The 65+ consumer: addressing specific needs enhancing communication
Lance CollieProcter & Gamble Pharmaceuticals, United States
THE HISTORY
On December 8, 2003, President Bush signed into law the Medicare Prescription Drug Improvement and Modernization Act of 2003. This legislation provided new prescription drug benefits for 36 million Americans aged 65 years and older and 6 million younger Americans with permanent disabilities. Although it passed in 2003 this new Medicare benefit did not take effect until 2006.
This was a sweeping change in the US healthcare industry. In the years before this change, most older Americans paid for prescription medications out...