Talking about Health Reform: Communication Through Commemoration, Consultation, and Collaboration

Background: Since the passage of the Affordable Care Act (health reform), the Georgia Health Policy Center (GHPC) at Georgia State University has been studying the law’s implications for a variety of audiences. The GHPC’s aim has been to translate and communicate the many features of health reform so that stakeholders can make informed decisions. This requires not only a deep understanding of the law’s details, but also of how it plays out “on the ground.”

Program background: In commemoration of its 15-year anniversary in 2010, the GHPC offered to conduct strategic consultations of the likely impact of health reform for 15 diverse Georgia groups, one for each year of the center’s existence. Involved groups included local and state government entities, rural and urban community-based groups, small and large businesses, associations, and providers from across the state. The GHPC viewed these consultations as its opportunity to “give back” to those that have supported the center since its inception and offered them free of charge. GHPC informed a wide variety of Georgia organizations and agencies of the opportunity through a number of communications channels in order to ensure a diverse set of participants. Interested groups submitted a letter and interest form. Characteristics such as type of organization and geographic region, as well as area of interest pertaining to health reform were considered by the screening committee. Once selected, the GHPC staff provided a tailored consultation for each organization including background research, a strategic planning session, and a case study. During the assessment, GHPC collaborated with various partners to learn more about the law and to begin to discuss the implications for each group. The consultations culminated in the symposium, “Health Reform: From Insights to Strategies, A Variety of Perspectives” held in Atlanta, Georgia. The symposium was designed by GHPC experts and partners to share what was learned through the consultations and to lay the groundwork for strategic action and innovation within the broader context of health reform. Representatives from the 15 sites were joined by more than 100 others interested in (1) learning about the consultations and the implications for their own organizations and communities, and (2) identifying strategies for collaborating and communicating evidence-based information about health reform.

Evaluation Methods and Results:  Pre- and post-tests were given to program participants during phone interviews and at on-site consultations to measure perceptions and awareness. Post-event surveys were distributed during the symposium with a return rate of 72%. 

Conclusions: Several themes emerged from the project. Effective communication around health reform is essential. People from across Georgia felt there is a need to educate and inform others; provide health reform tools and resources; collaborate with new partners; and demonstrate strong leadership, including effective communication, in this time of uncertainty.

Implications for research and/or practice: The year-long project involved extensive marketing and communications efforts. Beginning with the development of the project brand, both marketing tactics (print and electronic) and communications materials were created for the strategic consultations and the symposium. Post-event efforts included survey results, case studies, a final publication, numerous speaking engagements, and video and photography available online.