Illinois Health and Hospital Association

Medicaid Funding Advocacy Campaign

Overview

Springboard assisted Illinois Health and Hospital Association advocacy in launching a marketing communications program to help pass the SB1763 Bill. It is a 20% across-the-board Medicaid rate increase. It was the first increase for Illinois hospitals in 28 years. Together we helped identified and engaged key audiences and ultimately passed this important legislation.​

Approach

To accomplish this, Springboard and IHA focused on a 3-tier audience approach.

Tier I:  Hospital Employees

This campaign to healthcare employees was not about Medicaid funding per se, rather, it was about the sustainability of local hospitals and the ability to care for the most vulnerable patients in the most appropriate ways. The passage of this Medicaid funding provides critical resources to patients and health systems as well as job security and satisfaction to the individuals we reached. We asked them to contact their legislators to support this effort in meaningful and relevant ways. ​

It was also easy for this audience to participate using Voter Voice to send direct communications to their legislators.

Strategy – “Flood legislators’ in-boxes with messages from hospital employees about the importance of this bill”

  • Programmatic (Display, Audio, and Video) and Meta (Facebook, Instagram) ads
  • Call to Action: Drive hospital employees to Voter Voice to email their legislative representatives

Programmatic Display Ads

 

 

Digital Out of Home 

Illinois Health and Hospital Association - Advocacy

 

 

In-Hospital Promotional Pieces

 

 

 

 

 

 

 

 

 

 

Hospital Employee Tool Kit 

Tier II:  Legislators in Session

Strategy – “Geofence the legislators to serve them ads while in the Capital building”

  • To use Programmatic (Display, Audio, Video and Native) placements to reach specific decision makers in the right place at the right time
  • Targeting the 36 legislators and their staff during while away from Springfield to raise awareness  in-between sessions

Programmatic Display Ad

 

 

Legislators in Session – Programmatic Native ads

Illinois Health and Hospital Association - Advocacy Illinois Health and Hospital Association - AdvocacyIllinois Health and Hospital Association - Advocacy

Medicaid Funding Audio

Tier III:  Legislators in the District

Strategy – “Make sure key legislators could not get out of the way of our ads – placing them programmatically wherever they went online”.

  • Retargeting: To reach users once they exit the Capital and Stratten building

 

The Results – 

The first Medicaid reimbursement increase in 28 years passed!

 

To learn more about this and other Springboard advocacy campaign work, please contact mike@springboardbrand.com.