In 2016, there are 10 major Medicare Marketing Megatrends that will significantly impact marketers who are focused on developing programs for Medicare prospects and members:
- The Audience Has Changed and So Must Marketers
The most significant megatrend is that the Medicare audience is changing. There is a new senior in town. They’re not only identifiable by their age. Other factors are critical to segmenting the new Faces of Medicare in 2016, as the population moves from the Greatest Generation to leading-edge and trailing-edge baby boomers, who behave much differently than the seniors that most Medicare marketers are prepared for.
We see a digital-savvy consumer that spends more time online and on social networks than previous seniors. But we also see Medicare marketing organizations turning a blind eye and a deaf ear to this enlightened new group of seniors by planning the same old print, DM and TV marketing, and pretending that digital adoption by the new faces of Medicare isn’t a real thing.
Marketers need to create new media and budget strategies. Most are not likely to be wildly successful out of the gate considering that constant reevaluation and optimization on the fly during a compressed AEP might prove to be difficult without a seasoned and experienced marketing agency partner.
- New Member Acquisition: Balancing Age-In and AEP Acquisition Strategies
Knowing that new member acquisition is the important lifeblood of any insurer’s success, Medicare marketers are struggling to decide which is the greater pot of gold: age-in, with 10,000 people in the U.S. turning 65 every day, or AEP, during which multiple research documents show only 10% of the Medicare Advantage enrollees opt to switch at all. Should Medicare marketing organizations put their resources and emphasis on age-ins or on AEP?
And continuing with the acquisition theme, Medicare marketers are beginning to wonder what is actually within their control. Are they vying for a piece of the 22% of Medicare Advantage enrollees in AEP? Do they really have any hope of denting the acquisition numbers of the Magnificent Medicare Seven?
3 — Medicare Strategies for Those Who Work Past Age 65
What about the increasing number of seniors delaying retirement, keeping their workplace insurance and entering the Medicare market late? Organizations must have strategies in place to attract and acquire members of this increasingly growing segment. Do you have the ability to identify and engage these important prospective members? Best-in-class organizations either have or plan to have strategies in place to do so for 2016 and beyond.
4 — Marketing Owns Customer Experience
Customer experience is now of paramount importance to Medicare marketing organizations. From the moment a prospective member becomes aware of your organization or has an interaction with your organization, each and every touch point is vital; something as simple as a planned and cohesive customer-experience process can be the difference between a lifelong member and a fleeting prospect.
5 — Retention and Loyalty Transition of Legacy Members
Since insurer members are most likely to remain with the same insurance company when entering Medicare, are those insurers ready to fight to keep those legacy members through extraordinary retention and loyalty efforts?
6 — Star Rating System
Medicare marketers are struggling with the importance of the star rating system, and are grappling with the actual importance of a 5-star rating as it pertains to acquisition efforts. An organization’s star rating is a direct reflection of its level of professionalism in providing an excellent customer experience across all touch points.
7 — New Media Strategies Are Needed
In the Age of the Consumer, Medicare marketing organizations must adopt and evolve to remain relevant and effective. New marketing positioning and messaging must be compelling to the enlightened and empowered consumer. Marketers must be creatively digital and mobile in their thinking, and adapt to a rapidly changing audience’s new media consumption habits.
- Medicare is Changing
According to an ABC news article from January 4, 2016, “Whether it’s coverage for end-of-life counseling or an experimental payment scheme for common surgeries, Medicare in 2016 is undergoing some of the biggest changes in its 50 years. Grandma’s Medicare usually just paid the bills as they came in. Today, the nation’s flagship health-care program is seeking better ways to balance cost, quality and access.”
9 — New Perceptions of Life Expectancy
There are significant new megatrends in elder healthcare. From connected healthcare and virtual doctor visits we have entered what some are calling the longevity economy, where 60 years old is the new 40.
Life expectancy has risen to a little over 78 years, which some will attribute to many new life-extension procedures. Just recently, Medicare announced there may be a program developed to support physicians with end-of-life counseling.
10 — Simplifying the Complex is Essential
Some megatrends are not new, such as attempting to solve the complexities of Medicare through simple and concise communications. Consumers have always been overwhelmed with the complexities of making an informed decision regarding their Medicare coverage. Let’s face it, it’s never been an easy or simple explanation regarding plan choices, and marketers must strive to make the complex simple.
And without a doubt, the greatest megatrend that Medicare marketers will need to deal with is The New Faces of Medicare-Eligible Members, which is a topic I’ll cover in my next article.