New Medicare Card Project Medicare Beneficiaries Outreach & - - PowerPoint PPT Presentation

New Medicare Card Project

Medicare Beneficiaries Outreach & Education January 2018-October 2018

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.

2

1.Beneficiary Outreach & Education Snapshot

• 2. Outreach Plan Moving Forward
• 3. Other Key Audiences: Providers and Vulnerable

Populations Overview

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

Dates Description: January-June 2017 Research, Prepare, Establish CMS narrative July- Sept. 2017 Conduct training for audiences that interact with people with Medicare August 21, 2017 “Guard Your Card” fraud prevention campaign launches

• 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, 2017 Medicare Open Enrollment/ Secondary messaging on new card

January – mid-March 2018 Ramp up: New cards are coming! Make sure SSA has your current address; beware of fraudsters Mid-March – October 2018 Card Mailing: Your new card is in the mail! Targeted local outreach and earned media campaign for each successive mailing wave

Beneficiary O&E Snapshot

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

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.

Beneficiary O&E Overarching Strategy

Messages

• New Medicare cards with new Medicare numbers are

coming, starting in April 2018.

• Make sure the SSA has your current mailing address
• Beware of scam artists contacting you about your new card
• MAILING BEGINS APRIL 1!
• Find out when your is mailed by

visiting Medicare.gov and signing up for email

• 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.

Products

• Print ad for local distribution
• Beneficiary blog, widget,

fact sheet

• Video: informational

for beneficiaries

• Audio PSA for major

pharmacy chains

• Poster in post offices

▪ Videos: Animated “destroy” for beneficiaries, video in provider waiting rooms (TBD) ▪ New poster in post offices – timed release with mailing Beginning Jan, Initial Enrollment Packages have New Medicare Card info for those first eligible between Jan-April. MSNs will also include new card info

Medicare.gov

• Post blog, add New Medicare Card message to homepage
• Promote Medicare.gov thru short URL:

Medicare.gov/newcard & new beneficiary widget available on cms.gov/newcard

• Prominently feature new card image
• Launch Medicare Number look up &

replacement card features in MyMedicare.gov

• Launch mailing status page

CallCenter

• Continue queue messages

updated after Medicare Open Enrollment

• Update scripts & queue

messages

• Deploy updated scripts to coincide with

card mailings Continue tracking new card calls, top questions/issues & fraud attempts - ongoing

2018

OVERVIEW OF NEW MEDICARE CARD OUTREACH & EDUCATION FOR PEOPLE WITH MEDICARE

Mid-January February March April

Messages

• New Medicare cards with new Medicare numbers are coming,

starting in April 2018.

• Make sure the SSA has your current mailing address
• Beware of scam artists contacting you about your new card
• MAILING BEGINS APRIL 1!
• Find out when your card is mailed by visiting Medicare.gov

and signing up for email

• 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.

National Press

• Issue national Press Release and/or media advisory to

announce “new cards start hitting mail” with key details about mailing sequence (TBD)

• Kick off of Card Mailing: Strategy TBD - S. Verma speech

at Am. Soc. on Agingconference

Digital, Paid and Earned Media

• Begin Facebook & Twitter posts 1-2x per week, rotating key

messages

• Send E-mails to growing beneficiary subscribers
• Share social media toolkit with partners
• Begin using geo-targeted digital media in concert with

mailingwaves

• Paid search ads send beneficiaries to Medicare.gov card

mailing status tool (TBD) or Medicare.gov

• Kick off local earned media in states for first mail wave

Regional Outreach

• Distribute messaging, updates, and materials through local

partners including congressional offices.

• Continue to develop/identify new partners for beneficiary
• utreach, particularly those that work with vulnerable

populations.

• Use press kit for local distribution - push drop in articles,

talking points, launch Satellite or Radio Media Tour, etc.

• Throughout mailing – ROs issue local Press Release to

announce “new cards are coming, check your mail”

• Share print ads with local & regional media outlets &

local information intermediaries for newsletters & other 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 Relations

(Natl & Local)

• 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

Fridayevents

• ROs push out messages, info, products to partners with e-mails, meetings, events

2018

OVERVIEW OF NEW MEDICARE CARD OUTREACH & EDUCATION FOR PEOPLE WITH MEDICARE

Mid-January February March April

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

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
• utreach/conference events
• First Friday sessions
• Provider Ombudsman support

Other Key Audiences: Providers

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.

8

Goal: Minimize confusion, anxiety and fraud related to card replacement Includes hard-to-reach individuals who:

• Face physical, geographic, cognitive, language, or literacy-related barriers
• Belong to racial or ethnic minorities
• Live in tribal or frontier rural areas
• Are low-income (incl. those dually eligible for Medicare and Medicaid)

Strategy: Use trusted voices, appropriate products & reach them where they live, visit, worship Tactics: Work closely with providers and key partners, including

• State Health Insurance Assistance Programs (SHIPs) and Senior Medicare Patrols

(SMPs)

• 90+ national partner groups that work with these populations
• Federal partners, (e.g. HRSA, USDA, HUD, USPS, SSA)
• Faith-based organizations and local congregations
• Regional and community partners (libraries, community centers, etc)
• Use RO Language Access Plan funds to disseminate translated Medicare products
• Informational products that include explanatory visuals or graphics

Other Key Audiences: Reaching Vulnerable Populations

9

Poster

Appendix of Products

Conference card Tear-off for provider offices Widget linked to Medicare.gov/newcard Informational video