A Proposal for the Board · June 2026

Move Healthcare Forward.

Build MHF into New Jersey's standing affordability and access advocacy engine — ready to make the cost argument every day, and ready to surge when the fight comes.

Read the proposal Present mode
Moxie Strategies · Asbury Park · New York
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The Recommendation

Build MHF into a consumer-first
affordability platform.

Not a Horizon-branded ad campaign. A standing issue-advocacy vehicle that can make the cost and access argument every day — without triggering the insurer backlash polling makes clear.

Workstream 01
Relaunch the landing page
A consumer-first home base built around affordability, transparency and access.
Workstream 02
Build the Influencers Network
Always-on education to legislators, regulators, press, labor and employers.
Workstream 03
Ready the negotiation campaign
A pressure-tested response to the system seeking ~8% increases — ready to launch.
Why Now

Why now.

01
Anti-insurer sentiment is a risk, not an asset.
The public is angry about cost. MHF lets us make the cost argument without triggering immediate insurer backlash.
02
Polling gives us a clear lane.
Affordability. Transparency. Access. Accountability. New Jerseyans want someone to say who is driving prices up.
03
The platform has to be versatile.
Educate all year, then scale fast for a bill, a regulation, a Medicaid shock, a drug-pricing fight, or a hospital dispute.
04
The immediate fight is real.
A large hospital system is seeking ~8% increases. Voters already think that's too high — and want a 3% cap.
Strategic Read
“
The public doesn't automatically side with insurers. But they do side with the idea that New Jersey families shouldn't pay more for the same care.
From the polling and message-test analysis · Moxie Strategies
What Polling Says

New Jersey is ready for this fight.

0%
say an 8% hospital fee increase is too high.
“8% more is too much.” The core line in the current fight.
0%
say hospitals don't make prices clear in advance.
Lead with: show us the price before asking families to pay more.
0%
agree hospital price hikes get passed on to families.
Translate every rate demand into the family bill.
0%
say large systems prioritize profits and acquisitions over affordability.
Target corporate hospital management — never doctors, nurses or patients.
0%
say high executive compensation makes them less favorable to a system.
Use exec comp only when we have clean proof and a clear contrast.
+0
net swing after voters heard specific hospital-accountability facts.
Specific, provable facts beat generic attacks. Build the proof bank.
In the 2025 contract-dispute polling, sentiment moved from 32–26 toward Horizon to 53–14 after voters heard specific facts.
The Position We Own

MHF fights the hidden price hikes, corporate markups and policy decisions that make health care less affordable and harder to access for New Jersey families.

The promise
When health care costs go up, MHF shows who's driving it, how families pay for it, and what New Jersey can do.
The test
Does this protect access and affordability — or make people pay more and get less?
The tone
Plainspoken, tougher, more populist than Horizon corporate. Real people first. No jargon. No blank checks.
From Corporate to People Language

What MHF says.
And what we never say.

Hover or tap any corporate phrase. The MHF version appears beside it.

People language
Fighting price hikes before they hit your premium.
01 / 05
Workstream 01 · The Landing Page

From dormant page to advocacy engine.

Drag the handle to compare mhcfnj.org today with the proposed affordability platform.

MHF · NEW JERSEY
HOSPITALSDRUGSPOLICYACTIONABOUT
Health care costs are rising.
Find out who's driving it.
Hidden hospital prices, drug company markups and bad policy choices are making care harder to afford. MHF fights for lower costs and clearer prices for New Jersey families.
TAKE ACTIONREAD THE PROOF
76%
say 8% is too high
90%
want price transparency
91%
say costs hit families
79%
favor a 3% cap
Move Health
Care Forward
NEW JERSEY
Welcome to Move Health Care Forward NJ
Thank you for your support. Our mission is to advocate for ways our state can meet consumer expectations of convenient, affordable, and quality health care…
SIGN UP FOR OUR EMAIL LIST
SUBMIT
Today · mhcfnj.org
Proposed · MHF Platform
Populist headline
Names the problem. Names who's driving it.
Live polling proof
Four stats every visitor sees in the first scroll.
Action center
From “sign up for emails” to “take a side, today.”
Workstream 02 · Influencers Network

Build the NJ Healthcare Policy Influencers Network.

Always-on education to the audiences that shape what New Jersey believes about health care cost — before any single fight begins.

