NerdWallet will be defining some of the slogans and catchphrases that are appearing in campaign ads and coverage in the weeks leading up to the election. This is the second in the series.
What does ‘tax the rich’ actually mean?
Healthcare costs remain one of voters’ top economic concerns heading into the election. An Oct. 6 KFF Health Tracking Poll finds that 6 in 10 voters say they’re worried about affording healthcare, while nearly half say the cost of healthcare is extremely important for candidates to address.
As in previous election cycles, 2026 candidates are framing healthcare issues with a populist message: The problem isn’t just whether Americans can access healthcare, but whether they can afford it — and who benefits from those high costs.
Here are three of the main messages candidates are using in their campaigns to address coverage, affordability and corporate power:
“Medicare for All” — a proposal to restructure how Americans get health coverage.
“Lower healthcare costs” — an affordability message focused on reducing what patients and families pay for care and coverage.
“Take on Big Pharma” — a promise to challenge pharmaceutical companies’ drug pricing power and influence.
Let’s break those down further.
