Mastering Medicare Marketing

Brand Insight

Every fall brings the annual enrollment period (AEP), when eligible Americans can change their health care coverage, including signing up or switching plans to join the estimated 33 million people with a Medicare Advantage plan.¹

Medicare-aged couple sitting together on couch with laptop computer.

Health insurance carriers and their marketing teams can find it challenging to break through the clutter and competition when trying to reach consumers. But it doesn’t have to be.

Keeping up with the latest trends and best practices is crucial and a way our experts help clients move the needle. Our team members joined fellow industry leaders and innovators at the 2024 RISE Medicare Marketing and Sales Summit in San Diego. For those who couldn’t attend – and those who might be formalizing their AEP marketing plans to boost their brand – we’re sharing our top three actionable takeaways from the event and tips for implementing them.

Build a Smarter, More Seamless Brand Experience
Omnichannel marketing has been around for a while. At the RISE Summit, speakers touted it for providing an integrated, consistent customer experience that meets customers where they are — particularly effective for reaching the 65-and-older demographic.

At ZLR Ignition, we challenge our clients to dig deeper and think more strategically about omnichannel marketing and its multiple layers to create a seamless brand experience. For example:

Touchpoints — Consider every point of contact your audience has with the brand and how it can impact their experience. What are the barriers or opportunities from a consumer perspective?
Research — Mine existing research that can provide insight into these touchpoints, such as open rates, click-throughs, responses, etc. For each audience demographic, which vehicles and messages perform best?
Media and Messaging — Revisit your tactics and the messages delivered with each based on what you’ve learned. How can you craft relevant messaging for each point in your audience’s marketing journey? How do customers consume information best with each platform (digital ads versus email, direct mail, etc.)? Continue to hone messaging to create the most significant impact.

Follow the Lead of Older Adults by Embracing Tech
It’s time to rethink how we view seniors and their use of technology. People are living longer and feeling younger, and they consider healthy living a top priority. They are also comfortable incorporating tech and social platforms in their daily lives — at every age.

45% of adults ages 60+ agree technology enables a healthy life.²

Conference presenters called attention to how people 65 and over are closing the age gap when it comes to technology, citing data from the Pew Research Center³:

45% use social media
49% watch YouTube
50% watch online videos
50% are on streaming technology
61% have a smartphone
82% use online banking

So, what does this mean for marketers of Medicare Advantage plans? We suggest choosing a mix of media that reaches older adults through the media they use most often. Reference the latest research to help determine where, when and how to promote your brand.

If you still have questions, enlist the support of a seasoned media expert to help plan, buy, place and measure your campaign messages for stronger results.

Be Deliberate During “Decision 2024”

This is a presidential election year, and projections indicate political ad spending will exceed $10 billion.⁴ As in previous campaign years, most of that spending will go to traditional media, specifically Spot TV. Insiders anticipate that traditional media will account for 71.9% of the political ad spending in 2024.⁵

The conference reminded us that those over 65 have the highest voter registration and turnout rates of any other age group. Although they will pay attention to the election, they will likely be distracted and experience media fatigue by the time it rolls around.

Our experts recommend a two-pronged approach to delivering your message when limited media inventory coincides with the Medicare Advantage AEP. Create both pre-heat and post-heat election media strategies, allowing you to adapt to the environment while reaching target audiences where they spend their time. Remaining flexible is crucial. Be prepared to pivot along the way.

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