The combination of CMS rule changes, financial pressures and the distraction of the hotly contested presidential election were already creating anxiety for payers as they prepare for the 2025 AEP. Now, you can add to the mix the uncertainty stemming from a series of lawsuits against CMS. As these lawsuits continue a trend of disruption facing the healthcare industry, here's what healthcare marketers should keep in mind.
With 31 million lives insured through Medicare Advantage and growing competition for switching opportunities, it is critical to find the best ways to engage shoppers during AEP. Our recent consumer insight survey delved into buyers' experience with the 2024 AEP to gain perspective and provide marketing professionals with actionable insights.
A recent Media Logic online webinar covered new strategies to help Medicare marketers break through the AEP clutter and better engage with Medicare prospects. The online seminar featured the insights of two members of our Healthcare Marketing Innovation Team: Jim McDonald, head of strategic growth, and Josh Martin, healthcare group director.
Looking at the greatest membership gains and losses overall doesn't quite paint the whole picture. We looked at changes by plan type and noticed something interesting: Some of the biggest winners didn't gain across product types, but just one or two types of plans.
Several co-brand MA plans – three of which were announced in the second half of 2023 – were open for enrollment during the 2024 AEP. We analyzed how these offerings were promoted in direct mail and social media and looked into how the plans fared in terms of enrollment numbers.
In the hopes of benefiting consumers, the Centers for Medicare and Medicaid Services (CMS) proposed several rules in late 2023 that could impact Medicare Advantage (MA) marketing. The rules aim to crack down on predatory MA marketing tactics and improve marketplace competition by limiting payments to brokers, among other changes. Here's what the proposed adjustments entail.
Media Logic is committed to being at the forefront of Medicare marketing best practices, and that means continually building, adapting and deepening our expertise to bring the most value to our clients. Vital to that process are our annual Healthcare Summits, two days of cross-team collaboration to focus in on planning for the Annual Election Period (AEP) and New to Medicare (NTM) marketing.
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. As part of our ongoing series of healthcare consumer surveys, Media Logic's Consumer In Sight research team surveyed adults aged 64-72 about their attitudes and behaviors relating to attending informational events about Medicare plans today.
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 creative decisions as we plan for the 2024 season.
Considering the tech savviness of today's senior population, it's no surprise that digital marketing took center stage during the 2023 Annual Election Period (AEP). We recently sat down with Media Logic's Angela Chiuchiolo, Director of Digital Strategy, and Josh Martin, Healthcare Group Director, to dive deeper into digital Medicare marketing: what's trending, what's challenging and what teams should start anticipating now.