Presentation: Obamacare Conflict and Confusion: Pitfalls and Promise for Communicators Presented by: Gil Bashe, Executive Vice President and Health Practice Director, Makovsky The Affordable Care Act (ACA) has been lauded and lambasted for its economics, but there are much larger issues at stake that place communicators on the front line. Gil Bashe, Executive Vice President of the healthcare practice at Makovsky and a past member of the CMS Part D Working Group, will discuss data on patient priorities and what it means for pharma, payer, provider and patient advocacy communication professionals trying to maximize the entry of millions of new customers into the nation's health system.

1. Marketing ObamaCare
Communications About Much More Than Cost

2. We’ve Been Here Before
“Medicare drug plan is sailing along far
too smoothly to be left alone.”
“Once unloved, Medicare’s prescription-drug
program defies critics, but issues remain.”

3. The Walking Dead …
… but not due to pre-existing conditions.

4. More Affordable. More Accessible.

5. Service Is More Important than Cost
Source: PublicMind telephone surveys of 4,268 adults in New York City and five additional surrounding counties, including
2,168 current Affinity Health Plan Members and 2,110 adults eligible for coverage on the NY Health Plan Marketplace,
assessing drivers/influencers for choosing health plans. For both groups, the sampling error is approximately +/- 2.1.

6. Behind the Curve
Lack of Coverage Reduces Screenings
Source: "Impact of Medicare Coverage on Basic Clinical Services for Previously Uninsured Adults," J. Michael
McWilliams, M.D., et al., JAMA 290 (August 2003)

7. Language and Cultural Considerations
New patients = new opportunity for chronic illness education
Source: US Center for Disease Control and Prevention. National Diabetes Fact Sheet, 2011. Accessed 2/21/14.

8. Key Takeaways
• National health programs take time to settle
• Entry of 50 million individuals into health system
– Engagement has been symptom- or emergency-based only
– Limited foundation in disease-management/preventive-care
– Must convert from reactive treatment to proactive wellness
• Service trumps cost
• Diverse patient population with new education needs
– Chronic illness impact across ethnicities
– Language barriers, cultural sensitivities, generational differences
– Preferences in accessing information
• Communication must clarify processes AND present choices

9. Impacts of ObamaCare
Improving Understanding and Access