A Calming Idea

This has to be the most muddled topic on the "current events" registry.  Ask anyone what "Obamacare" means, and the range of responses might astound you.  I wouldn't know even know how to structure an opinion poll or survey on the subject.  Any relevant respondent "data" would be confined to the "open responses" section of the survey.  The only common threads I have observed are generally strong personal feelings about the subject and frustration mired in confusion. 

Any organization that communicates group health care plan information is, by default, communicating Obamacare.  This can unwittingly attach itself to the weak link between the general public (which includes employees and covered family members) and Obamacare.  So anyone communicating to this audience must be aware of the underlying emotional stew. 

It would seem prudent to develop a calming strategy along with the exchange of any factual information.  Just pumping out facts (e.g., impending enrollment dates; coverage choices) to support administrative functions and transactions could unnecessarily burden management and administration with numerous queries, enrollment errors, weakened employee/family relations, etc.

Of course, a corporate Obamacare calming strategy can only do so much.  It will compete each day with ever-pervasive mass media.  I can't even stand on line at the bank without a flat screen TV in my face.  As far as what I might learn about Obamacare from the various TV sets peppering my path depends on what channel they have on.  The politicians are kicking the term around like an old beat up leather football.  The emotional stew seems to get hotter as the government continues to tiptoe with default, using Obamacare "as needed" to promote the position and counter-position of the Democratic and Republican parties, respectively.

What would the calming strategy do?  Take ownership for as much information as it could and try to stay timely.  Explain why this is happening.  Somehow interpret, at a 30,000 foot level, what Obamacare was intending to do, how much resistance it has faced and what kind of concessions it has made since launch, what kinds of provisions are forthcoming and how stakeholders might prepare for them. What is it? A proactive strategy that allows information to be used in a more positive, transparent way.  A tactical approach that has its own intranet section, is promoted by other organizational channels, is pushed out through Twitter, Facebook, Linked-In and other channels and creates input channels to allow two-way communication.

It's about awakening people to the issue from an organizational perspective. This allows the organization to position itself in a more positive way by helping clarify an issue, rather than sitting on the sidelines and waiting for the various government entities to get their websites and call centers to function properly.  It's about more than hand-holding -- it's really about keeping people motivated and open to new information about anything company-related.  When Obamacare is poorly communicated within an organization (e.g., no linkage built between provisions of the law and how it affects group insurance offerings), there is undoubtedly a spillover effect as far as all management communications and the extent to which employees will respond to them.  Organizations that desire nimble, responsive workforces use these communications opportunities to their advantage. (In this case, break-even would be a worthy goal.)

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