PhRMA
PUBLIC AFFAIRS EXPERTISE
PhRMA – Proposition 78 & 79
CHALLENGE
Enlisting Third-Party Support for Ballot Initiative Amid a Political Impasse on How to Make Prescription Medicines More Accessible
In 2005, the California legislature considered several measures intended to improve uninsured and low-income patients’ access to prescription medications. Perry Communications Group was retained to build a coalition around a bipartisan solution – Senate Bill 19 (Ortiz) – which received broad, diverse support from senior groups, medical associations, patient advocacy organizations and the business community. Due to the political climate, however, SB 19 stalled in the legislature and subsequently the proposed policy approach moved before California voters in the form of Proposition 78. In turn, a competing initiative supported by labor interests also reached the ballot as Proposition 79. The Pharmaceutical Research and Manufacturers of America (PhRMA) again enlisted Perry Communications Group to amass the support of third-party groups who would endorse the “YES on 78 – NO on 79” campaign.
SOLUTION
Relate to Groups’ Undecided Position; Educate Organizations on yhe Fact That the Counter Approach Would Hurt the Most Vulnerable Californians and Should Not be Allowed by Federal Government
Perry Communications Group’s coalition building strategy utilized thoughtful, education-based outreach that acknowledged the political “tug of war” third-party groups had been experiencing for months. Informational packets, regional briefings and personal outreach articulated that the right solution for California must hold up with the federal government. Produced materials and media relations efforts elevated the fact that aspects of Proposition 79 had already been rejected by the federal government – actually deemed “unworkable” when previously proposed by other states.
RESULT
A Sizeable Number of Ally Groups Mobilized in Support of Proposition 78; Other Key Groups Held a Neutral Stance on the Damaging Proposition 79, a ‘No’ On 79 is Secured on Election Day
- Coalition building efforts united more than 20 recognized organizations that publicly supported “YES on 78 – NO on 79.”
- Credible health care groups were mobilized to participate in press events, conduct outreach and education among their constituents.
- Strategic outreach efforts also educated dozens of other organizations to remain neutral that otherwise would have supported Proposition 79.
On election day, Proposition 79 was handedly defeated. Voter support for Proposition 78 surpassed expectations although it too, was defeated in the unpopular election.
