case studies

Expanding and Protecting Patient Access to Post-Transplant Diagnostics

CareDx

the challenge

CURA helped CareDx, a leader in advanced transplant diagnostics, successfully push for the 2020 passage of a bill that languished for 16 years — the Comprehensive Immunosuppressive Drug Coverage For Kidney Transplant Patients Act.

After that success, CareDx engaged CURA to help communicate the value of their tests to payers, whose private coverage lagged behind that of Medicare. In 2023, a private Medicare contractor proposed severely restricting coverage. Developed without transplant community input, the policy created confusion and threatened patient access to critical tools across the entirety of Medicare.

The Solution

Developed a core messaging platform for kidney, heart and lung diagnostic tests tailored to health plans, and established a robust payer presence at conferences such as Optum, BCBS Summit and National Association of Managed Care Physicians

CURA Website Results Image Template (800 x 600 px)

Produced CareDx’s first comprehensive 18-page brochure to attract and educate health plans, and created payer-focused and patient assistance materials, including a prior authorization one-pager and a health equity brochure

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Reinvigorated the Honor the Gift coalition (which CURA launched in partnership with CareDx in 2019), refocusing it on direct engagement with the Centers for Medicare and Medicaid Services (CMS)

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Recruited 16 new organizations to strengthen the coalition’s voice and refreshed the website with clear content on the proposed policy and payer restrictions

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Mobilized grassroots and policymakers through three Hill Days and advocated for congressional champions to send congressional letters to CMS, and applied national media pressure to spotlight risks and push CMS to reverse course

The Results

Over 50% expanded coverage

for CareDx’s flagship diagnostic products in the last five years, enabled by CURA’s market access materials and support

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Proposed policy retired by CMS

on August 2024, recognizing the importance of this vital testing and reaffirming coverage after a long period of confusion

CURA Website Results Image Template (800 x 600 px) (1)

Secured media coverage in notable outlets

such as USA Today, Wall Street Journal, Fox News, in addition to inside the Beltway publications and regional papers

More than 200 congressional offices

visited by advocates in 8 months

1,000+ grassroots advocates sent in 1,800+ letters to Congress

and 269 transplant patient advocates provided testimony to Medicare contractors

Key Services

Branding & positioning Coalition building & stakeholder engagement Content development & design Digital marketing Event planning & support Grassroots Activation Market access support Media relations Social media Strategic Communications Planning Video production

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"With CURA’s support, we mobilized patient and provider advocates, drew national attention, built bipartisan support and ensured policymakers understood the critical importance of protecting access to life-saving diagnostics. The Honor the Gift campaign put patients and their families at the center of the conversation, turning a complex policy fight into a powerful grassroots movement.”

Jarrod Borkat, MBA,Former SVP, Head of Marketing and Portfolio Operations CareDx

CareDx

case studies

Expanding and Protecting Patient Access to Post-Transplant Diagnostics

CareDx

the challenge

The Solution

The Results

Key Services

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