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TRANSCRIPT
California Hospital Association, Regional Associations, Members and Randle Communications
The “A” Team
Randle
Regions CHA
Hospitals
A Winning Approach to Public Advocacy Losing was not an option Reversing Medi-Cal Cuts
Focus on “The 121” Close coordination within CHA and with
members Aggressive posture Humanizing issues and hospitals Public affairs digital advocacy
GOAL
Anticipate and seize opportunities
Stay “on offense”
Work efficiently using a variety of tools and tactics
Make our issue a priority for legislators and the Governor
Enacted in 2011, AB 97 implemented devastating cuts to Medi-Cal reimbursement for distinct part (hospital-based) skilled nursing facilities.
• Rates frozen at 90% of 2008-2009 levels • Rate reductions equaled 25% or more • Estimated annual impact - $120 million
The Association initiated an aggressive, multi-pronged effort to stop implementation of the AB 97 cuts.
• Litigation • Legislative Advocacy • Negotiation with DHCS • Public Advocacy and Media Campaign
Public Advocacy and Media Campaign Goals • Tell the AB 97 impact story. Put a human face on the issue. • Engage community and other opinion leaders in grassroots
advocacy. • Build pressure through earned media. • Build legislative support for AB 900.
The Campaign required, and benefited from, the active involvement and contributions of an intra-organizational team
• CHA issue managers • Regional vice presidents • Legislative staff • CHA & regional association staff • Member facilities • & the Randle team
Sacramento launch
Regional media events
June 4 Sacramento Rally
Effective microtargeting
Direct lawmaker contact
Raising issue visibility
Effective Digital Advocacy
Thank you for your support