Build relationships with local health care editors and reporters. Help them understand the complexities of the changing Medicare environment from the perspective of the plan and its members. But remember that the political message about reimbursement has been heard in Washington D.C. Plans need a new message. Keep physicians informed about the plan's position and strategies. Communication with physicians for the most part isn't regulated either.
Members look to their physicians for the straight, reliable story.
Cultivate relationships with senior advocacy groups like local area Agencies on Aging. Earn their confidence and ask for their help in communicating key messages to beneficiaries. When plans communicate that they are motivated primarily by financial concerns, they confirm the negative perceptions people already have about HMOs. The best way to position the message is to explain that the realignment of the Medicare program has made it impossible to provide the access and care that members expect and deserve. Plans who haven't made the decision to withdraw need to engage in serious analysis about whether or not to stay in for the long haul.