AHCA sends strong message as fiscal cliff cuts get closer

Gov. Mark Parkinson

As lawmakers try to get “on message” about the looming fiscal cliff, the American Health Care Association sent a message of its own. The nation's largest nursing home organization launched a weeklong ad blitz in November that brought the industry's concerns over Medicare funding cuts straight to the nation's lawmakers — and their staff members. 

This latest campaign featured Beverly McKinney, who was hit by a car and discharged from a hospital soon after breaking her pelvis. The ad focuses on McKinney's experience, rehab and recovery. In addition to Washington, D.C., publications, the ads appeared on cable outlets MSNBC, CNN and FOX News. 

The campaign was sparked by a looming Medicare sequester, which was slated to slash Medicare payments to providers by 2%, according to AHCA. 

“We're running these ads to remind policymakers that cuts have consequences, and potentially jeopardize the tens of thousands of residents we care for every day,” said Mark Parkinson, president and CEO of the American Health Care Association. 

He added that any fiscal cliff deal lawmakers strike needs to “consider the impact on our residents and the much-needed access to quality care that we provide.” The association launched a similar campaign in September.