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Medicare AEP
Shopping Experience
2024 Survey
Executive Summary
After more than a decade of consistent growth of Medicare Advantage, big jumps may be a thing of the past. 2023 was the
first in nearly 15 years to see a reduction in the number of plans (now at 3,959 across the nation).1 At the same time,
consumers’ satisfaction and inertia with their current plans are high. Therefore, understanding their experiences and
preferences during the Medicare Annual Enrollment Period (AEP) is paramount.
Media Logic conducted its second consecutive survey, targeting 451 individuals enrolled in Medicare, aged 65 to 73, to delve
into the 2024 AEP to gain perspective and provide marketing professionals with actionable insights.
1. https://www.kff.org/medicare/issue-brief/medicare-advantage-2024-spotlight-first-look/
2
Medicare AEP Shopping Experience Survey 2024
With 31 million lives insured through Medicare Advantage1 and growing
competition for switching opportunities, it is critical to find the best ways
to engage shoppers during the Annual Enrollment Period (AEP).
1. Increased Plan Loyalty/Inertia: Compared to last year, more
people reported renewing their plans without looking at other
options.
2. Top Marketing Channels: TV ads and mail were the most
memorable and influential marketing channels, with over 80%
recall. Email and online ads also had a notable impact.
3. Messages that Motivated: Consumers were most motivated to
action by TV ads with a low-pressure approach and those
featuring information on eyecare, dental and vision benefits,
freedom to choose doctors and plan savings.
4. Consumer Shopping Journey: The Medicare shopping journey
for consumers typically started online, with the health plan's
website being the most helpful source early on.
5. Preference for Agents and Brokers: Consumers preferred
engaging with insurance agents and brokers over other sources
and found them the most helpful when making their final
decision.
6. Information Delivery Preference: 53% of consumers preferred
reviewing written communication to understand their health plan
options.
7. Perceived Volume of Mail: 39% of consumers found the volume
of health plan mail to be excessive.
8. Usefulness of Mail: Despite the negativity on volume, 39% of
consumers considered Medicare AEP mail useful/helpful.
Executive Summary
Key Findings:.
3
Medicare AEP Shopping Experience Survey 2024
Findings
4
Medicare AEP Shopping Experience Survey
49% of those
surveyed chose not to
participate in the
AEP and just
continued with their
current plan.
0%
1%
2%
14%
33%
49%
I was not aware of the Medicare AEP
I paid attention to the AEP and wanted to change,
but didn’t do it in time
Other
I engaged in the AEP and
changed my health plan choice
I engaged in the AEP but chose to remain
with my current health plan choice
I was aware of the AEP, but chose not to participate and just let my
current health plan choice continue
5
Q. When it comes to the Medicare AEP (Annual Election or
Enrollment Period), what best describes your recent
experience in fall 2023?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
AEP experience by
cohort:
The highest percentage (38%) of
consumers who rolled over their
plans were in the 71-73 yrs.
segment – 56% of this segment.
Of those who shopped but
stayed with their plan, the highest
percentage was in the 65-67 yrs.
segment.
Amongst those who shopped and
changed their plan, the highest
percentage was in the 68-70 yrs.
segment.
31%
38%
50%
28%
32%
34%
33%
41%
38%
28%
17%
31%
I was aware of the AEP, but chose not to participate and just let my current
health plan choices continue
I engaged in the AEP and stayed with my current plan
I wanted to change my plan but didn't do it in time
I engaged in the AEP and
changed my health plan choice
65-67 yrs. 68-70 yrs. 71-73 yrs.
6
Q. When it comes to the Medicare AEP (Annual Election or
Enrollment Period), what best describes your recent
experience in fall 2023?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
85% were somewhat
or very happy with
their existing
plan. While only 4% of
respondents expressed
any degree
of unhappiness.
7
48% Very happy
37%
Somewhat happy
3% Somewhat unhappy
11% Neutral
1% Very unhappy
Q. If you think about your health plan for 2023, how happy
were you with your plan?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
At the start of the AEP,
only 27% were
somewhat or very
interested in getting a
new health plan.
