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Developing an Information Infrastructure for the Medicare+Choice Program Summary of a Workshop (1999) / Chapter Skim
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4 How to Reach Beneficiaries: Lessons from Private Industry
Pages 17-22

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From page 17...
... At the same time, panelists pointed to a significant potential downside in pursuing members of the senior population, including adverse risk selection and problems associated with contracting with the federal government. The panel indicated that the benefits of dealing with the Medicare population outweigh the potential drawbacks, however.
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From page 18...
... Members of the panel suggested that the marketing dilemma might be addressed by segmenting the Medicare population into at least two groups: those over age 70 and those under age 70 or those beneficiaries who are more familiar with managed care through their former employment status and those who are of an age such that they have not had prior experience with managed care. It is worth noting that the under-70 age group tends to be more active and more Internet savvy, and tends to rely less on family members and doctors for advice on choosing a health plan.
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From page 19...
... The committee heard testimony indicating that Medicare managed care plans are reluctant to market to these beneficiaries. -r One of the panelists informed the committee that it typically takes 3 to 6 months for a health plan to develop a marketing initiative for a single geographical locale be it a county, town, or region.
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From page 20...
... PARTNERING WITH EXPERT OUTSIDE GROUPS AND RESOURCES TO GET THE JOB DONE The increased choice of health plans available to Medicare consumers will likely lead to heightened confusion among those unaccustomed to exercising choice. Health plans, HCFA, information counseling and assistance programs, and other consumer information services will need to be prepared for the number of beneficiaries wanting their questions answered in the aftermath of the planned fall 1998 mailing of the Medicare & You handbook and bulletins.
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From page 21...
... found that: lower costs and better benefits are pitched in the majority of ads across markets and media; · Medicare HMOs appear to target physically and socially active seniors rather than beneficiaries in poor health; nonelderly beneficiaries are not targeted by Medicare HMO ads; marketing seminars are not consistently accessible to beneficiaries with physical disabilities; and although important information is conveyed in ads, much of it is in fine print that is difficult for older people to read.
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