MASSACHUSETTS HOSPITAL ASSOCIATION
Positioning a Member Organization as a Leader on a Crucial Issue

Massachusetts Hospital Association (MHA) represents and advocates for the collective interests of its member hospitals and health systems, and supports their efforts to provide high-quality, cost-effective and accessible care. When the Commonwealth pioneered healthcare reform that would require universal access to affordable health insurance, MHA secured a state-funded grant to help its member hospitals take a leadership role.

SM& worked with MHA to position their member hospitals as playing a lead role in the pioneering new law. Because a crucial audience were the small business leaders in the hospital communities, SM& distilled the complicated law for employers and business owners and created a program of components, including "business breakfasts" at hospitals across the state and a suite of strategic recommendations around statewide enrollment day. This program led up to a statehouse press conference to kick-off "Cover the Uninsured Week," highlighting the central role of MHA members in enrollment under the landmark law and featuring the President of the Massachusetts Senate and the Commonwealth's Speaker of the House and Secretary of Health & Human Services.

Well-attended by local officials and business owners alike, each of these events received broad coverage in print and broadcast media, both in the events' communities and statewide. The successful campaign enabled MHA to help position its member hospitals to key audiences as vital informational sources and integral centers of their communities.