Case Study: Robust Research, Measurement Proves PR’s Worth in Spurring Action During Medicare/Medicaid Enrollment

Comprehensive research and measurement coincided with a campaign to encourage Medicare and Medicaid beneficiaries to review and update their health plans. Photo courtesy of PRIME Research Organization: Centers for Medicare and Medicaid (CMS) Agencies: Porter Novelli, PRIME Research Timeframe: Oct. 2010 - March 2011 One of the most vexing challenges facing PR pros is planning for, managing and quantifying return-on-investment or “ROI.” Part of the problem is that research and measurement are sometimes perceived as things that prevent PR pros from digging into a new project or from moving onto the next one. In the case of Medicare Open Enrollment, however, the Centers for Medicare and Medicaid (CMS) research team, consisting of Medicare’s in-house staff, agency partner Porter Novelli and research provider PRIME Research successfully planned its campaigns around research undertaken before investing one marketing/PR dollar and quantified the returns on CMS’ investments in both earned and paid media.

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