Case Studies:

Health Care

The Client:
The Robert Wood Johnson Foundation is an independent, nonpartisan philanthropy devoted to improving the health and health care of all Americans.

The Question:
How do we help change public opinion on an important issue? To help Americans lead healthier lives and get the care they need?

The Answer:
Health care reform is a highly contentious issue requiring widespread public support and legislative action in a climate of heightened partisanship.

POS Response
POS employs an array of research techniques to assess attitudes about health-related issues among policymakers and the general public and to identify the most salient messages in support of health care reform.

  • Raising awareness of the uninsured. POS played a key role in “Cover the Uninsured Week,” a multi-year media campaign that raised awareness of the uninsured among the general public and Washington policymakers. POS research included measuring public opinion and the opinion of Washington policy leaders, message testing, and tracking media recall. POS utilized a wide range of research techniques, including one-on-one interviews, in-person and online focus groups, mall intercept interviews, national telephone and Internet surveys, and target market studies among the general public, vulnerable adults, and opinion elites. Testing messages, as well as print and TV ad concepts among these key audiences, was an essential part of selecting the most effective ads to run for each year’s campaign. The campaign’s message varied over the years but usually included national cable and print media, with an emphasis on the Washington, DC, market. The campaigns successfully shifted attitudes about the uninsured among the general public and Washington opinion elites.

  • State Children’s Health Insurance Program, 2006–08. POS tracked the impact of the SCHIP debate on public attitudes, awareness, and support of re-authorizing the legislation. Message testing research determined how to speak in favor of SCHIP and rebut opponents without alienating supporters.

  • Health Disparities. POS collected critical data on health care disparities among racial and ethnic groups.

  • Commission to Build a Healthier America, 2007–08. POS developed the message and policy agenda for the launch of RWJF’s Commission to Build a Healthier America. Research focused on public perception of factors impacting personal health, particularly among lower income and less educated groups. The study produced actionable recommendations for community and policy leaders.