What's Coming:

Looking Ahead to Implementation

Communications Strategies and Messaging on Prevention

 

 

 

 

 

 

 

 

 

Message of the Week: (download PDF)

Herndon Alliance’s most recent focus group findings show: The public knows our health care system has problems. The public supports the concept of health reform and agrees the status quo is unacceptable. When specific reforms, especially insurance reforms, are highlighted, the public supports and wants them.

However, the public compartmentalizes. While a majority wants these reforms, they don’t support the actual bill. They don’t believe that the promise/language matches the policy. They don’t believe that the bill will actually benefit them.

Why this disconnect? The public lacks confidence in government. The public doesn’t trust politicians. And, unfortunately, the legislative process and the consistent attacks have fed into their worst fears—government is not really on ‘my’ side and this bill is about a ‘government-takeover’ of the health care system.

Our challenge is to put health reform in a context that both addresses the issue of trust and matches language to policy. The tone of our messaging is paramount. Our tone should assure people that government is on the side of the American people; that the health reform bill is on the side of hardworking middle-class families and small businesses providing us with greater security and affordability in health care.

After hitting a rough patch, health reform legislation is back on track—comprehensive, system-wide, and sustainable health care reform can and will be enacted soon.

Bob Crittenden
The Herndon Alliance

Messaging Challenges Pre-Passage

Health care legislation messaging:

Health reform bill is on 'my' side—and the side of my family.
"Coverage you can count on that can’t be taken away even when you're sick, no denials for pre-existing conditions, no spikes in your premiums if you fall ill, and no lifetime or annual limits of coverage are just some of the reforms that provide us with the security and peace of mind we need. We can have our government fighting for us; putting an end to the days when insurance companies make all the rules and take too much of our hard earned dollars."

Insurance companies profit at your expense.
"Insurance companies make millions of dollars by denying coverage for people with pre-existing conditions and dropping people who are sick. They're scared that government will outlaw their greedy practices—which is exactly what this bill will do."

Government can be on 'our' side—the side of hardworking Americans.
"In just the past year, our government has provided 4 million more American children with health care, invested in and expanded the care and services provided by rural community health centers, and guaranteed that families who suffer the loss of a job and thus health insurance would maintain affordable COBRA coverage. That’s the kind of government that works for and delivers to its people."

Health reform bill is on the side of improving the economy and helping business put more people back to work.
"Health care costs have been spiraling out of control and becoming more unaffordable for our families. Small businesses are being strangled much in the way that middle-class families have been strangled. This bill supports small businesses with subsidies to assist them in providing care for their employees. And it frees up money allowing owners to reinvest in their businesses and create new opportunities for employment. That's how we'll make Main Street stronger in the long run."

Health reform is on America's side.
"To assure America's leadership position in the world, it's time we reinvest in our people, our economy, and our kids' future. This health reform bill is one important piece of the puzzle to help keep the best of America going strong in the 21st century."