Amplification, education and patient-centered storytelling help Air Methods No Membership Required program take off
Amendola Communications (Amendola) announced that it has been named a finalist in two different categories for the PR Daily 2021 Digital Marketing and Social Media Awards, including the Digital Marketing Campaign of the Year Grand Prize and the category Marketing campaign for healthcare. The agency’s campaign, ‘Amendola Helps Air Methods’ No Membership Required Program Take Off,’ included amplification, education, and patient-centered storytelling to help fuel pending legislation and resolve an ongoing challenge. Of the industry.
“To overcome the widely misunderstood reimbursement of air medical care, we implemented an integrated and impactful patient-centered education, amplification and storytelling campaign,” explained Jodi Amendola, CEO of Amendola. “We’ve brought together a range of approaches in both proprietary and paid media to make sure the message resonates. It took an extraordinary amount of planning, creativity, energy and execution. I am proud of the quality of work and dedication of the A team, as well as the high level of engagement and collaboration with Air Methods.
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THE INDUSTRY CHALLENGE
Health plans typically do not cover emergency air transport services, leaving already traumatized families with sky-high bills. The industry’s solution was to sell “memberships”. But almost all regions are covered by a single organization, which has led people to subscribe for years and be billed as if transported by another company. As a result, the emergency medical transport industry – including Air Methods, a leading provider of airline medical emergency services – has received negative publicity in the media.
A CUSTOMIZED AND INTEGRATED PROGRAM: NO MEMBERSHIP REQUIRED (RMN)
Amendola launched the Air Methods campaign with four strategic objectives:
- Changing the public perception that emergency airlines benefit patients in times of distress through predatory billing practices
- Shift public and media sentiment towards aerial methods specifically from negative to positive / neutral
- Establish Air Methods as a leader in reforming the industry to meet the needs of patients in a fair and caring manner
- Demonstrate Air Methods thought leadership with signature articles and media interviews focused on billing reform, industry best practices, clinical innovation, and more.
Air Methods created an advocacy program to work with patients who were unable to pay their outstanding balances, stopped selling memberships (and reimbursed membership fees previously paid by Medicare patients), and started working with health plans to have their services covered.
Amendola has launched a digital campaign called No Membership Required (NMR) to raise awareness at national and community levels about Air Methods’ decision to stop selling memberships as well as its efforts to become network providers for top insurance companies. disease of the country. Amendola and Air Methods launched the NMR campaign in November 2019 with a series of digital ads, some of which included videos with real patient testimonials on the patient advocacy agenda. Patient stories have helped Air Methods move from being a faceless limited company to a caring provider of essential and life-saving services.
This program included press releases on topics such as Air Methods Reimbursing Medicare Patient Enrollment Fees and Company announcements securing network agreements with various health plans. Additionally, a continuous stream of social media posts delivered positive, consistent and constructive messages, helping to promote the NMR program and its underlying principles.
AWESOME CAMPAIGN RESULTS
The NMR digital campaign generated over 21 million video views, nearly 25 million impressions and over 21 million posted engagements. Most important, however, was the campaign’s effect on consumer sentiment towards aerial methods. Throughout 2019, Air Methods recorded an average of 26.5 negative articles / media mentions per quarter. In the first quarter of 2020, that number fell to just 5, a reduction of about 80%. In addition, Air Methods has established itself as an undisputed leader and a visionary organization within its industry.
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