Campaign highlighted how proposed changes to Medicare's six protected classes would hurt patients
The American Cancer Society Cancer Action Network (ACS CAN) was selected as a 2019 Modern Healthcare Marketing Impact Awards winner.
ACS CAN received the Silver Award for Integrated Campaigns in the Advocacy category for its successful strategic communication campaign executed earlier this year in response to proposed changes to Medicare's six protected classes. If finalized, the proposal could have dramatically impacted timely access to affordable medication and care for patients with serious illnesses, including cancer patients.
The annual Marketing Impact Awards honor campaigns that advance provider, insurer, supplier, and advocacy group efforts to deliver and promote high quality, affordable, and accessible health care.
ACS CAN’s award submission featured the paid, earned, and social media tactics that were employed as part of its integrated campaign while the Department of Health and Human Services (HHS) considered its final rule. Included in the submission were the print, digital and television advertising campaign run in January and May to amplify the voices of cancer patients and survivors; media coverage garnered from press statements and a Capitol Hill lobby day patient fly-in; and the ACS CAN-led day of action on Twitter encouraging advocates to share their concerns directly with HHS Secretary Azar through the hashtags #DontDelayAccess and #CoverCancerRx.
In May, just days after ACS CAN launched its video campaign, HHS issued its final rule, which did not include the most problematic proposed changes to drug coverage in the six protected classes, making it clear that ACS CAN’s months-long campaign successfully elevated the voices of cancer patients and survivors.
The complete list of 2019 Modern Healthcare Marketing Impact Award winners is available online.