Luntz: The language of Healthcare 2009 - the 10 rules for stopping the Washington takeover of healthcare

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THE LANGUAGE OF HEALTHCARE 2009 - THE 10 RULES FOR STOPPING THE “WASHINGTON TAKEOVER” OF HEALTHCARE

Dr. Frank I. Luntz

(1) Humanize your approach. Abandon and exile ALL references to the “healthcare system.” From now on, healthcare is about people. Before you speak, think of the three components of tone that matter most: Individualize. Personalize. Humanize.

(2) Acknowledge the “crisis” or suffer the consequences. If you say there is no healthcare crisis, you give your listener permission to ignore everything else you say. It is a credibility killer for most Americans. A better approach is to define the crisis in your terms. “If you’re one of the millions who can’t afford healthcare, it is a crisis.” Better yet, “If some bureaucrat puts himself between you and your doctor, denying you exactly what you need, that’s a crisis.” And the best: “If you have to wait weeks for tests and months for treatment, that’s a healthcare crisis.”

(3) “Time” is the government healthcare killer. As Mick Jagger once sang, “Time is on Your Side.” Nothing else turns people against the government takeover of healthcare than the realistic expectation that it will result in delayed and potentially even denied treatment, procedures and/or medications. “Waiting to buy a car or even a house won’t kill you. But waiting for the healthcare you need – could. Delayed care is denied care.”

(4) The arguments against the Democrats’ healthcare plan must center around “politicians,” “bureaucrats,” and “Washington” … not the free market, tax incentives, or competition. Stop talking economic theory and start personalizing the impact of a government takeover of healthcare. They don’t want to hear that you’re opposed to government healthcare because it’s too expensive (any help from the government to lower costs will be embraced) or because it’s anti-competitive (they don’t know about or care about current limits to competition). But they are deathly afraid that a government takeover will lower their quality of care – so they are extremely receptive to the anti-Washington approach. It’s not an economic issue. It’s a bureaucratic issue.

(5) The healthcare denial horror stories from Canada & Co. do resonate, but you have to humanize them. You’ll notice we recommend the phrase “government takeover” rather than “government run” or “government controlled” It’s because too many politician say “we don’t want a government run healthcare system like Canada or Great Britain” without explaining those consequences. There is a better approach. “In countries with government run healthcare, politicians make YOUR healthcare decisions. THEY decide if you’ll get the procedure you need, or if you are disqualified because the treatment is too expensive or because you are too old. We can’t have that in America.”

(6) Healthcare quality = “getting the treatment you need, when you need it.” That is how Americans define quality, and so should you. Once again, focus on the importance of timeliness, but then add to it the specter of “denial.” Nothing will anger Americans more than the chance that they will be denied the healthcare they need for whatever reason. This is also important because it is an attribute of a government healthcare system that the Democrats CANNOT offer. So say it. “The plan put forward by the Democrats will deny people treatments they need and make them wait to get the treatments they are allowed to receive.”

(7) “One-size-does-NOT-fit-all.” The idea that a “committee of Washington bureaucrats” will establish the standard of care for all Americans and decide who gets what treatment based on how much it costs is anathema to Americans. Your approach? Call for the “protection of the personalized doctor-patient relationship.” It allows you to fight to protect and improve something good rather than only fighting to prevent something bad.

(8) WASTE, FRAUD, and ABUSE are your best targets for how to bring down costs.

Make no mistake: the high cost of healthcare is still public enemy number one on this issue – and why so many Americans (including Republicans and conservatives) think the Democrats can handle healthcare better than the GOP. You can’t blame it on the lack of a private market; in case you missed it, capitalism isn’t exactly in vogue these days. But you can and should blame it on the waste, fraud, and abuse that is rampant in anything and everything the government controls.

(9) Americans will expect the government to look out for those who truly can’t afford healthcare. Here is the perfect sentence for addressing cost and the limited role for government that wins you allies rather than enemies: “A balanced, common sense approach that provides assistance to those who truly need it and keeps healthcare patient-centered rather than government-centered for everyone.”

