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California Hospital Association, Regional Associations, Members and Randle Communications
The “A” Team
Randle
Regions CHA
Hospitals
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A Winning Approach to Public Advocacy Losing was not an option Reversing Medi-Cal Cuts
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Focus on “The 121” Close coordination within CHA and with
members Aggressive posture Humanizing issues and hospitals Public affairs digital advocacy
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GOAL
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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
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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
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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
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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.
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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
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Sacramento launch
Regional media events
June 4 Sacramento Rally
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Effective microtargeting
Direct lawmaker contact
Raising issue visibility
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Effective Digital Advocacy
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Thank you for your support