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Medicare Marketing Insights: 2021 Senior Media Preferences

• Author: Healthcare Team

HC Insights - 2021 Senior Media Habits Survey

As Medicare marketing experts, we want to understand how the pandemic has impacted the media preferences of seniors and to what degree. So, for this year’s Senior Media Preferences Report, we explored what types of media gained momentum, caused disruption and have become part of everyday life for seniors since the COVID-19 pandemic began.

For the fourth year, Media Logic surveyed more than 450 men and women aged 63 and older on their media habits. We asked them a series of questions about which types of media they prefer for news versus entertainment, what devices they view media on and which services they use most often.

We also added questions around the convergence of media and telemedicine, smart speaker adoption, Zoom calls and virtual sales meetings during AEP.

The media preferences of seniors are diverse and constantly changing, and they will continue to evolve over time as newer technology and more media options emerge. Current Boomers and future Gen X retirees are going to be increasingly digitally engaged, and it is essential to have data available to help us keep a careful eye on habits and trends.

The pandemic has impacted almost every facet of life and understanding the impact it has had on media preferences of seniors can help healthcare marketers optimize marketing channel selection and targeting for OEP campaigns, New-to-Medicare and Medicare Annual Enrollment Period (AEP) marketing in the year ahead.

If you want to see all the insights, you can view the 2021 Senior Media Habits Survey below as a SlideShare or click here for a printable 15-page PDF.

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