(10) It’s not enough to just say what you’re against. You have to tell them what you’re for. It’s okay (and even necessary) for your campaign to center around why this healthcare plan is bad for America. But if you offer no vision for what’s better for America, you’ll be relegated to insignificance at best and labeled obstructionist at worst. What Americans are looking for in healthcare that your “solution” will provide is, in a word, more: “more access to more treatments and more doctors…with less interference from insurance companies and Washington politicians and special interests.”

You simply MUST be vocally and passionately on the side of reform. The status quo is no longer acceptable. If the dynamic becomes “President Obama is on the side of reform and Republicans are against it,” then the battle is lost and every word in this document is useless. Republicans must be for the right kind of reform that protects the quality of healthcare for all Americans. And you must establish your support of reform early in your presentation.

http://wonkroom.thinkprogress.org/wp-conte...hcare-20091.pdf

Click on the source link (above) read the rest of the document.

[I AM NOT THAT GUY 5,715]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

[one...two...tree 2,762]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

[I AM NOT THAT GUY 5,715]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

I guess I am a little kinder to Frank than you are. If you watch his focus groups, they are very interesting, with a no punches pulled kind of discussion. There are embarrasing moments, for both sides of the isle, that are trying to attract the mediocre center. He is a pollster, and his job it to do the research. What folks do with that information, is up to them.

If you remember Contract with America, promising to give the majority of people ten things they want ended 40 years of Democtatic contol of the House. In a lot of peoples' minds, it's 1993 all over again, and the Republicans are looking for an issue to ride in 2010.

The Democrats wasted an opportunity in 1993, and it still cost them Congress. The lesson here is: Power is fleeting. Do what you can now, and quit listening for the foot falls of your opponent.

Edited May 10, 2009 by Mister_Bill

[one...two...tree 2,762]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

I guess I am a little kinder to Frank than you are. If you watch his focus groups, they are very interesting, with a no punches pulled kind of discussion. There are embarrasing moments, for both sides of the isle, that are trying to attract the mediocre center. He is a pollster, and his job it to do the research. What folks do with that information, is up to them.

If you remember Contract with America, promising to give the majority of people ten things they want ended 40 years of Democtatic contol of the House. In a lot of peoples' minds, it's 1993 all over again, and the Republicans are looking for an issue to ride in 2010.

The Democrats wasted an opportunity in 1993, and it still cost them Congress. The lesson here is: Power is fleeting. Do what you can now, and quit listening for the foot falls of your opponent.

I've watched him as well - he seems like just a regular nice guy. I think what you are overlooking is the part I'm stressing - the deliberate strategy of deceiving the public by the GOP, using Dr. Luntz' rhetorical strategies to appear to the American voters that they are for health care reform when all they want to do is defeat any reform. If that doesn't bother you, then what can I say. I don't care which party deliberately and willingly deceives the public about their intent or position, it's dirty and it is the most cynical attitude to have towards the American people.

[I AM NOT THAT GUY 5,715]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

I guess I am a little kinder to Frank than you are. If you watch his focus groups, they are very interesting, with a no punches pulled kind of discussion. There are embarrasing moments, for both sides of the isle, that are trying to attract the mediocre center. He is a pollster, and his job it to do the research. What folks do with that information, is up to them.

If you remember Contract with America, promising to give the majority of people ten things they want ended 40 years of Democtatic contol of the House. In a lot of peoples' minds, it's 1993 all over again, and the Republicans are looking for an issue to ride in 2010.

The Democrats wasted an opportunity in 1993, and it still cost them Congress. The lesson here is: Power is fleeting. Do what you can now, and quit listening for the foot falls of your opponent.

I've watched him as well - he seems like just a regular nice guy. I think what you are overlooking is the part I'm stressing - the deliberate strategy of deceiving the public by the GOP, using Dr. Luntz' rhetorical strategies to appear to the American voters that they are for health care reform when all they want to do is defeat any reform. If that doesn't bother you, then what can I say. I don't care which party deliberately and willingly deceives the public about their intent or position, it's dirty and it is the most cynical attitude to have towards the American people.

Welcome to American politics! You have in the White House now, one of the best political machines in America, and they are every bit as ruthless as you think the Republicans are. Remember, both sides think they are doing what is best for America.

