Maglione Margaret, Larson Carrie, Giannotti Tierney, Lapin Pauline
RAND Corporation, 1776 Main Street, Santa Monica, CA 90401, USA.
Am J Health Promot. 2007 May-Jun;21(5):422-5. doi: 10.4278/0890-1171-21.5.422.
Evaluations of outreach strategies that effectively and efficiently reach the senior population often go unreported. The Medicare Stop Smoking Program (MSSP) was a seven-state demonstration project funded by the Centers for Medicare and Medicaid Services. The 1-year recruitment plan for MSSP included a multifaceted paid media campaign; however, enrollment was slower than anticipated. The purpose of this substudy was to test the effects of including envelope-sized advertisement inserts with Medicare Summary Notices (MSNs) as a supplemental recruitment strategy.
Information obtained from enrollees on where they had learned about the program as well as overall enrollment rates were analyzed and compared with the time periods during which the inserts were included in MSN mailings.
Average call volume to the enrollment center increased by 65.7% in Alabama, the pilot state, and by more than 200% in the subsequent demonstration states. Despite the introduction of the MSN inserts late in the recruitment period, 32.2 % of the 7354 total enrollees stated that they learned about the project through the inserts.
This recruitment method is highly recommended as a cost-effective way to reach the senior population.
有效且高效地覆盖老年人群的外展策略评估结果常常未得到报道。医疗保险戒烟计划（MSSP）是由医疗保险和医疗补助服务中心资助的一个七州示范项目。MSSP的1年招募计划包括多方面的付费媒体宣传活动；然而，登记注册的速度比预期要慢。这项子研究的目的是测试在医疗保险总结通知书（MSN）中附带信封大小的广告插页作为补充招募策略的效果。
分析从登记参与者那里获取的关于他们了解该项目的途径的信息以及总体登记率，并与在MSN邮件中包含插页的时间段进行比较。
在试点州阿拉巴马，拨打登记中心的平均电话量增加了65.7%，在随后的示范州增加了200%以上。尽管在招募期后期才引入MSN插页，但在7354名登记参与者中，有32.2%表示他们是通过插页了解到该项目的。
强烈推荐这种招募方法，认为它是覆盖老年人群的一种经济有效的方式。
