Topline Message

Everyone has the right to choose their own health care, and no one should be forced onto a plan that doesn’t meet their needs. A free market, when truly free, can reduce cost and increase access to care while accommodating aid to the poor to help them buy a plan of their choice. A government monopoly can never compete with that.

Messaging Priorities

• Lead with the effect to the patient: choice, more options, lower prices, and more open access. Follow up with the effect to the states or system if necessary.
• Choice is a powerful concept, made stronger with “right to choose” language. Frame health care choice as a right and single payer as an infringement of that right.
• Avoid unnecessary politicization: Using politically divisive terms like “Drain the swamp” and referencing Obamacare without explaining how it should be changed unnecessarily divide audiences.
• Power Phrases: Right to choose, health care choice for all, empower you to make choices for yourself, access to care, patients should choose.