PT Insights

May
11

Healthcare Reform: Are you Ready for the Coming Communications Challenges?

Peter Carson

While many are celebrating the enactment of healthcare reform as the culmination of a many-decade battle, others see it as just the beginning of a prolonged conflict. What can businesses expect in the coming months, and what are the communications implications?

1. Partisan polarization and anger will likely intensify.
Members of Congress on both sides of the aisle will be focused on scoring political points prior to the mid-term elections in November. With Republicans believing that major gains are achievable in the mid-term elections, there is little incentive for bipartisan cooperation.

Implications: It will take some time – and the election in November – to restore a level of comity to Washington. Companies should stay above the fray and avoid getting pulled into political arguments.

2. Legislative and regulatory changes have just begun.
Several state attorneys general are already challenging provisions of the law, and states will likely react with legislation and regulation of their own. Congress will soon begin the serious work of correcting “mistakes” and unintended consequences in the new law. With the government more deeply inserting itself into decision making, the opportunity for new legislative, regulatory and other political influences on the healthcare sector will grow.

Implications: Look for opportunities to shape the legislative and regulatory proposals that may proliferate — there may be emerging issues in which high-profile engagement could damage your brand, but there may also be opportunities to use visible engagement on key issues to enhance your brand.

3. Some companies will seek to get ahead of the curve.
Some companies will seek to create differentiation with competitors by getting ahead of the curve on changes required under the new law. We have seen this practice in other industries following enactment of major new regulatory requirements.

Implications: Stay alert to the activities of competitors. Develop clear messaging on your company’s commitments and intended direction — and re-examine it frequently.

4. Questions about the new law will abound.
Many of the new law’s provisions do not take effect for years. This could create uneven expectations, as well as much uncertainty and confusion.

Implication: Understand whether and how your products and policies could contribute to or ameliorate this frustration. Communicating implications of the law soon (and often) can reduce confusion.

5. Media and academic observers will start to ask, “how is it going?”
Stories and studies about the impact of reform on both consumers and businesses will shape perceptions of reform, as well as of industry players.

Implication: Be prepared to start answering the “how is it going?” question from the beginning. Start collecting information from your own business, industry and stakeholders. Look for opportunities to leverage your experiences into leadership and influence on key issues and controversies.