Our extensive public opinion research findings connect the health care debate with the deeply held beliefs and values of American voters. The overarching findings include:

• Americans want change and overwhelmingly favor the concept of
  Guaranteed Quality Affordable Health Care for All, linking the
  uninsured, underinsured, and insured in their concerns about affordability.
• Choice, Control, Peace of Mind, are keys to being heard and
  need reinforcing.
• What About Me; the American Dream; Fairness; Shared Responsibility; and Government as Watchdog are themes that play well when talking about reform.
  
• Cost, Quality, a Public Plan, and the Economic Situation are potential barriers that need to be addressed with strong messaging.

As our work continues, Herndon Alliance stays light on our feet. We understand that issues will continue to evolve that have direct bearing on the success of reform—issues such as the Cost of Doing Nothing, System Change, the Public Plan, and Cost Containment.

We are committed to responding to these issues by either undertaking the research on our own, or inspiring others to take the leadership. In addition, our research has demonstrated the importance of reaching out and messaging to specific targeted populations, such as women and the millennial generation, who have identified health care as a top priority and voting issue.