Story highlights Republicans have tried out multiple slogans to explain to voters what their health care policy goals are

The messaging challenge is just one of many obstacles they have faced in trying to overhaul the health care system

(CNN) At first it was "repeal and delay." Then it was all about "access to coverage." Now, Republicans are talking about a so-called "three-bucket strategy."

Since the new year, Republicans have tried out multiple slogans to explain to voters what their health care policy goals are and how they plan to achieve them through the legislative process. But they don't appear to be sticking.

All three phrases have drawn loud criticism and at least one was abandoned altogether early on in the House Republicans' winding crusade against the Affordable Care Act. Their efforts are expected to culminate in a vote on the House floor as soon as late next week.

The messaging challenge is just one of many obstacles Republicans have faced in trying to overhaul the health care system. It also foreshadows problems the party is likely continue to confront as it struggles to win over skeptics -- especially if the bill goes over to the Senate.

"I think they need to have a phrase that better encapsulates the sum total of what they're trying to do, which is complex," said Lanhee Chen, former chief policy adviser to Republican presidential nominee Mitt Romney. "It's a huge messaging challenge and you have to acknowledge that."

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