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CASE STUDY: SEMI | COMMUNICATING WITH PROVIDERS ISSUE: Coyne PR was challenged to generate ongoing awareness and participation from doctors in the Southeast Michigan ePrescribing Initiative, a program developed in partnership by American auto companies – General Motors, Ford and Chrysler, along with Medco and major Michigan health plans. The initiative is one of the nation’s largest dedicated to promoting electronic prescribing among physicians. IDEA: Coyne PR leveraged the increasing attention on the value of electronic prescribing among legislators and clinical groups, building a program that helped further define the value of the technology in improving care and reducing costs. The campaign included a series of successive outcomes studies assessing the value of the technology in reducing prescribing errors, increasing generic prescribing rates to reduce patient cost, and increasing efficiencies in physician practices. The campaign was supplemented with strategic alignments with key legislators including Debbie Stabenow (D-MI) and participating physicians for thought leadership pieces, op-eds and interviews on the program. IMPACT: The program has received significant media coverage since its initial launch, including more than 400 stories and coverage in major opinion–leading media including the Associated Press, Reuters, Dow Jones, and The Wall Street Journal. In addition, the ongoing attention generated by the campaign increased physician participation in the program to nearly 3,000 physicians, and was instrumental in helping the state of Michigan earn a rating as one of the top five ePrescribing states in the country. |
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Heath Care Case Studies
