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