The Challenge
In December 2003, the Centers for Medicare and Medicaid Services (CMS) issued a decision that severely restricted Medicare coverage of power wheelchairs. The “clarification” of these national coverage policies stated that if a patient is “able to walk either without any wheelchair or with assistance of an ambulatory aid… the power wheelchair is denied as not medically necessary.” Concerned for Medicare beneficiaries suffering from severe cases of cardio–pulmonary disease, multiple sclerosis, and numerous other conditions whose symptoms restrict mobility on a fluctuating basis, members of the power mobility industry approached IDI seeking help in getting CMS to rescind this decision immediately and to reform the national Medicare coverage policy for power wheelchairs.

IDI’s Solution
To achieve the industry’s goals, IDI developed a parallel track approach that called for the development of an industry coalition and a separate third party coalition to provide credible public spokespersons for the campaign. IDI helped create and manage the industry coalition, Restore Access to Mobility Partnership –R.A.M.P. – which was made up of medical equipment manufacturers and distributors from all across the country. Being geographically dispersed competitors, IDI managed the relationships and the decision-making process and set up news groups, conference calls, progress reports and secure online resource library to create a communications infrastructure necessary for harnessing and mobilizing the energy of the industry coalition.

After identifying, educating and recruiting over 20 leading disability, seniors and consumer organizations; IDI produced unique messaging documents to facilitate their engagement. In addition, IDI also set up a website with an action center where individuals and organizations could learn about the issue and contact their Members of Congress and key CMS and HHS decision makers.

IDI also assisted with the media strategy by helping to identify potential “victims” for stories and recruiting leading advocates to serve as public voices. IDI provided talking points and helped prep the advocates for editorial board meetings, and radio and print interviews. The issue, the industry and the third party coalitions all got significant press attention including coverage in the New York Times.

The Results
In the end, IDI’s efforts proved successful; CMS rescinded its decision and agreed to include industry and third party voices in its efforts to reform its power wheelchair Medicare coverage policy.

Services Provided

• Strategic Alliances
• Media Relations
• Non-Profit Services
• Internet Communications