The Voice Episode 92: The Canadian Medical Association “Demands A Plan” From the Federal Government

Dominique Jolicoeur, Joseph Mayer

A federal election can be a prime time to raise an organization’s agenda with Canadians and put it on the radar of the future governing party, but there’s also the risk of your message getting lost amongst all the other competing voices.

Learn how the Canadian Medical Association mobilized grassroots support from families and seniors that ultimately resulted in 28,000 Canadians “demanding” that the incoming government develop a national seniors’ strategy, in a digital campaign that even changed the way that patients and the public engage with the Canadian Medical Association.

Host Tina Barton is joined by Demand A Plan lead, Joseph Mayer, VP of Patient and Public Engagement for the Canadian Medical Association, and Dominique Jolicoeur, Advisor of Digital Marketing.

Also discussed in this episode:

  • Campaign goals and strategies for reaching new audiences
  • The importance of taking the time to educate stakeholders about the issue up front
  • Tips to enhance stakeholder engagement (includes crowd-voicing tools and micro-targeting strategies)
  • Thoughts on how healthcare communicators can improve and innovate
  • Where to next for the Canadian Medical Association and “Demand a Plan”

Have ideas for future episodes? Connect with host Tina Barton on Twitter and LinkedIn.

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The Voice podcast is sponsored and produced by Thornley Fallis.


  1. Sue Stoltz says:

    Great job! Very relevant and a perfect ‘walk through’ of how it worked in practice to sustain engagement over a long period of time. Patient-Public engagement is increasingly crucial for health related communications outreach. Also interesting to know that older generation – esp women- are so active on FB. I like that they are looking at less traditional engagement of the ‘Hill’ & more local community engagement.and less traditional partners for outreach. I’ll be pondering this in my current role as public affairs advisor at CIHR

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