Tag: Medicare marketing

When it comes to digital advertising, cost-per-thousand impressions (CPM) has long been a fundamental metric for measuring efficiency. But for regional health plans operating in smaller, high-value markets, CPM doesn't always tell the full story—and in many cases, it can actively mislead. Too often, regional health plans try to match the CPM benchmarks of national campaigns—targets that work at scale, but not in smaller, niche markets. That's why it's time to shift the conversation from cost-efficiency to value-efficiency and build media strategies designed for smaller, high-value audiences.

The rapid growth of the dually eligible population presents a huge opportunity for managed care organizations and health insurers with Medicare Advantage experience. Download our D-SNP Marketing tip sheet to get more insights into this quickly changing demographic.

CMS recently released Medicare Advantage enrollment data following the 2025 AEP. While 2024 AEP still felt like part of the MA expansion era, albeit a slower one, 2025 AEP shows a real pivot. This wasn't just another "mixed bag" year. It was the clearest sign yet that the period of rapid growth is behind us. Here's a look at the five biggest takeaways from our 2025 AEP analysis.

The digital marketing landscape is evolving rapidly, presenting both opportunities and challenges for regional health plans. Unlike national brands with extensive budgets and broad reach, regional health plans must navigate digital media with strategic precision to maximize their investments and connect with the right audience. Here's a look at the hurdles regional health plans face and how payers can develop a digital plan to overcome challenges.

Health plans know that member experience is everything. But despite their best efforts, many struggle to deliver the right message at the right time —or to make it personal and relevant—and it's costing them. Disjointed communications, data silos and an overwhelming volume of outreach leave many members disengaged. The good news? There's a smarter way, and that's where our Member Value Optimizer comes in.

The 2025 Medicare Annual Enrollment Period was anything but ordinary. To understand how various factors shaped the shopping experience, Media Logic conducted its third annual Medicare AEP Shopping Experience Survey, gathering insights from 450 Medicare enrollees aged 66-75. This year's findings highlight key trends in plan satisfaction, shopping behavior and advertising recall, offering insight into the behavior of Medicare eligibles during an extremely disruptive year.

Community-based organizations (CBOs) offer a strategic way for D-SNPs to reach and engage eligible individuals. By working together in practical ways, insurers and CBOs can drive significant impact for dual-eligible individuals while keeping resource demands low. Here's how D-SNPs can collaborate with CBOs to build trust, grow enrollment, test approaches on a smaller scale and improve outcomes.

Disputes between payers and providers can disrupt the healthcare landscape, leaving Medicare members uncertain about their coverage and healthcare access. While these disputes pose challenges to consumers, they also present a unique opportunity for competitor health plans to step in and offer stability. Health plans that prepare for these situations can use strategic messaging and agile campaigns to retain their current base and attract new members that are seeking clarity and support. Here's how to navigate these disruptions effectively.

When a Medicare competitor exits the market, its departure can create a window for health plans to attract disenfranchised members who are seeking new coverage options. Early preparation is especially important because these opportunities often arise with limited notice, leaving health plans scrambling to respond. To turn competitor market exits into growth opportunities, health plans need to prioritize early detection, flexible media strategies and ready-to-go creative assets. Here's how to prepare.

In today's competitive healthcare market, especially within Medicare Advantage, timely access to actionable data is more important than ever. That's why Media Logic's new Client Portal can give our clients an edge. Designed to consolidate vital data and insights in one place, the portal empowers our clients to make smarter, faster decisions while deepening collaboration with their Media Logic team. Learn more about the Client Portal.