against the healthcare plan, distributing over 100 million pieces of literature. In just two weeks of the campaign, Whitaker & Baxter was given a $100,000 retainer and over $1 million to spend on advertising, which is a $ retainer and $ budget in today's dollars. They spent $1.1 million in advertising on behalf of the AMA. As part of their messaging, they began calling the president's healthcare plan "socialized medicine," ushering in the same negative connotations and allusions to communism that they had brought upon Sinclair. Branding reform President Truman was quick to defend his plan. The plan included federal funding to attract doctors to rural areas, give funding to rural areas to build new hospitals, federal standards for hospitals and health centers to be implemented by a board of doctors and public officials, and the creation of a national health insurance fund to be managed by the federal government. Unfortunately for Truman, the term "socialized medicine" stuck. In 1961, Ronald Reagan would continue using the phrase in his LP Ronald Reagan Speaks Out Against Socialized Medicine, released on behalf of the AMA. The term would fuel the so-called Operation Coffee Cup of the 1960s, in which doctors' wives would invite friends over and speak to them about the evils of "socialized medicine," after which they would encourage them to write to their congressmen about the issue. Ultimately, it would take the American Medical Association over