8
32%
Not interested at all
15%
Somewhat uninterested
27%
Neutral
20%
Somewhat interested
7%
Very interested
Q. And, if you think back to October or November of 2023,
how interested were you in getting a new health plan?
Please select one.
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Switching interest by
cohort:
The highest percentage (40%) of
consumers who were interested
in getting a new health plan at
the start of the AEP was in the 65-
67 yrs. segment.
28%
35%
40%
33%
41%
26%
39%
24%
34%
Uninterested
Neutral
Interested
65-67 yrs. 68-70 yrs. 71-73 yrs.
9
Q. If you think back to October or November of 2023, how
interested were you in getting a new health plan? Please
select one.
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Among those who did
not participate in the
AEP, the main reason
was satisfaction with
their current plan.
But it’s worth noting
that roughly one in
seven stayed put due to
either finding
AEP overwhelming or
feeling it was just easier
to stay put.
10
79%
7% 7%
2% 2% 2% 1%
I’m happy with my
current health plan
I find the process of
annual enrollment
overwhelming
It’s just easier not to
change health plans
Other Someone I trust told
me I didn’t need to
I find the process of
annual enrollment a
waste of time
I don’t really know
how to make health
plan choices
Q. You mentioned that you were aware of the Medicare
AEP but didn’t participate. Which of the following was
the primary reason you didn’t participate?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
7%Stressed
10%Confused
16%Weary
15%Empowered
25%
Relieved
27%Optimistic
67% of consumers
expressed more
positive than negative
emotions toward their
AEP experience.
11
Q. Which of the following emotions best represent how
you feel about the Medicare AEP experience?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Consumers who
were interested in
exploring alternative
Medicare plans were
increasingly triggered
by their ANOC letter.
12
Q. You mentioned that you were previously interested in
getting a new plan. Which of the following best
describes the timing of this interest?
Medicare AEP Shopping Experience Survey 2024
14%
16%
18%
22%
30%
I don’t recall
I had decvided during the year, before the enrollment period, that
I wanted to change
I became interested in changing around the time enrollment
period began, but before I received a lot of information
I became interested in changing once I received information about
all of my options
I became interested in exploring alternate options when I received
information on changes to my coverage from my current health
insurer
Medicare
AEP Shopping
Experience
2024 Survey
The most memorable
types of AEP marketing
communications for
consumers were TV ads
and mail, followed by
email and online ads.
13
84%
78%
61%
43%
24%
20%
11% 11%
8%
Television ad Mail Email Online ad Social media ad
(e.g., Facebook)
Radio ad Newspaper ad Ad in doctor's
office
Outdoor ad
(e.g., billboard
or mass transit)
Q. Which of the following advertising communications do
you recall?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
The media that were
most memorable were
also the most
influential, with TV,
mail, email and online
ads topping the list.
14
0%
1%
1%
2%
3%
4%
6%
13%
27%
41%
Newspaper ad
Outdoor ad
(e.g., billboard or mass transit)
Radio ad
Social media ad (e.g., Facebook)
Other
Ad in doctor's office
Online ad
Email
Mail
Television ad
Q. Of those advertising communications that you recall,
which type made you most want to find out more?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Consumers said
that they are
most motivated to
action by TV ads with
a low-pressure
approach followed by
those featuring
testimonials from real
people. Tugging at
heartstrings and using
celebrities were deemed
least motivating.
15
Q. Medicare TV commercials including which of the
following made or might make you more interested in
learning about a plan?
Medicare AEP Shopping Experience Survey 2024
2%
3%
13%
14%
18%
32%
50%
Celebrities
Sentimental moments that
tug at your heart
Pleasant images of people
living their lives
Humor
People who are frustrated by or
confused with their current plan
Testimonials from real people on the plan
A low-pressure approach to selling the plan
Medicare
AEP Shopping
Experience
2024 Survey
When consumers
acted on a Medicare
ad, they generally
responded by phone
or visited the health
plan's website.
16
0%
3%
4%
25%
26%
54%
Scan QR code
Return business reply postcard
Send email
Visit company website
Call phone number
None of the above
Q. Which of the following ways to respond to a Medicare
ad did you use?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
17
Q. Which of the following ways to respond to a Medicare
ad did you use?
