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“ Killing Health Care Reform ”

“ Killing Health Care Reform ”. Thomas Scarlett. Clinton Health Care Plan. Clinton Health Care Plan Why did it fail? The conventional wisdom is that it was defeated by a coalition of powerful opponents. But their were powerful actors on both sides. Proponents:

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“ Killing Health Care Reform ”

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  1. “Killing Health Care Reform” Thomas Scarlett

  2. Clinton Health Care Plan • Clinton Health Care Plan • Why did it fail? The conventional wisdom is that it was defeated by a coalition of powerful opponents. But their were powerful actors on both sides. • Proponents: • Coalition of labor, interest groups (AARP) backed by the White House • Opponents: • Coalition led byHealth Insurance Association of America (HIAA) and National Fed. Of Industrial Businesses (NFIB)

  3. Clinton Health Care Plan • Target Practice: HIAA Ad Campaign Against the CHP • The HIAA launched, to great effect, the famed “Harry and Louise”ads in targeted markets throughout the country. • Strategy • Carville: Ads aimed at national media, but only 11 % of HIAA ad budget was spent on DC market. • Strategy: • HIAA ran ad in select congressional districts in late January, so voters would be filled with questions during the February break.

  4. “Harry and Louise”

  5. Clinton Health Care Plan • HIAA Campaign: Multi-Faceted • The HIAA campaign (budget 17 million) extended beyond TV ads to include direct mail, grassroots advocacy… • Effect of Campaign? • Polls showed Clinton had a 56% approval in late 1993. By spring of 1994, however, support for the CHP, particularly elderly voters had declined.

  6. Clinton Health Care Plan • Clinton Forces: Lost Media War • Harry and Louise arouse public doubts about the plan, Congressional leaders ask HIAA to come to the table. • HIAA Pulls ad • HIAA decides to pull ad in districts of Ways and Means members after the Democrats agree to change bill to reflect the interests of insurers. • Ad returns • Ad returns after Democrats fail to incorporate agreed upon langauge.

  7. Clinton Health Care Plan • Evolving Ad • HIAA changed the ad to reflect changes in the bill, and to target specific aspects of the bill. • Targets: • 1) Government Price Controls • 2) Community Ratings • 3) Tax of certain health acre plans

  8. Clinton Health Care Plan • Democratic Response • Recruit “Louise” (actress was a Democrat) for White House press conference. It did not work. • Democratic Ad: Confused, and Defensive • The compared opposition to CHP to those who doubted US could land on the moon: it will be challenging, but it is something that must be done.

  9. Clinton Health Care Plan • Democrats: Off Message: Costs? • Harry and Louise suggested middle class Americans, who already struggling to ensure their covered, would be taxed more. • Democratic Ad did not address this • Other Democratic Ads: Lacked Focus, Targeting • Pizza Hut Delivery Man: Pizza or Health Care?

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