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HHS Launches New Efforts to Educate Seniors About
Drug Discount Cards
April 28, 2004 - New efforts to educate senior
citizens about the new Medicare drug discount program will begin in May,
after much criticism that earlier television ads offered more politics
than information and recurring criticism that the plan is confusing.
Throughout the month of May, HHS Secretary Tommy G.
Thompson said HHS will build awareness of the new Medicare-approved
prescription drug discount card program as well as the unique tools
seniors can use to choose a card that’s right for them. The education
campaign will place particular emphasis on the low-income seniors who
qualify for a $600 credit to help pay for their prescription medicines.
“Lots of people want to know what the
Medicare-approved drug card means for them and how they can get the most
out of it,” said Mark B. McClellan, M.D., Ph.D., administrator for the
Centers for Medicare & Medicaid Services. “We want to make sure
beneficiaries know that they can call us at 1-800-MEDICARE to get the
individual answers they need.”
Core components of the HHS education campaign
include a drug price comparison Web site, new rounds of advertising and
informational brochures being mailed directly to people with Medicare.
Price Comparison Web site: People with
Medicare benefit from the new discount cards, a choice in cards and the
competition between cards. HHS will provide direct and personal
assistance to seniors in comparing cards and making the best choice for
their individual needs.
A new Web-based tool will be available so
beneficiaries can compare drug cards, including the discounted prices
for drugs that they use, cards offered in their area and any enrollment
fees (the law allows up to a $30 fee.) Consumers can access this
information at
www.Medicare.gov.
Or consumers can access this information by calling
1-800-Medicare, where a customer service representative will be able to
send the caller price comparison information based on their situation.
Medicare has also increased the number of trained customer service
representatives available to seniors to advise them throughout this
process.
“We trust that seniors can make the best choice in
a drug card that’s right for them, just as they do in choosing a doctor,
pharmacist and health coverage,” Secretary Thompson said. “Our price
comparison Web site will provide them with the data and insight to make
an informed choice.”
Advertising: HHS is releasing a new round of
public information advertising as part of the Department’s existing
1-800-MEDICARE education campaign. The new advertisements are designed
to raise awareness about the new discount cards as well as the
assistance available for seniors to choose the card that’s right for
them.
A new 30-second television ad, which began airing
the week of April 25, emphasizes the $600 credit available to millions
of low-income beneficiaries through these Medicare-approved prescription
drug discount cards and certain Medicare Advantage programs.
Beneficiaries are then advised to call Medicare through the toll-free
helpline 1-800-Medicare, the official source of Medicare information.
“The newest ad will focus on reaching people with
Medicare who qualify for the $600 credit to pay for their prescription
medicines,” Secretary Thompson said. “This credit is an important
benefit that we want low-income seniors to know about and take advantage
of by getting a Medicare-approved discount card.”
A second television ad, scheduled to begin airing
in early May, will focus on helping seniors choose a card that’s best
for them by steering them to the Web site or 1-800-Medicare. This ad
will be timed with the beginning of efforts by the private-sector
organizations to market their Medicare-approved cards to seniors.
The two television ads will be aired on national
network and cable programs that are heavily viewed by people with
Medicare. The television buy for the two ads will total about $18
million. Also, the campaign will include print and Internet advertising
in both English and Spanish as well as radio ads in Spanish.
“When a new government program begins, it usually
takes time for people to learn how they can benefit and enroll,” said
Dr. McClellan. “We are implementing a comprehensive education program
using proven tools, including advertising, to reach the most seniors as
quickly as possible -- especially seniors with limited incomes who have
the most to gain.”
Informative Brochures: HHS has issued a
variety of printed materials, including the “Guide to Choosing a
Medicare-Approved Drug Discount Card.” This document explains the
program, including eligibility and enrollment information, and provides
step-by-step guidance for comparing discount cards. HHS mailed a shorter
overview of this document to every Medicare beneficiary in April. In
addition, the Social Security Administration is mailing a letter to
low-income beneficiaries who are likely to be eligible for the $600
benefit.
HHS is also providing a “tip sheet” to help people
with Medicare and their caregivers use the price comparison Web site and
enroll in a discount card. This tip-sheet is available at
www.medicare.govor from 1-800-Medicare.
The aggressive outreach and public education effort
continues HHS’ efforts to follow a Congressional mandate in the Medicare
Modernization Act for the Department to “conduct a significant public
information campaign to educate beneficiaries about the new Medicare
drug benefit to ensure the broad dissemination of accurate and timely
information.” HHS will continue to use proven methods to reach out to
beneficiaries on the drug cards and other new benefits throughout the
year.
“To make informed choices, it’s crucial that people
with Medicare have access to all the information available to make
decisions that will help them find the card that best fits their needs,”
Secretary Thompson said.
In addition to the price comparison Web site,
advertising, mailed brochures, and the toll-free helpline, the
Department has allocated additional funding to increase the number of
trained counselors available through the State Health Insurance
Assistance Programs (SHIPs).
Currently, more than 12,000 trained counselors in
nearly 1,200 local programs use their knowledge of Medicare and other
local insurance programs and services to provide in-depth assistance to
people with Medicare. This program is an effective resource because it
is local and emphasizes one-on-one advice and counseling.
HHS representatives have participated in local
educational events across America to inform beneficiaries about the new
choices available to them.
Just six months after President Bush signed the new
Medicare law, millions of Medicare beneficiaries will be eligible to
receive savings on their prescription drugs through these discount
cards. The purchasing power behind the Medicare population is expected
to save beneficiaries an average of 10 percent to 25 percent off the
retail price of most drugs. Currently, about 9 million Medicare
beneficiaries do not have access to any prescription drug coverage.
Starting May 3, seniors can begin to sign-up for
Medicare-approved prescription drug cards. Some cards will be offered
for free, though others may charge a one-time enrollment fee of up to
$30 under the law. Low-income seniors may be eligible for an additional
$600 credit to help pay for their prescriptions and would not have to
pay an enrollment fee. The discounts take effect June 1.
“We’re putting the power to save in the hands of
seniors with these Medicare-approved discount drug cards, and the
low-income seniors who need the most help will save even more with a
$600 credit to pay for their medicines,” Secretary Thompson said. “We
need to let people with Medicare know about this new opportunity to
save. We’re giving them the tools to save real money on their
prescription medicines.”
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