Medicaid Fraud AdvertisingJune 2016

Goals:Create awareness of services provided by Attorney General Rutledge’s Medicaid Fraud Control Unit and increase reporting of Medicaid fraud and abuse and neglect of individuals living in residential care in Arkansas, which will lead to increased investigations and convictions.

Strategies: Utilize Search Engine Optimization to include a Google AdWords campaign with keywords that Arkansans may search for if there is a related problem in which they need help.

Review the current web page to determine options for enhancing the messages and visual aspects to ensure that it is user friendly, easy to report issues and in an anonymous way, and more appealing, so that audiences will not click away right away.

Messages are also enforced in presentations, media relations, social media messages, printed materials and other external communication.

Output Objective: Create SEO campaign in July 2017 to test for three months

Outcome Objectives: Garner 500 clicks and 500 impressions by Oct. 15. Get a minimum of 350 page views on combined senior pages by Oct. 15.

Audiences:Law enforcement, residential care service providers and individuals who have family members in residential care in Arkansas

Key messages:All of these will include arkansasag.govAnd link to arkansasag.gov/programs/arkansas-lawyer/medicaid-fraud

(moving reporting up and adding anonymous message; in new web design, feature report call-out box)

Sample ads would also include: Protecting Arkansas familiesAttorney General Leslie Rutledge

And test several headlines to include: Report Medicaid fraud Report nursing home neglect

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Report nursing home Report elder abuse Report fraud, abuse, neglect

Keywords: Abuse Fraud Report abuse Report fraud Long term care Report elder abuse Report abuse elderly What is report fraud nursing home facility residential care facility residential care nursing home Attorney General nursing home residents Arkansas nursing home Attorney General Medicaid Medicaid Arkansas Medicaid What is nursing home abuse What is residential care abuse Long term care abuse nursing home problem nursing home complaint Arkansas residential care Report fraud Arkansas Assisted living facility

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Keywords continued: Alcoa Pines Health and Rehabilitation Benton Arkadelphia Human Development Center Arkansas DHS Arkansas Health Center Arkansas Nursing and Rehabilitation Center Texarkana Arbor Oaks Healthcare and Rehabilitation Center Ashton Place Health and Rehab Barling Assisted living Arkansas Batesville Health and Rehab Beebe Retirement Center Briarwood Nursing and Rehabilitation Center, Inc. Brookside Health and Rehab Center Conway Healthcare and Rehabilitation Center Crawford Healthcare and Rehabilitation Center Dardanelle Nursing and Rehabilitation, Inc. DHS Grace Point, LLC El Dorado Highland Healthcare & Rehabilitation Center Hillcrest Care and Rehabilitation Lexington Place Health and Rehabilitation LLC Jonesboro Little River Nursing and Rehabilitation Manila Nursing Center Monette Manor LLC North Hills Life Care and Rehabilitation Oak Manor Nursing and Rehabilitation Inc. Perry County Nursing and Rehabilitation Center Pioneer Therapy and Living Melbourne Pocahontas Healthcare and Rehabilitation Center Quapaw Care and Rehabilitation Center Hot Springs Ridgecrest Health and Rehabilitation Jonesboro Sheridan Healthcare and Rehabilitation Center St. Johns Place of Arkansas LLC The Maples at Har-Ber Meadows

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Timeline:Begin July 15 and run through October 15.

Budget:Pay per click

Limit to $2 per click

Limit to $5 a day

For a campaign maximum total of $450

Evaluation:

METRIC RESULTSClicksImpressionsPage views on MFCU pagesNumber of abuse/fraud reports filed

Are we able to track phone/email inquiries?

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