Letter From the CEO
Opportunity
Each quarterly issue of the Montana Medical Association’s membership publication included a letter from the CEO to set the tone for the company’s strategic outlook. The letter provided the opportunity to reinforce the theme of the issue while keeping the message authentic and engaging.
Solution
I collaborated closely with the CEO to craft these letters. For this piece, I drew on a personal anecdote she had shared about her deck collapsing due to disrepair. Integrating this story gave the letter a relatable, human touch while reinforcing the importance of maintaining current policies and building a solid foundation for future legislation.
SAMPLE
In Your Corner: Disruptive Change Brings Transformation
I went on an unexpected downward ride with my husband last month when our backyard deck collapsed. Fortunately, we were not injured as we were able to jump up and into our house. We just happened to be inspecting problem areas at the time of the collapse with the intent to make a plan to rebuild over the summer. Our plans quickly changed to one of action with the loss of this convenient access point to our backyard.
Like us on our wobbly deck, Montana physicians have been trying to find steady footing on unstable ground. While we celebrated the repeal of the sustainable growth rate (SGR) payment formula with the passage of the Medicare Access and CHIP Reauthorization Act (MACRA), this same piece of legislation called for a shift toward a physician payment model based on the quality of care provided rather than quantity of patients seen. To implement MACRA, the Centers for Medicare and Medicaid Services has laid out a proposed framework called the Quality Payment Program which is scheduled to go into effect in January. We appreciated the thoughtful comments received on this proposal.
Like our deck, the signs of needed repair in our health system were evident, with ever-increasing health care costs topping the list. Congress passed MACRA, now physicians and practices need to make sense of the impact and become ready to participate in one of two tracks, the Merit-based Incentive Payment System (MIPS) and advanced Alternative Payment Models (APMs). This disruptive change to value-based reimbursement is geared to transform the delivery of health care, and it is not limited to Medicare physicians. Physicians are sure to see Medicaid and other private insurers move in this direction.
You can gain better footing by joining your colleagues at the MMA Annual Meeting in Helena when a special policy forum, held on September 10, will provide information on this major transformation in health care delivery and share where physicians can find expert assistance. Plan to attend the educational sessions on September 9 to learn how telemedicine can play a role in your practice and expand patient access to care. Register for the meeting at mmaoffice.org.
You can be well prepared to lead your team through this transformation by growing leadership skills and connecting with other colleagues through the MMA Physician Leadership Effectiveness Program. This top-shelf program begins in September, and a few seats remain. Please contact me at for additional information and to learn how past physician participants are utilizing the tools provided to gain influence, improve their practice settings, and provide the best patient care.
The rebuild of our deck has begun. While the disruption was not welcome, we look forward to enjoying relaxing nights on a larger deck that is built for low yearly maintenance and enhanced lighting.
The rebuild of the physician payment model is also underway. We will continue to work toward an effective health care delivery model that enhances patient care and supports physicians in their practice. We will advocate for changes to streamline reporting and reduce administrative so physicians can focus on patient care leaving more time to enjoy their own decks and Montana’s splendor.
A New Dividend Process
Dividend Mailer
Dividend Webpage
Dividend Insert
Opportunity
Montana State Fund’s traditional dividend letters were lengthy and dense, making it difficult for policyholders to understand the process.
Solution
I reworked the communication strategy to improve clarity and engagement. I developed a custom envelope containing a concise insert with a QR code linked to a user-friendly web page featuring infographics, explainer videos, and a comprehensive FAQ section.