Case Study

Educating the Public on the Importance of Physician Led Care

The Challenge

After years of scope of practice expansion by nurses and mid-level healthcare providers in California, the California Society of Anesthesiologists wanted to increase awareness about the importance of physician led care in order to protect the specialty from scope attacks and to help with future engagement on contracting and reimbursement issues. They needed to better educate key audiences about the important role of physician anesthesiologists in patient care as well as their value in the overall delivery of efficient, cost-effective healthcare.  


  • KP Public Affairs developed a digital media campaign to spread the message about the importance of physician led anesthesia care. This included creative graphics, videos, web content, and member outreach materials. 
  • KP developed materials to support legislative education and engagement on scope of practice and title protection acts. 
  • KP’s program was deployed to showcase CSA leadership amongst medical societies and to reinforce the value of membership and engagement with the association. 


  • The campaign resulted in more than 14.5 million impressions, over 408,000 video views, over 60,000 clicks to the website for more information and a dramatic increase in social media followers.  
  • By delivering impactful messages about the importance of physician-led care, this campaign not only promoted and defended the specialty, but it also helped lay the groundwork for CSA to engage proactively or reactively on legislative and regulatory issues that are ahead.