Published On: October 27th, 2025By

Healthcare Costs Are Back in the Spotlight. Are Hospitals Ready?

For months, predictions of increased health insurance premiums have kept some of us on edge with a strong post-COVID distrust still lingering in communities across the country.

As premium increases start rolling out to employers and their benefits managers, additional detailed data on costs are emerging and starting to show up in how American families prioritize issues concerning them. A recent AP-NORC poll reveals a significant wave of anxiety, with about six in ten Americans “extremely” or “very” concerned about their health costs rising in the next year. It’s a clear signal that rising healthcare costs are emerging as a major issue for consumers.

For hospital leaders and their communication teams, this shift demands immediate attention.

This renewed focus isn’t happening in a vacuum. It coincides with a politically charged environment, including a recent government shutdown tied to a deadlock over Affordable Care Act subsidies where traditional political dynamics are shifting rapidly. As notices of rising insurance premiums land in mailboxes, public frustration is mounting, and concerns are no longer limited to Democrats.

However, the public’s trust in political leadership to solve these problems is shaky at best. This growing dissatisfaction and the political stalemate create a complex and volatile landscape for healthcare organizations. Hospital leaders now find themselves at the center of this storm, facing pressure from health insurers and policymakers.

A Growing Distrust in Political Solutions

The AP-NORC poll paints a revealing picture of the public’s confidence — or lack thereof — in either political party to handle healthcare effectively. While healthcare is a priority for a vast majority of both Democrats (about 9 in 10) and Republicans (three-quarters), there’s a significant gap in who they trust to manage it.

  • Democrats show more party loyalty, with 76% trusting their own party more on healthcare.
  • Republicans are less confident, with only 57% having more trust in their party to handle the issue.

This skepticism among Republicans is notable. Even with a Republican president, only about 3 in 10 U.S. adults approve of his handling of healthcare. This disapproval isn’t just from Democrats. It includes about 8 in 10 independents and roughly one-third of Republicans.

This widespread distrust inadvertently creates a leadership vacuum. When about half of independents say they trust neither party, it signals that the public is looking for solutions outside of Washington D.C.

This is where hospital and health system leaders need to come in.

The Opportunities for Hospital Leaders

As the primary providers of healthcare services in their communities, they have a unique opportunity to step up and address the concerns and needs of their patients. By focusing on improving patient outcomes and experiences, as well as promoting transparency and affordability, these leaders can demonstrate their commitment to putting patients first.

More importantly, perhaps, they can take positions in their markets as first-movers.

The last 15 years of healthcare has delivered many things, but one thing stands at the top of the list: Consolidation. M&A activity drove healthcare verticals together, and now, many are even slower-moving in their communications departments than they once were with large health systems taking slow swings in local markets especially when it involves complex industry issues. Leaders in these markets can mobilize their teams to exhibit their institutions as market movers working against cost trends if they’ll only step up and force their teams to prioritize getting their messages out. [See more from Groundswell Health | 5 Ways to Rebuild Trust and Become the Authority]

But it’s not just about filling a political void. Healthcare organizations also have a responsibility to advocate for policies that will benefit their patients and the wider community. This may include supporting initiatives such as expanding access to affordable healthcare, investing in preventive care measures, or addressing social determinants of health.

Moreover, by actively engaging with their patients and the larger community, hospital and health system leaders can build trust and credibility. And they can bring into the spotlight what many in their communities do not know about the complex business of healthcare.

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