v v Healthcare Messaging & Persuasion Workshop [insert state logo]

v v 2 Agenda for Today: I.Why Healthcare Persuasion II.Our Message: Healthcare Reform III.Tying it All Together: Structuring Your Conversations IV.Practice V.Debrief, Feedback, and Q&A

v v 3 What is our ultimate goal, and how do we achieve it?

v v 4 Persuasion is a key part of our “Voter Contact Phase”

v v 5 Healthcare Reform is a central point of confusion for Persuadable Voters Source: Kaiser Family Foundation Health Tracking Poll, November 2011 Sample: n= 1,209 adults So far, would you say you and your family have personally benefited from the health reform law, or not? 11% 85%

v v 6 Source: Kaiser Family Foundation Health Tracking Poll, November 2011 Sample: n= 1,209 adults Do you feel you have enough information about the health reform law to understand how it will impact you personally, or not? 55 % No 44 % Yes Voters are uninformed about the Affordable Care Act

v v 7 Support for the Affordable Care Act increases dramatically when we convey our message and provide information Source: BSG Poll #2328, July 2011 Sample: n= 800 voters in the 2008 presidential election and likely 2012 voters 92% 73% 74%

v v 8 At the end of this workshop, you will be able to: 1.Answer tough questions about health care and other complicated policy issues, using a new framework for persuasion conversations 2.Refer to benefits of the Affordable Care Act specific to the life-stage of the voter you’re talking to 3.In conversations, relate the President’s Healthcare Accomplishments to shared values we have as Americans, tapping into something with more persuasive power Learning Objectives

v v The Challenges We Face: What is most intimidating about persuasion calls to other women? What has worked as you’ve engaged friends and neighbors in persuasive conversations?

v v Typical Approaches to Challenging Persuasion Calls

v v Where is your comfort zone? Turn to a partner and answer this question: “Obama’s health reform hasn’t helped me at all. Why should I vote for Obama?” Based on your answer, discuss: Which of the three archetypes are you? What is good about each of the archetypes? What is bad? This workshop is meant to teach you how to incorporate the best of each of the archetypes into your persuasion engagements

v v 12 Agenda for Today: I.Why Healthcare Persuasion II.Our Message: Healthcare Reform III.Tying it All Together: Structuring Your Conversations IV.Practice V.Debrief, Feedback, and Q&A

v v 13 Our Message guides our discussion on all issues What is our overall message? The President has a vision for an economy: That creates jobs and is built to last Where hard work pays, responsibility is rewarded, and everyone does their fair share and plays by the same rules That out innovates, out educates, out builds the rest of the world Contrast: We believe in preserving that vision, whereas our opponents want to enact policies that will reward the wealthy and privileged at the expense of middleclass Americans and their families.

v v Using The President’s Values and Vision helps sway key voters 14 9% 12% 27% 10% 16% % Total More Likely To Vote for Obama + More Likely to Vote Obama % Saying More Likely To Vote for the President if He Made this Statement

v v 15 Our Healthcare Message echoes our overall message Contrast: President Obama refuses to go back to the days when health insurance companies had unchecked power. He’ll continue to stand up to Republicans working to take away benefits and protections that are already helping millions of Americans. The President believes Affordable health insurance you can rely on is part of the middle class bargain Americans who work hard and pay their premiums should have the security that comes with good health care

v v Voters are most persuaded when we emphasize benefits that are life-stage specific 16 Medicare(65+) Uninsured Remain on parents’ health insurance until age 26 No more charging women more than men No denying coverage because of pre-existing condition Tax credits for middle class people that don’t get insurance through their job Free preventive services in Medicare – like mammograms and colonoscopies Close the “doughnut hole” Free preventive services like birth control pills and cancer screenings No more caps on the amount of care covered No more charging women more than men No more caps on the amount of care covered

v v 17 Agenda for Today: I.Why Healthcare Persuasion II.Our Message: Healthcare Reform III.Tying it All Together: Structuring Your Conversations IV.Practice V.Debrief, Feedback, and Q&A

v v We need to connect our values to the President’s Plans and Accomplishments 18 you

v v 19 There are four steps to having a meaningful conversation tapping into shared values and related POTUS accomplishments Acknowledge and relate: Validate the voter’s concern. Listen to the voter and find common ground on things they care about. This is a chance to use an aspect of your personal story. Values:Bring the conversation to the value that you share with the President, and connect that value to the voter’s issues and interest Pivot to Accomplishments: Shift to a POTUS accomplishment that impacts the voter and links to the values discussed above Contrast: Draw the appropriate contrast with the Republican candidates on those values or issues– what would happen if Republicans gained office? PROBEPROBE PROBEPROBE

v v 20 Practice

v v 21 Talking to a voter – example #1 “It seems to me like the health care bill took up all this time and costs all this money, but I haven’t seen any benefits. I have the same insurance, except of course the premiums still go up every year, and things are as bureaucratic as ever.” PROBEPROBE PROBEPROBE Acknowledge Values Accomplishments Contrast

v v 22 Talking to a voter – example #2 “I don’t see why we should be giving people healthcare for free in America. I have a hard enough time paying for my family’s insurance, I don’t want my taxes going to pay for others’. PROBEPROBE PROBEPROBE Acknowledge Values Accomplishments Contrast

v v 23 Talking to a voter – example #3 [INSERT STATE SPECIFIC EXAMPLE OF A COMMONLY HEARD QUESTION FROM UNDECIDED VOTERS]

v v 24 Agenda for Today: I.Why Healthcare Persuasion II.Our Message: Healthcare Reform III.Tying it All Together: Structuring Your Conversations IV.Practice V.Debrief, Feedback, and Q&A

v v 25 1.What was difficult about that exercise? 2.What was easier than you thought it would be? 3.What do you think is going to be the biggest challenge in making phone calls? 4.What else did you notice? Debrief Questions

v v 26 Q & A