How to Take Control of the Health Care Cost Narrative

February 23, 2023

As health care costs in the U.S. continue to rise, hospitals haven taken a disproportionate share of the blame in the media. While they bear some responsibility, current news coverage pins most of the blame on them.

So how can your health system take control of the health care cost narrative?

The cost of health care in the U.S., as part of the Gross Domestic Product (GDP), has increased to the point that it eats away at all aspects of everyday life, even forcing consumers to forego routine care because they can’t afford it.

Ryan Colaianni, executive vice president of communications & crisis/issues at Revive, talks about changing the health care cost narrative

Ryan Colaianni, executive vice president of communications & crisis/issues, Revive

Health insurance and pharmaceutical industries have successfully controlled the narrative, pointing to hospitals as the culprit, yet both sectors report record profits while hospitals are challenged by razor-thin margins.

United HealthCare, the largest health insurer in the U.S., recently announced projected revenues of $360 billion for 2023. That’s more than all the major U.S. oil and gas companies combined. This bold announcement comes at a time when hospitals continue to be squeezed by government reimbursement along with disallowed payments by these same insurers.

The North Carolina Healthcare Association (NCHA) is bringing attention to this debate by taking a lead to change the narrative.

Cynthia Charles, vice president of public relations & communications at NCHA, joined Ryan Colaianni, executive vice president of communications & crisis/issues at Revive, in a recent Strategic Health Care Marketing webinar to share their perspectives on balancing the ongoing discussion.

“Framing the issue is clear,” says Charles. “It’s a value attack and a growing assault on provider reputations related to their role in the cost of care. When 65 percent of consumers agree that confidence in their health care provider has declined, changing the conversation through additional education is necessary to protect that community trust. Reputations are suffering.”

Read our new article to learn how NCHA is taking the lead to change the conversation on health care costs in the U.S. and how your health system can take steps to gain control of the health care cost narrative.

Specifically, you’ll learn:

  • Three issues contributing to a flawed narrative of hospitals and health systems that need to be addressed
  • How to create a targeted communication strategy aimed at key stakeholders, including patients, hospital staff, media, and policy-makers
  • 4 steps to help you get started on changing the narrative and protecting your health system’s reputation.

Read the full article here: Changing the Conversation: North Carolina Healthcare Association Counters the Blame Debate on the High Cost of Care in the U.S.

Best regards,
Matt Humphrey