Pinpointing Medicare Growth Potential: How Media Logic’s Opportunity Analysis Tool Guides Smarter Investments
In Medicare acquisition marketing, the margin for error is slim and the competition fierce. That’s why Media Logic developed Opportunity Analysis — a custom-built tool that helps Medicare Advantage plans identify where to focus their marketing resources for the greatest impact.
Built for Strategy, Not Just Insight
Opportunity Analysis helps clients make more strategic decisions about targeting and investment. Instead of spreading budget thinly across service areas, this tool reveals which counties hold the highest potential for enrollment growth — guiding where to invest more (and where to pull back).
A Tailored Approach, Powered by Smart Data
Each client’s Opportunity Analysis is customized to reflect their unique market dynamics and business goals. The tool aggregates a range of data inputs, which fall into three key buckets:
- Size of Opportunity – including metrics like total Medicare eligibles and number of records in top decile of predictive member models.
- Market Penetration – including market share and Medicare Advantage penetration rate.
- Product Competitiveness – such as relative strength of dental and OTC benefits.
Each data set is then assigned a weight based on its relevance as a growth signal — a process Media Logic facilitates in close collaboration with the client. Clients may contribute their own internal data and market intelligence to refine the analysis, like network strength, for example.
Visualized for Clarity. Built for Action.
Once complete, the tool produces an Opportunity Index for each county — visualized as an interactive heat map within the client’s secure portal. Clients can also toggle the view by individual data sets, allowing for deeper exploration and scenario planning. The result: a powerful yet intuitive interface for making smarter, faster decisions.
Proven Impact
For Baylor Scott & White Health Plan, Opportunity Analysis helped guide 2025 AEP marketing strategies — informing direct mail quantities, where to invest digital media spend, and more. The result? BSW Health Plan exceeded its AEP enrollment goal by 118% and outperformed the previous year’s enrollment total by 154%.
Smarter Growth Starts with Smarter Tools
Whether your goal is to enter new markets, grow share in competitive counties, or stretch limited budget further, Opportunity Analysis can give your team the insight — and confidence — to invest wisely. It’s just one of the ways we help our clients work smarter.
See the Opportunity Analysis in Action
Want to know more? Check out the video above for a quick walkthrough of the Opportunity Analysis tool and see how we use strategic, data-driven thinking to turn market complexity into clear competitive advantage.
Ready to see what innovative solutions we can develop for your unique challenges? Reach out to Media Logic today.
