Kidney Care Quality Initiative

 About this project

In December of 2009, SPA was asked to develop a public affairs campaign for a voluntary, national, goal-based healthcare quality improvement initiative. The organization worked on this initiative for three years, collaborating with research scientists, academic physicians, medical professionals, care providers and patient advocacy organizations.

To promote the success of the program, SPA developed a comprehensive communications campaign that included a microsite, e-newsletters and media outreach. At the conclusion of the campaign, SPA coordinated an exclusive Medscape story on the results of the program, hosted an online media event, and developed an infographic highlighting the program’s success.


Home Health Research Campaign


  • Inside-the-beltway media coverage
  • Roll Call op-ed penned by former U.S. Senators Bob Dole (R-NC) and Blanche Lincoln (D-AR)
  • Paid media in The Hill and National Journal 
  • Webcast & live tweets
 About this project

Schmidt Public Affairs was hired in 2012 to develop and execute a communications plan for the release of a major home health research project. To generate awareness leading up to the release of the final paper, we developed a comprehensive media plan that included reporter roundtables, summary materials, and social media messaging. For the final report release, we coordinated a national news event, managing logistical details, speaker preparation and media relations.

The event featured former lawmakers Senator Blanche Lincoln (D-AR) and Congressman Billy Tauzin (R-LA), former Congressional Budget Office (CBO) Director Douglas Holtz-Eakin as well as the lead researcher, Allen Dobson, Ph.D., President of Dobson | DaVanzo.  Earned media coverage included an op-ed penned by former U.S. Senators Bob Dole (R-NC) and Blanche Lincoln (D-AR) in Roll Call as well as paid media in Capitol Hill publications The Hill and National Journal.

Through SPA’s creative and strategic efforts, the research project became part of the organization’s brand. It generated national news coverage and the recorded webcast continues to receive views and influence policy discussions on post-acute care payment reform.



Kidney Disease PSA

By the numbers

  • $150,000 in production costs
  • 37 million media impressions
  • $2.4 million media value
  • 7,575 broadcasts since March 2013 launch
  • $2.2 million return on investment
 About this project

In order to raise awareness about kidney disease, Schmidt Public Affairs scripted and coordinated a public service announcement featuring two celebrity spokespeople: seven-time NBA All-star Alonzo Mourning and actor and comedian George Lopez, both kidney transplant recipients.

$100,000 was dedicated to the production of the PSA, and $25,000 donations were made to Zo’s Fund for Life and the Lopez Foundation for the celebrities’ participation. SPA negotiated directly with the celebrities’ representatives to secure their use of name and likeness and co-branding with our client (DaVita) for one year. The estimated cost for name and likeness alone is in excess of one million dollars.

In the six months since its release, the PSA has been broadcast 7,575 times, with over 37 million media impressions and a total media value of $1,421,350.

Driving for Quality Care


By the numbers

  • $550,000 total budget
  • 8.5 million media impressions
  • 85,000 letters sent to lawmakers
  • 8,500 senior care advocates enlisted
  • $16 billion gained in additional Medicaid funding