Over the past year we have surveyed:

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Over the past year we have surveyed 400
consumers in CA (65 non-senior and 35
senior), 400 consumers in other PHS markets, 150
consumers outside our current markets, 400 more
consumers nationwide via the internet, 67
providers, 101 benefit managers, 124 brokers and
consultants, and conducted 39 focus groups
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Bottom Line for Consumers
1. Concern
2. Quality and Trustworthiness
3. Problem-Solving
And more than anything else, dont just say it
Prove it to me.
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Brand Positioning
PacifiCare believes Caring is Good.
Doing Something is Better.
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The Essence of PacifiCare
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Theres something else consumers told us
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Secure Horizons DRTV Spot Special Bin
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Secure Horizons Focus Groups Reactions
Boy, they knocked it dead. Thats a good little
ad. It cuts through the confusion from all the
clutter on healthcare. A company that stands
behind their word. Go with them (Secure
Horizons). They are top of the line. They offer
more. I need to call the 800 to find out
more.
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Secure Horizons DRTV Schedule
May 6 - June 28
Good Morning America ABC Today Show Weekend
NBC FOX CBS NBC News KCAL 9 Bonanza Channel 51
in AZ
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Secure DRTV Results (first 20 days)
743
85
46
12 increase in ad spend with a 40 increase in
call volume versus 2001
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PacifiCare Television Spot PacifiCare Anthem
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PacifiCares Focus Groups Reactions
The ad definitely stands out and grabs
you. Youre like these people. They are your
family, your friends, etc. They are
real. They got across to me that from a young
baby to an adult, theyll take care of me. Itll
be a lasting thing. They are willing to back
up what they say. Its tangible care. They will
do what they say. It says, Were not kidding
were really going to do something.
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PacifiCare Push Television Schedule
June 3 - June 28
San Diego Program Highlights
Los Angeles Program Highlights
Must See TV (Thurs.) NBC West Wing NBC CSI
CBS Everybody Loves Raymond CBS 5-second
billboard ABC Local News 5-second billboard
NBCs Today Show Oprah ABC Regis Kelly
ABC The View - ABC
Disney Movies - ABC The Practice - ABC Judging
Amy - CBS Family Law CBS Ed NBC Closed
Caption Sponsorship ABC 5-second billboard
CBS Local News Oprah ABC Regis Kelly
ABC Martha Stewart - CBS
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PacifiCare Summer/Fall Television Schedule
Aug 12 Sept 6 Oct 7 Nov 22
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Bottom Line for Campaign
1. Improve Awareness in CA to over 90 for both
brands
2. Improve Awareness in non-CA markets by 30
3. Improve perception of Cares About Me by 25
4. Improve perception of Has Programs that
Help by 25
5. Decrease cost per lead (Secure) by 20
6. Increase direct mail response rate (Secure)
by 75
7. Drive 2003 net membership growth