PR View by Lynn Hanessian
However, in the course of mastering the next, novel technology pathway, we would do well to remember that many people still benefit from straight talk, delivered through traditional means or, dare I say, even face-to-face discussions.
I was recently reminded of this as we worked with a client to support Medicare Part D Open Enrollment. This month, seniors are able to engage in their relatively new, annual health coverage enrollment decision. While Part D brings access and reduced cost to many, considering options is still a challenge. That Part D may be provided by a company that is different to their Medicare coverage is confusing. Calculating costs that differ from pharmacy to pharmacy and plan to plan is virtually impossible. Comparing formularies with different covered branded and generic medications can be bewildering. Seniors want clear, simple explanations and a place to turn to for answers.
For this and other initiatives, the tried-and-true method of placing the consumer right in the center makes a world of difference. Divining the perfect creative approach and integrated marketing program with a constellation of online and offline executions is, of course, then the next step.
Lynn Hanessian, CEO, Zeno Group