When we make marketing decisions, we like to do so with facts to support us. Leading with research and data allows us to take big swings on behalf of our clients with great confidence, and bring home important, game-changing results. That’s why we decided to go all in this year, launching our Consumer In Sight research team to regularly get input right from the audience itself.
In 2023, we expanded upon our annual survey of older adults’ media habits with five additional consumer callouts throughout the year. Each of these reports gave us fresh, actionable insights that we were then able to apply to client work and share with our broader network of Medicare marketers. These surveys are a pivotal part of our collaborative, cross-team approach that is designed to continually spot new opportunities and generate innovative ideas.
“Our Consumer In Sight program allows us to delve not only into how consumers behave, but why they do,” said Phyllis Niner, group director, who leads our Consumer In Sight research team. “We want to answer those next-level questions that are not necessarily addressed in other industry surveys.”
Here are the surveys we published in 2023. Click through to view the full report and peruse the marketing takeaways.
Our sixth annual consumer survey aimed to provide a sense of media consumption among Medicare-eligible individuals. We asked members of this group of more than 65 million eligible people about their sources for news and entertainment, online gaming, social media use, preferred method of learning more about Medicare options and more.
Upon the end of the federal public health emergency, states resumed redetermination of eligibility for enrollees of Medicaid and health insurance plans associated with Medicaid. Our team surveyed Medicaid members who may be impacted by this redetermination, and results showed widespread unawareness of the recertification process at the time.
Whether opting into Medicare upon being first eligible at the age of 65 or waiting a few years to receive full social security benefits, all must learn what Medicare is and how it works. We asked newly eligible individuals about their experience with Medicare enrollment, coverage goals and how they educate themselves about options.
Each year brings both opportunities and challenges to the 65+ population. Understanding their outlook can be valuable for informing health insurance companies on product development and messaging in marketing communications. Here’s what older adults say about their sense of well-being, sources of concern and plans to meet their goals for the year ahead.
When COVID-19 fears began receding and vaccines were widely available, Media Logic wondered how Medicare shoppers were feeling about seminars and events since being forced online to shop for Medicare insurance. Here’s what they told us.
Over the past few years, Medicare Advantage has enjoyed a surge in enrollment — surpassing Original Medicare enrollment — and currently commands nearly half of Medicare beneficiaries. Considering these trends, we took a closer look at the 2023 Annual Enrollment Period to inform future creative decisions.
Stay tuned for more consumer surveys in 2024. We look forward to taking a look at the fall 2023 AEP shopping experience and answering more questions that we and our clients are itching to know in the new year.
Of course, this wasn’t all we shared with our audience in 2023. We also published blog posts about social media marketing to the Medicare population, trends in the payvider space, artificial intelligence and more. Check out our top 10 healthcare publications from the past year.
Got a content suggestion? We’d love to hear the consumer questions you want answered in 2024. Reach out and let’s discuss.