April 4-6, 2024 • Hyatt Regency • Lexington, KY
Innovations in Health Communication
Innovations in Health Communication
Abstract: Messaging Insights to Support a National Health Care Coverage Plan: Results From a Kentucky-Based Survey
Despite spending 18% of GDP on health care, the US has the lowest life expectancy from birth, the greatest burden of chronic disease, and the highest maternal and infant mortality of 13 high-income OECD countries (Gunja et al, 2022). These other countries provide health care coverage to all, while the US does not. We sought to better understand Kentuckians’ attitudes and beliefs surrounding the US healthcare system and assess their willingness to support alternate financing models.
Method
We conducted a survey to quantify a variety of demographic and health care coverage measures, as well as personal experiences, values, and beliefs. Adult Kentuckians were sampled (N = 1,000) to align with public statistics on Kentuckians’ gender, race, rural vs urban, and insurance status. Descriptive analyses were conducted to better understand the distribution of respondent sentiment across variables that captured attitudes/experiences with health insurance, as well as coverage status, premium and out-of-pocket costs, current health status, disability, worry about health care expenses, health care utilization, method of plan selection, feelings experienced while choosing a plan, and satisfaction with current health care. We also descriptively analyzed variables identifying respondent beliefs that included support for paying higher taxes in lieu of the current health insurance financing system, tying health insurance to employment, health care as a human right, and support or opposition to a national government health care program.
Findings
Several important statistics emerged from the descriptive analyses. Below we highlight key findings:
• 65% of Kentuckians avoided, skipped, or stopped medical care or medications due to cost.
• Nearly 40% of respondents were unable to purchase essential goods (food and/or clothing) due to medical costs.
• 67% strongly or somewhat favor a national health plan that would provide health insurance for everyone.
• 75% think that health care is a basic human right.
• Rural Kentuckians (71%) were more likely to avoid, skip, or stop medical care or medications secondary to cost compared to Kentuckians who live in urban areas (61%).
• 17% worried about health care costs every day, and over half worried at least once a month.
• Over 40% would make a life change, such as going back to school or changing jobs if they did not need to worry about health insurance coverage.
Discussion
The majority of surveyed Kentuckians responded in ways that indicate that the current model of health insurance coverage is not meeting their needs. The data suggest that foundational beliefs support the idea that the U.S. needs a better health care coverage system. Evidence-based health communication messaging will be critical in efforts to drive demand for systemic change. Study results suggest that leveraging the following ideas may help to positively position a national health care coverage plan in the minds of Kentuckians:
• Improved access to necessary treatment and medications
• Enhanced ability to spend on essential good such as food and clothing
• Eradication of coverage inequities
• Missed life opportunities (eg changing jobs, returning to school, etc)
• Reducing concerns over medical costs
Method
We conducted a survey to quantify a variety of demographic and health care coverage measures, as well as personal experiences, values, and beliefs. Adult Kentuckians were sampled (N = 1,000) to align with public statistics on Kentuckians’ gender, race, rural vs urban, and insurance status. Descriptive analyses were conducted to better understand the distribution of respondent sentiment across variables that captured attitudes/experiences with health insurance, as well as coverage status, premium and out-of-pocket costs, current health status, disability, worry about health care expenses, health care utilization, method of plan selection, feelings experienced while choosing a plan, and satisfaction with current health care. We also descriptively analyzed variables identifying respondent beliefs that included support for paying higher taxes in lieu of the current health insurance financing system, tying health insurance to employment, health care as a human right, and support or opposition to a national government health care program.
Findings
Several important statistics emerged from the descriptive analyses. Below we highlight key findings:
• 65% of Kentuckians avoided, skipped, or stopped medical care or medications due to cost.
• Nearly 40% of respondents were unable to purchase essential goods (food and/or clothing) due to medical costs.
• 67% strongly or somewhat favor a national health plan that would provide health insurance for everyone.
• 75% think that health care is a basic human right.
• Rural Kentuckians (71%) were more likely to avoid, skip, or stop medical care or medications secondary to cost compared to Kentuckians who live in urban areas (61%).
• 17% worried about health care costs every day, and over half worried at least once a month.
• Over 40% would make a life change, such as going back to school or changing jobs if they did not need to worry about health insurance coverage.
Discussion
The majority of surveyed Kentuckians responded in ways that indicate that the current model of health insurance coverage is not meeting their needs. The data suggest that foundational beliefs support the idea that the U.S. needs a better health care coverage system. Evidence-based health communication messaging will be critical in efforts to drive demand for systemic change. Study results suggest that leveraging the following ideas may help to positively position a national health care coverage plan in the minds of Kentuckians:
• Improved access to necessary treatment and medications
• Enhanced ability to spend on essential good such as food and clothing
• Eradication of coverage inequities
• Missed life opportunities (eg changing jobs, returning to school, etc)
• Reducing concerns over medical costs