The Joint Commission on Accreditation of Healthcare Organizations has dropped Chicago-based Sturm Rosenberg Cafferata as the marketing firm assigned to promoting its new network accreditation standards.
"We benefited from (Sturm's) strategic marketing plan. However, we decided to pursue an alternative creative direction for this very important project," said Cathy Barry-Ipema, the JCAHO's communications director.
She said the Oakbrook Terrace, Ill.-based JCAHO retained Sturm for the project last fall. She said the JCAHO still is using the firm to promote its annual national forum on quality.
A Sturm spokeswoman confirmed the change in the firm's ties with the JCAHO, but she declined further comment.
The value of Sturm's contract with the JCAHO wasn't disclosed.
Ms. Barry-Ipema said the JCAHO has yet to retain a new marketing firm to promote its new network accreditation standards. However, the accrediting organization has been working with the international public relations firm of Burson-Marsteller since last August to help position the JCAHO for national healthcare reform (March 14, p. 30).
Last week, the JCAHO said it would start accrediting provider networks with its new standards in July. Originally, it wanted to start accrediting networks this spring (April 18, p. 16).