Coalition Against Surprise Medical Billing (CASMB)
The Challenge
Since 2019, FGS Global has led creative development and paid media for the Coalition Against Surprise Medical Billing (CASMB), a group representing leading employer groups, health insurance providers, health organizations and the tens of millions of people they employ and serve each day.
The advertising creative shined a light on the role of Private Equity firms in driving much of the rise in surprise billing practices. In response to pressure from the coalition and the advocacy campaign, Congress passed the No Surprises Act in December 2020 to end surprise medical billing, and the Biden Administration later released rules to implement the new law and limit the use of arbitration. As of January 1, 2022, new federal protections and patient safeguards went into effect to end costly surprise medical bills and lower patients’ health care costs. The advertising campaign has taken several forms over the last few years and has included TV, radio, digital, social and print creative.
Our Solution
Surprise medical billing represented one of the most pressing affordability challenges facing consumers and the country. Millions of patients faced surprise medical bills they did not expect at prices they could not afford.
Congress took an important first step to protect patients from surprise bills with the passage of the No Surprises Act. These bipartisan reforms will ban surprise medical bills, help lower premiums for consumers and employers and save taxpayers more than $17 billion over the next decade.
The Results
Digital and social paid media campaigns for 2021 drove 40,167 pageviews to the CASMB website, with users on average spending 2:28 minutes – more than double the FGS Global public affairs benchmark of 1 minute for similarly structured campaigns. These users also had an average page depth of 1.10 – meeting our benchmark.
Programmatic advertising drove the highest percentage of paid traffic to the website – 71%. These users averaged a page depth of 1.06 pages on the website – slightly below the FGS Global public relation benchmark of 1.10. While LinkedIn users only drove 29% of paid traffic to the website this week, these users averaged a page depth of 1.13 pages – meaning 13% of users who came to the website visited a second page.
