Establishing a unifying look and feel to Medicare publications: Leveraging cover-designs to help Medicare beneficiaries find the information they need


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

5108.0: Wednesday, December 14, 2005 - 1:18 PM

Abstract #110979

Jack H. Fyock, PhD¹, Steve Smith², Sally Crelia, MPH¹, Alyson E. M. Ward, MPH³, Kate Guyer, MBA¹, Michelle DeLisle², Patricia Helphenstine², and Beth Simon, PhD². (1) Health Services Research & Management Group, BearingPoint, Inc., 1676 International Drive, McLean, VA 22012, 703-747-3293, jfyock@bearingpoint.net, (2) Centers for Medicare & Medicaid Services, 7500 Security Blvd, Baltimore, MD 21244, (3) Health Services Research & Management Group, BearingPoint, 1676 International Drive, McLean, VA 22102-4828

Medicare is complicated and beneficiaries are sometimes confused about their health care options. The Centers for Medicare and Medicaid Services (CMS) produces over 30 publications to help beneficiaries better understand their coverage. Prior research suggests, however, that beneficiaries do not always recognize CMS publications as official sources of Medicare information. To the extent CMS publications are viewed as trusted and credible sources of information, this lack of identity is problematic. To help CMS understand how its publications can be recognized as official sources of Medicare information, we conducted a two-phase project concerning cover designs. During the first research phase, we sought to learn how beneficiaries differentiate Medicare related publications, explore how covers influence reading behavior, and identify design elements that differentiate CMS publications from non-governmental publications. In phase two, we tested a series of prototype publication covers to help clarify which cover designs communicate a federal government image and learn how much variation is possible in design layouts while still maintaining a CMS look. A total of 10 focus groups were conducted in phase one and 12 focus groups were conducted in phase two with Medicare beneficiaries, coming of agers, and informal caregivers. Overall, results of both phases provided CMS with useful guidance related to cover designs for its many publications. By carefully utilizing a series of key elements identified in this project, CMS should be able to successfully convey that a publication is from the government and provide beneficiaries with materials that satisfy their need for unbiased information.

Learning Objectives:

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

1. Recognize the importance of establishing a unifying theme for CMS publications
2. Identify key elements in publication designs that most effectively convey a governmental look and feel
3. Apply this information as they develop their own materials that will assist Medicare beneficiaries make appropriate health care decisions.

Keywords: Medicare,

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.

Consumer Research and Medicare: Meeting the Challenge to Communicate with 42 Million People

The 133rd Annual Meeting & Exposition (December 10-14, 2005) of APHA