Healthcare is top of mind for voters right now, along with the economy. Addressing the complexity of the issue, acknowledging the real struggles folks are experiencing, and providing some tangible solutions creates a path for progress.
Research
- With our partners at GQR, we studied how white women are being targeted with disinformation and found that “healthcare will bankrupt small business” was a common narrative they were seeing, with 71% finding it either very or somewhat believable.
- We then conducted an audience understanding survey to learn how our audience feels about access to healthcare, asking them specifically about prescription drug costs. Most have negative feelings toward pharmaceutical companies and the government. They express concern about affordability for seniors and emphasize health as a right.
- Women who strongly or somewhat agree with the statement “Any member of Congress who doesn’t vote to bring down the cost of prescription drugs will not have my vote in the next election.” value fairness, responsibility, and compassion. Those who somewhat disagree value responsibility, courage, and being realistic.
“People have a right to be healthy. And medicine that can help them be healthy should not be inaccessible.”
Moderate, Democratic white woman
Messaging Insights
Tips to consider when messaging to this audience:
- Recognize the struggle of our complex and costly healthcare system and then offer a tangible step to improve things.
- Remind voters the power our elected officials have to ease the pain of things like prescription drug costs for all Americans, and the role we all have in electing those public officials.
- Compassion
and emotionality
are often key to moving voters on healthcare, especially for those high in in-group care
. Take care not to leave them feeling bad about the struggles loved ones are going through. Instead, use messages that empower them to take action for those they love.
The following are some of our successful messages related to healthcare.
| In America, family comes first, and my family’s health is non-negotiable. That’s why I get so mad seeing the price of prescription drugs go up. If I have to choose between my son’s cancer treatment and buying a winter coat for my daughter, I’ll choose his life-saving medicine. But I shouldn’t have to make that choice. That’s why I expect my members of Congress to do what’s right and pass laws to bring down the costs of prescription drugs. | +19pp Centers voters’ in-group care. |
| I recently retired from the police force where I dedicated my life to saving lives and keeping my community safe. But now I’m struggling to keep myself safe as the price for my insulin shots keeps going up. It’s not right that big pharma is lining their pockets while the hard-working American people are struggling to afford life-saving medications. I expect my elected officials to protect me and my family by passing laws that bring down the costs of prescription drugs. | +16pp Authority figure messenger that connects on voters’ desire for fairness and security. |
| Growing up, the Sisters at Catholic School always used to tell us to “Love thy neighbor.” So when I moved next door to Mary, who is 84, I thought of Sister Eileen and started shoveling Mary’s walk and helping her with errands. That’s how I found out Mary isn’t taking all of her prescriptions. She is on a fixed income and has been skipping pills because she can’t afford them. I’m so frustrated that Congress hasn’t fixed this problem. Those politicians are failing to treat Mary as they’d want to be treated if they were in her shoes. | +15pp Speaks to voters’ compassion for others with a religious frame. |
Turnkey Creative
Why it works
Makes the issue real and personal, bringing in emotionality and ending with a concrete action to improve things.