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.
Turnkey Creative
Why it works
Makes the issue real and personal, bringing in emotionality and ending with a concrete action to improve things.