Community Senior Plan
(developed in conjunction with ad agency; sorry, no visuals currently available)

Background

This was a new offering from Family Health Plan and Covenant Health Care for Medicare-eligible individuals. The direct marketing effort to kick off the plan was supported by a multifaceted media campaign, including full-page newspaper ads, television, and direct mail. The concept was to convey the benefits of the plan in a very personalized, reassuring manner, utilizing images of seniors that the target audience could readily identify with.


(newspaper ad)

Introducing Community Senior Plan:
For Your Lifestyle

Family Health Plan is pleased to announce Community Senior Plan, a new solution that provides accessible, reliable health care to Medicare enrollees. More than 325 of the leading primary care physicians throughout Milwaukee and Waukesha Counties support this plan. It’s been designed with benefits and options to fit the needs and lifestyles of today’s Medicare beneficiaries.

Because the Community Senior Plan works with your Medicare Part B insurance, you can enjoy the plan’s benefits at no additional charge, and with an office visit copayment of just $10. To explain how the plan works, as well as additional benefits and options, we’ve put together a free, 12-page booklet. Just call us at 1-800-624-4460 and we’ll send you a copy.

• Local
• Reliable
• Personal
• Accessible
• Quality



(newspaper ad)

Local. Accessible.

For your lifestyle.

Your home is here. So is ours. And so are the homes of the more than 325 primary care physicians throughout Milwaukee and Waukesha Counties who bring Family Health Plan to you. Family Health Plan has now created Community Senior Plan to offer the same local, reliable care to Medicare enrollees.

Because the Community Senior Plan works with your Medicare Part B insurance, you can enjoy the plan’s local, reliable service at no additional charge, and with an office visit copayment of just $10. To explain how the plan works, as well as its benefits and options, we’ve put together a free, 12-page booklet. Just fill out and mail the coupon below, or call 1-800-624-4460. We’ll send the booklet from our home to yours.



(newspaper ad)

Personal. Reliable.

For your lifestyle.

If you were to visit three different doctors, then choose which one you liked the best, chances are you’d pick the one that took the time to get to know you personally. Why? Because that’s the doctor who probably was able to get the best understanding of your individual needs, and made you feel the most comfortable. That’s the kind of doctors that are now available to Medicare enrollees through our new Community Senior Plan.

Because the Community Senior Plan works with your Medicare Part B insurance, you can enjoy the plan’s local, reliable service at no additional charge, and with an office visit copayment of just $10. To explain how the plan works, as well as its benefits and options, we’ve put together a free, 12-page booklet. Just fill out and mail the coupon below, or call 1-800-624-4460. We’ll send the booklet to you—personally.



(newspaper ad)

Freedom. Quality.

For your lifestyle.

Nearly two out of three physicians in Milwaukee and Waukesha Counties have already joined forces with Community Senior Plan to deliver high-quality health care services to Medicare beneficiaries. And more are joining all the time. They include the respected providers of Family Health Plan, Covenant Health Care, and hundreds of others. While you have the freedom to choose which plan physician you want to see, chances are good that your current physician is already a part of Community Senior Plan.

Because the Community Senior Plan works with your Medicare Part B insurance, you can enjoy the health care freedom and quality at no additional charge, and with an office visit copayment of just $10. To explain how the plan works, as well as additional benefits and options, we’ve put together a free, 12-page booklet. Just fill out and mail the coupon below, or call 1-800-624-4460. Given the freedom to choose quality health care, we think you’ll choose the Community Senior Plan.



(three-panel brochure)

PERSONAL. ACCESSIBLE. QUALITY.

When we asked Medicare recipients about ways their health care plan could best fit their lifestyle, they used words like local, reliable, personal, accessible, and quality. And with the freedom to choose providers and options.

Announcing Community Senior Plan,™ quality health care for everyone enrolled in Medicare. Because this outstanding new plan works in conjunction with your existing Medicare benefits and premiums, anyone enrolled in Medicare is eligible to participate with no plan premiums or deductibles.

Over 325 physicians throughout Milwaukee and Waukesha Counties are supporting members of Community Senior Plan, including the providers of Covenant Health Care and Family Health Plan. And since—unlike other similar plans—we’re based right here in Milwaukee, so the neighborly, responsive, and informed service you receive is just your style.

Community Senior Plan Offers More of the Benefits You Want
• Your choice of plan physicians
• No premiums other than what you currently pay for Medicare
• No plan deductibles; just a low $10 copayment for office visits
• Network of more than 325 of the best-known providers in Milwaukee and Waukesha Counties, including [Family Health Plan and Convenant Health Care (logos)]
• No paperwork when using plan providers
• Open to all Medicare enrollees
• No physicals required
• Optional prescription, vision, and dental benefits available at affordable rates

For a free 12-page booklet that explains Community Senior Plan’s benefits and options in more detail, fill out and mail the coupon attached to the enclosed letter, or call 1–800–624–4460.

