Tips for Speaking from a Doctor/Nurse Perspective

07 July 2010

Health Reform Themes that Work: The Provider Voice

1. Doctors/nurses need to talk about the health care reforms from a very personal frame, so that viewers will hear how the reforms will impact the following:
   • My health care
   • My family's health care
   • My budget
   • My job and my job stability
   • My peace of mind
2. Most important, providers (because they are trusted) need to calm people and reassure them that reforms will bring about top quality health care. Again how Americans define 'quality' is from a very personal perspective – how the reforms will affect their provider/patient relationship and the quality of their care—with 'quality' care specifically identified as:
   • I can afford my health care
   • I have choice of doctor and plan
   • My doctors and nurses have the time, access to information, and support to do their job
   • I can see my doctor or nurse when I need to
3. Doctors/nurses can meaningfully speak to the value of reform and help bring the uninsured, underinsured, and insured together—these groups all share in common what they value in reform including:
   • Affordable choices you can count on
   • You can keep your health care plan and doctor; you can choose a health plan and doctor
   • No more insurance company abuses
   • Supporting your doctor/nurse + you
   • We can't afford to wait
   • (Note: All the above points also speak to 'peace of mind')
4. The American Solution – very important to speak to American creativity, ingenuity, and culture. The reforms are American reforms, which work for American families, businesses, and enterprise.
5. Fairness is an important component to how Americans view their world; doctors/nurses need to talk about the reforms in ways that will help the viewers understand that: the reforms are fair; there will be sensible rules implemented; there will be oversight; there will be expectations of personal and shared responsibility with everyone at the table.
6.  American Dream: Since health is a basic component of living the 'American Dream' doctors should tie the flaws of the health care system to obstructing the American Dream (for example creating obstacles to providing for my family, affording our own home, putting our kids through college, or starting my own business). Reform will help us more confidently live the American Dream again, and help us raise the healthiest next generation of Americans.

Messaging to avoid:

• America is ranked 37th – Americans do not want to hear that we are not ranked first, in fact they won't believe you.
• Messaging that plays to people's fear – for example, you can go bankrupt. Fear blocks altruism, anger motivates people to want change. Use anger not fear.
• Messaging that refers to Medicaid or Medicare.
• Messaging that refers to immigrants.
• Messaging that separates people (uninsured vs. insured) – remember that reform is about health quality, affordability, and access; not just access.

Best response to oppositional attack messaging:

"It's time to stop playing politics and solve the health care crisis. Real health care reform will give us the freedom of real choices—to keep our current plan and doctors, to choose another private plan, or the choice of a quality affordable public health insurance plan. Reform will stop the insurance companies from denying us coverage for an illness from five years ago or some other pre-existing condition, or denying care because of our age. Finally health care will be affordable—costing less and covering more. It will be a uniquely American solution that gives us peace of mind knowing we will always have quality and affordable care."

Providers should deliver messaging on quality care:

• White coats can reassure the public that the system changes are supportive of doctors and nurses and in the best interest of patients.
• Opinion leaders and policy-makers will be influenced by the voice of doctors/nurses.
• They can debunk and overcome comparative effectiveness arguments and potent attacks of 'big government' interfering with the provider/patient relationship.
• They can speak to the importance of prevention.

Doctors/nurses are a great voice to express what Kennedy and Dodd do below – fixing our health care system is worth doing, and it's worth doing RIGHT.

A strong public option isn't just what Americans want -- it's what America needs. All of us understand the importance of the work we're doing. The health of our economy and our families rely on it. But if it's worth doing, it's worth doing right. The Senate must not, and the HELP Committee will not, shy away from this challenge. We must not settle for legislation that merely gestures at reform. We must deliver on the promise of true change.