For decades, it was fair to assume that people’s views on health policy fell largely along partisan lines and that their views about their own health care were typically unrelated to their policy views.
That playbook no longer applies.
Today, health care sits directly at the intersection of the major political and cultural shifts reshaping the U.S. Audiences are divided not simply by party or demographics, but by deeper questions of trust, freedom and identity. Even everyday health care decisions are interpreted through the lens of people’s underlying beliefs and values.
These divisions are increasingly visible among policymakers as well. Within both parties, competing perspectives are shaping health care debates–-from “health freedom” and “wellness” movements, to competing priorities around cost and innovation.
In this environment, identifying the right audiences—and reaching them with messages that resonate—requires a deeper understanding of how values and beliefs shape the way people interpret health care information and policy.
A New Audience Intelligence Platform: PRISM
PRISM was built for this moment. Our audience intelligence platform enables public affairs, corporate communications and brand and market insights teams to map the ideological profiles shaping health care engagement today.
At its core, PRISM maps the values and belief systems that form the “prism” through which audiences receive, interpret and act on health care information and messages—even when traditional audience categories stay the same. PRISM identifies 16 distinct health care audiences, each defined by a unique ideological profile that shapes how they think about health care.
“PRISM began with a simple realization: the categories we relied on to understand our audiences no longer match how people think about health. Patients, voters and policymakers are interpreting everything—from prevention to policy —through the lens of politics, culture, identity and trust. Once that became clear, it was obvious that we all needed a new way to see the landscape. PRISM was built to provide that map.”
PRISM pairs audience intelligence with execution, helping clients shape strategy, sharpen positioning and communicate with precision.
Health care companies can’t afford to operate with the assumption that traditional audience targeting measures provide meaningful explanations for how people act today. Audience intelligence that maps these nuances is the competitive advantage. PRISM provides that roadmap.
Looking Ahead
In our next issue, we’ll explore important new research on how the billions of dollars being in invested in R&D and manufacturing in the U.S. by biopharmaceutical companies is being received by voters.
We’ll unpack what companies need to know to ensure these investments resonate and create the opportunity for sustained dialogue and engagement with voters.
In the meantime, learn more at reservoircg.com/PRISM or email us at PRISM@reservoircg.com.