Two overarching market forces have coalesced to transform the way that Medicare Advantage (MA) beneficiaries shop for, select, and experience their healthcare coverage: market-leading, digital-first companies such as Amazon, Walmart, and Google are routinely providing seamless omnichannel experiences, and the senior population is becoming increasingly comfortable using technology. These forces are requiring MA payers to stretch their capabilities in new directions. Yesterday’s postcard advertising and mailed onboarding packets are giving way to omnichannel experiences with online, email, text, and app-based engagement. In this hypercompetitive environment, personalization—of mediums, messages, frequency of communication, and more—is crucial for engaging and attracting beneficiaries. Our recent survey sheds new light on these evolving preferences (see sidebar, “Our survey methodology”).
Medicare Advantage beneficiaries’ stated preferences show that omnichannel marketing and distribution is the optimal strategy for engagement. Traditional channels alone, including direct mail, will no longer suffice to keep beneficiaries engaged. As seniors increasingly make their buying decisions and enroll through a diverse array of channels, investments in a seamless digital experience are becoming a requirement.
Payers can work to devise a comprehensive strategy and recruit leading marketing talent to fully cultivate relationships with beneficiaries, starting with initial marketing outreach. As marketing regulations continue to expand and evolve, payers can continually reevaluate their strategies and tactics.
Digital experiences—including digital marketing, direct-to-consumer channels, digital onboarding, and data sharing—are already a reality for the MA consumer. Beneficiaries have voiced their preferences, and now the imperative is on stakeholders across the rest of the value chain to deliver the experiences consumers want.