[one...two...tree 2,762]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

I guess I am a little kinder to Frank than you are. If you watch his focus groups, they are very interesting, with a no punches pulled kind of discussion. There are embarrasing moments, for both sides of the isle, that are trying to attract the mediocre center. He is a pollster, and his job it to do the research. What folks do with that information, is up to them.

If you remember Contract with America, promising to give the majority of people ten things they want ended 40 years of Democtatic contol of the House. In a lot of peoples' minds, it's 1993 all over again, and the Republicans are looking for an issue to ride in 2010.

The Democrats wasted an opportunity in 1993, and it still cost them Congress. The lesson here is: Power is fleeting. Do what you can now, and quit listening for the foot falls of your opponent.

I've watched him as well - he seems like just a regular nice guy. I think what you are overlooking is the part I'm stressing - the deliberate strategy of deceiving the public by the GOP, using Dr. Luntz' rhetorical strategies to appear to the American voters that they are for health care reform when all they want to do is defeat any reform. If that doesn't bother you, then what can I say. I don't care which party deliberately and willingly deceives the public about their intent or position, it's dirty and it is the most cynical attitude to have towards the American people.

Welcome to American politics! You have in the White House now, one of the best political machines in America, and they are every bit as ruthless as you think the Republicans are. Remember, both sides think they are doing what is best for America.

IMO, its cynical to merely shrug our shoulders and accept that any political party would deliberately deceive the voters as to their position on an issue. Call me an idealist, but I don't think we should tolerate any party that deliberately misrepresents their position.

[I AM NOT THAT GUY 5,715]

Within all the political speak there is a lot of common sense stuff there. I think the undercurrent advise that Mr. Luntz has developed through his "peasants under glass" method of analysis, is to keep the issue humanized, and not demonized. If you watched any of his "undecided focus groups", people are still likely to believe in "go along to get along." As soon as you bring the heavy guns to bear, you lose the middle.

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers have long used - emotional appeal. Now granted, both parties have tried to appeal to voters emotions, however, the GOP has hired professionals such as Luntz with the intent of deceiving the public into believing they want health care reform when they really don't, and on top of that, they've got the convenience of Fox News to openly promote their propaganda. They know what they are doing - purposely deceiving the public.

I guess I am a little kinder to Frank than you are. If you watch his focus groups, they are very interesting, with a no punches pulled kind of discussion. There are embarrasing moments, for both sides of the isle, that are trying to attract the mediocre center. He is a pollster, and his job it to do the research. What folks do with that information, is up to them.

If you remember Contract with America, promising to give the majority of people ten things they want ended 40 years of Democtatic contol of the House. In a lot of peoples' minds, it's 1993 all over again, and the Republicans are looking for an issue to ride in 2010.

The Democrats wasted an opportunity in 1993, and it still cost them Congress. The lesson here is: Power is fleeting. Do what you can now, and quit listening for the foot falls of your opponent.

I've watched him as well - he seems like just a regular nice guy. I think what you are overlooking is the part I'm stressing - the deliberate strategy of deceiving the public by the GOP, using Dr. Luntz' rhetorical strategies to appear to the American voters that they are for health care reform when all they want to do is defeat any reform. If that doesn't bother you, then what can I say. I don't care which party deliberately and willingly deceives the public about their intent or position, it's dirty and it is the most cynical attitude to have towards the American people.

Welcome to American politics! You have in the White House now, one of the best political machines in America, and they are every bit as ruthless as you think the Republicans are. Remember, both sides think they are doing what is best for America.

IMO, its cynical to merely shrug our shoulders and accept that any political party would deliberately deceive the voters as to their position on an issue. Call me an idealist, but I don't think we should tolerate any party that deliberately misrepresents their position.

So, you probably don't like either party. Welcome to my world.

Edited May 10, 2009 by Mister_Bill

[one...two...tree 2,762]

Can you think of a modern example of the Democratic Party hiring a person like Luntz with the intent of strategically convincing the public they are in a support of a populist position when in fact they aren't?

[I AM NOT THAT GUY 5,715]

Can you think of a modern example of the Democratic Party hiring a person like Luntz with the intent of strategically convincing the public they are in a support of a populist position when in fact they aren't?

[Nagishkaw 510]

Bill, Frank Luntz' focus is on deception and he's not shy about that. He employs the same tactics that advertisers Dr. Phil have long used - emotional appeal.