209229 Developing and implementing a mixed-methods research program to improve outreach effectiveness among low-income Medicare beneficiaries

Tuesday, November 10, 2009

Frank Funderburk , Strategic Research and Campaign Management Group, Centers for Medicare and Medicaid Services, Baltimore, MD
Christopher Koepke , Strategic Research and Campaign Management Group, Centers for Medicare and Medicaid Services, Baltimore, MD
Barbara Allen , Strategic Research and Campaign Management Group, Centers for Medicare and Medicaid Services, Baltimore, MD
Julie Franklin , Strategic Research and Campaign Management Group, Centers for Medicare and Medicaid Services, Baltimore, MD
Thomas Kickham , Strategic Research and Campaign Management Group, Centers for Medicare and Medicaid Services, Baltimore, MD
  
This presentation provides an overview of the development and implementation of a mixed design research program that combines qualitative formative research (e.g., focus groups, IDIs), audience segmentation (via psychographic profiles and health care decision-making styles) analysis, and formal field experiments measuring behavioral outcomes using data from both survey and administrative databases. The research program is designed to inform health care communications and outreach aimed at increasing enrollment in the low-income subsidy (LIS) program that helps Medicare beneficiaries with limited means obtain their prescription drugs at no (or very low) out-of-pocket cost. The research program aims to achieve high levels of both internal and external validity by building on the strengths of diverse research strategies. Results from each approach are synthesized and insights are incorporated into subsequent communication campaigns which are themselves evaluated, generating new formative research questions. This iterative process has accelerated the development of core knowledge of the target population, produced measurable improvements in outreach effectiveness, and increased the return on investments in communication.

Learning Objectives:
1. Describe components of a mixed methods research program. 2. Evaluate the strengths and weaknesses of alternative design strategies for imforming communication campaigns. 3. Discuss how to balance internal and external validity in mixed methods research programs.

Keywords: Low-Income, Health Communications

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am currently Director, Division of Research at CMS and, as part of the Strategic Research and Campaign Management Group, have been responsible for developing and implementing research to improve health care communications and outreach campaigns for Medicare beneficiaries. I have over 20 years of professional involvement in health care and biomedical research and over 75 professional/scientific publications and presentations.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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