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Healthcare Advertising



Healthplans and Prescription Drug Managers begin their battle for the hearts, minds, and wallets of seniors eligible for the new Medicare drug benefits that take effect Jan 1. Local insurance companies will be joined by out-of-state competitors and specialized drug management companies with coverages that help seniors pay for prescription drugs, a rapidly growing and loyal demographic group.

The marketing campaigns will include print and broadcast advertising, direct mailings to seniors' homes, sales stations in pharmacies and home sales calls. In the remainder of 2005, "all hell will break lose," said Nancy Turnbull, a professor at the Harvard School of Public Health and a former deputy insurance commissioner who helped regulate health plans in Massachusetts.

The new Medicare drug plans are difficult to understand given the number of options available which highlights the need to develop professional multicultural communications geared not only to seniors but applicable to their ehtnicity. Here are some of the highlights:
  • Medicare will offer a stand-alone drug plan and a Medicare health maintenance organization that includes hospital and outpatient care in conjunction with drug coverage.
  • Medicare will offer a preferred pharmacy network which, unlike an HMO, has fewer restrictions.
  • Each product offering has multiple levels ranging from basic to enhanced drug benefits.
  • The plans with better drug coverage have higher monthly premiums.
  • Companies with little or minimal presence and/or history in each state need to start by gaining the consumers' trust.
  • Marketing campaigns tend to have a "retro" look with ads featuring the characters from the 1950s.

Enrollment in individual plans begins November 1, and drug coverage starts January 1. In the meantime, officials have already started to publicize places where seniors and their family members can go for advice. Multicultural advice lines, community events and manned booths at key locations are extremely important in the overall marketing strategy.

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