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California Hospital Association, Regional Associations, Members and Randle Communications

The “A” Team

Randle

RegionsCHA

Hospitals

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

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

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

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 • and 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