We think you’ll like the ways that Community Senior Plan fits your lifestyle. Join us today.

Freedom.
You can enjoy your lifestyle the most when you have the freedom to make the choices you want to make. Since we’ve designed Community Senior Plan to fit your lifestyle, you get the freedom to choose the physicians and other health care providers and services you want—more than 325 physicians in Milwaukee and Waukesha Counties to choose from.



(direct mail letter 1—no current affiliation with Family Health Plan or Covenant)

Dear [name]:

Choices determine your lifestyle. The foods you eat. The clothes you wear. The activities you do. Now you also have a choice when it comes to quality, reliable health care: Community Senior Plan™, designed with your lifestyle in mind. You and all Medicare participants can now exercise your choices in this outstanding plan with no premium beyond your current Medicare payment.

The local, personal, and accessible choice for health care.

Headquartered right here in Milwaukee, Community Senior Plan gives you the choice of more than 325 primary care physicians throughout Milwaukee and Waukesha Counties. So whether you prefer to see a physician at a large clinic across town or a private practice around the corner, chances are good that he or she is already a member of Community Senior Plan. And additional physicians are joining our plan all the time.

All the benefits you want under one health plan.

When you participate in Community Senior Plan, you never have to worry about plan premiums or deductibles. All you pay is your current Medicare premium, and a low $10 office visit copayment. There’s not even a pre-enrollment physical required. To find out more, read the enclosed brochure. For even more information, request a free 12-page booklet by filling in and mailing the card below, or by calling 1–800–624–4460.

Sincerely,
[insert signature]
Name
Title

PS   Anyone currently enrolled in Medicare is eligible to apply for this zero-premium, HSCA-approved plan, so act today!



(direct mail letter 2—current Family Health Plan Select participants)

Dear [name]:

Choices determine your lifestyle. The foods you eat. The clothes you wear. The activities you do. Now you also have a choice when it comes to quality, reliable health care: Community Senior Plan™, designed by Family Health Plan with your lifestyle in mind. You and all Medicare participants can now exercise your choices in this outstanding plan with no premium beyond your current Medicare payment.

Trust in the same local, personal, and accessible care you’re accustomed to.

As a Family Health Plan “Select” member, you already enjoy some of the highest quality care available. These same providers are also members of Community Senior Plan, and help form a team of more than 325 primary care physicians throughout Milwaukee and Waukesha Counties. Best of all, you can now enjoy this same reliable, trusted care without having to pay premiums for supplemental insurance. If you like, the plan also offers affordable options including prescription drug, dental, and vision benefits.

$0 plan premium with the benefits you want.

When you participate in Community Senior Plan, you never have to worry about plan premiums or deductibles. All you pay is your current Medicare premium, and a low $10 office visit copayment. There’s not even a pre-enrollment physical required. To find out more, read the enclosed brochure. For even more information, request a free 12-page booklet by filling in and mailing the card below, or by calling 1–800–624–4460.

Sincerely,
[insert signature]
Name
Title

PS   Anyone currently enrolled in Medicare is eligible to apply for this zero-premium, HSCA-approved plan, so act today!



(letter 3—current Covenant patients)

Dear [name]:

Choices determine your lifestyle. The foods you eat. The clothes you wear. The activities you do. Now you also have a choice when it comes to quality, reliable health care: Community Senior Plan™, designed in conjunction with Covenant Health Care with your lifestyle in mind. You and all Medicare participants can now exercise your choices in this outstanding plan with no premium beyond your current Medicare payment.

Trust in the same local, personal, and accessible care you’re accustomed to.

As a Covenant Health Care Golden Care patient, you already enjoy some of the highest quality care available. These same Covenant providers are also members of Community Senior Plan, and help form a team of more than 325 primary care physicians throughout Milwaukee and Waukesha Counties. Best of all, you can now enjoy this same reliable, trusted care without having to pay premiums for supplemental insurance.

$0 plan premium with the benefits you want.

When you participate in Community Senior Plan, you never have to worry about plan premiums or deductibles. All you pay is your current Medicare premium, and a low $10 office visit copayment. There’s not even a pre-enrollment physical required. To find out more, read the enclosed brochure. For even more information, request a free 12-page booklet by filling in and mailing the card below, or by calling 1–800–624–4460.

