A bipartisan group of powerful lawmakers sought bundling reform that would have sharply cut dialysis payment. Our focus was to defeat the cut and achieve enactment of a better bundle by presenting the human face of kidney care.
We crafted and managed a comprehensive public affairs campaign featuring:
Policy: Internal and commissioned data and demographic analyses; detailed backgrounders for allies and advocates; and draft reform language.
Positioning: “Kidney Care” terminology; compelling personal stories; earned, social and paid media; celebrity spokesperson Alonzo Mourning.
Pursuit: Grassroots and grasstops; multi-member coalition; intensive lobbying; CBC and CHC engagement; targeted polling; and a U.S. petition.
The proposed punitive bundle was set aside, and a better bundle was enacted instead with a permanent annual update for dialysis services.