LPTA

The Case

In Louisiana, prior to the direct access legislation, you could visit a physical therapist for an evaluation of your medical history and a recommendation of appropriate therapeutic measures. However, before you could receive physical therapy, you had to leave the PT's office, make an appointment with a general healthcare practitioner and visit that practitioner to request and obtain a referral. Only then could you return to the PT for treatment.

These burdensome steps were the result of an outdated Louisiana law. Patients in neighboring Texas and Arkansas, plus 35 other states and all branches of the U.S. military, have direct access to physical therapy. LPTA had been trying for 20 years to pass direct access legislation. Their lobbying firm and its principal lobbyist had been on the case for 10 years, but organized opposition prevented change.

We recognized that media and the general public would also be vital audiences in reaching legislators and convincing them to change the law.

The Strategy

  1. Raise awareness of  LPTA’s issue and the organization’s profile with legislators who have championed patient access to quality healthcare in the past
  2. Give media reasons to support direct access and encourage editorial content supporting it
  3. Educate the general public and compel them to tell legislators that they need direct access to physical therapy

The Results

The strategy was a resounding success, as we were able to encourage the legislators to champion LPTA’s case. We successfully educated the media and they, in turn, supported direct access by producing editorial content supporting it. Finally, our messages reached the public and compelled them to notify legislators that Louisianans need direct access. In the end, the legislation was passed into law.

Through the Fleur de Lis Healthcare Leadership Awards ceremony, the LPTA was able to have personal, positive direct communication with 36 leaders in the state legislature who were known for championing patient rights. This ceremony thrust LPTA and the direct access issue in front of these legislators through a positive event that acknowledged the legislators’ past efforts.

The direct e-mail campaign was a resounding success with an approximate 65% growth in motivated Louisiana voters who notified their legislators to vote for direct access. We achieved a 44% response rate.

 The concerted effort among LPTA, its lobbyists and Deveney Communication had the desired effect. According to the chief lobbyist, the direct access legislation was the most talked about issue in the session, and the Fleur de Lis recipients were staunch supporters of the legislation.