Healthcare Legislation PR Case Study
OUR WORK | Solis Mammography
With more than 30 years in breast screening, Solis Mammography is a specialized healthcare provider focused on delivering patients an exceptional experience and exceptionally accurate results in mammography and screening services. Headquartered in Addison, Texas, Solis operates 48 centers across seven major markets – Columbus, Ohio; Greensboro, North Carolina; Houston; North Texas; Philadelphia; Phoenix; and, through its affiliated brand Washington Radiology, Washington D.C., Maryland and Virginia. The company operates wholly-owned centers and multiple successful joint ventures with hospital partners. Serving more than 700,000 patients each year, both Solis Mammography and Washington Radiology offer dedicated experts in breast screening and diagnostic mammography – 2-D and 3-D, breast ultrasound, stereotactic biopsy and ultrasound-guided biopsy.
For decades, the standard mammography guidelines recommended women begin their annual mammograms at age 40. However, in October 2015, in the middle of Breast Cancer Awareness month, the American Cancer Society (ACS) changed its mammography guidelines stating women should not begin their annual mammograms until age 45 and continue until 54. Women aged 55 and older should switch to mammograms every two years. Then in January 2016, the U.S. Preventative Services Task Force (USPSTF) sent yet another confusing message to women, advising delayed screening mammography from age 40 to 50. These conflicting statements, recommendations and guidelines about routine breast cancer screening leave women more confused about when to get a mammogram.
The American Congress of Obstetricians and Gynecologists, the American College of Radiology, The Society for Breast Imaging, and the radiologists who practice at 30-year-old Solis Mammography all agree that a woman should begin regular annual mammograms at age 40. Experts agree that early detection is the best offense in the fight against breast cancer, regardless of confusing guidance from some organizations made without critical breast imaging physicians on their panels. At the time, insurance companies still cover annual 2D screenings starting at age 40, but this could be in jeopardy if people are not educated about the potential harms of a delayed screening.
Winning the 3-D Mammography Bill with Grassroots Earned Media
On January 13, 2016 Texas Rep. Thompson introduced HB 1036 which mandated all Texas private insurance providers cover 3-D mammography (also known as tomosynthesis) at 100 percent for women 40 years and older (previously, women had to pay out of pocket to for 3-D whereas 2-D was covered 100 percent) for breast cancer screening and diagnosis. Solis Mammography – the nation's largest independent provider of breast imaging services – partnered with Texans for Breast Health (TX4BH), a coalition designed to raise awareness of 3-D mammography benefits, build an engaged grassroots network, activate support of HB 1036 and demonstrate overwhelming public support of HB 1036.
COMMUNICAITONS OBJECTIVES
Ensure all parties associated with TX4BH are communicating the same information by creating a key message with target audience worksheet to be disseminated to all stakeholders.
Utilize earned media to target Texas women ages 40-75 and educate them on HB 1036, Solis Mammography services and 3-D mammography by securing placements in Texas publications generating a 1,000,000 reach.
Engage two key Texas influencers to share information about HB 1036 and 3-D mammography benefits from their tone with their followers/fans, encouraging engagement and sharing without payment.
CATEGORY EXPERTISE
Our Approach
Goal: Position our partner as the leader in mammography, create media as marketing pieces to leverage across audiences, and position the client as a thought leader and advocate in public health.
Audience Identification: 1) Women 40+ to encourage them to begin their annual screenings if they haven’t, and 2) the general community to communicate the importance of early detection and encourage people to talk about the issue.
Accomplished By
Promoting the partner’s early detection position and voicing annual mammograms should begin at age 40 regardless of what the new recommendations/guidelines say.
Supporting and leveraging the campaign around the early detection issue; integrating with social media and marketing as appropriate.
Creating and reinforcing an early detection awareness campaign using traditional and non-traditional PR tactics to promote the client’s position around when to begin annual mammograms.
Creating original graphics to support early detection awareness.
Maximize Messaging Through: Press Releases, Media Alerts, Media Interviews, Op-Ed Articles/Guest Column/Blog Opportunities, Press Conferences/Speaking Opportunities/Events, Videos, Media Relations, Interviews, Media Relations, Influencers, Social Media, Website Content, Infographics and Displays
Outcomes
The goal was achieved! HB 1036 was introduced to the Texas House of Representatives by Texas Rep. Thompson on January 13, passed by the state's Insurance Committee on April 11, passed by the House on May 6; was pulled twice from the Senate Business and Commerce Committee in May, and thanks to our grassroots efforts was finally voted on by the Committee and passed on May 22, passed by the Senate on May 23 and signed into law by Gov. Abbott on June 15. The law will go into effect on January 1, 2018.
Earned media exceeded the objective with over 277 media mentions with an aggregate readership of 1,625,303, with 52 percent of the stories garnering a favorable and 46 percent neutral sentiment. (Earned media included broadcast, trade magazine placements, news pieces and online blogs.), hundreds of site-specific pitches were pitched, along with four press releases and one media statement.
Influencers shared content and were shared on social media 110 times with over 12,000 views. Anecdotally, after enough calls to Chairman Hancock's office asking for him to put HB 1036 back on the Committee's calendar, his office said, "Okay, we can't keep up with all these calls. It will go back on the Committee's agenda!"
TrizCom PR was awarded a 2017 Pegasus Award, the highest award for the category of Public Relations Programs specializing in Community Relations.
Representative Earned Media Placements
D CEO Magazine What Women Want
Prosper Magazine Confusion Vs. Clarity
Southlake Style Magazine Six Critical Facts To Know For National Women’s Health Week
Star Local Newspaper Just The Facts, Ma’am
We Magazine For Women Women Listen Up – Mammograms Are The Only Offense In Early Detection Defense
Mommie Again Stop With The Confusion!! Early Detection Is Key
Adventures Of The Mommy Homemaker National Women’s Health Week & Mammograms
Triad Moms On Main National Women’s Health Week & Mammograms
Phoenix Mom National Women’s Health Week May 8-14
Just Bein’ Mommy National Women’s Health Week
DFW Mommy Confusion Vs. Clarity
The Dallas Morning News More Mammogram Confusion
The Dallas Examiner Breast Health: Don’t Believe Everything You Hear
Preston Hollow Newspaper Solis Disappointed In New ACS Guidelines
ABC – Waa – Dallas Changes To Breast Screening Guidelines
Today With Kandace New Guidelines
NBC - Arizona Mammogram Changes
Fox 26 - Houston Early Detection
NBC – Arizona New Guidelines
CBS - KHOU – Houston – Great Day Houston The Difference between a pea and a walnut
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