Medicare Open Enrollment Period OEP Media Campaign Open

Medicare Open Enrollment Period (OEP) Media Campaign

Open Enrollment GOALS § Encourage people with Medicare to review and compare Medicare health and drug plans § Promote the new, redesigned Plan Finder tool that makes it easier to compare coverage options and shop for Medicare health and drug plans § Emphasize the Oct. 15 – Dec. 7 dates 2

Key Messages § Open Enrollment is the time to review your current health and drug plans and make changes if you want § Even if you’re happy with your current coverage, you might find a better fit for your budget or health needs – you might be able to save money, get extra benefits or both § Plans can change their offerings every year, and so can your health or finances so review to make sure your plan still works for you § The new Plan Finder tool makes it easier to compare coverage options and shop for Medicare health and drug plans 3

Outreach and Education 4 Already underway… § Outreach and education began earlier this year because of new Plan Finder • Ensure those helping beneficiaries had time to work with the new Plan Finder and provide feedback • Encourage people with Medicare to create My. Medicare. gov accounts § Activities • • My. Medicare. gov accounts campaign Partner meetings and previews Training sessions – in-person (5 cities) and large webinars Posted a job aid (creating a My. Medicare account and retrieving forgotten passwords), training deck, webinar recordings, Top 10 Q&A document, and an infographic • Media outreach

Outreach and Education (continued) More to come… § Leading up to and through Open Enrollment look for. . • • • National webinar during week of Oct 7 Over 100 local activities before Open Enrollment Additional job aids Quick “pointers” videos End-to-end video walk-through of the new Plan Finder 5

Paid Media Campaign Builds on considerable message testing over 10+ years § Major drivers of plan review include idea that plans change every year and that people may find a better plan at a lower cost § Concept of “better deal” is best delivered in the first person: • “I compared and found a better deal. ” General Market § National broadcast (network TV, cable TV, radio) § National paid search, digital video, social, display § National print African American § National broadcast (cable TV, radio) § Local print Hispanic § Targeted TV, radio, print § National paid search, digital video, social, display 6

Earned Media National § Launch of Open Enrollment – CMS press announcement (10/15) § National/Regional SMT/RMT on Oct. 15 § Long lead articles published (throughout OE) § Push at December 15 deadline § National/Regional SMT/RMT late Nov. /Early Dec. Regional § Interviews with Regional Administrators and other local spokespeople throughout Open Enrollment § Ongoing regional outreach and enrollment events § Phone banks and other local events 7

Communications Materials § Ready-made articles (English & Spanish) § Editable event flyer (English & Spanish) § Live read public service announcement scripts (English & Spanish) § Social media graphics https: //www. cms. gov/Outreach-and-Education/Reach-Out/Find-tools-to-help-you-help-others/Open. Enrollment-Outreach-and-Media-Materials. html 8

2019 Social Media Objectives § Encourage Medicare beneficiaries to review & compare plans § Create sharable content to maximize posts’ potential reach & engagement § Drive beneficiaries to use the Plan Finder to compare & shop plans § Remind beneficiaries how to identify & avoid fraud September 2019 Getting Ready for OEP 9

Social Media As of September 2019: § Medicare Facebook • 413, 185 followers § @Medicare. Gov Twitter • 32, 205 followers § Social Media Toolkit • Available in English & Spanish • Graphics available for download • #Medicare. OE September 2019 Getting Ready for OEP 10

What’s New: Expanded Email Outreach § Open Enrollment emails • New this year: Segmentation based on whether a beneficiary is in Original Medicare or Medicare Advantage • Tailored messaging based on certain plan situations, e. g. : • Plan leaving service area • Plan price increase • # of plan choices in area • General messaging also included to focus on Open Enrollment dates, time to compare plans & redesigned Plan Finder • Frequency: once/week • Audience: 9. 3 M+ on our various listservs September 2019 *Sample general messaging email from 2018 Getting Ready for OEP 11