National Guideline Campaign

Issue Background:

Late preterm infants, babies born 34 through 36 6/7 weeks gestation, are a population often under recognized, and therefore undertreated. Recognizing the gap between comprehensive information and guidelines available to healthcare providers, parents, insurers and even policy makers, the National Perinatal Association (NPA) worked with our team to bring a new focus to this population through the development of new late preterm infant guidelines.

Opportunity & Challenge:

As a multidisciplinary organization, the NPA collaborates with many organizations and individuals representing diverse backgrounds. NPA Identified and brought together relevant stakeholders and built consensus on comprehensive guidelines, however, ongoing strategic approach, management and focus was required.

Strategic Approach:

We worked with NPA to identify key partners to participate in a Late Preterm Infant Summit. Nearly 30 stakeholders attended, representing backgrounds from healthcare providers and parents to policy makers and insurers. At this summit, attendees reviewed research, outlined guidelines and coordinated ongoing participation in steering committees. Our firm was involved through every step of this important project from the first meeting, through launch including:

• Organizing and facilitating the Summit including identifying and inviting attendees, conducting extensive research and managing breakout group discussions;

• Providing ongoing steering group coordination management;

• Supported the development of the guidelines through ongoing review and editing, design and layout, partner participation and launch.

Results:

The Guidelines for the Care of Late Preterm Infants launched November 2012. We supported the launch through media relations and ally earned media yielding impressive results including:

• More than 200 news outlets pulled the guidelines release into their newsfeed in the first 3 hours. Media included trade and broadcast from the U.S. as well as Europe;

• Stakeholder and organization promotion of the guidelines on websites, newsletters, social media and at conferences;

• Published as a supplement in the Journal of Perinatology;

• Continues to be the most visited page on the NPA website.