With the recent growth of D-SNP plans, many health insurance companies have been expanding their outreach and education efforts around these innovative Medicare Advantage solutions. People aging into Medicare who will be dually eligible for Medicare and Medicaid represent a prime opportunity given the valuable benefits and savings D-SNP plans can offer.
MVP Health Care and Media Logic worked to develop a targeted multitouch “New-to-Medicare” direct mail campaign aimed at providing guidance to both prospects and current members as they approached Medicare eligibility. Messaging was straightforward and concise, highlighting the fact that D-SNP plans can work alongside a Medicaid plan, allowing members to get all of their Medicaid benefits, plus their Medicare benefits, and more. The packages also reinforced the fact that MVP offers the only 5-star D-SNP plan in New York State. Calls to action were built around personal support, and an effort to connect with friendly MVP Medicare Advisors who were ready to offer assistance every step of the way.
Most pieces were versioned for both English and Spanish while others built in format tests and bilingual callouts. In addition to the direct mail cadence, take one brochures and displays were developed as a ‘leave behind’ for community-based organizations and doctor’s offices or for use as handouts at events. All pieces also pointed to D-SNP landing pages where people could make appointments to meet with an MVP Medicare Advisor and review the plans in even greater detail.
Ready to find your edge?
Get smarter strategy and breakthrough creative. Backed by unmatched client support.
With fewer consumers switching during the Annual Election Period (AEP) each year, the New-to-Medicare (NTM) market is more important than ever. Download our New-to-Medicare Marketing tip sheet to get more insights into this quickly changing demographic.
As the Medicare market has grown to more than 68 million Americans, understanding how older adults navigate both traditional and digital media is more important than ever. Our 2025 Media Preferences of Older Adults survey provides fresh insights into evolving media habits, comfort with digital environments and the enduring value of established channels. Take a look at the takeaways and marketing implications that stood out to us.
When it comes to marketing Medicare Advantage plans, the stakes are high and the decisions are complex. For many older adults, the process of choosing a plan is overwhelming, filled with unfamiliar terminology, multiple plan options and conflicting priorities. That's where choice architecture comes in, a method that helps people make better decisions without taking away their freedom to choose. We walk through the principles payers can apply to simplify the Medicare journey.
