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

Emergency room waiting times had been rising steadily in Ontario for over a decade, reaching 9.4 hours by 2008.

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...

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