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CASE STUDY: MEDCO | PRESCRIPTION FOR A HEALTHY NEST EGG ISSUE: Coyne PR was tasked with developing a public relations campaign to raise consumer awareness of Medco Health Solution’s Medicare Part D plan, and to drive traffic to Medco’s Medicare Web site. The challenge was to do so in a media environment in which covering Medicare Part D stories was no longer of interest, where Medco was far behind its competitors in consumer branding of its product and was working within a very limited budget. IDEA: Aware of the financial difficulties that retirees face and the strain health care costs put on their budgets, Coyne developed “Medco’s Prescription for a Healthy Nest Egg” campaign designed to educate seniors about maximizing prescription drug savings in retirement and assist them in recognizing untapped savings. The centerpiece of the initiative was a national survey of Americans age 65 and older that revealed a lack of awareness and planning for medication costs that put retirees’ savings at risk. A partnership with the National Consumer’s League (NCL), featuring the NCL’s director as spokesperson for the campaign, added credibility and extended the reach of the program through a radio media tour and public service reports to targeted regions. To provide a tangible value-add and drive traffic to the Web site Coyne created, "The Consumer’s Guide to a Healthy Nest Egg", a free publication with prescription drug cost information and tips for seniors on how to lower their drug costs and stretch their retirement dollar. The guide, which was offered free of charge in both a print and electronic version, was available online at Medco’s Medicare Web site, the NCL’s site and via mail. IMPACT: The Healthy Nest Egg campaign “eggceeded” all expectations. It generated more than 353 media placements and nearly 60 million consumer impressions. Over 15,000 “Nest Egg” guides have been distributed directly to consumers from a combination of direct outreach, requests via mail and downloads from Medco’s Medicare site www.medicaredadvisor.com. In addition, Coyne placed guides in high traffic areas frequented by seniors including libraries, YMCAs, Active Adult Communities and senior centers. The PSR featuring the director of the National Consumers League ran 120 times over a two-week period reaching an aggregate audience of more than four million viewers in Detroit, Cincinnati and Cleveland - the three regions that had been specifically identified as key target areas by Medco. |
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Heath Care Case Studies
