CareDx Patient Advocacy Awareness Campaign

Situation:

In early 2023 Medicare issued a proposed LCD (local coverage decision) that in effect rolled-back longstanding coverage of molecular diagnostics to monitor transplanted organ health.

CareDx's non-invasive molecular diagnostic testing (as well as that of competitors) was no longer covered by Medicare unless shown that the test was being ordered in lieu of an invasive biopsy. This was problematic because CareDx's non-invasive molecular diagnostics detect early signs of rejection before it is caught on a biopsy. Often a biopsy is performed after the blood test and infrequently after the first year post transplantation.

To help reverse this decision, a concerted lobbying effort by the transplant community including healthcare providers, patients, and companies such as CareDx occurred to educate and elevate awareness of the negative impact of this proposed LCD on patient care.

Action:

The goal was to heighten public awareness of the issue through media relation and social media efforts that would result in top-tier media coverage.

We garnered excellent media coverage through a number of initiatives which included the use of well-known spokespeople and patient stories. The following coalition efforts were used as a news hooks with media.

Health Equity in Transplantation Coalition:

Organ failure, primarily kidney and heart failure, disproportionately affects Black and Brown people across America. Thus, the coalition was formed and led by high profile public figures advocating for historically underserved communities. Civil rights leader Rev. Al Sharpton and Al B. Sure! a reknowned recording artist who recently underwent a liver transplant led the coalition. They championed on Capitol Hill and were also spokespeople for the cause.

Honor the Gift Patient Coalition:

The coalition, consisting of hundreds of organ transplant patients and donor families pulled together to advocate for restoration of Medicare coverage for organ transplant patients.

Among many tactics, they conducted a large march on Capitol Hill with hundreds of patients and held a news conference along with high profile legislators, clinicians, and patients to raise awareness of the issue.

Result:

High profile media coverage in top tier media including Wall Street Journal, Politico, New York Daily News, and USA Today. Link below shows all the media coverage gained. Once media coverage was attained we also amplified with targeted social media efforts to reach legislators in key markets including Washington DC. We gained excellent awareness level returns.

In August 2024, Medicare retracted the proposed LCD and plans to issue a new one in the foreseeable future. For now, Medicare is covering non-invasive molecular diagnostics in organ transplantation without consideration of its use in lieu of a biopsy.