Medicare Members: Satisfied Today, Vulnerable Tomorrow 

Media Logic Research Reveals the Economic Anxiety and Benefit Gaps Beneath High Satisfaction Rates 

With anticipated market disruption during the upcoming Annual Enrollment Period, understanding current satisfaction baselines becomes even more important to manage member expectations and potential enrollment shifts. 

New research from Media Logic’s Consumer In Sight study of 500+ Medicare members reveals that members who are “comfortably complacent” are generally satisfied because nothing has gone wrong, not because their plans exceed expectations. Their passive satisfaction may make retention more difficult for their existing plans or spell opportunity for others, particularly as anxiety about the economy builds.  

Jump to the report or download the full report. 

Key Research Findings: 

• Economic concerns are shaping member outlook: 55% expect the U.S. economy to negatively impact their lives, while 85% express concern about government policy changes affecting their Medicare coverage. 

• Majority of consumers hold insurers accountable for rising costs: While members acknowledge that government, pharma, and providers all contribute to Medicare costs, 60% still point to insurance companies as the primary driver. 

• 1 in 4 currently plan to shop: However, anticipated cost increases, benefit changes, network disruptions, and plan terminations may amplify 2026 AEP switching behavior beyond current member intentions. 

• Satisfaction reflects smooth operations, not loyalty: Current satisfaction stems from friction-free experiences rather than meaningful attachment, suggesting retention strategies should focus on reliability over premium service experiences. 

• Gaps in benefit awareness, value and utilization reveal member priorities: Notable disconnects exist between what members have access to, what they value, and what they actually use—insights that can guide both communication strategies and product development.  

Explore our interactive graphic below to see detailed breakdowns of benefit awareness, perceived value and actual usage across all supplemental services 

Key Takeaway for Marketers this AEP  

This research demonstrates that surface-level satisfaction masks deeper vulnerabilities. For healthcare marketers, understanding these nuances becomes essential for both retention and acquisition strategies in what promises to be a challenging enrollment period. 

Want to see the full results?  

Download a PDF version of the Voices of Medicare Report.  

The 2025 survey on understanding needs, preferences and behaviors of today’s Medicare consumer included 500+ Medicare members aged 65-75. For more insight into the Medicare-eligible population, check out other recent surveys from our Consumer In Sight team.  

Any questions? Reach out to Media Logic today.  

 

Tags: Consumer In Sight Report HC, healthcare marketing, Medicare marketing