Synergistic Communication Strategy and Products to Promote Medicare's Drug Benefit Subsidy Program Among the Hispanic Population

Background:  On behalf of the Centers for Medicare & Medicaid Services (CMS), TMNcorp implemented the 2011 Low-Income Subsidy (LIS) program campaign, which informs Hispanic Medicare beneficiaries with limited income and resources about the availability of this important program that helps pay for Medicare prescription drug coverage.

Program background: 

CMS recognizes that a significant percentage of beneficiaries remain unaware of the benefits the LIS program can offer. Awareness among Hispanic beneficiaries may be even lower as they face cultural and language barriers that inhibit them from receiving and understanding information about government-sponsored health coverage, which hinders their ability to benefit from these programs. Additionally, a high percentage of Hispanic seniors depend on relatives or trusted sources to relay this type of information to them. Finally, health messages from multiple sources often cause these seniors to doubt the credibility of this information. 

Evaluation Methods and Results: 

TMNcorp developed and launched a multi-media and community outreach educational campaign to reach Spanish-speaking beneficiaries and their familial caregivers in seven selected markets (Los Angeles; New York; Miami; Chicago; Houston; Washington, DC and Charlotte, NC). The objectives of the LIS campaign were to first engage this audience by encouraging them to enroll in the LIS program, and second to refer them to appropriate and reliable sources of information for enrollment. The primary audience for this campaign was non-enrolled, income-eligible Hispanics age 65 and over who are Spanish dominant and less acculturated.

TMNcorp implemented an integrated, synergistic approach for the LIS campaign. It included four principle components: (1) creative concepts and in-language campaign materials, (2) media planning and purchasing, (3) earned media outreach, and (4) grassroots outreach. TMNcorp created compelling stories using characters that connected with the audience.  Products included a 60-second radio spot that features the main character, Elisa, a daughter and a caregiver; and short digital video vignettes for the digital out of home (DOOH) platform sponsored by a Spanish-language TV network. These spots featured a CMS spokesperson and the host of “Telemundo en Tu Mundo.” Additionally, TMNcorp repurposed the previously produced LIS telenovela-style video about the García Family. From this video, b-roll footage was created and used for the DOOH videos and satellite media tour. TMNcorp expanded the reach of the LIS campaign through the dissemination of campaign materials by local Hispanic grassroots organizations in the selected markets.  TMNcorp garnered an estimated 6.2 million impressions through earned media alone. Purchased media included radio, DOOH advertising and online outlets and generated about 24.8 million impressions. The campaign generated an estimated total of 31 million impressions specifically to the target audiences.

Conclusions:  As media channels evolve, campaigns need to be ready to utilize target-appropriate platforms and the right mix of tactics to effectively inform Spanish-dominant Medicare beneficiaries and their familial caregivers about available programs and services. 

Implications for research and/or practice: TMNcorp incorporated a new DOOH advertising strategy into this campaign. Telemundo’s innovative platform uses digital video monitors in Hispanic supermarkets and retail stores to geo-target Hispanics. CMS utilized it to effectively inform Hispanic seniors and their families through tailored messaging and messengers as they perform their daily routines.