1. “Killing Health Care Reform” Thomas Scarlett

2. 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 by Health 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?