Veterans often have multiple medical conditions that put them at greater risk for complications during surgery. The training and expertise required to become a physician anesthesiologist can mean the difference between life and death for this vulnerable population.
When the U.S. Department of Veterans Affairs proposed a policy that would replace physician anesthesiologists with nurses during surgery in VA facilities, the American Society of Anesthesiologists (ASA) knew they had to take action.
ASA called on PCI to help ensure the highest level of care for our nation’s Veterans and protect the role of physician anesthesiologists.
Developed messages that resonate with audience
Mobilized ASA members as ambassadors
Conducted outreach with key stakeholders/organizations
Secured media coverage
Utilized digital advertisements to drive engagement
RESULTS AND OUTCOMES
104,000 public comments posted to the Federal Register in opposition to the proposed policy
8,000+ messages opposing the original policy were sent to elected officials from 2,415 ASA member advocates and other concerned stakeholders
422 media placements
338 Million estimated audience including coverage by the Washington Post, The Hill, San Francisco Chronicle and McClatchy Tribune
95% of coverage mentioned that the proposed policy would lower Veterans’ standard of care
Digital Ads to drive traffic to the SafeVACare.org website
47,373 Online display ad clicks
77,468 Facebook ad clicks
56,145 Facebook ad social engagements (“likes,” comments, and shares)