New Medicare Card Project Medicare Beneficiaries Outreach & Education January 2018-October 2018
Overview 1.Beneficiary Outreach & Education Snapshot 2. Outreach Plan Moving Forward 3. Other Key Audiences: Providers and Vulnerable Populations INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information has not been publicly disclosed and may be privileged and confidential. It is for internal government use only and must not be disseminated, 2 distributed, or copied to persons not authorized to receive the information. Unauthorized disclosure may result in prosecution to the full extent of the law.
Beneficiary O&E Snapshot Dates Description: January-June 2017 Research, Prepare, Establish CMS narrative July- Sept. 2017 Conduct training for audiences that interact with people with Medicare “Guard Your Card” fraud prevention campaign launches August 21, 2017 • Paid TV ad mentions that “New Medicare Cards are Coming” September 2017 Administrator Unveils the design of the New Medicare Card Medicare & You Handbooks Mailed with picture + info on new card October 15-December 7, Medicare Open Enrollment/ Secondary messaging on new card 2017 January – Ramp up: New cards are coming! Make sure SSA has your current address; beware of fraudsters mid-March 2018 Mid-March – Card Mailing: Your new card is in the mail! Targeted October 2018 local outreach and earned media campaign for each successive mailing wave INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information has not been publicly disclosed and may be privileged and confidential. It is for internal government use only and must not be disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized disclosure may result in prosecution to the full extent of the law. 3
Beneficiary O&E Overarching Strategy January – October 2018 • National Outreach with drumbeat messaging, changing over time • Dial up the outreach and messaging! Card mailing moves to forefront of Beneficiary communications. Use all available channels, including partners. • January 25 to Mid-March: • Mailing Address accuracy and protection from fraudsters • Mid-March – October: • Intensive earned media and local outreach kicks off, coordinated with each mailing wave • Manage expectations about when to expect new cards, what to do with old (and new) cards, and what to do if they didn’t receive a card or need help. INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information has not been publicly disclosed and may be privileged and confidential. It is for internal government use only and must not be disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized disclosure may result in prosecution to the full extent of the law. 4
O VERVIEW OF NEW M EDICARE CARD OUTREACH & EDUCATION FOR PEOPLE WITH M EDICARE Mid-January February March April 2018 • • New Medicare cards with new Medicare numbers are MAILING BEGINS APRIL 1 ! • coming, starting in April 2018. Find out when your is mailed by • visiting Medicare.gov and signing Make sure the SSA has your current mailing address • up for email Beware of scam artists contacting you about your new card Messages • What if I don’t get my card? • Destroy your old card (shred) • Once your card has been mailed, you can look up your Medicare Number or print a card on MyMedicare.gov. • ▪ Print ad for local distribution Videos: Animated “destroy” for beneficiaries, • video in provider waiting rooms (TBD) Beneficiary blog, widget, ▪ New poster in post offices – timed release fact sheet • with mailing Video: informational for beneficiaries Products • Audio PSA for major pharmacy chains • Poster in post offices Beginning Jan, Initial Enrollment Packages have New Medicare Card info for those first eligible between Jan-April. MSNs will also include new card info • • Post blog, add New Medicare Card message to homepage Prominently feature new card image • • Launch Medicare Number look up & Promote Medicare.gov thru short URL: Medicare.gov Medicare.gov/newcard & new beneficiary widget available on replacement card features in MyMedicare.gov • cms.gov/newcard Launch mailing status page • • • Continue queue messages Deploy updated scripts to coincide with Update scripts & queue CallCenter updated after Medicare card mailings messages Open Enrollment Continue tracking new card calls, top questions/issues & fraud attempts - ongoing
O VERVIEW OF NEW M EDICARE CARD OUTREACH & EDUCATION FOR PEOPLE WITH M EDICARE 2018 Mid-January February March April • • MAILING BEGINS APRIL 1! New Medicare cards with new Medicare numbers are coming, • starting in April 2018. Find out when your card is mailed by visiting Medicare.gov • Make sure the SSA has your current mailing address and signing up for email Messages • • Beware of scam artists contacting you about your new card What if I don’t get my card? • Destroy your old card (shred) • Once your card has been mailed, you can look up your Medicare Number or print a card on MyMedicare.gov. • Issue national Press Release and/or media advisory to National announce “new cards start hitting mail” with key details about mailing sequence (TBD) Press • Kick off of Card Mailing: Strategy TBD - S. Verma speech at Am. Soc. on Agingconference • • Begin Facebook & Twitter posts 1-2x per week, rotating key Begin using geo-targeted digital media in concert with Digital, Paid messages mailingwaves • • and Earned Send E-mails to growing beneficiary subscribers Paid search ads send beneficiaries to Medicare.gov card • Share social media toolkit with partners mailing status tool (TBD) or Medicare.gov Media • Kick off local earned media in states for first mail wave • • Distribute messaging, updates, and materials through local Use press kit for local distribution - push drop in articles, partners including congressional offices. talking points, launch Satellite or Radio Media Tour, etc. • • Continue to develop/identify new partners for beneficiary Throughout mailing – ROs issue local Press Release to outreach, particularly those that work with vulnerable announce “new cards are coming, check your mail” • Regional populations. Share print ads with local & regional media outlets & local information intermediaries for newsletters & other Outreach pubs. • Participate in TV call-in shows to raise awareness of mailing and answer questions. • Host senior events & invite local press • Other localized drumbeat messaging stemming from national messages in regions not yet receiving cards • Partner Push out messages, products and info to partners – esp. those serving vulnerable populations • Use listserv, personalized phone calls, New Medicare Card Outreach Forum calls/webinars; Open Door Forums, conferences, First Relations Fridayevents (Natl & Local) • ROs push out messages, info, products to partners with e-mails, meetings, events
Other Key Audiences: Providers Goals: • Educate about resources available for answering beneficiary questions/support their patients. • Remind them to have their systems ready by April 1, 2018, encourage them to begin using the new Medicare Beneficiary Identifier (MBI) as soon as possible, and • Communicate MBI look-up availability in MAC Portal (June 2018) Tactics: • Listservs: for reminders and links to products (blog, fact sheet, widget, videos), e.g. MLN Connects, EHR incentive/eHealth, PQRS, ESRD Network, QPP, SOTA and others. • Individual calls or meetings with national beneficiary-focused partners • Regional Offices to reach state and local provider associations and providers • Open Door Forums (ODFs) • Including information about the New Medicare Card Project at all appropriate outreach/conference events • First Friday sessions • Provider Ombudsman support INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information has not been publicly disclosed and may be privileged and confidential. It is for internal government use only and must not be disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized disclosure may result in prosecution to the full extent of the law. 7
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