Cullari Communications Group
Plan to Support the Adoption of Alternative Pain Management Guidelines
In Washington State
January 25, 2008
I.

Situational Overview:

Opiod dosing guidelines put forth in Washington State by the Interagency
Workgroup on Practice Guidelines have raised serious concerns among the pain
community regarding both impact on access and the potential domino effect into
other states. While the guidelines technically remain in draft form and classified
as voluntary, the Agency is conducting an aggressive educational effort to
encourage physicians in the state to complete CME on the guidelines and is
sending representatives around the state to promote the guidelines in clinical
settings.
Members of the Pain Care Forum have agreed to work together to promote the
Model Guidelines for the Use of Controlled Substances for the Treatment of Pain,
produced by the Federation of State Medical Boards, as a more positive,
meaningful and helpful alternative to those promulgated by the Interagency
Workgroup. The agreed-upon strategy calls for first securing the support of the
Washington State Medical Board, which serves as the regulatory agency for
physicians in the state.
Cullari Communications Group (CCG) proposes to support the execution of the
Forum's strategy through the tactics outlined in this plan.

II.

Project Time Frame

February- July, 2008
Project will be broken into three phases as outlined below.

Ill.

Strategies and Tactics:

Phase 1:

February through April

o

CCG's on-the-ground Washington State lobbyist will work with the
National Pain Forum I Advocacy Network to secure the support of the
State Medical Board for the revised alternate guidelines.

o

CCG will draft a group letter that network members can sign on to.

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 o CCG will serve as the coordinator of the existing pain coalition to educate
members on the strategy and revised guidelines, ask them to sign on to
the letter and then keep them informed of network progress, reactions to
the strategy, and political developments. (This will ensure that we are
prepared in the event that we do need to get more aggressive with a fullblown campaign.)
o Weekly political and update discussion with WA lobbyist to insure that the
process is moving forward and that strategy and tactics remain focused.
o

Be prepared to respond to media opportunities, i.e. Letter(s) to the Editor
for targeted papers across the state based or legislative targets, etc.

o

CCG will oversee the development and execution of a physician survey,
which would be conducted by a respected polling firm. (Estimated survey
cost: $20,000)

Phase I Budget: $45,000
CCG: $25,000 includes opp expenses/coalition meeting expenses
Estimated Survey Cost: $20,000
Phase II:

May, June, July

CCG will coordinate an educational initiative focused at elected officials, State
Medical Board and other key opinion leaders.

Tactics for Consideration:
o
o

o
o

o

Coordinate an educational coalition member issues briefing to discuss
how to leverage findings of physician survey data.
Prepare and provide a general education tool kit that could be broadly
distributed, placed in the newsletters and posted on the websites of third
parties such as Medical Society, Family Physicians, and other coalition
members.
Groom KOL speakers to attend and speak at conferences, annual
meetings, and educate target audiences.
Prepare an op-ed piece authored by a KOL for potential placement in
newspapers across the state, as well as content for coalition member
websites/newsletters.
Working through the coalition, identify and interview and draft patient
testimonials and develop a patient database that can be utilized for
education, advocacy and media campaign, as needed.

Phase II Budget: $40,000- CCG: Includes opp expenses/coalition meeting

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