The Washington PostDemocracy Dies in Darkness

Hospital group yanks ads predicting dire results from GOP regulatory bill

February 10, 2016 at 3:08 p.m. EST
Sean T. Connaughton, president Virginia Hospital & Healthcare Association, pulled TV ads in response to criticism from the GOP. (Jahi Chikwendiu/The Washington Post)

A Virginia hospital industry group Wednesday yanked a $200,000 TV and radio campaign that made dire warnings about a GOP-sponsored regulatory bill and drew the ire of House Republicans.

The commercials, in the style of political attack ads, aimed to get ordinary Virginians stirred up about seemingly arcane laws governing hospital expansions. A spokesman for the Virginia Hospital & Healthcare Association suggested in a written statement on Wednesday that the campaign had simply run its course.

“The ads debuted last weekend with the intention of raising awareness about a pending policy issue set for a vote in the House of Delegates this week,” said Julian Walker, vice president of communications. “The vote on this policy issue is scheduled for tomorrow. The campaign has concluded as of today.”

But in an email sent to board members earlier Wednesday, Sean T. Connaughton, the association president, said the ads were scrapped in response to complaints from the GOP.

“The House Republican Caucus has voiced a great deal of displeasure about the ads,” Connaughton wrote “We have pulled them.”

An ad released by the Virginia Hospital & Healthcare Association Tuesday, Feb. 9, says the Virginia General Assembly is "voting on legislation that will financially ruin your local hospital." (Video: Virginia Hospital & Healthcare Association)

Hospital group bankrolls ominous-sounding TV ads

The ads were launched after House committees voted last week to advance legislation to eliminate regulations requiring state approval for hospital expansions, surgery centers and certain medical services. Critics say the laws create local monopolies.

The hospitals association and some individual hospitals contend that the regulations, known as “certificate of public need” laws, prevent providers from artificially increasing prices and protect facilities that care for indigent patients.

The measure to eliminate the certificate of need laws comes amid a national push to jettison such regulations. Virginia’s bill has Republican backing, but the issue does not always fall neatly along partisan lines.

The House legislation, sponsored by Del. John M. O’Bannon III (R-Henrico), is up for debate in that chamber Thursday, with a final vote expected Friday.

If the bill passes, it would then go to the Senate, where its fate is unclear.

The hospital association had reserved $200,000 in TV and radio time in Charlottesville, Roanoke, Lynchburg and rural stretches of the state bordering Tennessee and West Virginia for its campaign against the legislation. While it is not unheard of for political campaigns to reserve more air time than they ultimately use, Connaughton’s email left little doubt that the group had cut the campaign short.

With ominous music and dramatic claims, the ads did not blame the Republicans for the legislation or identify lawmakers by name. But it rankled Republicans all the same.

“The General Assembly is voting on legislation that will financially ruin your local hospital,” began an ad that ran in the western half of the state. “Putting lives at risk, impacting life-saving medical procedures for young and old. Eliminating emergency services that save lives. Good-paying jobs gone. Your local hospital could close. You’ll pay more for medical care and get less. Call your legislator now.”

On Tuesday, a spokesman for House Speaker William J. Howell (R-Stafford) took issue with the claims and the tone of the ads.

“It is unfortunate to see the overreach in the rhetoric; these claims are absolutely baseless,” spokesman Matthew Moran said in an email. “Demagoguing lawmakers and misleading their constituents is not how to have a productive conversation on such a significant issue. Everyone expects candid and frank discussion, but this approach will damage their relationship with legislators.”

In response, Walker said the ads fairly portrayed the risk to hospitals.