Partnerships
Marketing Firm Offers Pro Bono Work To Educational Group
To help reduce the incidence of brain and spinal cord injuries, Ad-Tech Communications has joined efforts with the Think First Foundation as its primary pro bono client.
Ad-Tech, a full-service healthcare marketing consulting and communications firm based in Hollywood, Fla., decided to use its marketing savvy to further the work of Think First, a Park Ridge, Ill.-based neurosurgeon foundation that provides educational programs to elementary, middle and high school age children about the dangers of brain and spinal cord injury.
To help extend the foundation's reach of five million children, Ad-Tech developed an extensive Web site, located at http://www.thinkfirst.org., that offers activities geared to educate and entertain parents, teachers, program coordinators and children.
Additionally, the firm has developed the first two in a series of five PSAs intended to motivate the reader to seek additional information, sponsor or participate with a local program.
Medical publications like The New England Journal of Medicine, Neurosurgery, Orthopedics, and Journal of Trauma and consumer magazines like People, Life, Town & Country, Emerge, Hispanic, and Instructor already have agreed to accept the materials.
Exposure might start as early as May. The ads can be viewed and downloaded from the Think First Web site in the Information section under Other Ways You Can Help. (AD-TECH Communications, 800/541-2943)
AHCPR Links with HIAA To Help Consumers Choose Health Plans
The process of selecting a healthcare plan is being revamped. The Agency for Health Care Policy and Research (AHCPR) of the U.S. Department of Health and Human Services, the lead federal agency that researches ways to improve quality healthcare, has partnered with the Health Insurance Association of America (HIAA), the national trade association of more than 250 insurers and managed care companies, to help consumers with their insurance plan decision-making process. Through their combined efforts, "Choosing and Using a Health Plan" recently was developed.
This program stresses the importance of knowing the "basics" when choosing a health plan and is designed for consumers who have a health plan choice as well as those who are plan members.
For those already in a plan, the guide offers consumer tips on how to obtain care, understanding the plan's hospitalization rules, and what to do if unsatisfied with care. Consumers also are encouraged to stay informed about their policy and keep track of their health care. (AHCPR, 301/594-1363; HIAA, 202/824-1787)
Public Affairs
Arguing Against 'Penny-Wise, Pound Foolish' Approach to Medicare HMOs
Managed care marketers have strong support from an integrated healthcare group. Emphasizing that managed care is working and that Medicare managed care should be an integral part of national health policy, the Integrated Healthcare Association (IHA) has urged the White House and Congress not to take a "penny-wise, pound foolish" approach to restructuring the way Medicare HMOs are paid.
IHA, a statewide policy group in California composed largely of HMOs, medical groups, and healthcare systems, represents the largest Medicare HMO presence in the country, with 34% of beneficiaries enrolled.
Currently, 13 percent of Medicare beneficiaries are in managed care and 87 percent in fee-for-service, but roughly one-third of the Medicare savings in the President's initial budget proposal would come from Medicare HMOs.
Online
First Online Calendar for Breast Cancer Awareness Events
The National Alliance of Breast Cancer Organizations (NABCO), together with the National Breast Cancer Awareness Month Board of Sponsors, has created the National Breast Cancer Awareness Month (NBCAM) Online Calendar (http://www.nabco.org) as the primary reference for all October breast cancer event info in 1997.
Supported by an educational grant from Zeneca Healthcare Foundation, this project provides a new, interactive communication outlet for the breast cancer community, the media and the general public to learn about NBCAM events nationwide.
"From screenings in Sacramento to rallies in Washington, D.C., women, health professionals and the media will finally know where to look," said Amy S. Langer, Executive Director of NABCO. Each event listing will include an event description as well as a direct link to the contact person's e-mail address. (NABCO, 212/889-0606)
Customer Relations
Humana Streamlines Physician Referral Process to Provide Hassle-Free Care
Humana is currently streamlining its entire referral process to speed up access to specialty physicians and emergency rooms. Humana, which contracts with more than 40,000 physicians, has already overhauled referral decisions in eight major markets and plans to expand referral reform in its remaining markets.
Through implementing a series of global initiatives scheduled for the first half of 1997, Humana will eliminate more than 400,000, or one quarter, of all referralls.
Gregory H. Wolf, Humana president, targeted several areas of immediate improvement, "Certain emergency room procedures, for instance, will no longer require Humana authorization. In addition, members who want to access their gyncologist for annual wellness exams can do so without a referral if the specialist is a participating provider. The list goes on."
Humana, headquartered in Louisville, provides managed healthcare services to more than 4.7 million members.
(Greg Donaldson, Humana, 800/758-5804)