making the case for health care reform. today l focusing on costs only as a threat to reform l what...
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Making the Case for
Health Care Reform
Today
Focusing on costs only as a threat to reform
What do people believe and want? How we can pre-empt and win the
debate? What is our strategy?
Cost and Coverage Linked if approached the right way Valued by voters Arguments you can win But, you need a strategy
Proactive, positive and aggressive Build on the beliefs voters have Repeated from different messengers
In Washington DC and in States
Connect using stories and analogies – not details
What you will hear…Too ExpensiveToo ComplicatedBig GovernmentMore TaxesLose JobsGet Between you and your doctorCover illegal immigrants?
What Do People Want?
Peace of Mind Choice and Control Affordability Personal Physician Personal Responsibility - in others
They want personal access at an affordable cost
Individual concerns impact all issues, but especially healthcare:
My budget
My family
My health
My job
What about me?
Support for coverage and a better health system is always weighed against personal impact.
What Do Voters Believe?
Healthcare- part of the American Dream People who work hard should have
health care for their families Every family should have a family doc People should take personal
responsibility for their health We are America and we can fix health
care
Unique Time
Economic Downturn
Everyone At Risk
Fears of Loss
Positive Future
-America is a country where people who work should have affordable health care … for them and their children
-Affordable health care is basic and allows me to:
-Provide for my family
-Keep my children healthy
-Help me provide and my kids prepare for the future
“We are America and we can do it.
Reform Too Expensive?
Top issue to assist ‘me’ during the recession Voters Know:
Wages Stagnant Premiums Rising CEOs of Insurance Companies make more in a
day than a worker in a year “My family and I need affordable healthcare”
•“We need leadership and public oversight to ensure we have a health system that doesn’t exclude us when we get sick” “Someone on my side making sure I get affordable premiums.”“I want a choice between public and private plans.”
Government as Watchdog and Guardian
More Taxes and Lose Jobs?
Middle class America is having a harder time making ends meet
“It is not fair that someone who works and pays for insurance all his life should be unable to afford health care”
Get Between You and Your Doctor?
People see the health care system through the lens of their relationship with their personal physician
Don’t want anybody getting between them and their doctor
Link the loss of a job = lose health care = lose access to affordable quality care
‘Every family should have a family doc”
The most fundamental positive emotional theme.
We all need to take responsibility.
Includes personal responsibility
“If others pay what they can and take care of their health, they should have health care.”
FamilyResponsibility
A family portrait
Strategy Raise the bar - don’t let the debate focus only
on how we control costs Link coverage and cost control
Affordability requires restrained costs AND a system where our families can get care even if we lose our jobs.
Speak to our better selves - America can do it
Strategy II Pre-empt the negative arguments
America can do it - we can solve this The economic downturn is a time when we need
to protect families People are taking personal responsibility and
should be treated fairly We need leadership, oversight and choice
Supports peace of mind
Failure is not an option.
Tell Stories
Stories that demonstrate ‘system’ problems - not personal failings
Embed messages in real stories Make real people available
Story Board I
Working person Cancer patient Loses health, job and, therefore,
insurance Needs affordable care - efficient yes,
but needs to be accessible too.
Story Board II
Car repair shop has four long time employees
One gets sick - premium skyrockets Employer can’t afford insurance and
keep shop open - making hard decision Yes, control costs, but small businesses
need affordable choices
Questions & Comments
Remember
Be positive – we all should have affordable health care
Connect to the emotions and beliefs Link coverage with cost Pre-empt attacks or push back the right
way Use stories
Environment State Pride
Health Coolness/ Rebellion
EnvironmentFamily
Responsibility
MISSION THEME
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