In this state issue, hospitals were leveraging Certificate of Need to block the entry of rival cancer centers. Our focus was to defeat their efforts and expand cancer care access by telling the powerful stories of patients who needed it.
We crafted and managed a comprehensive public affairs campaign featuring:
Policy: Internal and commissioned analyses on underserved areas’ need for new centers; advocacy materials; and draft reform language.
Positioning: Compelling personal stories of at-risk rural patients; intensive earned, social and paid media; and frequent reporter briefings.
Pursuit: Extensive grassroots and grasstops action; diverse coalition of patients, families and providers; Hill Days; and aggressive lobbying.
Facing passage of a permanent statutory exemption for cancer centers, the hospital association caved and CON waivers were granted for our client’s sites.