Major global medical device manufacturer

Advocacy and policymaker awareness campaign

Cambre stepped in to advance the knowledge, understanding & uptake of Value-Based Healthcare (VBHC)​ and to stimulate policymakers and regulators to implement VBHC in practice in Europe.

Our approach

Cambre developed a European campaign to promote the benefits of VBHC and reinforce the company’s reputation as a leader in delivering the model in which providers, including hospitals and physicians, are paid based on patient health outcomes. The campaign included a VBHC narrative addressed to EU policymakers and legislators, ​outreach and alliance building with selected key stakeholders ​as well as multi-format​ and internal communications materials.


The result

We were able to create noticeable changes in the knowledge and implementation of VBHC as well as a gradual increase of its uptake in Europe. Cambre managed to bring forward the MedTech industry perspective in the debate around value assessment​.