Medicare AEP Shopping Experience Survey 2024
Across age segments, a
phone number or URL as
CTA in ads elicited more
responses than the others
stated. It’s worth noting
that while shoppers who
used a BRC were nearly
twice as likely to be in the
71-73 segment, this
oldest segment was still
over 4X more likely to
visit the company website
(21%) than to use a BRC
(5%).
Medicare
AEP Shopping
Experience
2024 Survey
34%
28%
2%
2%
1%
25%
27%
2%
5%
0%
20%
21%
5%
3%
1%
Call a phone number
Visit company website
Return business reply card
Send email
Use a QR code
65-67 yrs. 68-70 ys. 71-73 yrs.
Information about
supplemental benefits
and provider network
were the most
motivating messages
― followed closely by
cost savings.
18
7%
12%
14%
24%
26%
31%
34%
Programs for Chronic Conditions (e.g., diabetes, heart and etc.)
Important deadlines for enrollment
Making it easy to connect with a representative on my terms
Extra benefits like transportation, flex cards to help pay for services,
grocery assistance, fitness, and etc.
How I can save money on Medicare
Freedom to choose my doctor
Eyecare, dental and vision benefits
Q. What information in Medicare television ads motivates
you to act?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Consumers across
each age segment
were similarly
motivated by various
types of information
in TV ads.
19
Q. What information in Medicare television ads motivates
you to act?
Medicare AEP Shopping Experience Survey 2024
34%
33%
29%
27%
17%
13%
9%
29%
32%
21%
26%
12%
14%
8%
38%
29%
24%
25%
13%
9%
5%
Eyecare, dental, and vision benefits
Freedom to choose my doctor
Extra benefits like transportation, flex cards to help pay for services,
grocery assistance, fitness, etc.)
How I can save money on Medicare
Making it easy to connect with a representative on my terms
Important deadlines for enrollment
Programs for chronic conditions (e.g., diabetes, heart, etc.)
65-67 yrs. 68-70 yrs. 71-73 yrs.
Medicare
AEP Shopping
Experience
2024 Survey
Once consumers
decided to shop for
a new plan, they
most frequently
started their
journey with a visit
to the advertiser's
website.
Subsequent actions
were taken in the
diagrammed order
of preference.
20
Q. After you became interested in shopping for a new plan,
what was the order of the actions you took?
Medicare
AEP Shopping
Experience
2024 Survey
Visit the Medicare company website
Search the internet for the best plan
Call Medicare companies directly
Ask friends/family
Request more information on plans through the mail
Speak with my insurance agent or broker
1
2
3
4
5
6
Medicare AEP Shopping Experience Survey 2024
Of all the steps
shoppers took to
enrollment, speaking
with insurance
agents/brokers was
deemed the most
helpful to making
their final decision.
The plan’s website and
mail were less
important at the final
stage in their journey.
21
59%
27%
14%
Insurance agent/broker Health plan's website Mail from health plan
Q. Considering all the different sources of information you
engaged with, which one provided the greatest help in
making your decision?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
2%
3%
6%
7%
13%
15%
16%
19%
19%
I didn’t know that I could contact a health insurance company directly
Other
I feel like it’ll take too much time
I don’t trust working with someone I don’t know
I don’t believe the insurance companies have my best interest in mind
I’m concerned I won’t receive impartial information
I can find all of the information I need on the internet
I worry about receiving too many follow-up calls
I prefer to work with an agent/broker one-on-one
There were multiple
reasons chosen for
why consumers
avoid contacting a
health plan directly —
including preferred
engagement with their
agent/broker, concern
about too many follow
up calls, preference to
self-serve online and
even issues of trust.​
22
Q. What might keep you from contacting a health
insurance company directly to learn about your options
during the Medicare AEP? Please select any that apply.
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
3%
4%
40%
53%
Talking with a person on a video call
A video
Talking with a person on the phone
Written information
(like in a letter, brochure or email)
Consumers preferred
to learn about plans
via written
information or by
speaking with
someone over the
phone.
