American Medical Association
Fix Medicare Now
After a decade of pushing for one-year patches and fixes to a Medicare Sustainable Growth Rate (SGR) payment formula that often saw physician payments decrease year-over-year, the American Medical Association (AMA) wanted a big push toward a permanent fix to ensure payments from Medicare tracked at least with the inflationary costs of running a medical practice.
AMA partnered with Beekeeper Group to build out the campaign infrastructure. Since this was a bold undertaking, AMA wanted to be bold with the approach. Together we conceptualized and built a website that leveraged little text and lots of illustration, infographics, and imagery to explain the complex formulas and statistics in ways that the key audiences would understand. We built three unique website experiences and had users self-select as patients, physicians, and policymakers. The site would dynamically adjust to reorder content, refigure data-graphics, and shuffle testimonials based on the users’ selection. Leveraging the creative assets from the site build, we created a battery of social graphics and ad units that were used to promote the site through organic channels and paid media.
The outcome was a huge policy victory that few expected at the start of the project. Despite long odds, AMA was able to use our polling backed datagraphics and infographics that were tailored to each stakeholder audience to effectively deliver their message that the cumulative cost of annual patches was now more than the cost of a permanent fix. The website itself won many awards, including a W3 award and a Webby honoree.
