Simple Ideas for Outreach Action

 

The following material was adapted from “From Concept to Operation: A Guide to Developing Assistance Programs for Health Care Consumers,” published by The Center for Health Care Rights in 2003.  The full text can be accessed at http://www.hrh.org/reports/report2003.pdf .

 

A challenge for every SHIP program is to reach consumers when they need assistance. Many Medicare beneficiaries will not need help on the day that they see a news story, read an article in the newspaper, or attend a community event. There are a number of different ways to remind beneficiaries and their families that assistance is available if they have problems.

 

DIRECT BENEFICIARY OUTREACH

 

List the SHIP program in the Yellow Pages and reference directories. Your SHIP program may want to purchase listings in the yellow pages of the telephone books in its service area, including the largest telephone company(ies) as well as smaller companies in outlying communities. Listings also should be placed in telephone books in languages that are spoken by the program’s target population(s). Wherever possible, SHIP also should obtain a free listing in the “Community Services” section, often located in the front of the Yellow Pages.

 

In addition to the phone directories, a program may consider listings in directories that offer consumer assistance, such as local information and referral services directories. The program also may consider purchasing ads in directories that target specific audiences such as:

--Women’s Resource Directory

--County Bar Association Directory

--Parents/Family Resource Directory

--Medical Resource Directory

--Senior Resource Directory

 

Print and distribute professionally designed posters and point-of-purchase displays. Using the services of a graphics designer, a SHIP program can develop posters for display in offices, community centers, and other places prospective clients gather, acting as a consistent reminder of the services provided by SHIP. Placing point-of-purchase displays in pharmacies, physician offices, community organizations, and other locations is another way to try to reach Medicare beneficiaries when they need assistance. Such a display may, for example, consist of a cardboard stand with a pocket for business-sized SHIP referral information cards.  Because producing such materials can be costly, it may be beneficial to seek a sponsor or to find a designer and printer willing to donate their services.

 

Develop a Web site. A SHIP program may want to develop a Web site to promote its services and to provide basic Medicare-related information.  Although the Internet is not the main source of information for the typical Medicare beneficiary, it is increasingly the place that younger family members and caregivers go for current information on health topics.  Your Web site may include features such as contact information, an overview of the services SHIP provides, frequently asked questions, information on volunteering, and links to additional sources of information.   You should also be sure that if your co-sponsor site has a Web site, it lists SHIP as one of the services the agency offers.

Distribute “Giveaways.” Magnets, pens, pencils, note pads, and other items printed with the program’s name and telephone number are popular and inexpensive “giveaway” items at health fairs and other community events. These are convenient reminders of the program and are readily available when a consumer needs help.

 

 

COMMUNITY AND PARTNER OUTREACH

 

Send information to potential referral sources. A SHIP program should plan periodic mailings or distribution of program information to various groups to inform or to remind them of the program and the services it provides. Targeted distribution can be directed to physicians, government offices (such as Social Security), community agencies, pharmacists, libraries, clinics, and employers. Materials in the packets could include Rolodex cards, magnets, posters, prepared advertisements, ready to print articles, and brochures for distribution.

 

Write a periodic program newsletter. A program may want to develop a newsletter to reinforce the program’s role and to encourage referrals. The primary target audience should be the major stakeholders in the program’s service area. Newsletters may be expensive to produce and mail and often consume a significant amount of staff time to develop. You should consider the time and resources you have to spend on such an endeavor.  If you have a volunteer who enjoys writing and/or has experience in newsletter design, this may be a perfect assignment for them.  You may also consider having an online newsletter to save printing and postage costs.

 

Develop presentations for community/consumer groups. A standard presentation can be developed for program staff to use with various community groups that focus on SHIP services. Community presentations are generally of two varieties:

1)  Presentations to staff of community-based organizations about changes to Medicare and the services that SHIP offers; or

2)  Presentations directly to consumers that focus on their Medicare questions and describe how to navigate the system effectively.

 

Some of the audiences targeted for presentations can be the following:

--County health and human service departments

--Community based organizations serving the elderly or persons with disabilities

--Health condition groups

--Organizations serving distinct ethnic/cultural groups

--Places of worship

 

Meet with health plans, medical groups, and providers. SHIP programs should meet with the health plans, medical groups, and other health care providers. Although these groups may not be primary sources of referrals, developing these relationships is essential to laying the foundation for resolving problems and for disseminating Medicare information.  Also, laws in some states require insurers to promote consumer assistance programs through their member handbooks, on membership cards, on notices about denials of coverage, and in other communications.  Find out if this is the case in your state, and if it is, be sure to take advantage of these laws to get SHIP listed in insurers’ communications.

 

Attend health fairs and other community events as often as possible.  Especially during critical enrollment periods, it is important for a SHIP program to be visible. There may be a modest cost for having a table at such events, but programs may be able to negotiate a reduced or waived fee. At health fairs and community events, SHIP staff can answer questions, provide brief advice, distribute educational material, and promote the program’s services. Although health fairs and community events generate few calls that can be attributed to event participation, presence at these events can increase the “word-of-mouth” referrals to the program.

 

Outstation counseling staff.  In some areas, programs that serve low-income people have made arrangements to periodically locate counseling staff at clinics, hospitals, Medicaid eligibility offices, and other locations to reach people who may be having difficulty with their health care. This is a way to reach people at the place where they may experience a problem.

 

Meet with local legislators’ district office staff. Meeting with local legislators’ staff is very important. Not only will staff be informed of the program as a resource for constituents, meetings may also generate support of the program. Virtually all legislators receive calls from constituents about Medicare-related matters, and most are very pleased to learn about the program as a resource for their constituents. This can lead to a steady flow of referrals from local legislators. These meetings also can result in significant collaborations.

 

Place articles in community newsletters. Brief articles written by a SHIP program describing its services can be placed in the newsletters of a number of different organizations. This often will generate a flurry of calls shortly after the public receives the newsletter. Some suggested organizations include:

--Health-condition support groups

--Hospitals

--Medical groups

--Groups serving distinct ethnic/cultural groups

--Clients of public assistance programs

 

 

MEDIA OUTREACH

 

Meet with local health care/medical reporters. A SHIP can promote itself as the main source of reliable, up-to-date, unbiased Medicare counseling by introducing itself to local newspaper and television reporters that cover health care issues. Media coverage of events such as a program’s launch, the release of new materials, or the enactment of legislation usually will generate media attention and, consequently, a high volume of calls in a short period of time.