1. Knowing the Medicare Audience and Developing a Message Strategy Jack Fyock, Ph.D. Senior Manager BearingPoint, Inc. June 30, 2004

2. Marketing Principles Consumer-focused -- all programs start with the consumer Based on exchange -- personal relevance Goal is behavior change

3. Message Development Grounded in Audience Research

4. “Note to self” Many programs do not have access to market research that allows us to understand our audience’s behavior or desired actions.

5. Signs you’re on the wrong track “If people only knew…” “I like that…” “Objective data are clear…”

6. Target Action Openings Image Rewards Support 6 Strategic Questions Build Compelling Messages

7. Who is the target and what is he/she like? TARGET You can’t be everything to everyone. The choice is to target consciously or by default.

8. Identifying Segments: Segments are people who are similar in regard to our issue –Size, Influence, Need, Access, Politics Not just “demographic” groups: a vivid picture of an “individual”

9. WARNING: You are not the target audience!

12. It’s an ACTION! What do we want the target to do?

13. What are they doing now instead of desired action? People are always doing something. There is always a competitive behavior.

14. OPENINGS

15. Good Openings… Reach your target when they are: Ready to hear your message –Initial Modalities Conference Looking for your message Can act on your message In need of your message

16. IMAGE

17. Every action, program, and organization has an image. VA Hospitals and Clinics Prescription Drug Discount Cards $600 credit with Medicare- Approved Card CMS Image

18. CMS

19. An Effective Image Is: One that tells the target, “I’m speaking to you” Appealing and relevant Consistent with the desired social change Original and distinctive

20. REWARD

21. “It’s not your Goal” Rewards may have nothing to do with “our goal.” They come from the personal wants of our audience. Y2K - independence

22. Rewards and Benefits: Rewards are subjective / personal – Centers of Excellence Rewards are in the present not the future We don’t know the incentives until we talk to our audience

23. SUPPORT

24. What makes our promise of a reward believable? What evidence supports our claim? What makes the desired action seem feasible? Support

25. Support comes from: Scientific facts/data Case studies How we communicate our message - experts Perceived social norms Evidence for self-efficacy Who says what by what means to whom?

26. Target Action Openings Image Rewards Support Thus, Six Strategic Questions It’s not easy and it takes research.