14 July 2010

Women, particularly over the age of 65, are a key persuadable audience. We need to show them how the new law will benefit them. Remember that when messaging to women, start with our core message to build trust:

"Reform requires that Members of Congress get their healthcare coverage from the same plans as millions of Americans. It will also make healthcare coverage more secure by ensuring that working families cannot be denied coverage due to a pre-existing condition, or lose their coverage or be forced into bankruptcy when someone gets sick."

Other persuadable messages that work with women address quality and cost:

"Reform will improve healthcare for women and children by prohibiting insurers from charging women more than men for the same coverage and requiring coverage for maternity care. It will also require insurance companies to cover any child with a pre- existing condition and allow children to stay on their parents insurance until they are 26."

"Reform will lower healthcare costs for individuals and improve healthcare for women and children by prohibiting insurers from charging women more than men for the same coverage and requiring coverage for maternity care. It will also require insurance companies to cover any child with a pre-existing condition and allow children to stay on their parents insurance until they are 26."