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Michael L. Millenson

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Health Care Reform: How Obama Delivered The Message

Posted: 04/25/2012 5:44 pm

While it's comforting to just blame the GOP for the unhappiness with health reform threatening the president's re-election, the truth is that Barack Obama repeatedly botched, bungled and bobbled the health reform message. There were three big mistakes:

The Passionless Play While Candidate Obama proclaimed a passionate moral commitment to fix American health care, President Obama delved into legislative details.

When a Baptist minister at a nationally televised town hall asked in mid-2009 whether reform would cause his benefits to be taxed due to "government taking over health care," Candidate Obama might have replied that 22,000 of the minister's neighbors die each year because they lack any benefits at all. Instead, President Obama's three-part reply recapped his plans for tax code fairness.

While Republicans railed about mythical "death panels," and angry Tea Party demonstrators held signs showing Obama with a Hitler moustache, the president opted to leave emotion to his opponents. The former grassroots organizer who inspired a million people of all ages and ethnicities to flock to Washington for his inauguration never once tried to mobilize ordinary Americans to demand a basic right available in all other industrialized nations. In fact, he hasn't even mobilized the nearly 50 million uninsured, who have no more favorable opinion about the new law than those with health insurance!

When CNN captured a sobbing middle-aged woman telling Sen. Tom Coburn (R-OK) of her husband's brain tumor, only to get the reply, "Government is not the answer," the president might have helped all Americans feel her pain. He did nothing of the sort. The public face of "Obamacare" was never a mother, father, spouse or child, but, just as the Republicans wished, it remained...Obama.

The Friend (or Enemy) of the People Hard as it is to recall, a New York Times-CBS News poll in mid-2009 showed nearly three-quarters of Americans supported universal coverage through a government-administered plan like Medicare. But the survey also revealed "considerable unease about the impact of heightened government involvement on...the quality of the respondents' own medical care."

That unease surfaced even in the heart of liberal Chicago, at a Second City show satirizing the new president. A doctor tells a woman her diagnosis gives her only three months to live. When she pleads for help, the doctor tells her the good news is that Obama's health reform plan means she's scheduled for her next visit just six months from now. The parking lot was packed with "Obama '08" stickers, but the audience still broke out in laughter.

The comedy worked because it connected with real feelings. GOP consultant Frank Luntz soon urged Republicans to stress quality-of-care concerns. Obama and team remained tone deaf. Three years later, the same Times-CBS poll showed only one in five Americans thought the ACA would help them personally. A full third expected their quality of care to worsen, and just 17 percent expected it would get better.

In fact, though the individual mandate to buy insurance has received the most attention, the ACA is filled with provisions to improve care quality and individuals' care. But for many middle-class voters, the answer to, "What's in health reform for me?" was allowed to become, "Nothing good."

The Caricatured Crusader. When GOP leaders decided to just say no to Obamacare, they were honest about their political calculus. The polarization worked.

The number of Republicans saying reform would make their lives "worse off" started at only 22 percent in early 2009, according to the Kaiser Family Foundation (KFF) tracking poll, before jumping to 61 percent that summer. Just 11 percent of the critical independents began by thinking that health care reform would make them worse off, but that percentage more than tripled by summer to 36 percent.

In early 2010, the White House posted a list detailing which proposals by which Republicans had echoes in the ACA. That the mandate had originated in the conservative Heritage Foundation was nowhere to be found. Nor did the White House note that the GOP's 2008 presidential platform had called for coordinated care and other changes almost identical to ACA provisions. In the event, none of this information was used to respond to the GOP attacks that helped sweep out Democratic candidates in the 2010 election tsunami.

It was only this past March that the administration, acting as if the Supreme Court's ACA hearing was a political pep rally, sprang into action. It activated supporters, talked up the ACA's Republican roots and rolled out press releases touting the law's benefits for average Americans. It was too little, too late.

A 2009 report by the Institute of Medicine concluded that the consequences of a lack of access to medical care include "needless illness, suffering, and even death," with the victims frequently being children. Yet health reform's opponents have managed to switch the discussion from dead kids to the Constitution's commerce clause. All the while, Barack Obama has flailed and failed to convince the American people that "Obamacare" is change they can believe in.

 
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HUFFPOST SUPER USER
gmjonn
Laughing at the Loopy Left
09:29 AM on 06/01/2012
At least the President is being honest. He knows that large parts of his health care bill will be found unconstitutional and he will need a second term to rewrite those parts.
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janmB
loves life
04:28 AM on 05/31/2012
What can you when people take their information from Rush & Fox TV. While the GOP is telling their diehards they're repealing Obamacare in full, they're misleading the public and telling them they can keep the provisions that protect them from insurance company abuses. Many of the Obamacare provisions the Republicans say they'd like to keep are ones that are already in effect.
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Peter Combs
Amused by the illogical..no, NOT a Republican
05:09 PM on 05/23/2012
In the end all of this may (most likely be a moot point) and will have to be re-done.

The story skims over the Mandate which is the KEY to the entire plan as it now stands. When before the court the President's Atty failed entirely to produce a precident or anything close to one. The feigned attempt to use the Commerce Clause as one was at best a weak argument, as the Clause actually argues against the Mandate more than for it.

The health plan needs to be re-written with a seperate bill on laws covering pre-existing conditions, levels of coverage etc. Followed with a Single Payor Plan.

