Latest Campaign from Consortium of Los Angeles Health Systems Coaxes Patients Back for Routine and Preventive Care
// By Rhoda Weiss, Ph.D. //
Patients are still postponing routine care and preventive screenings due to the COVID-19 pandemic. In one dramatic example, the CDC reported in June 2021 that breast cancer screenings through its Early Detection Program had declined 87 percent. Additionally, a National Poll on Healthy Aging1 taken in January 2021 reported nearly one in three Americans between 50 and 80 put off an in-person appointment for medical care in 2020 because they were worried about exposure to COVID-19. To counteract this trend, five health systems in Los Angeles County launched a new public awareness campaign. The multimedia, multi-month campaign features a public service video series with patients telling their stories of overcoming serious health conditions due to timely access to care and urging others to get the care they need.
In Los Angeles the BetterTogether.Health consortium of Cedars-Sinai, Dignity Health, Keck Medicine of USC, Providence, and UCLA Health that began in March 2020 recently launched another major multimedia campaign themed “Get Back to Your Doctor. Your Health. Your Joy. Because We Love a Healthy L.A.”
Pivoting from last year’s campaign of empty beaches, freeways, and landmarks, we painted an authentic, intimate mosaic of 11 Angelenos — including a basketball icon, champion gymnasts, entertainers, an artist, mixed martial-arts fighter, major league baseball player, competitive swimmer, priest, and mom with COVID and pregnant with triplets — who overcame health challenges as a result of timely access to preventive care.
The moving stories and interviews are everyday symbols of strength, inspiration, and hope, taking you inside the lives of courageous heroes who overcame challenges of serious disease and returned to what they love most — stories designed to encourage others to seek medical care when needed.