23
Q. Which is the best format for companies to tell you about
your options?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
19%
I reviewed them immediately
and kept for reference
37%I reviewed them immediately
and discarded
11%
I saved them for review when ready to
make a decision
31%
I discarded them without
reviewing
2%Other
After receiving AEP-
related direct mail,
56% of consumers
reviewed it right away,
and 30% kept it for
future reference.
Only 31% discarded it
without reviewing.
24
Q. When it came to the mail pieces you received from
insurance companies during the Medicare AEP, which
best describes what you did with it?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Among consumers
who paid attention to
mail, the sender
mattered. Consumers
were more likely to look
at mail from their
existing health plan
than from anyone else,
even if the mail from
elsewhere featured a
great offer.
25
43%
23%
20%
9%
6%
Mail from my current health
plan
All mail Mail from Medicare
companies I recognize
Mail with a great offer that
sparks my interest
Other
Q. Which of the following best describes the pieces of mail
you were most likely to look at?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
Consistent with their
response to TV ad
content, consumers
said that the most
helpful information in
mail pertained to
supplemental
benefits, doctor
networks and cost
savings.
26
Q. What kind of information in your Medicare mail do you
find most helpful?
Medicare AEP Shopping Experience Survey 2024
16%
16%
21%
35%
39%
42%
49%
Programs for Chronic Conditions
(e.g., diabetes, heart and etc.)
Important deadlines for enrollment
Making it easy to connect with
a representative on my terms
Extra benefits like transportation, flex cards to help pay for services, grocery
assistance, fitness and etc.
How I can save money on Medicare
Freedom to choose my doctor
Eyecare, dental and vision benefits
Medicare
AEP Shopping
Experience
2024 Survey
Taking a closer look at
age segments, while all
groups prioritized
helpful information
similarly, the oldest
segment showed more
interested in
supplemental benefits
than the younger
groups.
27
Q. What kind of information in your Medicare mail do you
find most helpful?
Medicare AEP Shopping Experience Survey 2024
45%
40%
39%
38%
22%
20%
11%
46%
46%
33%
45%
16%
23%
17%
56%
39%
32%
32%
12%
19%
18%
Eyecare, dental and vision benefits
Freedom to choose my doctor
Extra benefits like transportation, flex cards to help pay for services,
grocery assistance, fitness, etc.)
How I can save money on Medicare
Important deadlines for enrollment
Making it easy to connect with a representative on my terms
Programs for chronic conditions (e.g., diabetes, heart, etc.)
65-67 yrs. 68-70 yrs. 71-73 yrs.
Medicare
AEP Shopping
Experience
2024 Survey
19%
Very negative
20%
Somewhat negative
38%Neutral
16%
Somewhat positive
7%Very positive
28
Q. When it comes to Medicare AEP mail, how do you feel
about the amount of mail you received?
Medicare AEP Shopping Experience Survey 2024
Medicare
AEP Shopping
Experience
2024 Survey
The majority of
consumers felt either
neutral or positive
about the volume of
mail they received.
However, it is worth
noting that 39% felt
negative — which may
have implications for
the number of drops
used by marketers.
Consumer In Sight (CIS) is an investigative research series conducted by Media Logic,
with the aim of gaining new insights into consumer preferences and behaviors in the
healthcare and financial services industries. Using an industry-leading software
platform, we survey geo-targeted and national panels to track the changing marketing
landscape and support clients in connecting with consumers through creative
executions and multichannel media.
29
Medicare AEP Shopping Experience Survey 2024
Media Logic is a national leader in healthcare marketing — providing strategic, breakthrough solutions that
drive business. Media Logic offers deep experience in branding and lead generation and is an expert in
turning research and segmentation data into actionable plans. Leveraging more than two decades of health
plan marketing knowledge, Media Logic understands the nuances of Medicare, group and individual
exchange prospects. From traditional ad campaigns to retention efforts and content marketing, everything
Media Logic does is focused on generating results for clients…giving them an edge in a competitive,
constantly changing environment.
