San Diego County Medical Society – Health Care at a Crossroads


The San Diego County Medical Society, the largest association of physicians in the county, presented Nuffer, Smith, Tucker with the communication challenge of highlighting the extreme underfunding of health care in both the private and public sector in San Diego County in a powerful and meaningful way.

A cornerstone of the campaign was the Code Blue Rally. NST organized "the largest organized protest by area physicians in history," crafted and delivered messages that got physicians to the rally, brought the right supporters to the podium, and ensured that media coverage would be favorable to the provider’s point of view.

The rally was a success and was copied by other medical societies in other cities. The result of bringing together community leaders for this event was the creation of the Blue Ribbon Task Force, which includes hospital CEOs, the San Diego Regional Chamber of Commerce, the San Diego County Taxpayers Association, the County Medical Society and other opinion leaders.


More than 500 people attended rally.

All local television stations ran stories on event, many as lead story.

The rally was featured on several local radio stations and in all major local newspapers.

Media affiliates nationwide picked up story.

The Blue Ribbon Task Force was created.