Campaign Overview Congressional Briefing December 1, 2004 Long Term Care Awareness Campaign Own Your...
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Transcript of Campaign Overview Congressional Briefing December 1, 2004 Long Term Care Awareness Campaign Own Your...
![Page 1: Campaign Overview Congressional Briefing December 1, 2004 Long Term Care Awareness Campaign Own Your Future!](https://reader036.fdocuments.us/reader036/viewer/2022081816/56649e5f5503460f94b5922a/html5/thumbnails/1.jpg)
Campaign Overview
Congressional Briefing
December 1, 2004
Long Term Care Awareness CampaignLong Term Care Awareness Campaign
Own Your Future!Own Your Future!
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Campaign ContextCampaign Context• The long-term care needs of baby boomers may
overwhelm Medicaid’s pay-as-you-go financing
• Tightening Medicaid eligibility policy alone will not provide sufficient funds or motivate consumers to plan ahead
• Paradigm Shift: From more invasive eligibility screens and benefit reductions towards increased consumer awareness, coupled with new financing options with incentives
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Campaign Goals Campaign Goals • Increased awareness about what
Medicare does and does not cover
• Better understanding of the strengths and limitations of Medicaid coverage
• Promote planning, while not endorsing any specific planning activity
• Suggest that planning for long-term care should be viewed as an integral part of retirement planning
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Target Market: TweenersTarget Market: Tweeners• Among boomers are an indeterminate
number of “tweeners”, those for whom planning makes the difference between Medicaid and private pay
• Planning ahead by Tweeners may increase private resources available for long-term care and reduce demand for public funds
• Influencing how Tweeners plan (or not) is the problem we are tying to solve
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Campaign Sponsors Campaign Sponsors
• U.S. Dept Health and Human Services– Assistant Secretary Planning Evaluation – Centers for Medicare and Medicaid Services– U.S. Administration on Aging
• Partners:– National Governors Association– National Conference State Legislatures
• Contractors:– Medstat– Long Term Care Group
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Major ComponentsMajor Components
1. Letter from the Governor to every state resident aged 50–70 (approx 2.5 million)
2. Governor’s press conference to “kick-off” campaign
3. Paid media (TV and/or radio)
4. Dissemination of LTC planning “Tool Kit”
5. SHIP program grants
6. Follow-up postcard
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““Own Your Future” MaterialsOwn Your Future” Materials• Initial Mailing
– Invitational letter from the Governor– Tri-fold brochure
• Public Service Announcement– Television Shortcut to CMS_Mpeg_1_320[1].mpeg– Radio
• Tool Kit– Thank you letter from the Governor– Planning and reference booklet– Audio CD with 11 segments
• Follow-up postcard
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Transition to State/FederalTransition to State/Federal
• Initial campaign planned as federal campaign with no state participation
• Advantages of working with states:– Combined state/federal message– Message provides overall financing
information and local resources
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Participating StatesParticipating States
ARAR
NVNV
IDIDNJNJ
VAVA
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SHIP GrantsSHIP Grants• State Health Insurance Program provides
volunteer insurance counseling• Grants of between $150,000 and $300,000
provided to each participating state• Grant designed to bolster volunteer
capacity related to long-term care insurance
• Additional training for volunteers • Designation of LTC insurance “experts”
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Campaign TimetableCampaign Timetable• Governors Press Conferences
– January 1 thru 25th
• Governors Initial Mailing– Scheduled to arrive same week as press conference
• Media Buy– Scheduled to begin around first week in February– Will run 8 weeks
• Follow-up Post Card– Scheduled to be mailed middle of February
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Evaluation StrategyEvaluation Strategy
• Campaign was not designed as a full scale demonstration
• Establish reasonable expectations for Campaign impact
• Alter Campaign elements so as to detect differences in response
• Conduct baseline and follow-up surveys• Gather data administrative data from
several sources to augment analysis
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Research QuestionsResearch Questions
1. What were the baseline attitudes of the target group towards of long-term care planning?
2. Was the campaign effective in changing attitudes and/or in raising awareness related to the need to plan ahead for long-term care?
3. What aspects of the campaign appear to have been most successful?
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Data SourcesData Sources• Baseline survey of target market in
each state
• Follow-up survey once campaign is completed
• Call center data collection on consumer requests for tool kits
• SHIP data collection on requests for counseling
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Next StepsNext Steps
• Assess evaluation findings– To the extent possible, determine which aspects of
the Campaign appear to have most effective
• Develop ways for working with states on a broader basis (assumes available funds)– Reasonable process for sharing costs– Refine ways to blend state and federal messages
and resources– Consider adding material to portfolio of approved
Medicare publications
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For More Information:For More Information:
www.LTCaware.infowww.LTCaware.info
or or1-866-planltc (starting 1/1/05)1-866-planltc (starting 1/1/05)
Long Term Care Awareness Campaign
Own Your Future!