Push to recruit seniors under way

MMR, Oct 17, 2005

NEW YORK -- The marketing blitz by health insurers, retail pharmacies, the government and public organizations to attract Medicare recipients to the program's drug benefit is in full swing.

With some $1 billion expected to be spent on marketing between now and May, those with a stake in the program are taking steps to ensure that they are noticed by the nearly 43 million seniors eligible for the prescription benefit.

"Our goal is to make it easier for seniors to obtain access to the new Medicare prescription drug coverage," CVS Corp. chairman, president and chief executive officer Tom Ryan says about CVS' joint efforts with three insurers.

"By aligning with the right partners we will seek to provide the best resources and service to Medicare beneficiaries," he says. "Our primary goal is to educate as many seniors as possible, so they can choose the right plan for them."

More than 15,000 CVS pharmacists have been received training on the Medicare prescription benefit and are passing along their knowledge to inquiring seniors, Ryan says.

At Walgreen Co. similar efforts are under way. Earlier this month the company set aside several hours a day for seniors to get help understanding the program and the various options they have.

"Research confirms that seniors are confused about Medicare coverage as they prefer speaking to someone in person for help," vice president of pharmacy services Don Huonker says.

"We're a great source for Medicare information," he says. "Our staff will take the time to make sure seniors understand the options and feel comfortable about their choices."

Regional players and supermarket operators are also getting involved, offering programs to guide their patients through the intricacies of the Medicare prescription benefit.

New York City-based Duane Reade, for instance, has partnered with Cigna HealthCare to cobrand Cigna's Cignature Rx Medicare Part D prescription drug plan and collaborate on an educational program.

"The Duane Reade business objective of offering the most efficacious drug selection at the lowest net cost and Cigna's Medicare Part D plans are well aligned," Duane Reade chief executive officer Tony Cuti says. "Duane Reade and Cigna are both focused on being advocates for reducing prescription drug costs to consumers."

Meanwhile, Safeway Inc. is offering outreach and assistance to patients in its 1,150 pharmacies.

"It's important that our customers are informed and empowered to make the best decisions about their health care," senior vice president of pharmacy Dave Fong says. "The goal of our pharmacists is to ensure that all of our eligible customers enroll for the prescription drug benefit and receive every prescription discount available to them."