CVS Boosts DM to Promote New Medicare Plan

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CVS Corp., Woonsocket, RI, the parent company of CVS/pharmacy, announced a strategy yesterday to serve the 42 million Medicare beneficiaries eligible for the new Medicare prescription drug benefit that takes effect Jan. 1.


The Medicare Prescription Drug, Improvement and Modernization Act of 2003 created the drug benefit known as the Medicare Part D plan. Pharmacies and insurers are ramping up their marketing and sending direct mail this fall to the elderly explaining the complex program and its benefits.


Under Medicare rules, the advertising could not begin until this past weekend.


Part of CVS' plan involves dedicating space in its Sunday ad circular with circulation of 48 million, sending direct mail to 1 million ExtraCare cardholders and advertising in magazines such as Reader's Digest and Prevention.


Beginning Oct. 16, Medicare Information Centers will be set up in 5,400 CVS/pharmacy stores nationwide. The displays will feature a "Show-Me Guide" explaining how the drug plan will work; a guide to help individuals select a plan that best meets their needs; and materials from a number of private managed care and insurance companies offering Medicare 2006 prescription drug plans.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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