PHS Pacificare Hlth Sys

CYPRESS, Calif., Nov. 28 /PRNewswire-FirstCall/ -- PacifiCare Health Systems Inc. (NYSE:PHS) launched a second national television ad campaign for Prescription Solutions from PacifiCare, the company's new Medicare Part D prescription drug insurance products. Featuring a creatively distinct and informative approach, the new Skeptics campaign is intended to create confidence among Medicare consumers and further reinforce the numerous benefits of PacifiCare's Medicare prescription drug insurance plans. The two 60-second commercials were directed by award-winning filmmaker Vadim Perelman, director of the DreamWorks film House of Sand and Fog, and created by Deutsch Inc. The campaign will launch with television ads airing on key national cable networks including A&E, CNN, CNN Headline News and the History Channel beginning Nov. 28. "In addition to the thousands that are enrolling, there are many Medicare-eligible seniors still skeptical about the benefits of Medicare prescription drug insurance," said Jacqueline Kosecoff, Ph.D., PacifiCare's executive vice president, Specialty Companies. "Our goals for this new campaign are to continue building consumer confidence in our products and to change the minds of those who doubt by clearly presenting the many positive benefits of our offering." The commercials feature a group of wary seniors whose doubts are entertainingly expressed up close in unconvinced winces, dubious chin-strokes and suspicious squints. Eventually, the diverse group of doubters is won over, convinced by the clear messages about quality benefits, affordable plans and cost savings. "We respect seniors' perspectives and opinions and understand their concerns. Research shows that the more people learn about Medicare prescription drug insurance, the more positively they feel about it," said Kosecoff. "We believe our target audience values quality, value and affordability, and we want seniors to know that these are the hallmarks of PacifiCare's prescription drug plans." PacifiCare's first ad campaign, Choice is Swell, starring the beloved Fred and Ethel characters from I Love Lucy, will continue airing nationally. Three plans -- PacifiCare Saver Plan, PacifiCare Comprehensive Plan and PacifiCare Select Plan -- form the heart of PacifiCare's prescription drug insurance offering to Medicare-eligible seniors and other consumers across the United States. With prices starting at under $23 a month in many states, PacifiCare's plans offer a wide range in savings and choices of benefit options intended to meet individual needs, and each plan has no annual deductible. Plan coverage starts Jan. 1, 2006 for those who enroll by Dec. 31. Anyone interested in Medicare prescription drug insurance can access a versatile, easy-to-use research and comparison tool online at http://www.prescriptionsolutions.com/. The PacifiCare Personalizer combines select key personal information about medications, prescription usage and pharmacy preferences and prepares a personalized evaluation from which individuals can compare options. A special optimization function can help lower drug costs further by showing users how to utilize benefits more prudently and take advantage of money-saving options such as home delivery, generic alternatives and preferred pharmacies. The personalization and pharmacy research tools are also available by calling Prescription Solutions from PacifiCare representatives at (800) 330-5330. Deutsch Inc. is a full-service integrated marketing and communications company and is part of the Interpublic Group of Companies (NYSE:IPG). About PacifiCare PacifiCare Health Systems is one of the nation's largest consumer health organizations with nearly 3.3 million health plan members and approximately 11.3 million specialty plan members nationwide. PacifiCare offers individuals, employers and Medicare beneficiaries a variety of consumer-driven health care and life insurance products. Today, PacifiCare is the nation's second-largest senior health insurance company with more than 20 years' experience delivering affordable, quality health care coverage to America's seniors. PacifiCare's specialty plan operations include behavioral health and dental and vision, as well as complete pharmacy benefit management with more than a decade of experience specializing in the senior prescription-drug market. More information on PacifiCare Health Systems is available at http://www.pacificare.com/. DATASOURCE: PacifiCare Health Systems Inc. CONTACT: Cheryl Randolph, +1-714-226-3441, , or Dan Miller, +1-714-226-3726, , both of PHS Media Relations Web site: http://www.pacificare.com/

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