Knowing the Medicare Knowing the Medicare Audience and Developing Audience and Developing

a Message Strategya Message Strategy

Jack Fyock, Ph.D.Senior ManagerBearingPoint, Inc.June 30, 2004

Marketing Principles

• Consumer-focused -- all programs start with the consumer

• Based on exchange -- personal relevance

• Goal is behavior change

Message DevelopmentGrounded in Audience Research

“Note to self”

Many programs do not have access to market research that

allows us to understand our audience’s behavior or desired

actions.

Signs you’re on the wrong track

• “If people only knew…”• “I like that…”• “Objective data are clear…”

• Target• Action• Openings• Image• Rewards• Support

6 Strategic Questions BuildCompelling Messages

Who is the target and what is he/she like?

TARGET

You can’t be everything to everyone. The choice is to target

consciously or by default.

Identifying Segments:

• Segments are people who are similar in regard to our issue– Size, Influence, Need, Access, Politics

• Not just “demographic” groups: a vivid picture of an “individual”

WARNING:You are not the target audience!

WARNING:You are not

the target

audience!

It’s an ACTION!

What do we want the target to do?

What are they doing now instead of desired action?

People are always doing something. There is always

a competitive behavior.

OPENINGS

Good Openings…Reach your target when they

are:• Ready to hear your message

– Initial Modalities Conference• Looking for your message• Can act on your message• In need of your message

IMAGE

• Every action, program, and organization has an image.

• VA Hospitals and Clinics• Prescription Drug Discount Cards • $600 credit with Medicare-Approved Card• CMS

Image

CMS

An Effective Image Is:• One that tells the target,

“I’m speaking to you”• Appealing and relevant • Consistent with the

desired social change• Original and distinctive

REWARD

“It’s not your Goal”

•Rewards may have nothing to do with “our goal.” •They come from the personal wants of our audience.•Y2K - independence

Rewards and Benefits:

• Rewards are subjective / personal – Centers of Excellence

• Rewards are in the present not the future

• We don’t know the incentives until we talk to our audience

SUPPORT

• What makes our promise of a reward believable?

• What evidence supports our claim?

• What makes the desired action seem feasible?

Support

Support comes from:

• Scientific facts/data• Case studies • How we communicate our

message - experts• Perceived social norms• Evidence for self-efficacy

Who says what by what means to whom?

• Target• Action• Openings• Image• Rewards• Support

Thus, Six Strategic Questions

It’s not easy and it takes research.