2024 is sure to be a busy year in the Medicare market, and there is likely to be more noise competing for the limited attention of healthcare consumers. The major disruptions fall into two categories: regulatory changes and market forces. With these anticipated challenges, it is crucial that marketers plan ahead in order to meet their annual goals. Here are the major events on our radar and how payers can work around them.
The RISE Medicare Marketing and Sales Summit is an annual event bringing together a mix of health plan marketers, salespeople, agents, brokers, field marketing organizations, marketing agencies, technology partners and third-party benefit and service vendors. The following are eight topics that continued bubbling up in conversations and sessions among this diverse set of attendees.
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.
The very first season of ABC's Golden Bachelor was a smashing success. After a few years of declining viewership for the franchise, the series featuring 72-year-old Gerry Turner and suiters in their 60s and 70s marked a turnaround. The series earned accolades for its portrayal of older adults, and that's something Medicare marketers should pay attention to. Here are a few takeaways for healthcare marketing teams from Golden Bachelor.
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.
Testing new and innovative ways to connect with and engage the crucial New-to-Medicare demographic can make a significant impact on the number of leads and membership growth of a Medicare Advantage plan. Watch this Media Logic webinar about new, cutting-edge strategies to nurture NTM consumers and convert them into MA members.
We always endeavor to stay on top of the latest trends in healthcare marketing and pass on updated best practices to readers on our blog. Throughout 2023, we've paid attention to valuable consumer insights of older adults, interesting tools for marketers and consumers alike, changing demographics of Medicare eligibles, the rise of generative AI and so much more. Take some time to get caught up on our top blogs from this past year, covering those topics and many others.
When we make marketing decisions, we like to do so with facts to support us. 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. These surveys are a pivotal part of our collaborative, cross-team approach that is designed to continually spot new opportunities and generate innovative ideas. Check them out.
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.