PHS Pacificare Hlth Sys

'Choice is Swell' Ad Campaign Brings Beloved Duo Back to Life With New Technology, Hollywood Magic CYPRESS, Calif., Sept. 30 /PRNewswire-FirstCall/ -- PacifiCare Health Systems Inc. (NYSE:PHS) is launching a national marketing campaign for its new Medicare Part D program, Prescription Solutions from PacifiCare. (Photo: http://www.newscom.com/cgi-bin/prnh/20050930/LAF010 ) The campaign features the beloved Fred and Ethel characters made famous on the I Love Lucy television show. Created by Deutsch Inc., the "Choice is Swell" campaign consists of television ads that communicate PacifiCare's nationwide commitment to offer affordable and flexible Part D prescription drug plans. The campaign will launch with national television ads, airing on all the major networks, including ABC, CBS and CNN, beginning Oct. 15. Directed by Academy Award(R) winner Rob Legato (Best Visual Effects for "Titanic") and featuring digital-imaging technology and film techniques never before used in a commercial, the ads are the highlight of PacifiCare's "Choice is Swell" campaign. Through the magic of Hollywood, famously tightfisted Fred (William Frawley) and his irascible wife Ethel (Vivian Vance) are brought back to life in a series of entertaining vignettes. Innovative production techniques combine body doubles, voice impersonators, original sets and computer-generated imagery to enable Fred and Ethel to "speak" once more. According to Howard Phanstiel, PacifiCare's chairman and chief executive officer, Fred and Ethel are expected to create a memorable message that resonates with seniors, an audience that values choice, quality and affordability -- the hallmark of PacifiCare's prescription drug plans. "We are confident that the 'Choice is Swell' campaign will effectively highlight our Part D prescription drug plans' affordability and quality," said Phanstiel. "Fred and Ethel are American icons that capture the essence of a generation and its desire to get the best value for its money. After exploring numerous advertising options, we chose Fred and Ethel because of their enduring popularity and strong appeal, not only with seniors, but also with baby boomers and people of all ages." PacifiCare's standalone Medicare Part D prescription drug plans were recently approved by the Centers for Medicare & Medicaid Services (CMS) in all 50 states. PacifiCare will market its standalone prescription drug plans nationwide under the brand name Prescription Solutions from PacifiCare. Three different plans -- PacifiCare Saver Plan, PacifiCare Comprehensive Plan and PacifiCare Select Plan -- form the heart of PacifiCare's prescription drug plan offering to Medicare-eligible seniors, retirees and other consumers throughout the United States, with coverage starting Jan. 1, 2006. PacifiCare's standalone Part D prescription drug plans offer a wide range in savings and choices of benefit options intended to meet individual needs, and each plan has no annual deductible. The range in monthly premiums reflects the variety of benefits offered and the variation in utilization in each region of the country, with premiums ranging from $19.02 to $34.88 for the Saver Plan, from $33.91 to $54.51 for the Comprehensive Plan, and from $29.64 to $49.02 for the Select Plan. In August, PacifiCare launched http://www.partdandme.com/, an innovative, educational Web site designed to help seniors, caregivers and consumers learn more about the federal government's new Part D program. Additionally, English- and Spanish-speaking customer-service representatives are available Monday through Friday 7 a.m.-7 p.m. (PT) and Saturday 10 a.m.-1 p.m. (PT) toll-free at (866) 91PARTD to answer questions and provide more educational information. "We feel that our 20 years' experience serving the health care needs of seniors, combined with our innovative and entertaining Fred and Ethel campaign, will help bring PacifiCare into the forefront of the national Part D prescription drug plan marketplace," said Jacqueline Kosecoff, Ph.D., PacifiCare's executive vice president, Specialty Companies. "Our goal is to assure seniors -- many of whom are understandably confused by the new Medicare legislation -- that PacifiCare is here to help them better understand their Part D prescription drug benefit in ways that are both educational and fun." Deutsch Inc. is a full-service integrated marketing and communications company and is part of the Interpublic Group of Companies. 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/. http://www.newscom.com/cgi-bin/prnh/20050930/LAF010 http://photoarchive.ap.org/ DATASOURCE: PacifiCare Health Systems Inc. CONTACT: Tyler Mason, +1-714-226-3530, , or Cheryl Randolph, +1-714-226-3441, , both of PHS Media Relations, for PacifiCare Health Systems Inc. Web site: http://www.pacificare.com/ http://www.partdandme.com/

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