June 12, 2015

The American Perceptions Initiative (API)— a project of The Heritage Foundation—conducts market research among adult Americans on a variety of issues and policy priorities to provide support for strategy and messaging. Market research is designed to explore the relevancy, credibility and support for the policies, concepts, messages and language used as well as the impact they have to create movement and action to support these policies and vision for America.

All of API’s market research is conducted in partnership with Vision Critical and Heart+Mind Strategies. Vision Critical is a well-respected research firm based on North America with research specialist that cover subjects including public opinion, health, technology, consumer goods, media and travel. They work with household brands, government bodies, not-for-profit organizations and the media to help them better understand their customers and stakeholders. Heart+Mind Strategies is an experienced and award winning consulting firm specializing in winning the hearts and minds of the people that matter most to their client’s success.

June 12, 2015 | Market Research on Health Care

Obamacare Messaging


More Support Reducing Mandates Than Extending Subsidies in Wake of Decision

When asked in recent research conducted under the American Perceptions Initiative what Congress should do if federal subsidies are struck down, a majority of Americans agreed with an approach that would reduce mandates and therefore costs for those affected (73% somewhat/strongly agreed).



Majority want Obamacare Repealed Through Reconciliation

Almost 6 in 10 agreed that Congress should use reconciliation now to repeal Obamacare and follow through on their promise to send a repeal bill to the president (58% somewhat/strongly agree). Focusing on the responsibility of Congress to do so plays on some negative feelings about the law—54% think the problems with the Obamacare rollout were just the beginning—and helps build support, as somewhat fewer voters would make the decision to repeal if it were up to them (51%).

Slightly fewer agreed to the broader alternative of using “every option possible to find a way to repeal Obamacare” (55%) than using reconciliation specifically. Even more (61%) agreed that it is completely appropriate to use the same process to repeal Obamacare that was used to pass it, indicating that some voters recognize reconciliation as a valid vehicle for repeal when couched in those terms even if they support Obamacare.

Messaging Tips

  • Include a personal appeal—reference “Americans”, “individuals”, or “you”.
  • Orient messages around cost.
  • Highlight the law’s flaws and its impact on each individual American and tie those to proposed changes to the law.
  • Tie repeal to themes above to boost support.
54% of voters believe the problems with the Obamacare rollout were just the beginning. People losing their doctors and being forced into higher cost plans make [me] believe the worst is yet to come.

Source: Online survey using a national representative sample of 1,014 U.S. voters conducted May 19–21, 2015 with a margin of error of ±3.1%.

About the Author

Mark Schreiber Director, Strategic Marketing
Strategic Marketing

Elizabeth Fender Market Research Associate
Strategic Marketing

Related Issues: Health Care