You’ve Got Drugs! James M. Dowden May 2008

Current Environment

Research Question Why haven’t more Company X Medicare plan members signed up for the Rx Preferred Mail Pharmacy service benefit?

Methodology Telephone Survey Asked 300 current members Has used a retail pharmacy Has not used the mail service

Key Questions Are you aware of the preferred mail service benefit? YES 80% are aware

Key Questions How did you hear about the Preferred Mail Service? #1 – Mailings from Company X #2 – Company X Customer Service Reps #3 – Friends and Family Members

Key Questions Are you aware of the Generic Drug Savings benefit? 47% - YES 53% - NO

Key Questions Are you aware of the Brand Name Savings benefit? 30% - YES 64% - NO

Key Questions Are you aware of the Plan Call Doctor for New Rx benefit? 30% - YES 64% - NO

Key Questions Is saving $45-$65 per year on a prescription meaningful to you? 73% - YES

Key Questions Do you think using the mail order service helps keep premiums lower for everyone? 54% - YES

Key Questions What are your concerns in regard to the Preferred Mail Service? 63% - Not familiar with RxS 61% - Enjoy going to their local pharmacist 46% - Worried Prescription will get lost, stolen or damaged 42% - Worried about accuracy of prescriptions

Key Questions Why haven ’ t you signed up for the Preferred Mail Service program? #1 – Like going to the local pharmacy #2 – Don ’ t trust delivery in the mail #3 – Not convinced of cost savings

Key Questions Are you planning to sign up for the Preferred Mail Service program? 38% - No 36% - Yes 26% - Undecided

Key Findings Why haven’t more Company X Medicare plan members signed up for the Rx Preferred Mail Pharmacy service benefit? Awareness of the benefits is low Intent to sign up for the service is low They prefer going to the local pharmacy Not convinced of cost and service benefits

Recommendations Develop new direct mail pieces Show the individual benefits of the preferred mail service Personalize the communications Focus on cost and service

What We Did Created personalized direct mail pieces – Identified Member by name – Included actual drug need with actual cost savings – Played up quality service

What Happened In 3 Months Member participation level went from 6% to 18% since the changes in marketing materials

What’s Next By January 2010 our goal is have 50% participation

The End Questions?