Case Studies

Putting a Face to the Image

Challenge: To raise awareness of the pressing need for indexation of the Medicare patient rebate for essential and life saving radiology services and the need to reduce out-of-pocket medical expenses for chronically ill Australians.

Strategy: The ‘Putting a Face to the Image’ media campaign sought to generate local area and major metropolitan media coverage by ‘putting a face’ to the patients forced to cover the increasing payment-gap for radiology services. A number of media events were held at radiology practices across Australia providing local area relevance to the growing gap in the Medicare rebate for radiology services and a platform from which calls for increased Government funding were made.
Results: The ‘Putting a Face to the Image’ campaign delivered significant media coverage across a number of regional print, online and broadcast outlets. Media coverage was integrated into the ADIA’s ongoing government relations program.