1. Division of Partnership Development11 A Business Plan: Innovative Partnerships for Medicare Outreach

2. Division of Partnership Development22 This presentation was prepared by: Susie Butler, Division of Partnership Development, Centers for Medicare and Medicaid Services Ted Chiappelli, Dr.PH, Division of Partnership Development, Centers for Medicare and Medicaid Services Keith Cherry, Ph.D., Managing Director, BearingPoint Debra Lightsey, M.S.W., Senior Manager, BearingPoint Authors

3. Division of Partnership Development33 Research to Date The Business Case Strategies Enabling Innovative Outreach Overview

4. Division of Partnership Development44 Partnership Literature Review Focus Group Research Word of Mouth Literature Review Business Plan Community partnerships show some effectiveness at promoting benefits choices and preventive services Seniors get most trusted information for important decisions from informal networks, not from traditional formal communication channels WOM outreach is effective as part of a coordinated strategy, and bridges formal channels with informal networks Research-based, innovative strategies for incorporating WOM into CMS partnership outreach efforts Research Summary

5. Division of Partnership Development55 Focus Group Research Word of Mouth Literature Review Business Plan Seniors get most trusted information for important decisions from informal networks, not from traditional formal communication channels WOM outreach is effective as part of a coordinated strategy, and bridges formal channels with informal networks Research-based, innovative strategies for incorporating WOM into CMS partnership outreach efforts Partnership Literature Review Community partnerships show some effectiveness at promoting benefits choices and preventive services Research Summary

6. Division of Partnership Development66 Partnerships for outreach at the community level through trusted sources are the most studied, and have been shown to support enrollment in health benefits and use of preventive services. Prevention services are best promoted through multifaceted programs. There are research gaps in best practices for nation- wide partnership efforts. Little evidence exists on which partners influence older Americans’ health benefits and health promotion behaviors. Literature Review: Reaching Seniors through Alliances

7. Division of Partnership Development77 Partnership Literature Review Word of Mouth Literature Review Business Plan Community partnerships show some effectiveness at promoting benefits choices and preventive services WOM outreach is effective as part of a coordinated strategy, and bridges formal channels with informal networks Research-based, innovative strategies for incorporating WOM into CMS partnership outreach efforts Focus Group Research Seniors get most trusted information for important decisions from informal networks, not from traditional formal communication channels Research Summary

8. Division of Partnership Development88 Where do consumers get health information? Whom do consumers trust for health information? Who are the national/regional partners who most influence consumers? Focus Group Research Focus groups were conducted to answer the following questions that were considered gaps in the current literature:

9. Division of Partnership Development99 Beneficiaries interviewed have Little awareness of changes coming Limited sources of further information, and few they trust as advisors Little impetus to investigate future changes Confusion about government benefits and Medicare Modernization Informal networks they go to for information and decision making, especially those with special knowledge and people like themselves Focus Group Research: Findings

10. Division of Partnership Development10 Where Consumers Spend Time Whom Consumers Trust, but don ’ t Seek Whom Consumers Seek, but don’t Rely On Retail—Fast Food, Grocery Stores MedicareDoctors and their Office Staff Churches State and Local Aging Agencies HMOs/Medigap Professional Services— Banks, Lawyers, AAA SSAPharmacy Chains YMCA/Fitness CentersVeterans AffairsAARP Senior Centers News Media Voluntary/Paid JobsState Rx Benefits Focus Group Research

11. Division of Partnership Development11 Whom Consumers Trust AND Seek Knowledgeable Friends and Family Focus Group Research

12. Division of Partnership Development12 Partnership Literature Review Focus Group Research Business Plan Community partnerships show some effectiveness at promoting benefits choices and preventive services Seniors get most trusted information for important decisions from informal networks, not from traditional formal communication channels Research-based, innovative strategies for incorporating WOM into CMS partnership outreach efforts Word of Mouth Literature Review WOM outreach is effective as part of a coordinated strategy, and bridges formal channels with informal networks Research Summary

13. Division of Partnership Development13 Word of mouth (WOM) occurs naturally, and the study of it is based in diffusion of innovation theory. WOM is best used in conjunction with other marketing techniques. Social networks are effective in disseminating information widely. Those social networks may include Internet and electronic linkages. Literature Review: Social Networks and Word of Mouth

14. Division of Partnership Development14 The private sector has begun to harness the power of word-of-mouth (WOM). WOM is well-suited to Medicare because it is most effective with high-risk or highly visible decisions. WOM marketing capitalizes on natural social networks by tapping into innovators and opinion leaders. The most efficient WOM techniques rely on the Internet. Seniors are the fastest growing population on the Internet. Research Findings

15. Division of Partnership Development15 31%, or 11 million seniors 65 and older, are online. The number has jumped 47% between 2000 and 2004. 70% of people 50 to 64 years old are online. Of the seniors who are online, more than two-thirds (69%, or 21% of all seniors) have looked at various health topics online. Seniors who are online are likely to be innovators and opinion leaders—the most effective at spreading WOM. Therefore, reaching out to seniors online will naturally recruit those most helpful to implementing a WOM outreach strategy. Seniors ’ Internet Usage

16. Division of Partnership Development16 Partnership Literature Review Focus Group Research Word of Mouth Literature Review Community partnerships show some effectiveness at promoting benefits choices and preventive services Seniors get most trusted information for important decisions from informal networks, not from traditional formal communication channels WOM outreach is effective as part of a coordinated strategy, and bridges formal channels with informal networks Business Plan Research-based, innovative strategies for incorporating WOM into CMS partnership outreach efforts Research Summary

17. Division of Partnership Development17 The Business Case

18. Division of Partnership Development18 In order to do this, beneficiaries need Information and education about new choices and their consequences, and Support for decision-making that meets individual needs. To maximize the quality of decisions made by each Medicare beneficiary, leading to improved health and financial status. Vision

19. Division of Partnership Development19 Logic Model

20. Division of Partnership Development20 Consumers will be confronted with choices Their choices will have financial implications Their choices will have health consequences This business plan offers strategies to diffuse three main ideas among consumers: Innovation in Medicare

21. Division of Partnership Development21 Organic WOM- Occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Amplified WOM- Occurs when organizations launch campaigns designed to encourage or accelerate WOM in existing or new communities. Word-of-Mouth Outreach

22. Division of Partnership Development22 Practices that amplify word-of-mouth activity include Creating communities Developing tools that enable people to share their opinions Motivating consumers to actively promote a product Giving consumers information that they can share Using advertising or publicity designed to create buzz or start a conversation Identifying and reaching out to influential individuals and communities Researching and tracking online conversations Promoting ethical, honest exchanges based on consumer enthusiasm in natural settings. What Enhances Word of Mouth?

23. Division of Partnership Development23 Focusing on the Influential Consumers

24. Division of Partnership Development24 1.Online Word-of-Mouth Outreach 2.Partner-Enhanced Word-of-Mouth Outreach 3.Maximize Outreach Through High-Performing Traditional Partnerships Overview of Strategies

25. Division of Partnership Development25 Contact Information Susie Butler Susie.butler@cms.hhs.gov 410-786-7211