Together We’re Making An Impact On Washington


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Together We’re Making An Impact On Washington
By: Sherri C. Lennarson, MAS
Issue: 2010jan

“It was the best of times. It was the worst of times.” A year has passed and it is still appropriate to quote Charles Dickens as I did in my very first Chair’s Letter. It would be unfair to say we have come full circle, but we are experiencing positive signs of economic improvement. We still face tighter budgets, increased government regulation and legislative scrutiny, but we are far more familiar with these waters than we were 12 months ago.

More than half of my communiqués with you have focused on government relations. I am extremely proud of the ways you have answered the call to action. Thousands of e-mails, faxes, letters and phone calls have been initiated by you and your industry peers. Although communicating with legislators may have been and may still be foreign to some, the desired outcomes should be second nature to all of us. After all, we’re in the business of educating, persuading and influencing.

Your influence has made a difference as the healthcare debate rages on in Washington. The Physician Payments Sunshine Act (PPSA), formerly known as S.301, was absorbed into Section 6002 of the Senate healthcare reform bill, the “Patient Protection and Affordable Care Act.”

This portion of the bill required manufacturers of covered drugs, devices or medical supplies to disclose payment or other “transfer of value” to a physician, physician medical practice or a physician group practice. Although promotional products were not specifically referenced in the bill they are included under this definition. Originally the bill did not feature a minimum transfer of value (de minimis).

Your active lobbying resulted in language changes that allowed for transfers of value of $10 or less. Although we desired a de minimis of $25, it is important to note we moved the needle. Going from zero to 10 is monumental! And I would remind you, our Association has recognized many campaigns valued at $10 or less with Pyramid Awards. A reduced de minimis should be seen as an opportunity for creative promotional consultants and supplier partners to shine.

Language changes also resulted in an aggregate, which would trigger reporting of all items if the combined value of items valued at $10 or less reached $100 total. In effect this renders the de minimis moot. But there is still time to effect more change.

In late November, the Senate held a historic Saturday session. It’s version of the Healthcare Reform bill was passed. At press time the bill is on its way to the conference committee, where members of the Senate and the House will work to reconcile differences between their respective versions of the bill. This is one of the last steps before final action. If the committee can not agree, the bill dies. If the committee agrees on a compromise version, a report detailing the changes is drafted. Both the House and the Senate must approve the report or the bill is sent back to conference committee. When approved by both houses the bill becomes enrolled and is sent to the President.

Now more than ever I ask that you take the time to contact your elected representatives in Washington. Your Association continues to improve the PPAILAW.org website. Not only is it easy to e-mail your legislators, it is now possible to log results of your phone calls. We need to be visible, vocal and active.

The new Call Now feature on the site makes it easy to contact your legislators and allows us to track this activity along with e-mails, letters and faxes. Start from the home page of PPAILAW.org. Go to “Send an e-mail to your representatives—Click Here.” Click on the “Call Now” prompt, enter your ZIP code, click GO and phone numbers for your legislators and a script of talking points will be available at your fingertips.

Government relations may not be glamorous, but this topic is critically important to our industry. These issues should not be viewed as the “soup du jour” or “flavor of the month.” Legislative action requires repetition, persistence and perseverance. I am indebted to so many of you for your faithfulness to the cause. The regional associations have done an incredible job mobilizing their members. and their government relations committees are in full swing.

PPAI is committed to leading the charge. It has been an honor and a privilege to be a part of the army. Tomorrow’s cause may be different, but we’ve been through boot camp and we know the drill. Albert Schweitzer was wise when he said, “Example is not the main thing in influencing others, it is the only thing.” Thank you for encouraging others to participate in the process. It’s one of the most important things you can do in 2010 and beyond.

Sherri C. Lennarson, MAS, is senior vice president of business development for Iowa City, Iowa-based distributor Bankers Advertising Co. (UPIC: BACADV).
319-354-1020 ext. 1137
slennarson@bankersadvertising.com

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