Long before we had a state plan here in Massachusetts, we had laws making illegal Prexisting Conditions Exclusions etc. . The ninsurance companies hated it, but it works. However our rates have climbed significantly with more options to buy less coverage. So far only 50% of those without coverage here have gotten insurance in the last 6 years due to cost.
berryhill
Why is it that only the Right can think?
01:26 PM on 05/28/2012
If the mandate is allowed, where will it stop: No, you must join and attend a gym. No, you cannot buy half-and-half, as it is unhealthful - You must buy only skim milk. No, you must report monthly for your weigh-in, during which you will be shown which products you must buy, to reach your mandated weight. No, you must buy membership in the stop smoking 12 step program, and attend every meeting - Smoking is just too destructive to your health and the health of others.
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janmB
loves life
04:29 AM on 05/31/2012
A health care insurance mandate has been around for more than one hundred years. It was first implemented within the shipping industry for the sailors aboard commercial ships.
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HUFFPOST SUPER USER
teddy333
Save Our Planet!
06:25 AM on 05/19/2012
Mr. Millenson,your expectations of perfection are imperfect. President Obama got legislation passed. No, it wasn't perfect. It's a blueprint to be updated, modified, and amended as required and as needed. Your griping is counter productive. You're just being a curmudgeon. You aren't really offering anything constructive. You're just feeding hate.
04:46 PM on 05/14/2012
At least people's expectations are realistic.
05:27 PM on 05/11/2012
We thought it was a good message delivery!
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HUFFPOST SUPER USER
Hula Girl
09:52 PM on 04/27/2012
It's hard to have respect for anything this writer has to say, when he has no respect for the Presidency to begin with.
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HUFFPOST BLOGGER
Michael L. Millenson
02:53 PM on 04/27/2012
Ouch. Good comments all, if kind of depressing.
02:46 PM on 04/26/2012
Obama was never the 'public face of Obamacare'.

Pelosi and Reid were the twin public faces - and it would be difficult to imagine a worse choice. They are beloved on the far left - but far too unpleasant, angry and partisan to sell a transformation of the country.

The gigantic cost of Obamacare is the great concern and the great fear that will not go away. The Dems needed to face that fact, and compare it to the cost of not doing anything. They failed completely and pushed through a huge, absurdly partisan new government program at the bottom of a severe recession caused by too much spending and debt.

How far can foolishness go?

This will remain the textbook case of how NOT to change policy.
berryhill
Why is it that only the Right can think?
01:21 PM on 05/28/2012
Remember what Pelosi said - We'll pass the bill and see what's in it! A great example of the left knowing how best to make decisions for all Americans - Actually, an absurd example of the Left's arrogance! Don't forget her customized jet, at taxpayer expense, so she could fly between California and Washington - A total waste of money.
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janmB
loves life
04:32 AM on 05/31/2012
I find the entire 8 years of republican running this country was a total waste of money and we are still suffering from it.
The BILL had to be passed ....without any further debating about details ....and after the fact can be amended.....that was the most efficient way to do it.....cause it would have taken another 20 years. .
09:42 AM on 04/26/2012
I suppose you're right about the messaging. The clear message was America has great health care for those that have access, and it was just cost preventing access for some people. I have no idea how the solution to that was to guarantee insurance companies customers and tell the insurance companies they can keep 20% of health care costs, so obviously I oppose Obamacare.

Perhaps Obamacare would actually increase access for a little while, but it's obviously unsustainable to encourage insurance companies to increase underlying costs. I wanted a real solution, not a system that finds the limits of just how much of our money insurance companies can loot before the whole system collapses.
10:11 PM on 04/25/2012
Spot on. It was a poor choice to cast the health care problem as a primarily economic issue, while citizens would suffer and die from lack of access to prescription medication and medical care, which is by all accounts an ethical problem. It would be considered bordering criminal to withhold health care for life threatening diseases from constituents in most civilized countries. And no, the emergency room cannot substitute regular medical care in cancer patients. Another incomprehensible omission was the failure to inform the population of the law. In any other developed nation, the government would adequately inform the citizenry about their new protections and rights by sending a brochure door to door, containing an outline of the key provisions in easy to understand language. It has been unsettling to see how the administration has left this task to the media, in effect undoing the law by lack of public support, and possibly preventing a second term for the president.
berryhill
Why is it that only the Right can think?
01:19 PM on 05/28/2012
Let's hope you're right, that Obama will be prevented from a second term. A much better choice for Obama would be King, rather than president. Remember his comment to the Russian - I can do much more during my second term (or words meaning essentially the same thing). Remember his written account of high school - I did pot my last two years of high school (a great example for current American students).
berryhill
Why is it that only the Right can think?
07:53 PM on 05/28/2012
Thanks!
HUFFPOST SUPER USER
Jerome Bigge
11:27 PM on 05/31/2012
Simply repealing prescription laws would be of greater benefit and would cost absolutely nothing to do. Such a move strips doctors of their monopoly control over access to medicine, returns us to the sort of medical freedom we had back before the passage of these laws in 1938, 74 years ago. The laws were passed due to lobbying by the American Medical Association, which is the professional union for doctors just as the United Auto Workers union provides benefits to auto workers. We most likely would want to restrict access to narcotics and such, but most medical drugs are not narcotics, but exist to treat high blood pressure and cholesterol, diabetes, etc.