National Survey Shows Moms Feel Left out of Healthcare Reform Debate

Most moms, the primary healthcare decision-makers in the U.S., are anxious and in the dark about the recently passed healthcare reform legislation, according to a nationwide survey. They are concerned about cost and access to care, and their loyalty can't be taken for granted.

Sponsored by the Nashville-based blog WhyMomsRule.com, the poll surveyed more than 600 U.S. moms. WhyMomsRule.com is a blog that tracks trends affecting mothers and their buying habits. It was founded by David Bohan, chairman and CEO of BOHAN Advertising|Marketing.

"The good news is that our survey shows that moms are attuned to the goals of healthcare reform," said Bohan. "However, it also shows that helping moms understand the changes that are coming is a critically important part of the process that is not being addressed at this time. We need to bring them into the discussion." Key findings "Cost continues to be moms' primary healthcare concern," said Bohan. "Moms are increasingly savvy healthcare consumers, and I expect that in the future we will see a definite interest in price-shopping when it comes to healthcare." Cost 76 percent of moms are very concerned about being able to provide their families with affordable, quality healthcare in the future.

Moms' No. 1 concern is that healthcare reform will lead to higher healthcare costs in general for them and their families (72 percent).

57 percent of moms have delayed medical care for themselves or their families because of cost.

55 percent of moms have had trouble paying their medical bills. Access 41 percent of moms were not aware that in 2014 everyone will be required to carry healthcare insurance or face tax penalties.

54 percent of moms are concerned about increased waiting times to get an appointment with a doctor.

46 percent of moms are concerned about the inability to keep their doctor or choose the one they want.

47 percent of moms are concerned about the inability to get a second opinion or to see a specialist without approval. Loyalty 65 percent of moms either don't have a primary care physician or have a relationship of less than five years.

Boomer moms (born in 1964 or earlier) are the most loyal; 49 percent have gone to their primary care physician for five years or more.

Generation Y moms (born in 1981 or later) are the least loyal; 45 percent of Generation Y moms have gone to their doctor for three years or less, and 18 percent don't have a primary care physician at all. Marketing Only one-third of moms feel healthcare marketing campaigns speak directly to them.

56 percent of moms prefer healthcare messaging that focuses on testimonials from patients.

"Moms want to know how reform is going to affect their lives," said Shari Day, a blogger for WhyMomsRule.com. "As healthcare reform policies take shape at the highest levels of government, policymakers need to remember one thing - don't take your main audience for granted."

The survey of 601 moms nationwide over the age of 18 with at least one child living in the household was conducted online Oct. 5 - Oct. 10. This is the second year WhyMomsRule.com has conducted a survey on moms' perspectives on the state of healthcare.

The nationwide sample was provided by MarketTools' online survey database. The poll has a 3 percent to 5 percent margin of error. Visit WhyMomsRule.com to view the entire survey and analysis. About WhyMomsRule.com WhyMomsRule.com was created in 2009 to offer BOHAN's perspective on marketing to moms. BOHAN, founded in 1990, has offices in Nashville and Knoxville, Tenn., and clients in travel, tourism and hospitality, healthcare and consumer products. Agency information is online at www.bohanideas.com.