MHF
Always-on
Legislators & staff
Regulators
Press · editorial
Labor
Employers
Patient advocates
Community & faith
A · Officials, regulators & press
Legislators, district staff, county officials, state departments, boards, statehouse and business reporters, editorial boards.
B · Labor + employer voices
Unions, chambers, employer associations, benefit leaders, multi-employer trusts — the most credible non-political messengers.
C · Consumer & community leaders
Patient advocates, faith and neighborhood leaders, ethnic media, civic groups translating policy into family stories.
Workstream 03 · Hospital Negotiation

8%
is too
much.

Even if the campaign never launches, having the proof, creative and stakeholder ads ready changes the negotiation posture today.

The 4-step playbook
01
Pre-launch proof + legal review
Lock the 8% ask, cost translation, system background, transparency claims and approved language.
02
Soft launch to influencers
Brief reporters, editorial boards, legislators and labor partners. Seed facts and frames.
03
Public escalation
Run the “8% is too much” campaign across paid, earned and stakeholder channels.
04
Resolution & wind-down
Bank the outcome. Preserve the proof bank. Hand off to the influencer network.
If It Goes Public · The Ads

The creative, ready to print.

Three concept directions, locked and ready behind the scenes.

Same care. Bigger bill.
Site-of-care markups and facility fees can turn a routine visit into a much larger charge.
Move Healthcare Forward
Concept 01 · Same care, bigger bill
8% more? For what?
76% of New Jerseyans say an 8% hospital fee increase is too high. Tell us what families get for it.
Move Healthcare Forward
Concept 02 · 8% is too much
Nonprofit should mean community first.
Nonprofit systems get public benefits to serve communities. They shouldn't act like corporations at the table.
Move Healthcare Forward
Concept 03 · Community first
Rebuttal Grid

They say. We say.

Tap each anticipated objection to see the Moxie rebuttal.

What We Build Now

What we propose to build now.

01
Updated MHF landing page
New architecture, polling proof strip, real-people language, action center, issue pages for hospitals, policy and pharma.
Turns MHF into a credible home base for affordability advocacy.
02
NJ Healthcare Policy Influencers Network
Audience list, segmentation, always-on education calendar, briefing kits, monthly drumbeat.
Makes affordability and accountability familiar before any single fight.
03
Hospital negotiation campaign in a box
Locked proof bank, legal-reviewed messaging, stakeholder ads, escalation plan, rebuttal grid.
Changes the negotiating posture even if the campaign never launches.
04
Editorial + content calendar
Rotating weekly themes: hospitals · Medicaid · drugs · caregivers · site-of-care.
Keeps MHF in the conversation, not just in fights.
Investment Summary

What it costs to stand it up.

Two buckets on the table now: a one-time audience build and the foundational creative to stand up the landing page and ongoing content. The hospital negotiation campaign is scoped separately and priced only when activated.

01
Audience Build
$15,000
One-time
Wide-net stakeholder universe: mayors and senior teams, biggest donors, electeds and staff, labor, associations, executive branch, Legislature, DOBI, federal officials and their donors.
02
Foundational Creative
$5K – $20K
One-time landing page build + $3.5K – $5K/mo ongoing content
Landing page relaunch — new architecture, polling proof strip, real-people language, action center and issue pages — plus ongoing content development. Written from polling already in hand.
Foundational creative · what's included
Foundational & ongoing
Always-on cost of running the platform.
Updated landing page + content
Copy, design, CMS implementation.
$5K – $20K
one-time
Ongoing content development
Fact sheets, explainers, social/data graphics, editorial planning.
$3.5K – $5K
/month
Subtotal · foundational
$5K – $20K + $3.5K – $5K/mo
Costs may vary depending on final strategy, production approach, and available budget. Deliverables can be scaled up or down accordingly.
Held for a later decision
The hospital negotiation campaign — including any associated creative and paid distribution — is scoped separately and brought back to the board when it's time to fund it.
The Ask

Let's move.

Four board decisions stand between MHF as a dormant landing page and MHF as New Jersey's standing affordability voice.

01
Approve the three immediate workstreams.
02
Confirm the proof standard for aggressive hospital messaging.
03
Decide whether negotiation creative stays unnamed until escalation.
04
Align budget once scope is locked.
Schedule the working sessionDownload the deck (PDF)
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