Messaging for Seniors

14 July 2010

In his June 15, 2009 speech, President Obama made the following commitment to Seniors:

But let me be clear: I am committed to making these cuts in a way that protects our senior citizens. In fact, these proposals will actually extend the life of the Medicare Trust Fund by 7 years and reduce premiums for Medicare beneficiaries by roughly $43 billion over 10 years. And I'm working with AARP to uphold that commitment.

There is no doubt that Seniors need reassuring. Polls and media coverage have shown low support for health care reform among the senior population. It's no wonder given the scare tactics used by the opposition.

Seniors now fear that the new law will result in a diluted Medicare program and increased health costs for them. It is important to reach out to seniors and address what is really in the new law for them, and how they will benefit.

Overall Message to Seniors

"Reform requires that Members of Congress get their healthcare coverage from the same plans as millions of Americans. If it is good enough for Members of Congress and their families, it will be good enough for average Americans. The plan will also reduce prescription drug costs for seniors by closing the current coverage gap in Medicare and will give seniors free yearly check‐ups."

While security is much more important than the congressional requirement among our base, the opposite is true for seniors. They are particularly distrusting of healthcare reform so the congressional requirement component is very important to them. But since healthcare security is less of an issue for them it is better to highlight reform's impact on prescription drug costs and that annual check‐ups will be covered than delving into messaging on greater security.

Note that preventive care resonates strongly with seniors and just half of seniors are aware that the plan will close the current prescription drug coverage gap.

How the New Law Makes Medicare Better for Seniors

When speaking to an audience of seniors, tell them some details about how the new law will help. The public is not in the mood for rhetoric; seniors want to hear specifics about what the law will mean for them:

"Reform lowers the costs of prescription drugs for seniors by closing the coverage gap in Medicare, cuts waste from the system to ensure that Medicare funds go to improving care, and provides for annual check‐ups so seniors can have better preventive care."

"You will continue to see the doctors you need to see when you need to see them. The quality of your care will improve. You'll have more time with primary care doctors who'll get to know you well, ensure you're on the right medications and get you the tests and specialty care you need. There will also be special help in rural areas so you get the best coverage even if you live in a remote place."

"After a lifetime of hard work, you've earned stable, quality care you can count on. The health care law honors that commitment to you, fixing the problems and improving Medicare. The law expands Medicare benefits, providing more coverage for prevention and medication. It reduces waste, fraud, and insurance company subsidies, making your care more affordable today—while also planning ahead for your grandchildren. And reform brings the changes both you and your doctor need, so they continue to treat Medicare patients and are supported to provide you with the best quality care possible."