Sincerely,
[insert signature]
Name
Title

PS   Anyone currently enrolled in Medicare is eligible to apply for this zero-premium, HSCA-approved plan, so act today!



:60 TV SPOT concept 1 (may be easily edited to use as two standalone :30s)
Numbers correspond to video frames on storyboard (various scenarios of elderly individuals conversing in common settings)
 
1 WOMAN1 When I called my insurance yesterday, would you believe I got someone in Texas? I heard this new plan, uh, Community Senior Plan, is based right here in the Milwaukee area. They’ve got to know the area better than... 
2-4 MAN I was reading some literature on this new Community Senior Plan. Y’know, it sounded good, but I didn’t want to have to switch doctors. Well, just this morning, my doctor told me that he is part of Community Senior Plan. He said most other doctors are, too... 
5-6 ANCR Community Senior Plan: for your lifestyle. Call today for a free informational booklet: 1-800-624-4460.
7 WOMAN2 My doctor said that I should see a specialist, uh, a neurologist. I was worried there wouldn’t be one close by, but he referred me to a neurologist just six blocks away. He’s part of this new Community Senior Plan that I hear is one of the best... 
8-10 VARIOUS  
VOICES
“They’re right here in Milwaukee.” 
“And there’s no plan premiums or deductibles.” 
“Is that right? And just $10 for an office visit?” 
“That’s what I heard.” 
“I know my doctor is part of the plan.” 
11 ANCR Community Senior Plan: for your lifestyle. 
12 ANCR Call today for a free informational booklet: 1-800-624-4460.
 


:60 TV SPOT concept 2
Numbers correspond to video frames on storyboard (individuals in phone conversation interspersed with scenes from bowling alley)
 
1 SFX (phone ringing) 
2 WOMAN1 ...and they’re saying all this weather we’re having is still due to El Niño. 
3 WOMAN2 Oh, I suppose. (pause) So how’s George been? 
4 WOMAN1 (chuckles) You’re not going to believe this, but he was bowling last Thursday night and got his fingers stuck in his bowling ball! 
5 WOMAN2  (holding back laughter) Oh you’re kidding! Is he OK? 
6 WOMAN1 He is now. But you wouldn’t believe what we had to go through! We drove to a hospital way on the other side of Milwaukee. 
7 WOMAN2 How come? 
WOMAN1 None of the hospitals near the bowling alley are in our health plan, and, well, bowling balls aren’t exactly considered emergencies.
WOMAN2 Haven’t you heard about Community Senior Plan? 
WOMAN1 No.
WOMAN2 Nearly two out of three physicians in Milwaukee and Waukesha Counties are part of it. Including Covenant Health Care and Family Health Plan. 
WOMAN1 So, Community Senior Plan has every bowling alley in town covered? 
WOMAN2 (chuckles) I guess that’s one way to look at it. 
8 WOMAN1 I’m calling Community Senior Plan today... (sheepish giggle) Right after I tell you how the ball got stuck. When George went to.... 
9 ANCR Community Senior Plan: for your lifestyle. 
9+ VO Call today for a free informational booklet: 1-800-624-4460. 
 


(“birthday” card)

Dear [name]:

As you turn 65 this month, think of all the many things that enrich your life. Your family. Your friends. Your home. Together they create the lifestyle you enjoy today.

Even though another year has gone by, your lifestyle doesn’t need to change. When selecting a Medicare option that fits your lifestyle, please consider the many benefits of Community Senior Plan.

We hope you have a happy birthday!

Community Senior Plan
sponsored by Family Health Plan and Covenant Health Care



(cover letter for “birthday” card)

Dear [name]:

Turning 65 can seem like one of those milestone birthdays. But when you think about it, 65 is a big deal only because the government has created regulations that make it that way.

Your age is changing—not your lifestyle.

The activities you do and the people you do them with are the most important aspects of your lifestyle—not your age. But now that you do have to choose Medicare health care options, make the choice that will fit your lifestyle—Community Senior Plan, sponsored by Family Health Plan and Covenant Healthcare.

All the benefits you want under one health plan.

As a Community Senior Plan member, you never pay plan premiums or deductibles— just the standard Medicare premium and a low $10 office visit copayment. You don’t even need a pre-enrollment physical.

Get the information to make the right choice.

To help you make the right choice for your lifestyle, request a free 12-page booklet by filling in and mailing the card below, or by calling 1–800–624–4460. We think you’ll like the many local, accessible, reliable benefits of Community Senior Plan.

Sincerely,
[insert signature]
Name
Title

PS   Any eligible Medicare beneficiary may apply for this $0 plan premium, Medicare-approved plan, so act today!


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