Overview

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Medical oncologists faced a deep (AWP-17%) cut to Medicare reimbursement sought by leading lawmakers.  Our objective was to defeat the cut and achieve enactment of balanced reform by presenting the human face of cancer care.

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3-P Strategy

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We crafted and managed a comprehensive public affairs campaign featuring:

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• Policy:  Internal and commissioned data and demographic analyses; detailed backgrounders for allies and advocates; and draft reform language.

• Positioning:  “Cancer Care” terminology; personal stories and videos; earned, social and paid media; and Cancer Care Working Group briefings.

• Pursuit:  Intensive grassroots and grasstops; broad-spectrum coalition; 3,000-person march on the Capitol; lobbying; polling; and a petition.

 

Results

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The AWP-17% cut was dropped and our balanced reform, providing for ASP+6% drug reimbursement and practice expense coverage, was enacted.