Advocacy Campaign Highlights and Impact Summary
State Health Advisory
Committee
October 2019
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Digital ads with patient-centric language--emphasizing “out-of-control” drug prices,
targeting influencers and policymakers in Washington, D.C./target states with the goal
of reducing the awareness gap about PBMs.
•
Creative directing viewers to an animated video that describes what PBMs do and how
PBMs provide value to patients and payers.
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MONTANA
WYOMING
IDAHO
WASHINGTON
OREGON
NEVADA
UTAH
CALIFORNIA
ARIZONA
NORTH
DAKOTA
SOUTH
DAKOTA
NEBRASKA
COLORADO
NEW MEXICO
TEXAS
OKLAHOMA
KANSAS
ARKANSAS
LOUISIANA
MISSOURI
IOWA
MINNESOTA
WISCONSIN
ILLINOIS
INDIANA
KENTUCKY
TENNESSEE
MISS
ALABAMA
GEORGIA
FLORIDA
SOUTH
CAROLINA
NORTH
CAROLINA
VIRGINIA
WV
OHIO
MICHIGAN
NEW YORK
PENN
MARYLAND
DELAWARE
NEW
JERSEY
CONN
RI
MASS
MAINE
VT
NH
ALASKA
HAWAII
•
Continue emphasizing high-polling cost-control
messaging on the value PBMs provide patients & payers.
•
Build in new themes emphasizing care-coordination,
patient health and PBMs’ role in promoting better health
outcomes.
•
Update campaign microsite to include content focused on
care-coordination, patient health and outcomes.
•
Deploy state-focused advertisements emphasizing cost-
control messaging with the goal of preventing, weakening
or defeating harmful legislation.
O
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r
A
p
p
r
o
a
c
h
–
N
e
x
t
P
h
a
s
e
G
e
o
r
g
i
a
•
Opposition to HB 233
–
Generated 23 constituent phone calls to each
Georgia House member plus Lt. Governor for
a total of 1,311 phone calls.
–
The governor received 500 phone calls
urging a veto.
O
k
l
a
h
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m
a
•
Opposition to HB 2632
–
Each of the following state senators received
100 phone calls from constituents in
opposition to HB 2632: Sens. Matthews,
Brooks, McCortney, Quinn, Stanislawski, and
Haste.
L
o
u
i
s
i
a
n
a
•
Opposition to SB 41
–
1,170 constituent phone calls to Louisiana State
Senate members.
–
1,105 phone calls to members of the House Health
& Welfare Committee
–
313 emails sent state senators.
–
498,041 impressions of Facebook ads with 3,522
clicks; 7,293 impressions of our promoted Tweets.
N
e
w
J
e
r
s
e
y
•
Opposition to A3717 and S728
–
1,000 phone calls to the governor urging a veto.
–
597 constituent emails sent to the governor.
–
264,599 impressions of our Facebook ads
generated 5,728 clicks to our Web site.
N
e
w
Y
o
r
k
•
Opposition to (S.4463/ A.3043)
–
Each of the following state senators received
100 phone calls from constituents in
opposition to HB 2632: Sens. Bresline,
Benjamin, Gianaris, Kennedy, Krueger,
Mayer, Rivera, and Skoufis.
–
92 emails were sent to 39 different state
senators in opposition to these bills.
–
Our Facebook promoted posts were seen
150,547 times within the targeted districts
and generated 1,1514 clicks to our landing
page and was shared 198 times.
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Since its launch in August 2019, the Real Rx Solutions for NY Campaign has generated
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The campaign has successfully used microtargeting capabilities (geographic location,
user interests, etc.) to ensure message delivery to key audiences.
Sample Twitter Ad
Sample Facebook Ad
Real Rx Solutions for NY Microsite
•
A Visante analysis of research produced by 46brooklyn, and their consulting arm 3 Axis Advisors, shows
that the data and methodology used to produce their reports makes their conclusions wholly uncredible.
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46brooklyn uses public data
inappropriately. The National Average Drug
Acquisition Cost (NADAC) data do not
represent the actual net PBM payments for
the specified drugs at retail pharmacies.
•
46brooklyn’s methodology is
based on evaluating the costs
of an entire pharmacy benefit
based on only one sliver of
drug spending.
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Target Publications: media outlets in state capitals
and major metropolitan areas.
The strategic communications campaign aimed to raise awareness about Pharmacy Benefit Managers (PBMs) by utilizing digital ads with patient-centric language, targeting influencers and policymakers across various states. Initiatives included state activations, opposition to specific bills in Georgia, Louisiana, Oklahoma, and New Jersey, resulting in significant constituent outreach through phone calls, emails, and social media engagement. The campaign's next phase focuses on emphasizing cost-control messaging, care coordination, patient health, and legislative advocacy to promote better health outcomes.
