Click here to see WKBN-TV’s coverage of the briefing.

A group of local doctors recently packaged a news conference with carefully timed additional tactics to convey the ill effects of malpractice lawsuits.

The Trumbull County Medical Society and Trumbull Memorial Hospital medical staff dispensed high-level local publicity with their news briefing, but extended its impact with the other communications.

“This issue is too important for just one big splash,” said Dr. Morris Pulliam, medical staff president.

“We wanted to make sure our message was properly reinforced.”

The campaign included:

• The news briefing, at the Avalon Inn (before its recent name change), supported by prepared remarks, a rehearsal and information handouts for media. In addition to the three primary speakers, the event included more than two dozen doctors with white lab coats. (Here are some links to coverage by the Vindicator, the Tribune Chronicle, the Business Journal, WKBN and WFMJ.)
• Full-page ads, including a message and signatures of more than 77 doctors, in the Tribune Chronicle and Vindicator.
• A compelling letter to local community leaders, including elected officials, judges, bar association officers and chamber of commerce board members.
• A brochure, anchored by a list of questions and answers, including questions detractors would raise. Copies were sent with the letter and placed in the waiting rooms of doctors’ offices in an effort to educate patients.
• Information cards for local doctors. The size of a credit card, these serve as reference cards to guide consistent communication about the issue.

Click for a PDF of the brochure.

The ads, letters and brochure distribution were planned in advance to surface right after the publicity hit.

“All of our messaging was consistent, so that our key audiences were hearing the same messages through these different vehicles,” said Dr. Robert Loges, medical society president.

Effective Treatment

Although the group’s budget didn’t allow formal measurement of the impact, the doctors say it was significant.

“We had a major response from patients, insurance companies and hospital administrators and even lawyers,” Dr. Pulliam said.

“Our voice was heard, and now we have a foundation to build on.”

Many doctors reported supporting comments from patients and hospital officials. Several insurance representatives called the society or medical staff to discuss better programs for malpractice coverage.

A local group of plaintiffs’ attorneys wrote two letters to the editors of the local papers.

Click for a larger view.

“That was most certainly a sign that our message got out nicely, as it raised some concern among plaintiff’s lawyers — as it should,” Dr. Pulliam said.

The medical society is reviving its website, where it plans a new blog that will address the impact of excessive legal action on access to quality healthcare.

Orchestrated Regimen

Two keys to the doctors’ efforts were involvement and planning, said Dan Pecchia of Pecchia Communications, the public relations firm that supports the doctors.

“Any communications effort involving a large group of people and a controversial issue requires a good strategy and careful management of the many steps that need to happen the right way at the right time,” Pecchia said.

“That is much easier when the messengers are passionate about building and delivering their message.”