The Problem: Opponents of MMA legislation began gearing up a large communications campaign for 2004 intended to undermine public support for the program. It was crucial that the proponents of the MMA continued their close communication, and were prepared with communications strategies and research tools to support their efforts towards positive implementation.
Strategic Recommendation: Our continued close contact with these decisionmakers in anticipation of the implementation process brought to light a need for comprehensive public opinion research which could play a significant role in crafting the necessary communication strategies and gauging progress.
After recognizing this need, Dutko Worldwide partnered with a leading pharmaceutical company who was interested in sponsoring this unique tracking study, and developed a strategy to provide positive support to the MMA implementation effort.
Program Elements:
- Establish a baseline and monitor public opinion of the MMA via a monthly survey of registered voters.
- Assess strengths and weakness by careful analysis of the monthly data.
- Develop communications strategies and talking points based on this quantitative data analysis.
- Create presentation materials targeted towards a variety of audiences, for use by policymakers and private entities.
- Present the information to decisionmakers both on and off the Hill.
Results: Our research and analysis of public opinion on the Medicare Modernization Act bolstered the efforts of those supporting positive implementation, and continues to be enthusiastically received each month by the Administration, Members of Congress, and their staff. Our surveys have become an integral part of the way decisionmakers think and talk about the bill, and our efforts have been crucial in crafting communication strategies for several groups throughout 2004.
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