Rebranding “Obamacare”

Puh-pack-uh? Is that some kind of llama?

In fact, it’s the ungainly acronym of the new health-care law – PPACA, the Patient Protection and Affordable Care Act. Many people who support the law, or are neutral toward it, call it “puh-pack-uh” or “pee-pack-uh.” Others call it the Affordable Care Act or plain old health-care reform.

But those less-than-inspiring monikers aren’t much help to Democrats trying to convince the public that “Obamacare” – the Republicans’ pejorative name for the law – is worth keeping, said Robert J. Blendon, a professor of health policy and political analysis at the Harvard School of Public Health.

Democratic pollsters concede that there is a problem.

“We do need a common narrative that includes a name,” said Celinda Lake, president of Lake Research Partners. “When Obama’s job performance improves, it will be fine to call it Obamacare. Now, it is polarizing.”

Mark Mellman, another Democratic pollster, says that the title Patient Protection and Accountable Care Act highlights important aspects of the law, but that “it’s wonky, clunky language.”

Names of legislation, he said, should “summarize something important for people to organize their thinking.”

Indeed, constructing catchy-sounding acronyms for legislation, as well as other things, is a long tradition on Capitol Hill.

In the early 1990s, Sen. John Chafee (R-R.I.) announced his health-care bill would be called the HEART Act. Asked by a reporter what HEART stood for, Chafee said he would figure it out later; the important thing was getting people to start using the warm-and-fuzzy acronym. In 1999, Sen. James M. Jeffords (R-Vt.) gave the Education and Labor Committee a new name – the Health, Education, Labor and Pensions Committee, or HELP.

These days, White House officials generally refer to the new health-care law as the Affordable Care Act. Blendon says that doesn’t help Democrats much because “people don’t believe the law will make health care more affordable.”

Mellman agrees that there is a widespread view that costs are on the rise because of the law – even though supporters say that view is inaccurate.

“Members of Congress are hearing it right and left,” he said. “People’s premiums went up last year and [Democrats] said it had nothing to do with the bill. When they went up this year, people said, ‘Hah!’ and they linked it [to the law], even though there probably was no connection.”

So how, exactly, did the law end up with a handle like “puh-pack-uh”? Creators of the law did pay some attention to its name, Mellman said, but in the end, it was designed by committee. To satisfy more people, the name became long and inclusive, giving it less of a chance to catch on and be used, he added. And that opened the door to “puh-pack-uh,” health-care reform and the Affordable Care Act.

“This was a missed opportunity,” said Lake, noting that the name problem is symptomatic of a broader problem among Democrats on health-care overhaul.

“There wasn’t nearly enough branding of health-care reform,” she said. “Because of that, we paid the price throughout the whole debate.”

Now, the branding “has to be done through the prism of repeal and replace,” she said. “It’s a Republican message, and we have to do our message through the prism of that.”

Republicans, for their part, are satisfied with their “Obamacare” branding. GOP pollster Bill McInturff, partner at Public Opinion Strategies, asked voters in September whether the term “Obamacare” was a net negative, and 10 percent said that it was somewhat negative; 37 percent said that it was very negative.

Rep. Michael C. Burgess (R-Tex.), who is pushing for repeal of the law, said that calling it the Affordable Care Act is a misnomer.

“I even had an amendment to strike the word affordable from the bill’s title, but I didn’t get anywhere with it,” he said.

As for “puh-pack-uh”? That, he said, “kind of reminds me of those people who invested heavily in those llama-like animals.”

This article was reprinted from kaiserhealthnews.org with permission from the Henry J. Kaiser Family Foundation. Kaiser Health News, an editorially independent news service, is a program of the Kaiser Family Foundation, a nonpartisan health care policy research organization unaffiliated with Kaiser Permanente.

This story was produced in collaboration with The Washington Post.

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Chuck Briese, Oak Ridge Now

[avatar user="cbriese" size="thumbnail" align="left"] Chuck Briese has been a resident of South Montgomery County since 1988. He and his lovely and patient wife, Leslie, have six sons, with only one left to finish high school. Chuck has been a Cub Scout leader, a Little League baseball coach, a church youth leader, and a general troublemaker over the course of the past 25 years. He is obsessed with his lawn, and likes restaurants that serve food that fills up the plate. He has a tendency to tilt at windmills, which may explain why he started Oak Ridge Now.

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