In April, 2006, Chapter 58 -- "An Act Providing Access to
Affordable, Quality, Accountable Health Care" -- was signed into
law. As part of the landmark legislation, a new "Health Care
Quality and Cost Council" (HCQCC) was established to issue quality
standards and publicize provider performance and rates.
The HCQCC's mandate -- to create a consumer friendly website - a
one-stop site - for comparative quality and cost information across
providers. The goal: To help consumers make smarter decisions about
their health care, control costs and improve health quality.
Solomon McCown (SM&) was hired to lead the effort to educate
consumers about the website and help drive people to it.
SM& and the team began by undertaking extensive research
including: a comparative review of quality and cost websites in
other states; a communications audit of more than 25 opinion
leaders; a statewide survey and focus groups.
Based on the research findings, SM& developed a clear
messaging hierarchy for the Council's key audiences. We also
created the domain name for the site--My Health Care Options--and
produced a communications plan with strategies for driving traffic
to the website through the Internet, media relations, and
The consumer friendly look, feel and language that SM& created
for the My Health Care Options website will help Massachusetts
residents understand the full range of health care options that are
available to them. The website was launched in December 2008.