Expanding Primary Care Investment in New York State
The Challenge
Primary care is the trusted source of care that keeps us healthy at every stage of life. But too many people in New York have to wait weeks or even months to see a primary care doctor or nurse. By then, they’re sicker and harder to treat.
To break down the barriers between patients and the care they need, New York’s primary care providers and advocates came together as the New York State Primary Care Coalition, united around a single goal: increasing investment in primary care.
Our Approach
With support from the New York Health Foundation, Burness partnered with the Coalition to lay the communications foundation for an ambitious advocacy campaign centered on establishing a primary care investment target for New York—a policy that would direct more of every healthcare dollar toward primary care.
We began by developing a campaign strategy to educate and motivate state legislators and administrators to prioritize primary care, while anticipating and countering potential industry opposition.
To bring the strategy to life, we created a set of messages that simply and powerfully demonstrated the value of investing in primary care. We tested the messages through a series of focus groups and online surveys to ensure they resonated with our primary audiences and could spark action among state legislators.
We then applied our “winning” messages across a series of campaign materials—from social media content and educational one-pagers, to talking points for Coalition members to use—ensuring consistent and powerful communication. To build the Coalition’s visibility as a unified and legitimate voice on healthcare in New York, we also designed a visual identity and launched a website.
And to put a human face on the campaign, we produced a series of written and video stories from patients across the state. These real-world accounts highlighted how timely, reliable primary care improves health, showing policymakers and the public what’s possible when care is accessible.
Results and Impact
The Coalition has put these communications assets into action and continues to use them in its advocacy. In June 2025, the New York State Senate passed the Primary Care Investment Act, which included a 12.5% primary care investment target—a major milestone in advancing access to primary care. Now, the Coalition is pushing for similar legislation in the Assembly and setting the stage for statewide implementation.
The Coalition’s efforts are also having an impact beyond New York, with its messaging serving as a model for other states who are advocating for greater primary care investment in their communities.