Proposition 45 (2014)
Issue: Health insurance rate regulation
Campaign: No on Prop 45
Clients: Doctors, hospitals, nurses, health plans, business community
Spending: $55 million
Initial poll: 69% Yes / 16% No
Final results: 41% Yes / 59% No – a 71-point swing in only four months
In 2013, a trial lawyer-backed front group and the state Insurance Commissioner qualified a measure that would have instituted rate regulation for the individual and small group health insurance markets in California. The measure would have granted the state Insurance Commissioner the nearly unchecked power to approve or deny health plan rates for millions of Californians – and provided a backdoor way for trials lawyers to make millions off the process.
Initial public polling showed the measure was supported by almost 70% of voters.
Mr. Wigglesworth led the effort against Prop 45, working for the Californians Against Higher Health Care Costs coalition of doctors, hospitals, nurses, health plans, small businesses and employers to oppose the effort.
Although the measure started out with popular support, a closer examination revealed it would seriously undermine California’s efforts to implement the Affordable Care Act and potentially give one politician control over doctor-patient treatment decisions.
Through a comprehensive program of policy research and opinion research, the campaign developed a strong narrative and targeted messages that were effective with broad sections of California voters and key stakeholders. The list of opposition ultimately grew to include editorial boards across the state, labor unions and even Democratic members of Congress, including then House Minority Leader Nancy Pelosi.
The outreach and press program was complemented by a highly targeted and research-driven digital and paid media program. In the end, the No effort successfully defeated the measure 59% No to 41% Yes.