Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #109795

Christopher Koepke, PhD¹, Kate Heinrich, MA¹, Beth Simon, PhD¹, and Jack H. Fyock, PhD². (1) Center for Beneficiary Choices, Centers for Medicare & Medicaid Services, 7500 Security Blvd., Mailstop S1-15-03, Baltimore, MD 21244-1850, 410-786-5877, CKoepke@cms.hhs.gov, (2) Health Services Research and Management Group, BearingPoint, Inc., 1676 International Drive, McLean, VA 22012

Background: The Medicare Prescription Drug Benefit signals the largest change to Medicare since its inception. Beneficiaries must enroll in a prescription drug plan in order to receive the benefit. As multiple plans are available to beneficiaries, they are expected that they will act as consumers and choose plans that work well for them. Purpose: Developing a campaign that motivates beneficiaries to choose and enroll in a prescription drug plan requires a strong knowledge of the population. CMS uses a variety of communication research projects to gain this knowledge. This presentation will provide a case study in how consumer research is being applied to the multi-million dollar enrollment campaign. It will dynamically demonstrate how the research informs campaign strategy, messaging, and tactics. Methods: The development of this educational campaign utilized several research methods including: 1) telephone surveys to test message strategies and track beneficiary knowledge, attitudes, and behaviors; 2) formative qualitative research to develop message strategies and tools to help people make their drug benefit choices; and 3) cognitive interviews to test beneficiary understanding and reaction to various communication materials (e.g. brochures, websites etc). Results: Early results suggest an up-hill battle for this campaign. Beneficiaries have considerable inertia concerning enrolling in a Medicare Prescription Drug Plan. However, upon being exposed to details concerning the plan, some of this inertia subsides. Research has identified message strategies that provide important details in small bites (e.g. the benefit helps pay for prescription drug costs, covers brand name and generic drugs, etc.).

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Identify research techniques for campaign development.
• Understand CMS' campaign objectives for the prescription drug benefit campaign.
• Understand important barriers and messages that transcend those barriers to Medicare beneficairies adoption of the prescription drug benefit.

Keywords: Communication, Medicare

Related Web page: www.medicare.gov

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Recorded presentation