Keeping healthcare decisions in the family.

Borshoff partnered with the Indiana Health Care Association (IHCA) on an integrated campaign to support its advocacy and lobbying efforts. Borshoff conducted extensive research to identify insights that would drive strategy and campaign messaging to motivate Hoosiers to contact legislators and ask them to oppose the insurance-only option for managing Indiana’s Medicaid long-term services.

“We Care Long Term” campaign goal was awareness; informing women who make healthcare decisions in their households, political representatives throughout Indiana, and IHCA stakeholders to the FSSA’s proposed switch from Medicare to insurance-driven management — a change that was not motivated by what’s best for patients and their families.