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Case Study Homedical Associates:  Delivering Health Care to the Homebound Situation:  Based in Niskayuna, NY, Homedical Associates (HA) is a medical practice that delivers health care to homebound individuals.  The practice’s outreach to referring physicians and to eligible patients was characterized by senior management as “too painful and too slow” to continue doing on their own.  Additionally, the practice faced a financial crisis that would force the firm to close its doors within six months without immediate intervention.  The firm’s co-founders, the husband-and-wife team of Dr. David Hornick and Dr. Roberta Miller, believed that telling their story to the media would raise the firm’s visibility and increase awareness of the vital services HA contributes to the community and call to the attention of legislators and business leaders HA’s dire financial straits and the repercussions that would befall patients should HA cease to exist. Lacking public relations skill and expertise, HA turned to Bartel Communications, Inc. Research: Using exploratory methods of research, Bartel interviewed key HA management informants about the practice, its patients, and HA’s challenges.  Bartel learned that HA’s four physicians provide house calls on a full-time basis and are on call to their patients 24 hours a day, 7 days a week.  The 500 patients served by the practice range from 30 to over 100 years of age, although most are elderly.  The patients reside throughout a four-county area.  Some of the patients are covered by Medicaid; for each home visit, HA is reimbursed only $8, regardless of the services provided or the time spent on the house call. If patients could not be cared for in their homes, they would be forced into nursing homes, which would increase New York State’s Medicaid costs.  The estimated cost of keeping one Medicaid patient in a nursing home for one year is $80,000.  The cumulative effect of the challenges facing HA was the reality that the practice could sustain its viability for only the next six months.           Strategy: Bartel assessed the situation as a two-fold public relations challenge:  Generate positive publicity about the practice, its patients, and the vital services HA contributes to the community and educate legislators and business leaders about the economic and societal benefits of providing homecare to homebound individuals.  Thus, Bartel recommended a community relations campaign consisting of a print and broadcast media publicity campaign directed to the general and business communities and an education campaign directed to legislators and business leaders.  Bartel developed a specific angle for the publicity campaign – the return of the house call – then crafted a media release that told the story of the physicians and patients of HA.  Next, Bartel developed a white paper that discussed the cost saving and societal benefits that occur when medical care is delivered to patients in their homes. Bartel distributed the media release to key contacts at daily newspapers and business-to-business publications.  Bartel then conducted telephone and e-mail follow up to those contacts to facilitate story coverage.  Next, Bartel arranged media interviews for reporters with spokespersons for HA, family members, and patients.  Prior to each interview, Bartel provided media coaching to HA spokespersons. Bartel distributed the text of the white paper to HA for use in securing face-to-face meetings with legislators and business leaders. Evaluation & Results: Evaluation for the publicity campaign was conducted at the implementation level (i.e., stories placed in the media and number of readers exposed to the print-based message).  The (Albany) Times Union published a full-page story, “Doctor in the House,” on the front page of the “Life and Health” section of the December 14, 2004 edition.  A large color photograph and two black-and-white photographs accompanied the feature.  The (Troy) Record published the feature story, “Helping the Homebound: Medical Group Hits the Road,” in their December 27, 2004 edition.  The Business Review published the business strategies feature, “Life Lines: Medical Group Serving Homebound Needs Critical Care,” in the January 28, 2005 edition. The Jewish World published the feature story, “New Firm Specializes in Home Care,” in their March 31, 2005 edition. Evaluation for the education campaign was conducted at the implementation level (i.e., number of people who receive and attend to the message).  Assemblyman Richard Gottfried, Chair of the New York State Assembly Health Committee, met with Doctors Hornick and Miller to discuss their concerns and their proposals.  Ed Reinfurt, Vice President of the Business Council of New York State and chair of the organization’s task force on Medicaid reform, accompanied Dr. Hornick during a day of home visits.  The Business Review featured Dr. Hornick in a round table discussion of Medicaid reform, “Medicaid: A Thorny Issue,” in their Focus Section: Health Care Quarterly in the March 18-24, 2005 edition. In 2005, the Times Union was ranked the #1 newspaper in New York State’s Upstate Region based on a paid circulation of 100,628.  In 2005, The Record was ranked the #7 newspaper in New York State’s Upstate Region based on a paid circulation of 17,397.  In 2005, The Business Review was ranked the #11 newspaper in New York State’s Upstate Region based on a paid circulation of 7,173.  In 2005, The Jewish World was ranked the #10 newspaper in New York State’s Upstate Region based on a paid circulation of 9,100.  This campaign also generated the following broadcast media results:  Fox 23 News broadcast a “Health Report” segment about Homedical Associates during the 5 p.m. and 10 p.m. news segments on December 10, 2004. “The Don Weeks Show” on 810 AM WGY broadcast a five-minute radio interview with a spokesperson from Homedical Associates on December 22, 2004.  “Capital District Forum” on 101.3 FM WQAR The Star broadcast a 30-minute radio interview with a spokesperson from Homedical Associates on January 2, 2005. “The Kathryn Zox Show” on 1190 AM WXBH broadcast a 15-minute radio interview with a spokesperson from Homedical Associates on January 3, 2005.  Clear Channel broadcast a 30-minute radio interview with a spokesperson from Homedical Associates on January 9, 2005 on the following radio stations:  WGY (AM 810), WHRL (FM 103.1), WKKF (FM 103.2), WOFX (AM 980), WPYX (FM 106.5), WRVE (FM 99.5), WTRY (FM 98.3).  Capital News 9 broadcast a “Health Report” segment about Homedical Associates on January 19, 2005.  The segment aired every other hour during the 24-hour period.  “The Schenectady Today” program on Schenectady Access Cable Channel 16 broadcast a 15-minute segment about Homedical Associates on February 9, 2005.  The program was re-broadcast two additional times that day.  WRGB News Channel 6’s Sue Nigra reported on Homedical Associates during  a “Health” segment aired during the 5:30 p.m. newscast on February 16, 2005.  Homedical Associates was named “Non-Profit of the Month” for July 2005 by “The Schenectady Today Show.”  Homedical Associates kicked off the month with an appearance on July 6, 2005.  The program was re-broadcast two additional times that day. What the Client Said:  “What a difference 6 months makes.  Last December, Homedical Associates was confronting a crisis: we needed a financial infusion to assure the continuation of the vital services we provide for the homebound residents of The Capital District.  We needed to make the public aware of our plight and our mission.  We also needed to reach government and managed care organizations. You have helped us accomplish these objectives...and more. You've developed crucial connections with the business community and provided encouragement when it was needed during some very dark hours. You've been absolutely incredible. You've provided an awareness of Homedical Associates that didn't exist before. We've been able to tell our story, through the publicity you've gained for us. Visitors to our Web site can read and view these stories and meet some of the real people we help. As a result, possibilities are now opening up for us. You've been just great. Thank you.! David N. Hornick, M.D., MPH President, Homedical Associates Schenectady, NY   What the Communications Industry Said: This case study received an Award of Distinction from The Communicator Awards 2006 Print Competition, an international awards competition that recognizes outstanding work in the communication field.  The Award of Distinction is awarded for projects that exceed industry standards in communication skills.  Approximately 18 percent of the 5,214 entries from throughout the United States and from several foreign countries won this award in 2006.       Contact Bartel Communications TOP [Background] Teaching/Speaking] Services][Books] [Writing Resources] Ordering Info] Accolades] [Industry Links] Contact Pauline] Home]