Industry: Healthcare
Target Audiences: CRNAs, healthcare institutions, policymakers, physicians, patients, general public, educational institutions
NYSANA partnered with The Baker Agency to support legislation granting Certified Registered Nurse Anesthetists full scope of practice in New York State.
The Challenge
CRNAs were restricted by supervision requirements, limiting their ability to fully contribute to healthcare delivery.
Opposition from anesthesiologists added complexity to both public perception and legislative advocacy efforts.
Our Approach
The Baker Agency executed a comprehensive, multi-channel communications strategy aimed at influencing policymakers and mobilizing stakeholders.
Efforts included:
- Media relations and public affairs outreach
- Social media and marketing campaigns
- Event management and video production
- Advocacy initiatives to activate NYSANA members
A major forum on opioid abuse prevention was also organized to elevate awareness and credibility.
Results
Over a five-year engagement, the campaign generated more than $500,000 in media value.
Coverage appeared in major outlets including POLITICO, Spectrum News and City & State New York.
NYSANA’s digital communications also outperformed industry benchmarks, with a 38% email open rate and 8% click rate, strengthening engagement across its audience.
