1. 1
Medicaid Fraud Advertising
June 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.gov
And 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 families
Attorney General Leslie Rutledge
And test several headlines to include:
 Report Medicaid fraud
 Report nursing home neglect

2. 2
 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

3. 3
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

4. 4
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 RESULTS
Clicks
Impressions
Page views on MFCU pages
Number of abuse/fraud reports filed
Are we able to track phone/email inquiries?