The 130th Annual Meeting of APHA

Abstract #46854

Theodore Chiappelli, PhD¹, Christopher Koepke, PhD¹, and Keith Cherry, PhD². (1) Center for Beneficiary Choices, Centers for Medicare & Medicaid Services, 7500 Security Blvd., Mailstop S1-15-03, Baltimore, MD 21244-1850, 410-786-7164, TChiappelli@cms.hhs.gov, (2) Barents Group, KPMG Consulting, Inc., 1676 International Drive, McLean, VA 22102

“Long-term care” (LTC) refers to an array of formally and informally provided services a person may need at any age, though logistical and financial planning for LTC has particular relevance for older Americans. Studies estimate that 60 percent of those over age 65 will eventually need some form of LTC, though most apparently have low knowledge regarding available options and are reluctant to discuss LTC issues. The Centers for Medicare and Medicaid Services engaged The Medstat Group and KPMG Consulting, Inc. to develop communications strategies to reposition common negative perceptions of LTC, and provide support for social marketing to encourage advanced planning actions such as making home modifications, caregiver vs. nursing home choices, and legal decisions. In phase I, the team conducted 19 focus group studies, reviewed the policy and literature environment, monitored media coverage, and examined the best practices of public service campaigns intending to raise awareness of prospective planning. A resource toolkit evolved from this research. A guidebook, and an audio CD and video of testimonials from ordinary citizens, who have faced LTC decisions, with commentary from planning professionals, were offered free from 1-800-MEDICARE in a four-city pilot project. The social marketing strategy seeks to reach consumers approaching retirement age, in their day-to-day lives, with proactive guidance reinforcing the positive incentive of improved future life control with advanced planning. Integrated communications will be focused on Americans aged 50 to 70 with community partner events, direct mail, and earned television placements. Feedback from this pre-test will circumscribe strategic recommendations for phase II, a national plan.

Learning Objectives:

• Articulate a comprehensive definition of "long-term care" and discuss why advanced planning for long-term care is an important life objective.
• Understand the general concept of "social marketing" as it applies to this case example of the Centers for Medicare and Medicaid Services' efforts to encourage advanced long-term care planning actions among Americans aged 50 to 70.
• Offer examples of the kinds of formative research that may inform communications strategies for effective public service campaigns.
• List specific examples of communications strategies developed by the Centers for Medicare and Medicaid Services to improve consumer awareness of the need for advanced planning for long-term care.

Keywords: Federal Initiatives, Health Communications

Related Web page: www.careplanner.org

Presenting author's disclosure statement:
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employed by the Centers for Medicare and Medicaid Services