Ministry of Health and Long-Term Care – Emergency Room Strategy Communications

Agency: Narrative Advocacy Media, A Division of Bensimon Byrne


Business Results Period: February 2009 – March 2010.

Start of Advertising / Communication Effort: February 2009.

Base Period as a Benchmark: Monthly ER wait times April 08 to January 09

a) Synopsis of the Case

In recent years, emergency room (ER) wait times have become a bellwether for the quality of Ontario’s health care system. As a result, the government has committed significant money, regulatory and legislative effort to reducing them. Unfortunately, most efforts have had little perceivable effect other than to fuel continued criticism.

In 2008, the government expanded its strategy to include efforts to reduce the number of unnecessary visits to ERs. It also turned to its communications teams for the first time.