1. Making the Case for Health Care Reform

2. Today l Focusing on costs only as a threat to reform l What do people believe and want? l How we can pre-empt and win the debate? l What is our strategy?

3. Cost and Coverage l Linked if approached the right way l Valued by voters l Arguments you can win l But, you need a strategy l Proactive, positive and aggressive l Build on the beliefs voters have l Repeated from different messengers l In Washington DC and in States l Connect using stories and analogies – not details

4. What you will hear… Too Expensive Too Complicated Big Government More Taxes Lose Jobs Get Between you and your doctor Cover illegal immigrants?

5. What Do People Want? l Peace of Mind l Choice and Control l Affordability l Personal Physician l Personal Responsibility - in others l They want personal access at an affordable cost

6. 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.

7. What Do Voters Believe? l Healthcare- part of the American Dream l People who work hard should have health care for their families l Every family should have a family doc l People should take personal responsibility for their health l We are America and we can fix health care

8. Unique Time Economic Downturn Everyone At Risk Fears of Loss

9. 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.

10. Reform Too Expensive? l Top issue to assist ‘me’ during the recession l Voters Know: l Wages Stagnant l Premiums Rising l CEOs of Insurance Companies make more in a day than a worker in a year l “My family and I need affordable healthcare”

11. “We need leadership and public oversight to ensure we have a health system that doesn’t exclude us when we get sick” l “Someone on my side making sure I get affordable premiums.” l “I want a choice between public and private plans.” Government as Watchdog and Guardian

12. More Taxes and Lose Jobs? l Middle class America is having a harder time making ends meet l “It is not fair that someone who works and pays for insurance all his life should be unable to afford health care”

13. Get Between You and Your Doctor? l People see the health care system through the lens of their relationship with their personal physician l Don’t want anybody getting between them and their doctor l Link the loss of a job = lose health care = lose access to affordable quality care l ‘Every family should have a family doc”

14. 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.” Family Responsibility

15. A family portrait

16. Strategy l Raise the bar - don’t let the debate focus only on how we control costs l Link coverage and cost control l Affordability requires restrained costs AND a system where our families can get care even if we lose our jobs. l Speak to our better selves - America can do it

17. Strategy II l Pre-empt the negative arguments l America can do it - we can solve this l The economic downturn is a time when we need to protect families l People are taking personal responsibility and should be treated fairly l We need leadership, oversight and choice l Supports peace of mind

18. Failure is not an option.

19. Tell Stories l Stories that demonstrate ‘system’ problems - not personal failings l Embed messages in real stories l Make real people available

20. Story Board I l Working person l Cancer patient l Loses health, job and, therefore, insurance l Needs affordable care - efficient yes, but needs to be accessible too.

21. Story Board II l Car repair shop has four long time employees l One gets sick - premium skyrockets l Employer can’t afford insurance and keep shop open - making hard decision l Yes, control costs, but small businesses need affordable choices

22. Questions & Comments

23. Remember l Be positive – we all should have affordable health care l Connect to the emotions and beliefs l Link coverage with cost l Pre-empt attacks or push back the right way l Use stories

24. EnvironmentState Pride Health Coolness/ Rebellion Environment Family Responsibility MISSIONTHEME