We took a look at specific examples of incentives used by insurers this past Medicare Annual Election Period (AEP).

Direct mail plays a critical role in Medicare AEP marketing campaigns, so creating pieces that will be opened and elicit response is key. Last month, we released the findings from Part 1 of our Medicare marketing report on seniors’ preferences related to direct mail designs. But when it comes to successful direct mail, design is only part of the equation. In order for direct mail to be effective, the right messaging is also essential.

The amount of time marketers have to explicitly promote their Medicare solutions during the annual enrollment period is fleeting – just nine weeks. With such a short window, and the need for CMS review and approval, making mid-campaign course adjustments seems implausible. Yet, there is quite a bit of tuning marketers can do after October 1st.

Each year’s Medicare open enrollment period brings a new set of opportunities and challenges. These may change from year to year, but establishing a framework for a successful Medicare AEP launch should help to overcome all challenges and fulfill on all opportunities.

In 2014, “$0 plan premiums” dominated many of Medicare direct mail packages. In 2015, however, insurers focused direct mail on other benefits of their plans, using $0 plan premiums as a secondary proof-point. How did this play out in the direct mail packages of United, Aetna, Cigna and Kaiser? With help from Competiscan, we reviewed some of the direct mail tactics used by each of these insurers.

Creative is only one piece of the puzzle. It’s equally important to solidify what must take place behind-the-scenes: collaboration and follow-through. As marketers, we know that a sound strategy can sometimes veer off course if the proper campaign support falls through the cracks.

The multi-tiered campaign not only outperformed the prior year’s effort but also yielded greater level of insights due to the metrics it utilized and the data it gathered.

With some help from Competiscan, we took a look at some of the direct mail packages utilized by the insurers with the top gains in this year's Medicare AEP. Together, they offer some insight into “what worked” when it came to attracting new members.

Centers for Medicare and Medicaid Services (CMS) imposes a $10 limit on incentives, which forces companies to get creative with what they offer. During 2013’s AEP, the level of creativity varied, ranging from $10 gift cards to more thoughtful fare, like fleece blankets, flashlights, coupon books and gym bags.

Combined, these insurers represent 82 percent of the net gains across the U.S. What do they have in common? Almost all offered $0 premium plans.