Limits of the Internet: The Medicare Imbroglio

The Kaiser Family Foundation released the results of their ongoing polling of Medicare beneficiaries and their responsiveness to the new drug coverage offering (Part D).

...45% of seniors say they have enrolled or plan to enroll in a drug plan, 29% say they do not intend to enroll in a drug plan, and another 23% say they are uncertain.

The poll continues to highlight the limits of the Internet and the need for a multifaceted outreach effort. One in seven seniors (14%) say either that they have used the government’s Web site, Medicare.gov, to compare drug plans (6%) or that they had a friend or family member do so on their behalf (8%). Overall, less than three in 10 seniors (28%) say that they have “ever” gone online for any purpose.

Interesting that so much focus for this age group was on accessing resources on the Internet.  In addition, since the enrollment 'problems' began, I understand that the public communications efforts have ceased.  Some people might consider more relevant communications through a diverse set of channels a better response to the current situation [link].  Then again, maybe a consumer-driven philosophy only applies to discussions of health savings accounts.

Other key findings from the survey include:

• One in seven (14%) seniors say they have called 1-800-MEDICARE, the government’s toll-free line for getting information about the Medicare program, including the new drug benefit. Another 6% say that a family member or friend has done so on their behalf.
• Nearly half of seniors (45%) now say they understand how the Medicare drug benefit will affect them personally, reflecting a steady increase since August, when just a third (33%) reported that level of understanding.
• More than one in four seniors say that they have talked to a pharmacist (27%) or a doctor (26%) about the Medicare drug benefit. Overall, six in 10 say that they would trust their pharmacist (60%) or their doctor (61%) “a lot” in understanding the new Medicare drug benefit.
• When told that most people with Medicare would have at least 40 plans available to them, two out of three seniors (66%) say the number “makes it confusing and difficult to pick the best plan,” while 21% say it “is helpful and provides an opportunity to find the best plan.” In October, 73% of seniors said the number “makes it confusing and difficult,” while 22% said “it is helpful.”

These types of process evaluation measures (though not sponsored by Medicare itself) certainly provide some insights into what a marketing/communications program might tackle at this point (beneficiaries have until May 1st to opt 'in' or 'out').  Then again, other people are saying to just wait - the legislation needs to be rewritten anyway.

With the polling data also noting that seniors are now almost twice as likely to say they view the benefit unfavorably (45%) as favorably (23%), we can expect that the demand for opting in has probably crested.  The net result seems to be that a very complicated program, presented to a large group of citizens that, as a whole, were unlikely to use the major tools developed by the Government, goes back to the drawing board while leaving many Medicare beneficiaries and their families possibly stranded in a CMS version of the Superdome.  This process is a case study that highlights a questionable trend to develop communication strategies and products that are more technology driven than responsive to the needs and preferences of the audiences they are intended to assist.  Also, an object lesson for those who plan and implement 'awareness' campaigns versus focusing on the behavior [link].

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