If a presidential candidate's popularity in the polls increased by 10 percent, that candidate would suddenly be a front-runner cruising toward a landslide victory.

If 10 percent more employers this year than two years ago told a survey team they were moving employees to a private exchange, everyone would be offering private exchange services.

Yet when Gallup reports that 10 percent fewer people today than 14 years ago believe vaccines are a vital component of the nation's health care system, Gallup calls this a "slight" decrease.

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Dan Cook

Dan Cook is a journalist and communications consultant based in Portland, OR. During his journalism career he has been a reporter and editor for a variety of media companies, including American Lawyer Media, BusinessWeek, Newhouse Newspapers, Knight-Ridder, Time Inc., and Reuters. He specializes in health care and insurance related coverage for BenefitsPRO.