Learn more about Media Logic at medialogic.com, and subscribe to our healthcare marketing newsletter at
medialogic.com/newsletter
30
About Media Logic
If you have any questions, please contact:
Jim McDonald
Head of Strategic Growth
518.940.4882
jmcdonald@medialogic.com
Medicare AEP Shopping Experience Survey 2024
The information contained in this presentation is copyrighted and may not be distributed, modified, or reproduced in whole or in part without the prior written
permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior written consent of Media Logic.
The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders.
Proprietary and Confidential, © 2024 Media Logic. All Rights Reserved.
4 Tower Place, Suite 602, Albany, NY 12203 t 518.456.3015 f 518.456.4279 www.medialogic.com
Contact Information:
Jim McDonald
Head of Strategic Growth
ph: 518.940.4882
e: jmcdonald@medialogic.com

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2024 Medicare AEP Shopping Experience: Consumer Insight Survey

  • 2. Executive Summary After more than a decade of consistent growth of Medicare Advantage, big jumps may be a thing of the past. 2023 was the first in nearly 15 years to see a reduction in the number of plans (now at 3,959 across the nation).1 At the same time, consumers’ satisfaction and inertia with their current plans are high. Therefore, understanding their experiences and preferences during the Medicare Annual Enrollment Period (AEP) is paramount. Media Logic conducted its second consecutive survey, targeting 451 individuals enrolled in Medicare, aged 65 to 73, to delve into the 2024 AEP to gain perspective and provide marketing professionals with actionable insights. 1. https://www.kff.org/medicare/issue-brief/medicare-advantage-2024-spotlight-first-look/ 2 Medicare AEP Shopping Experience Survey 2024 With 31 million lives insured through Medicare Advantage1 and growing competition for switching opportunities, it is critical to find the best ways to engage shoppers during the Annual Enrollment Period (AEP).
  • 3. 1. Increased Plan Loyalty/Inertia: Compared to last year, more people reported renewing their plans without looking at other options. 2. Top Marketing Channels: TV ads and mail were the most memorable and influential marketing channels, with over 80% recall. Email and online ads also had a notable impact. 3. Messages that Motivated: Consumers were most motivated to action by TV ads with a low-pressure approach and those featuring information on eyecare, dental and vision benefits, freedom to choose doctors and plan savings. 4. Consumer Shopping Journey: The Medicare shopping journey for consumers typically started online, with the health plan's website being the most helpful source early on. 5. Preference for Agents and Brokers: Consumers preferred engaging with insurance agents and brokers over other sources and found them the most helpful when making their final decision. 6. Information Delivery Preference: 53% of consumers preferred reviewing written communication to understand their health plan options. 7. Perceived Volume of Mail: 39% of consumers found the volume of health plan mail to be excessive. 8. Usefulness of Mail: Despite the negativity on volume, 39% of consumers considered Medicare AEP mail useful/helpful. Executive Summary Key Findings:. 3 Medicare AEP Shopping Experience Survey 2024
  • 5. 49% of those surveyed chose not to participate in the AEP and just continued with their current plan. 0% 1% 2% 14% 33% 49% I was not aware of the Medicare AEP I paid attention to the AEP and wanted to change, but didn’t do it in time Other I engaged in the AEP and changed my health plan choice I engaged in the AEP but chose to remain with my current health plan choice I was aware of the AEP, but chose not to participate and just let my current health plan choice continue 5 Q. When it comes to the Medicare AEP (Annual Election or Enrollment Period), what best describes your recent experience in fall 2023? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 6. AEP experience by cohort: The highest percentage (38%) of consumers who rolled over their plans were in the 71-73 yrs. segment – 56% of this segment. Of those who shopped but stayed with their plan, the highest percentage was in the 65-67 yrs. segment. Amongst those who shopped and changed their plan, the highest percentage was in the 68-70 yrs. segment. 31% 38% 50% 28% 32% 34% 33% 41% 38% 28% 17% 31% I was aware of the AEP, but chose not to participate and just let my current health plan choices continue I engaged in the AEP and stayed with my current plan I wanted to change my plan but didn't do it in time I engaged in the AEP and changed my health plan choice 65-67 yrs. 68-70 yrs. 71-73 yrs. 6 Q. When it comes to the Medicare AEP (Annual Election or Enrollment Period), what best describes your recent experience in fall 2023? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 7. 85% were somewhat or very happy with their existing plan. While only 4% of respondents expressed any degree of unhappiness. 7 48% Very happy 37% Somewhat happy 3% Somewhat unhappy 11% Neutral 1% Very unhappy Q. If you think about your health plan for 2023, how happy were you with your plan? