A Timely Approach to a Looming Disaster
As 2021 ended, the Centers for Medicare and Medicaid Services was set to drastically cut payment rates for health care providers. These cuts would put access to health care services in a state of uncertainty while the country continued to deal with the effects of the pandemic.
The American Medical Association (AMA) needed to convince Congress to pass legislation to reverse the cuts and prevent a range of devastating effects that would harm individuals and communities across the country.
Adfero helped AMA persuade members of Congress to support this legislation with the launch of a unique sub-brand and Action Centers for individuals to message their representatives. Through a digital-focused approach, Adfero worked with AMA to launch two targeted campaigns: one informing patients and physicians of the dangers of the cuts, and the other amplifying these patient and physician voices directly to policymakers.
Engaged Patients and Physicians:
AMA reached patients and physicians during the crucial period leading up to the cuts through strategic social media and display advertising. These informative advertisements highlighted the threats the cuts pose, drove individuals to visit the Action Centers and encouraged them to send a message to policymakers.
Adfero employed a variety of tactics to gain high visibility among policymakers and those who influence them in the critical weeks leading up to the deadline. To ensure AMA’s message would be heard loud and clear, Adfero launched ads targeting policymakers across a variety of platforms. The team published sponsored content in POLITICO and secured digital ad takeovers giving AMA 100% share of voice in the POLITICO White House and Health Care sections, and on the POLITICO mobile application. Adfero also developed a 30-second podcast advertisement that was promoted across political podcasts.
To expand our reach to policymakers through media, the team developed a video highlighting the potential impact of the cuts and promoted it as pre-roll online across national news outlets including CNN, MSNBC and CNBC. Geo-fenced social media and display advertisements also targeted Capitol Hill and emphasized thousands of messages from patients and physicians urging Congress to take action. These efforts created a surround-sound effect that made AMA’s message impossible to ignore, allowing AMA to reach key policymakers and those who influence them leading up to the vote.
Social media and display advertising to patients and physicians drove the Action Centers to reach roughly 200,000 visits. POLITICO sponsored content resulted in more than 10,000 page views, and section takeovers drove nearly 2.8 million impressions. Additionally, the Capitol Hill geo-fenced display campaign drove more than 6.5 million impressions, the podcast promotion earned a 97% completion rate from listeners and the video promotion gathered more than 2.4 million views.
Adfero’s strategic planning and execution allowed AMA to elevate the voices of their stakeholders and earned results -- Congress passed legislation reversing Medicare cuts just before the Jan. 1 deadline.
With a focus on high impact visibility over a short period of time, Adfero helped AMA reach not just the right people, but enough people to help achieve a policy win.