Opposition's Game Plan to Kill Federal Health Reform Legislation

Frank Luntz HealthCare Messaging: A Case Study

Background: Dr. Frank Luntz is a renowned pollster and messaging consultant for conservatives. In late May 2009, he released a set of ten rules for healthcare opponents, titling it "The Language of Healthcare 2009". The detailed rules in a 28 page memo are to be used to bring down healthcare reform. The rules and talking points have been used by Congressmen, political professionals, and other opponents of reform. The below press release is an example of Luntz' messaging.

Example is a recent press release from the Texas Medical Association (TMA). From TMA president William H. Fleming III, MD, regarding H.R. 3200, “America’s Affordable Health Care Choices Act of 2009,” Congressional legislation to reform America’s health care system. Analysis added in parenthesized bold, italics.

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The physicians of the Texas Medical Association believe our health care system is broken and needs reform. (Acknowledge the crisis or suffer the consequences, Luntz Rule #2)

However, we have concerns about the current House proposal, H.R. 3200, ‘America’s Affordable Health Care Choices Act of 2009.’ While it addresses some of health care’s ailments, it leaves gaping wounds which do not serve Texas patients well. (Humanize approach by mentioning patients, Luntz Rule #1)

“As physicians, our primary goal is to improve the health of our patients. We believe that patients and their physicians must be free to make choices that best fit their individual health care needs. This legislation severely limits those choices. (Protection of personalized doctor-patient relationship, One-size-does-not-fit-all, Luntz Rule #7)

“Therefore, TMA cannot support a proposal to create another government-payer health plan while existing government-payer plans, such Medicare, Medicaid, and the military health care program, TRICARE, are failing patients. (Arguments against Democrats must center around government, Luntz Rule#4)

We are deeply troubled there is no fix to the flawed Medicare funding formula, which limits seniors’ ability to see a doctor when they need to; and the absence of medical liability reforms, which provide greater access to care to Texas patients. We remain extremely concerned that the ‘public option’ will soon become the controlling payer in all health care (One-size-does-not-fit-all, Luntz Rule #7), resulting in an unworkable government price-setting scheme (Government waste and abuse, Luntz Rule #8) like we now see in Medicare. TMA physicians also are concerned that this plan limits at which hospitals patients can receive care. (Stress healthcare denial from government run healthcare plans, Luntz Rule #5)

“TMA physicians will continue to review and analyze H.R. 3200, and pledge to work with Congressional leaders and the Obama administration in crafting legislation that truly would improve health care ― the patient-physician relationship ― in the United States and Texas. As physicians, it is our ethical duty to provide leadership on these public policy decisions. (Not enough to say you are against, say you are working for solution, Luntz Rule #10)

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Delay, Delay, Delay - Common political strategy to 'kill bills without saying so'

"The Republican Party is trying to kill health care reform, and anyone in politics knows delay delay delay is one good way to do it"
-Garnet Coleman, Houston Chronicle, 7/30/2009

"The typical Washington bureaucratic game of, if you don't have a better alternative, just delay in the hope that that kills something, is partly what is playing out here…But there are those who are advocating delay just as a desperation move to try to kill this."
-White House budget director Peter Orszag, CNN 7/19/09

Republican, Conservative Groups Push Delay Effort

"The Republican National Committee will engage in every activity we can to slow down this mad rush while promoting sensible alternatives that address health care costs and preserve quality"
-RNC Internal Healthcare memo, 7/21/09 page 8

"Even voters who support a ‘public plan’ think Obama and Congress are moving too fast, with reckless speed, risking a huge part of our economy and our health care, when they don’t know what reform would really bring. If we slow this sausage-making process down, we can defeat it, and advance real reform that will actually help..”
-RNC Polling memo by Alex Castellanos 7/13/2009

"We can throw sand in the gears of the government-run health care scheme…Let's rededicate outselves by derailing the plan to give the federal government more power over our health care."
-Dick Armey, Freedomworks Healthcare Opposition Kit

"Throw the kitchen sink at the legislation now on the table, drive a stake through its heart, and kill it."
-Conservative Columnist William Kristol, 7/20/09

"Let's do it smart, not fast,"
-Former Bush Chief of Staff Andy Card, 7/21/2009

"[GOP Senators John McCain and Mitch] McConnell called for Congress "to step back, start over and think about incremental changes" to the health care system"
-GOP senators seek go-slow approach on health care, AP 9/1/2009

Health Care Leaders Echo the Message

"Believing that President Obama and Congress must slow down and get health system reform right, the Texas Medical Association has launched the "Me and My Doctor, We Know Best" patient-physician action campaign."
-Texas Medical Association front page website, www.texmed.org

"The priority should be, let's get it right, not let's get it done fast."
-Dan Wolterman, CEO, Memorial Hermann Health Care System, Houston Chron 7/29/09

"Texas Medical Center leaders Monday sent a message to Congress as it tries to reform America's troubled health care system: slow down…Two said the process ought to take years, perhaps involving a series of bills." -Texas Medical Center leaders, Houston Chron, 7/29/09