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Presentation Transcript
PCMA Strategic Communications State Health Advisory Committee October 2019
Our Approach Digital ads with patient-centric language--emphasizing out-of-control drug prices, targeting influencers and policymakers in Washington, D.C./target states with the goal of reducing the awareness gap about PBMs. Creative directing viewers to an animated video that describes what PBMs do and how PBMs provide value to patients and payers.
#OnYourRxSide State Activations WASHINGTON NORTH DAKOTA MAINE MINNESOTA MONTANA VT OREGON NH WISCONSIN MASS SOUTH DAKOTA IDAHO NEW YORK MICHIGAN WYOMING RI CONN IOWA PENN NEW JERSEY NEBRASKA NEVADA OHIO DELAWARE INDIANA UTAH ILLINOIS COLORADO MARYLAND WV CALIFORNIA KANSAS VIRGINIA MISSOURI KENTUCKY NORTH CAROLINA TENNESSEE ARIZONA ARKANSAS OKLAHOMA SOUTH CAROLINA NEW MEXICO MISS GEORGIA ALABAMA TEXAS FLORIDA LOUISIANA ALASKA HAWAII
Our Approach Next Phase Continue emphasizing high-polling cost-control messaging on the value PBMs provide patients & payers. Build in new themes emphasizing care-coordination, patient health and PBMs role in promoting better health outcomes. Update campaign microsite to include content focused on care-coordination, patient health and outcomes. Deploy state-focused advertisements emphasizing cost- control messaging with the goal of preventing, weakening or defeating harmful legislation.
Georgia Opposition to HB 233 Generated 23 constituent phone calls to each Georgia House member plus Lt. Governor for a total of 1,311 phone calls. The governor received 500 phone calls urging a veto. Oklahoma Opposition to HB 2632 Each of the following state senators received 100 phone calls from constituents in opposition to HB 2632: Sens. Matthews, Brooks, McCortney, Quinn, Stanislawski, and Haste.
Louisiana Opposition to SB 41 1,170 constituent phone calls to Louisiana State Senate members. 1,105 phone calls to members of the House Health & Welfare Committee 313 emails sent state senators. 498,041 impressions of Facebook ads with 3,522 clicks; 7,293 impressions of our promoted Tweets. New Jersey Opposition to A3717 and S728 1,000 phone calls to the governor urging a veto. 597 constituent emails sent to the governor. 264,599 impressions of our Facebook ads generated 5,728 clicks to our Web site.
New York Opposition to (S.4463/ A.3043) Each of the following state senators received 100 phone calls from constituents in opposition to HB 2632: Sens. Bresline, Benjamin, Gianaris, Kennedy, Krueger, Mayer, Rivera, and Skoufis. 92 emails were sent to 39 different state senators in opposition to these bills. Our Facebook promoted posts were seen 150,547 times within the targeted districts and generated 1,1514 clicks to our landing page and was shared 198 times.
Real Rx Solutions for NY Campaign Sample Twitter Ad Sample Facebook Ad Real Rx Solutions for NY Microsite Since its launch in August 2019, the Real Rx Solutions for NY Campaign has generated 1.3 million impressions across Facebook, Twitter, Google and Spotify. The campaign has successfully used microtargeting capabilities (geographic location, user interests, etc.) to ensure message delivery to key audiences.
46brooklyn Research is Fatally Flawed A Visante analysis of research produced by 46brooklyn, and their consulting arm 3 Axis Advisors, shows that the data and methodology used to produce their reports makes their conclusions wholly uncredible. WHAT DID VISANTE FIND? Visante s analysis found that 46brooklyn s research selectively chose specific drugs to fit their preferred findings by cherry picking drug pricing data. Analysis based on cherry-picked data isn t a limitation, it s a fatal flaw. 46brooklyn has a bad case of tunnel vision 46brooklyn uses public data inappropriately. The National Average Drug Acquisition Cost (NADAC) data do not represent the actual net PBM payments for the specified drugs at retail pharmacies. 46brooklyn s methodology is based on evaluating the costs of an entire pharmacy benefit based on only one sliver of drug spending.
Editorial Board & Health Care Reporter Outreach Program Goal: Education media outlets and health reporters on the PBM value proposition. Initial target list of states includes: Arkansas; California; Illinois; Florida; Georgia; Louisiana; Massachusetts; New York; Ohio; Oklahoma; Oregon; Pennsylvania. Target Publications: media outlets in state capitals and major metropolitan areas.
