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FLORIDA ASSOCIATION OF HEALTH PLANS: 2011 PROACTIVE PUBLIC AFFAIRS CAMPAIGN

Following a concerted effort during the 2010 Legislative Session to achieve reforms to the state’s Medicaid program, the Florida Association of Health Plans (FAHP) recognized that a positive education campaign was essential going into the 2011 Legislative Session and engaged Bascom Communications & Consulting, LLC (BCC) to assist with a proactive public affairs campaign.

In February 2011, FAHP kicked off its “Knowledge is Key” public affairs campaign to educate lawmakers, decision makers and the public on how health plans help and positively impact the lives of Floridians.

The “Knowledge is Key” campaign centered on a series of informational and inspirational one-minute web videos that followed the theme of how health plans help Floridians. The web videos offered firsthand testimonials from patients who received vital care through a coordinated system managed by a health maintenance organization. The videos were showcased on a microsite (KnowledgeisKey.org) and on SayfieReview.com, and were unveiled at a press conference in Tallahassee.

Additionally, the BCC team coordinated an aggressive reporter outreach campaign, which included educating reporters and key columnists and meeting one-on-one with health care reporters, resulting in FAHP maintaining its focus on patients and the outcome of reforming the status quo and its positive impact on Floridians.