Centers for Medicare & Medicaid Services
Spanish-Language National Multi-Media Education Campaign
Project Goal
To plan, develop, and execute a national Spanish-language multi-media campaign to ensure that Hispanic seniors and their information intermediaries receive clear and concise information about Medicare health benefits and plan options.
Specific campaign goals:
- To build awareness and understanding of Medicare health and prescription drug benefits.
- To increase awareness, understanding and availability of the Low Income Subsidy (LIS) benefits available through Social Security.
- To enhance awareness, understanding, and trust of Medicare’s resources, 1-800-MEDICARE, Medicare.gov and mymedicare.gov.
- To encourage participation in the preventive health and disease management programs available to Medicare beneficiaries.
Our Services
To reach the Hispanic Medicare beneficiary and caregiver target audiences with important campaign messages, TMN has performed the following tasks:
- Developed a strategic communication plan to recommend and provide detail on the campaign’s planned activities.
- Developed a media purchase plan to include buys in the top 15 Hispanic markets.
- Developed culturally competent creative advertisements including print, radio and web to increase awareness of Medicare’s open enrollment period.
- Placed all print and radio advertising based on the approved media plan.
- Performed media pitching and garnered earned media coverage for a large number of CMS Mobile Office Tour (MOT) events for the Fall campaign.
- Provided support to the CMS Regional Offices for the Mobile Office Tour events by conducting outreach to community based organizations and placing ads in local publications announcing the MOT events.
- Organized a radio media tour for the Assistant Secretary for Aging to promote open enrollment and low income subsidy messages.
- Translated and adapted all general market media materials, such as press advisories, press releases, and media factsheets.
The total media buy for the Fall campaign was $550,000; this included radio and print ads. As of 12/28/07, total earned media impressions for the Fall campaign were 56,187,084.
Accomplishments
TMN is currently preparing for its second CMS campaign for Spring, 2008.
