Elderly face blitz over Medicare prescription drug benefits


Published: Saturday, October 1, 2005 at 6:01 a.m.
Last Modified: Friday, September 30, 2005 at 11:36 p.m.
WASHINGTON - Sales pitches at senior centers. Annoying marketing calls at the dinner hour and even free gifts for attending promotional events.
Welcome to the world of the elderly over the next few months as private insurers begin an all-out advertising and promotional blitz to spur enrollment in the new Medicare prescription drug benefit.
In addition to a wave of print, radio and television ads, look for mailboxes bulging with fliers, displays at local pharmacies and confused looks on the faces of older Americans trying to figure out which plan is right for them.
More than 30 million people are expected to get the drug coverage, which is provided by private insurers on behalf of Medicare. Those insurers want to sign up as many plan members as possible when open enrollment begins on Nov. 15. The coverage begins in 2006.
Plans that recruit the most new members are more likely to get a mix of healthy and sick patients, which is crucial in balancing the cost of coverage, said Brad Ellis, an insurance ratings group director at Fitch Ratings of Chicago. Healthy enrollees who use fewer drugs offset the cost of sicker patients who use more.
''You want to get as many people into the program as you can to help spread the risk,'' Ellis said. ''This a huge opportunity to get up to scale right away, and those companies that are successful in drawing people to their drug plan will be much better off.''
Hilary Dalin, Medicare director at the Health Assistance Partnership, a consumer health group, outlined some of the main do's and don'ts that plans must adhere to in advertising and marketing.
They can't solicit door to door, so seniors are advised not to open the door for people claiming to represent a Medicare prescription drug plan.
But plans can make cold calls to home and cell phones of Medicare beneficiaries - unless those numbers are on the national Do Not Call Registry.
During cold calls, marketers can't ask for personal or financial information, nor can they enroll a person in a plan, Dalin said in a recent conference call with state Medicare counselors from across the country. Enrollment ''can only be done through an inbound call'' from a beneficiary, Dalin added.
To avoid some of the fraudulent marketing that occurred with the Medicare prescription drug cards last year, Medicare met with drug plan representatives to make sure they understood the rules. Law enforcement and local consumer protection agencies will also be watching for reports of fraudulent activity, said Medicare Administrator Mark McClellan.
They can't solicit door to door, so seniors are advised not to open the door for people claiming to represent a Medicare prescription drug plan.

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