1. Campaign Overview Congressional Briefing December 1, 2004 Long Term Care Awareness Campaign Own Your Future!

2. Campaign 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

3. 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

4. Target 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

5. 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

6. Major 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

7. “Own Your Future” Materials Initial Mailing –Invitational letter from the Governor –Tri-fold brochure Public Service Announcement –Television Shortcut to CMS_Mpeg_1_320[1].mpegShortcut 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

8. Transition 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

9. Participating States AR NV ID NJ VA

10. SHIP 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”

11. Campaign 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

12. Evaluation 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

13. Research 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?

14. Data 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

15. Next 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

16. For More Information: www.LTCaware.info or 1-866-planltc (starting 1/1/05) Long Term Care Awareness Campaign Own Your Future!