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 8. At the start of the AEP, only 27% were somewhat or very interested in getting a new health plan. 8 32% Not interested at all 15% Somewhat uninterested 27% Neutral 20% Somewhat interested 7% Very interested Q. And, if you think back to October or November of 2023, how interested were you in getting a new health plan? Please select one. Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 9. Switching interest by cohort: The highest percentage (40%) of consumers who were interested in getting a new health plan at the start of the AEP was in the 65- 67 yrs. segment. 28% 35% 40% 33% 41% 26% 39% 24% 34% Uninterested Neutral Interested 65-67 yrs. 68-70 yrs. 71-73 yrs. 9 Q. If you think back to October or November of 2023, how interested were you in getting a new health plan? Please select one. Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 10. Among those who did not participate in the AEP, the main reason was satisfaction with their current plan. But it’s worth noting that roughly one in seven stayed put due to either finding AEP overwhelming or feeling it was just easier to stay put. 10 79% 7% 7% 2% 2% 2% 1% I’m happy with my current health plan I find the process of annual enrollment overwhelming It’s just easier not to change health plans Other Someone I trust told me I didn’t need to I find the process of annual enrollment a waste of time I don’t really know how to make health plan choices Q. You mentioned that you were aware of the Medicare AEP but didn’t participate. Which of the following was the primary reason you didn’t participate? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 11. 7%Stressed 10%Confused 16%Weary 15%Empowered 25% Relieved 27%Optimistic 67% of consumers expressed more positive than negative emotions toward their AEP experience. 11 Q. Which of the following emotions best represent how you feel about the Medicare AEP experience? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 12. Consumers who were interested in exploring alternative Medicare plans were increasingly triggered by their ANOC letter. 12 Q. You mentioned that you were previously interested in getting a new plan. Which of the following best describes the timing of this interest? Medicare AEP Shopping Experience Survey 2024 14% 16% 18% 22% 30% I don’t recall I had decvided during the year, before the enrollment period, that I wanted to change I became interested in changing around the time enrollment period began, but before I received a lot of information I became interested in changing once I received information about all of my options I became interested in exploring alternate options when I received information on changes to my coverage from my current health insurer Medicare AEP Shopping Experience 2024 Survey
  • 13. The most memorable types of AEP marketing communications for consumers were TV ads and mail, followed by email and online ads. 13 84% 78% 61% 43% 24% 20% 11% 11% 8% Television ad Mail Email Online ad Social media ad (e.g., Facebook) Radio ad Newspaper ad Ad in doctor's office Outdoor ad (e.g., billboard or mass transit) Q. Which of the following advertising communications do you recall? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 14. The media that were most memorable were also the most influential, with TV, mail, email and online ads topping the list. 14 0% 1% 1% 2% 3% 4% 6% 13% 27% 41% Newspaper ad Outdoor ad (e.g., billboard or mass transit) Radio ad Social media ad (e.g., Facebook) Other Ad in doctor's office Online ad Email Mail Television ad Q. Of those advertising communications that you recall, which type made you most want to find out more? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 15. Consumers said that they are most motivated to action by TV ads with a low-pressure approach followed by those featuring testimonials from real people. Tugging at heartstrings and using celebrities were deemed least motivating. 15 Q. Medicare TV commercials including which of the following made or might make you more interested in learning about a plan? Medicare AEP Shopping Experience Survey 2024 2% 3% 13% 14% 18% 32% 50% Celebrities Sentimental moments that tug at your heart Pleasant images of people living their lives Humor People who are frustrated by or confused with their current plan Testimonials from real people on the plan A low-pressure approach to selling the plan Medicare AEP Shopping Experience 2024 Survey
  • 16. When consumers acted on a Medicare ad, they generally responded by phone or visited the health plan's website. 16 0% 3% 4% 25% 26% 54% Scan QR code Return business reply postcard Send email Visit company website Call phone number None of the above Q. Which of the following ways to respond to a Medicare ad did you use? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 17. 17 Q. Which of the following ways to respond to a Medicare ad did you use? Medicare AEP Shopping Experience Survey 2024 Across age segments, a phone number or URL as CTA in ads elicited more responses than the others stated. It’s worth noting that while shoppers who used a BRC were nearly twice as likely to be in the 71-73 segment, this oldest segment was still over 4X more likely to visit the company website (21%) than to use a BRC (5%). Medicare AEP Shopping Experience 2024 Survey 34% 28% 2% 2% 1% 25% 27% 2% 5% 0% 20% 21% 5% 3% 1% Call a phone number Visit company website Return business reply card Send email Use a QR code 65-67 yrs. 68-70 ys. 71-73 yrs.
