Quality First: A public affairs campaign case study

Abstract

In the USA, the most significant reform of the country's healthcare system is currently underway. The US healthcare system faces rapidly increasing costs, a large and growing uninsured population and wide variety in the quality of care delivered. The American College of Cardiology (ACC), the national medical professional society for cardiovascular professionals, has a strong perspective on healthcare reform and wanted to have direct input into the reform effort. To achieve this objective, the College undertook a multi-year, comprehensive public affairs campaign to ensure involvement in the decision-making process for healthcare reform, while also ensuring continued support from its membership in a time of rapid change. Under the organizing principle of Quality First, the campaign outlined fundamental principles for healthcare reform. The campaign based on these principles was targeted at the key stakeholder audiences of ACC members and national policy-makers, and used research into these key audiences to refine development of messages and selection of distribution channels. A message mapping process was used to develop campaign messages that would break through a cluttered communications environment. Tactical implementation included a full array of communications vehicles, including the use of both traditional and web-based channels, comprehensive media relations efforts, campaign advertising, speaking engagements and campaign promotion at various events. Using a methodology of research-based communication to targeted audiences proved successful. The Quality First campaign achieved its goals of promoting direct participation for the American College of Cardiology in healthcare reform efforts, while at the same time ensuring the continued support of its membership.