words matter: what public health can learn from the health care reform debate robert crittenden, md,...
TRANSCRIPT
Words Matter: What Public Health Can Learn from the Health Care Reform Debate
Robert Crittenden, MD, MPHFrancesca Holme, MPH
Objective successfully connect with the public, media, and/or legislators on public health goals
Goal a healthier next generation of Americans
Learn…• Effective communications strategies for
health reform• Ways to apply these strategies to public health• How to use health care reform as a
springboard for public health
Communication strategies for health reform
Why Connect?• Remember Harry and Louise?• The public = legislators
The Need for an Opening
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Tips for Connecting• Know your audience • Values + beliefs outweigh facts• Anger motivates us—fear shuts us down• Be proactive • Use personal themes• Know your opponents
Health Care as an Example
Remember: 93% of voters (2008) have health insurance
Health Care is a Core Value• Linked to:
The pursuit of the American Dream Our country’s destiny Our family’s well-being and future
• Voters talk about reform in moral terms yet reform as a moral issue is insufficient to move voters.
Photo by Azoreg: creativecommons.org/licenses/by-sa/3.0
It’s Personal
Americans think about health care and reform through a very personal prism:•Who will pay?•What will I lose?
Poll: Choice and Control
When it comes to health care reform, the top issue my friends need to be reassured about isA. Choice of plans they can afford
B. Choice to keep their doctor
C. Guaranteed coverage
D. A plan (public or private) with standard comprehensive benefits
Security and Peace of Mind
Voters (especially women) want care they can count on through life and economic transitions• Birth of a child• Job changes, part-time work• Major illness• Divorce• Relocation• Early retirement• Layoffs
Example
It will provide more security and stability to those who have health insurance. It will provide insurance to those who don’t. And it will slow the growth of health care costs for our families, our businesses, and our government. It’s a plan that asks everyone to take responsibility for meeting this challenge – not just government and insurance companies, but employers and individuals.
Pres. Obama Sep. 9, 2009
Messaging Advice• Start your message with a story• Keep your message simple and
personal—don’t get pulled into the weeds
• Focus on values
Start with a Story• Start with solid form
• Problem, Tension, Resolution• Protagonist, Antagonist, Motives
• Use powerful and understandable metaphors• iPhone
• Show Americans solving problems
Example Story
I became a public health nurse because I
wanted to help people stay healthy. But our
health care system doesn’t make it easy for
me to do my job. Insurance companies
motivated by profit – not health – call the
shots while hard-working Americans suffer.
protagonist
antagonist
motives
problem
tension
motives
Example Story (cont.)
It doesn’t have to stay this way. Our leaders
have proposed a uniquely American
approach to health reform that reflects
what’s important to us: having health care
our patients can afford, and giving public
health nurses the tools we need to give the
best care.
resolution
Americans solving problems
Then Frame the Issues• Affordability• Choices• Control• Peace of mind• Responsibility/fairness
Application of values to public health
Poll: What Is Public Health
Write two to three words that best describes what public health is or does.
Enter your answer via text chat.
What About Public Health?
The public thinks prevention is the most important health reform priority. But keep in mind:
preventionpublic health
personalinstitutional
healthy kidsgovernment
program
personal
prevention
community
prevention
Healthiest next generation Responsibility Peace of mind Choice Affordability
Possible Crossover
Values
Public Health Challenges
Name an important challenge public health faces today, or a policy goal you would like public health to achieve.
Enter your answer via text chat.
Childhood obesity epidemic
Chronic illnesses
Lack of stable funding for prevention
Examples
Obesity Healthiest Next Generation
Chronic Illness Shared Responsibility
Photo by Kilbosh: creativecommons.org/licenses/by-sa/3.0
Funding Peace of Mind
Photo: Pediboi (creativecommons.org/licenses/by/3.0)
Possible Example: Peace of Mind
When we invest in prevention, all of us can rest easier: we know that the food we eat is safe; that we’ll be protected if there is a disease outbreak; and that help will be there for us during an emergency. Preventing disease doesn’t cost as much as treating an illness. But the peace of mind that comes with knowing that we’re protected is priceless.
Using health care reform as a springboard for
public health
Current Status of Reform: House
HR 3200Community prevention grants
National prevention and wellness strategy
Core public health infrastructure for state, local and tribal health departments
Public health workforce training and funding
Peace of Mind
Current Status of Reform: Senate
Senate Finance Committee BillMaternal, infant and early childhood visitationHealthy lifestyle programs for Medicare and Medicaid patientsChildhood obesity demonstration project
Healthiest next generation
A Historic Opportunity
Remember: the public is with you… if you connect.
It’s Not Over When a Bill is Passed
One of the great lessons I’ve learned from a life in politics is that no reform is ever truly complete. We must constantly keep moving forward.
Senator Edward Kennedy
Further Resources
http://www.herndonalliance.org
Check for current and future research and messaging… New research on messaging prevention soon to come!
Let us know if you have ideas.