  • 18. Information about supplemental benefits and provider network were the most motivating messages ― followed closely by cost savings. 18 7% 12% 14% 24% 26% 31% 34% Programs for Chronic Conditions (e.g., diabetes, heart and etc.) Important deadlines for enrollment Making it easy to connect with a representative on my terms Extra benefits like transportation, flex cards to help pay for services, grocery assistance, fitness, and etc. How I can save money on Medicare Freedom to choose my doctor Eyecare, dental and vision benefits Q. What information in Medicare television ads motivates you to act? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 19. Consumers across each age segment were similarly motivated by various types of information in TV ads. 19 Q. What information in Medicare television ads motivates you to act? Medicare AEP Shopping Experience Survey 2024 34% 33% 29% 27% 17% 13% 9% 29% 32% 21% 26% 12% 14% 8% 38% 29% 24% 25% 13% 9% 5% Eyecare, dental, and vision benefits Freedom to choose my doctor Extra benefits like transportation, flex cards to help pay for services, grocery assistance, fitness, etc.) How I can save money on Medicare Making it easy to connect with a representative on my terms Important deadlines for enrollment Programs for chronic conditions (e.g., diabetes, heart, etc.) 65-67 yrs. 68-70 yrs. 71-73 yrs. Medicare AEP Shopping Experience 2024 Survey
  • 20. Once consumers decided to shop for a new plan, they most frequently started their journey with a visit to the advertiser's website. Subsequent actions were taken in the diagrammed order of preference. 20 Q. After you became interested in shopping for a new plan, what was the order of the actions you took? Medicare AEP Shopping Experience 2024 Survey Visit the Medicare company website Search the internet for the best plan Call Medicare companies directly Ask friends/family Request more information on plans through the mail Speak with my insurance agent or broker 1 2 3 4 5 6 Medicare AEP Shopping Experience Survey 2024
  • 21. Of all the steps shoppers took to enrollment, speaking with insurance agents/brokers was deemed the most helpful to making their final decision. The plan’s website and mail were less important at the final stage in their journey. 21 59% 27% 14% Insurance agent/broker Health plan's website Mail from health plan Q. Considering all the different sources of information you engaged with, which one provided the greatest help in making your decision? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 22. 2% 3% 6% 7% 13% 15% 16% 19% 19% I didn’t know that I could contact a health insurance company directly Other I feel like it’ll take too much time I don’t trust working with someone I don’t know I don’t believe the insurance companies have my best interest in mind I’m concerned I won’t receive impartial information I can find all of the information I need on the internet I worry about receiving too many follow-up calls I prefer to work with an agent/broker one-on-one There were multiple reasons chosen for why consumers avoid contacting a health plan directly — including preferred engagement with their agent/broker, concern about too many follow up calls, preference to self-serve online and even issues of trust.​ 22 Q. What might keep you from contacting a health insurance company directly to learn about your options during the Medicare AEP? Please select any that apply. Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 23. 3% 4% 40% 53% Talking with a person on a video call A video Talking with a person on the phone Written information (like in a letter, brochure or email) Consumers preferred to learn about plans via written information or by speaking with someone over the phone. 23 Q. Which is the best format for companies to tell you about your options? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 24. 19% I reviewed them immediately and kept for reference 37%I reviewed them immediately and discarded 11% I saved them for review when ready to make a decision 31% I discarded them without reviewing 2%Other After receiving AEP- related direct mail, 56% of consumers reviewed it right away, and 30% kept it for future reference. Only 31% discarded it without reviewing. 