Looking live on Michigan TV
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Looking live on Michigan TV

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November 5, 2012

Inspired by other states’ positive experiences hosting telethons for Medicare open enrollment, the Michigan Medicare Medicaid Assistance Program (MMAP) tried a similar tactic to promote enrollment in the Medicare Part D Low Income Subsidy (LIS) and Medicare Savings Programs (MSPs). For one week in the summer of 2012, MMAP placed TV ads in major media markets.  Eligible beneficiaries were encouraged to call MMAP’s toll-free number to get help enrolling.

Who was the target audience?

Lower income Medicare beneficiaries

What did MMAP do?

MMAP’s media agency created three TV ads called “look lives.”  A look live has the appearance of a live, on-the-street interview. (View a sample ad here.) Actors played the parts of beneficiaries and their caregivers. MMAP’s toll-free number appeared on the screen. 
 
The ads ran during shows most watched by older people.  539 spots were aired in Grand Rapids, Kalamazoo, Detroit, and Lansing.

What was the result?

While MMAP cannot attribute every LIS and MSP application to the look live ads, they can report that more phones rang in those markets than in the cities that did not see them. MMAP was told that phones “rang off the hook” during the airing of the commercials. 

LIS and MSP applications were up markedly in Lansing and Detroit compared to last year’s totals.

For more information

Jo Murphy
MMAP, Inc.
(517) 886-1242 ext 19
6105 W. St. Joseph Highway, Suite 204
Lansing, MI  48917

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