Four Healthcare Issues to Watch in the 2024 Election

As we approach the 2024 presidential election, healthcare remains a critical concern for many Americans, and that trend shows no signs of changing.

A recent survey by Pew Research Center revealed that 57% of Americans view the affordability of healthcare as a very big problem in the country today – a problem that took a spotlight in the second presidential debate. This concern is expected to grow as November 4 nears; the outcome of this election could shape policy, regulations, and public perception in profound ways. Healthcare communications leaders must be attuned to these issues to adapt their approach and maintain an effective communications strategy. As both candidates continue to discuss their intended changes to the nation’s healthcare system, here are four key issues driving those conversations: the Affordable Care Act (ACA), prescription drug pricing, mental and behavioral health, and reproductive health—and why they matter to a healthcare communications strategy.

Affordable Care Act (ACA)

The ACA currently provides health insurance to more than 21 million Americans each year, with 2024 marking a record high for ACA marketplace enrollments. Since taking office in 2021, President Biden and his administration have attempted to expand the ACA’s reach and coverage through initiatives like the American Rescue Plan and the introduction of special enrollment periods, which have helped reduce costs and barriers to care. In last Tuesday’s debate, Vice President Harris defended the ACA, pointing out that the Biden administration negotiated drug prices on behalf of Americans for the first time ever. She notes that insulin is now capped at $35 per month and the annual cost of prescription medication for seniors will be limited to $2,000.

Meanwhile, former President Trump has long proposed changes to the ACA, stating in last Tuesday’s debate that “Obamacare was lousy healthcare–always was. It’s not very good today.” He further explained that his team is looking at different options and has concepts of a plan, suggesting that it would cost less and offer better care.

The Comms Takeaway: With many Americans still enrolled in health coverage through the ACA, businesses should closely monitor these proposed reforms, especially their implications for coverage options, insurance costs and regulatory requirements. Any changes to the ACA could affect organizations’ business models and the health of their employees and populations they serve.

Prescription Drug Pricing

While changes to prescription drug pricing are coming for people with Medicare, the costs are still a source of strain for many Americans. This issue affects pharmaceutical companies, healthcare providers, insurers, and of course patients.

Depending on the outcome of this year’s presidential election, such reforms could face revision or repeal. For instance, Mr. Trump has previously proposed approaches to lowering prescription drug pricing, including several changes to Medicare Part D, such as an out-of-pocket price cap and the elimination of drug rebates. Meanwhile, Vice President Harris aims to extend the $35 cap on insulin and $2,000 cap on out-of-pocket spending for those on Medicare to all Americans.

The Comms Takeaway: Understanding these potential changes is essential for organizations to adapt their strategies and effectively communicate with stakeholders. The public will be interested to know how pharmaceutical companies and insurers are aiding this effort in providing accessible, affordable care, regardless of who wins the election. These messages should be crafted thoughtfully, and rooted in themes of transparency, innovation and affordability.

Mental and Behavioral Health

The rise of virtual care since 2020 and an increased emphasis on mental and behavioral health have brought these issues to the forefront of healthcare. With nearly half of young people ages 18-25 reporting a mental illness or substance abuse disorder in 2022 – a number that was higher among Multiracial adults than White, Hispanic, Black or Asian – this is an issue that matters significantly to young adults. Mental health was not a focus of this latest presidential debate, but it still leaves Americans wondering, what are the candidates’ plans for addressing this issue?

The Comms Takeaway: As consideration for mental and behavioral health continues to grow, providers, behavioral health organizations and mental health technology platforms should stay aware of policy changes and their impact on access to care and resources. While this hasn’t yet become a headline issue, these organizations have an opportunity to demonstrate their commitment to improving mental and behavioral health. Invest in building industry thought leadership on tangible solutions and paths forward, policy recommendations, and consumer health tips. The better an organization tells this thought leadership story, the greater their opportunity is to elevate their brand and differentiate themselves from competitors in the market.

Reproductive Health

Following the overturning of Roe v. Wade and subsequent state policy changes, reproductive rights have remained a hot-button topic in the U.S. The issue has become increasingly polarized, with contrasting party views around federal versus state control of reproductive health policies. Vice President Harris has made reproductive health core to her vice presidency and 2024 presidential campaign, calling on Congress to pass a national law codifying abortion rights. Meanwhile, former President Trump remains firm in his stance that abortion policy should be set by the states, defending the overturning of Roe. V. Wade. Mr. Trump has voiced support for IVF treatments, proposing that the federal government or insurance companies should cover all costs associated with IVF treatment.

The Comms Takeaway: As the issue continues to develop, organizations that provide women’s health services must stay attuned to the proposed changes and their impact on the populations they serve. Hospitals, clinics and digital health companies should carefully monitor state and federal legislation and how it affects their operations. They must be prepared to effectively communicate their position on this issue – or carefully navigate neutrality – and the impact of changes to their patients.

The 2024 presidential election will shape the future of healthcare policy in America. Policy shifts around affordability, access and other major topics could create far-reaching effects on businesses, employees and patients. To explore the impact of these healthcare trends and develop a tailored strategy for effective messaging and communications, reach out to RH Strategic at healthcare@rhstrategic.com for an introductory conversation.

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RH Strategic is a Seattle and D.C.-based PR agency with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government, healthcare, and social and environmental impact markets.