New Ad Campaign in New Mexico Urges "Care Not Cuts"

Long term, post-acute care sector launches fall media effort to help preserve, protect, defend seniors' access to quality skilled nursing and rehabilitative care in New Mexico

ALBUQUERQUE, N.M., Aug. 29, 2011 /PRNewswire-USNewswire/ -- The long term and post-acute care profession is uniting to launch a nationwide informational campaign, "Care Not Cuts," and is running its first ad in the state of New Mexico beginning today.  As Congress begins to examine ways to reduce the federal deficit, the American Health Care Association (AHCA) and the Alliance for Quality Nursing Home Care (Alliance) have partnered to ensure federal lawmakers understand the vital need to preserve, protect and defend U.S. seniors' access to quality skilled nursing and rehabilitative care.

"Our nation's long term and post-acute care facilities have already been dealt rounds of reductions, and now further cuts to Medicare and Medicaid may be on the way," said Mark Parkinson, President & CEO of AHCA. "This nationwide campaign aims to inform our lawmakers that additional cuts to skilled nursing and assisted living threaten access to quality care needed by America's seniors and individuals with disabilities. It will also demonstrate that our sector is part of the solution to both rising health care costs and the need for local job creation."

Alan G. Rosenbloom, President of the Alliance, said: "We intend to use our media effort to help convey the positive policy message that our vital health sector offers high quality care and rehabilitation in a low cost setting, which is highly pertinent to this Fall's legislative discussion. As America's second largest health facility employer, we also intend to make clear our sector cannot be expected on the one hand to continue being the reliable jobs partner we have proven to be even in this continuing economic downturn, while, on the other, absorbing one deep funding reduction after another."

Beginning today and continuing through September 6, the first TV spot of the multi-month  campaign, "Nurses," features frontline caregivers. The text of the spot is as follows:

I work as a rehabilitation nurse.  I love what I do.

In the last five years, nursing homes have absorbed billions in Medicare and Medicaid cuts.

Even so, we've maintained high quality care.  

Now, there's talk of more, deeper cuts.  I understand the need for sacrifice.

We've given our fair share, and more.

But as a nurse who cares for her patients, I can tell you another round of deep cuts that target nursing homes simply goes too far.

In New Mexico, other caregivers are sharing similar concerns about the impact additional cuts would have on the residents they care for each day.

"Working in a nursing home is not just a job; it's a calling," said Mark Potts, a Certified Nursing Assistant (CNA) at Rio Rancho Care and Rehabilitation Center in Albuquerque. "It's so rewarding to interact with my residents and make certain I'm helping them enjoy a good quality of life every day. However, I am deeply concerned that additional cuts to nursing homes may make it difficult for me to do this job that I love. These residents become like family, and I want to help protect and care for them."

The informational campaign will proceed throughout the remainder of 2011 to draw attention to the fact local nursing homes and assisted living facilities are a critical part of the health care continuum, offering high-quality patient care and rehabilitation in a cost-effective manner. Long term and post-acute care facilities serve as a cornerstone of local communities' employment base – reliably providing close to 13,000 jobs in New Mexico.

To view "Nurses," please visit www.carenotcuts.org.

About the American Health Care Association

As the nation's largest association of long term and post-acute care providers, the American Health Care Association (AHCA) advocates for quality care and services for frail, elderly and disabled Americans. Compassionate and caring employees provide essential care to one million individuals in our 11,000 not-for-profit and proprietary member facilities.

About the Alliance for Quality Nursing Home Care

The Alliance for Quality Nursing Home Care ("The Alliance") is a coalition of 14 national long term care provider organizations that care for approximately 300,000 elderly and disabled patients each year in nearly 1,800 facilities across America. The Alliance is dedicated to improving the quality of nursing home care in the United States through measured results and outcomes and to assuring the government resources necessary to provide high quality care and services.

SOURCE American Health Care Association