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Hawaii seeks long-term services and support awareness proposals

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Officials in Hawaii want an outside bidder to create a long-term services and supports (LTSS) education and awareness campaign — and they want the bidder to help separate that concept from the concept of long-term care insurance (LTCI).

The procurement officer at the Hawaii Department of Health’s Executive Office on Aging talks about the goals of the office in a request for proposals (RFP) that was posted Dec. 23. Bids are due Jan. 23.

Part of a new Hawaii law, Act 151, requires the office to conduct an LTSS education and awareness campaign, and it requires the office to report to lawmakers on the effectiveness of the campaign during the 2017 regular session.

“Vendors should create new messaging for LTSS,” officials say in the RFP. The phase “long-term services and supports’ is widely misunderstood and evokes negative feelings about fear of the unknown and the loss of independence. Many people immediately think of long-term care insurance and/or nursing homes when the phase is heard,” says the RFP.

Officials want the campaign managers to clarify the concept of caregiving, emphasize that “caregiving” includes unpaid caregiving, and emphasize the positive benefits of planning for LTSS.

Starting in March, the campaign manager is supposed to:

  • Inform the public of the likelihood of needing LTSS.
  • Educate the public about how planning can maximize the length of independent living.
  • Warn the public that Medicare and regular private health insurance do not cover LTSS.
  • Tell the public how to find LTSS planning resources.

State officials want the campaign manager to focus first on reaching consumers and second on reaching potential outreach amplifiers.

The officials include life insurance agents, estate planners and financial managers in a group of potential outreach amplifiers. The officials also put labor unions, health care facility operators and LTSS case managers in the category.

The officials break consumers down into the following categories:

1. Primary:

  • 35-49: Potential caregivers in the future.
  • 50-64: Caregivers; people that can still plan for LTSS needs.
  • 65-75: Caregivers; older adults receiving care, including those with Alzheimer’s and related dementias.

2. Secondary:

  • Children caregiving for parents.
  • Children who are potential caregivers for elder parents.
  • Women, as they are the typical caregiver.

See also: Hawaiian panel OKs public LTC plan bill


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