PHCA Launches Quality Marketing Campaign

Digital Campaign

Over the past year, Pennsylvania nursing homes have been under attack. From out-of-state predatory law firms running advertisements in newspapers across Pennsylvania targeting skilled nursing facilities to the Pennsylvania Office of Attorney General announcing legal action against 14 Golden Living nursing facilities to the Secretary of Health Karen Murphy’s announcement of the formation of a nursing home task force in response to the allegations there has been a steady drumbeat of negative messaging focused on Pennsylvania's skilled nursing facilities.

To help address all the attacks, PHCA launched in July 2015 a social media campaign on Facebook and Twitter. This campaign highlighted positive stories featuring PHCA members, including Pennsylvania’s 19 AHCA 2015 Bronze Award winners and the two AHCA 2015 Silver Quality Award winners and 11op-eds from Stuart H. Shapiro, M.D., PHCA CEO that were published in major newspapers across Pennsylvania, including the Philadelphia Inquirer, Pittsburgh Post-Gazette and Harrisburg Patriot News.

On October 1, PHCA launched a month-long paid informational and social media campaign to help the public further understand the quality of care delivered in skilled nursing facilities, assisted living residences and personal care homes.

As part of that campaign PHCA developed a website – www.PAforQualityCare.org – and produced a video to highlight quality care in Pennsylvania. This campaign also features online digital advertising targeting the Baby Boomer demographic who is thinking about care and the future long-term care needs for themselves and their loved ones and promoting www.FindPACare.org and consumer information on how to choose a quality nursing home, personal care home, assisted living residence, etc.

If members have any questions or stories they would like PHCA to highlight as part of this campaign please contact Eric Kiehl, Director of Communications at ekiehl@phca.org or 717-221-7935.