WASHINGTON, D.C.—The Centers for Medicare & Medicaid Services have selected Ketchum as the agency of record to manage a multi-million dollar integrated marketing campaign in support of Medicare. The goal of the campaign, which includes a significant advertising buy, research and public relations, is to increase recognition of 1-800-Medicare as a trusted source of Medicare information.
Formerly the Health Care Financing Administration, CMS is the federal agency under the U.S. Department of Health and Human Services that administers Medicare, Medicaid and the State Children’s Health Insurance Program to more than 74 million Americans.
“Ketchum has a deep and broad understanding of how best to reach older populations, providers, and the underserved communities,” says Monica Marshall, senior vice president, corporate and government marketing. “We are thrilled to have the opportunity to continue to apply our ‘best practices’ to help state, local and federal agencies, such as CMS, implement programs that are culturally and linguistically appropriate for the intended audience.”
The campaign will highlight the 1-800-Medicare hotline and will help beneficiaries understand how to best access Medicare benefits information so they can make informed healthcare decisions. In addition to creating and implementing the public relations overlay campaign, Ketchum will manage the campaign’s advertising and research partners, including Campbell Ewald (advertising), Public Opinion Strategies (research) and National Media (media buying).
Ketchum has worked on a number of social marketing initiatives for CMS, ranging from outreach to homeless beneficiaries, education initiatives for bone mass screening and end stage renal disease, research and communications pilots on nursing home quality, and long term care planning.