Pitching Private Medicare Plans: An Analysis of Medicare Advantage and Prescription Drug Plan Advertising
This Kaiser Family Foundation report analyzes the content and frequency of television, print and radio advertisement for private Medicare plans that ran nationally or in one of three local media markets (Miami/Fort Lauderdale, Fla.; Phoenix, Ariz.; and Greensboro, N.C.) during the marketing and enrollment period for 2008 plan offerings. All ads were identified by VMS, a media monitoring service. The study finds that insurers last year placed three times more advertisements to promote Medicare Advantage…