Emergency Treatment for an Unhealthy Narrative

Congress was about to pass legislation on a hot-button issue that would have negatively impacted doctors and their patients. The problem was that the loudest voices lawmakers were hearing belonged to corporations that stood to gain from the legislation. Our client, a physician group whose policy recommendations had been ignored, realized they needed to greatly amplify their voice to fight a false narrative.

The legislation was moving quickly toward passage when we were called in to devise a strategy that would give lawmakers a chance to hear the other side of the story.

We developed a highly-targeted integrated communications campaign designed to take control of the narrative and create a political climate more favorable to our client. Research showed that patients’ trust of their doctors extended even to policy matters, and we used that insight to spur constituents to put grassroots pressure on their legislators. We created a coalition which delivered messages designed to resonate with media, lawmakers and the general public. We seeded those messages in opinion pieces, statements, fact sheets, a website and through reporter relationships. Our robust paid amplification strategy focused on customized digital and broadcast advertising to ensure we reached the right people with the right message at the right time.