CMS Medicare Prescription Drug Coverage

GKV is the agency that helped launch the Medicare Part D Prescription Drug Program. Prior to the launch of our campaign, research showed that awareness of the new plan was fairly low among beneficiaries and caregivers, many were confused about the purchase decision, and there was tremendous skepticism of the new program. Our new campaign needed to reach multiple audiences, including people with Medicare, people who were about to enroll in Medicare, caregivers, family members and friends, health care advocates, and opinion leaders. We wanted to motivate collective action on the part of many organizations and individuals and encourage all Americans to take action and engage in conversations about the new program.

We developed a creative strategy, “Help is Here,” that focused on the benefits of the program while encouraging everyone to get involved in the conversation. We produced materials that included everything from the development of the logo and brand identity package, to all of the print, radio and television advertising, to the production of the 30-minute town-hall-style, program that aired on CNBC and network affiliate stations around the country. The campaign was the most successful voluntary social program in U.S. history, with over 38 million people with Medicare receiving prescription drug coverage.