24 Q. When it came to the mail pieces you received from insurance companies during the Medicare AEP, which best describes what you did with it? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 25. Among consumers who paid attention to mail, the sender mattered. Consumers were more likely to look at mail from their existing health plan than from anyone else, even if the mail from elsewhere featured a great offer. 25 43% 23% 20% 9% 6% Mail from my current health plan All mail Mail from Medicare companies I recognize Mail with a great offer that sparks my interest Other Q. Which of the following best describes the pieces of mail you were most likely to look at? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey
  • 26. Consistent with their response to TV ad content, consumers said that the most helpful information in mail pertained to supplemental benefits, doctor networks and cost savings. 26 Q. What kind of information in your Medicare mail do you find most helpful? Medicare AEP Shopping Experience Survey 2024 16% 16% 21% 35% 39% 42% 49% Programs for Chronic Conditions (e.g., diabetes, heart and etc.) Important deadlines for enrollment Making it easy to connect with a representative on my terms Extra benefits like transportation, flex cards to help pay for services, grocery assistance, fitness and etc. How I can save money on Medicare Freedom to choose my doctor Eyecare, dental and vision benefits Medicare AEP Shopping Experience 2024 Survey
  • 27. Taking a closer look at age segments, while all groups prioritized helpful information similarly, the oldest segment showed more interested in supplemental benefits than the younger groups. 27 Q. What kind of information in your Medicare mail do you find most helpful? Medicare AEP Shopping Experience Survey 2024 45% 40% 39% 38% 22% 20% 11% 46% 46% 33% 45% 16% 23% 17% 56% 39% 32% 32% 12% 19% 18% Eyecare, dental and vision benefits Freedom to choose my doctor Extra benefits like transportation, flex cards to help pay for services, grocery assistance, fitness, etc.) How I can save money on Medicare Important deadlines for enrollment Making it easy to connect with a representative on my terms Programs for chronic conditions (e.g., diabetes, heart, etc.) 65-67 yrs. 68-70 yrs. 71-73 yrs. Medicare AEP Shopping Experience 2024 Survey
  • 28. 19% Very negative 20% Somewhat negative 38%Neutral 16% Somewhat positive 7%Very positive 28 Q. When it comes to Medicare AEP mail, how do you feel about the amount of mail you received? Medicare AEP Shopping Experience Survey 2024 Medicare AEP Shopping Experience 2024 Survey The majority of consumers felt either neutral or positive about the volume of mail they received. However, it is worth noting that 39% felt negative — which may have implications for the number of drops used by marketers.
  • 29. Consumer In Sight (CIS) is an investigative research series conducted by Media Logic, with the aim of gaining new insights into consumer preferences and behaviors in the healthcare and financial services industries. Using an industry-leading software platform, we survey geo-targeted and national panels to track the changing marketing landscape and support clients in connecting with consumers through creative executions and multichannel media. 29 Medicare AEP Shopping Experience Survey 2024
  • 30. Media Logic is a national leader in healthcare marketing — providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding and lead generation and is an expert in turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge, Media Logic understands the nuances of Medicare, group and individual exchange prospects. From traditional ad campaigns to retention efforts and content marketing, everything Media Logic does is focused on generating results for clients…giving them an edge in a competitive, constantly changing environment. Learn more about Media Logic at medialogic.com, and subscribe to our healthcare marketing newsletter at medialogic.com/newsletter 30 About Media Logic If you have any questions, please contact: Jim McDonald Head of Strategic Growth 518.940.4882 jmcdonald@medialogic.com Medicare AEP Shopping Experience Survey 2024
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