Taking your Medicare Products to Market
Medicare marketing in today’s rapidly changing world is no longer straight forward and simple. Healthcare companies need to provide a well-rounded marketing mix to help their prospects and existing members convert in this new healthcare Medicare space. Previously, we shared some key insights about today’s Medicare age-in persona. This week, we wanted to provide some additional expert advice to help you build your Medicare product go-to-market strategies.
Define your messaging based on the consumer journey
In our previous blog, we discussed that a key element to a modern age-in strategy is to start targeting your audience with educational messages during their 63rd year, rather than waiting until they are nearly 65. Educational topics should include:
- Defining Medicare by explaining the difference between Part A, B, C, and D
- Why supplemental insurance might be needed
- How and when to enroll in Medicare
- Your range of Medicare products
- How you serve members beyond your plans
This early-stage messaging will prime your prospective members well in advance of their own AEP, so that when they are finally eligible to make a purchasing decision, they will have confidence in your brand and your plan as their best choice.
- During AEP
Come AEP, you will have made it much easier for your marketing and sales teams to drive conversions, because you have already gained the interest of your audience. For this stage in the cusomter journey, you can narrow your messaging to the products for the plan year ahead:
- Keep your messages as simple as possible
- Clearly define your plans for the enrollment period
- Highlight your network size and accessibility
- Differentiate your products
- Highlight benefits
Don’t forget your messaging is two-way! Always include a call to action in your assets and encourage opt-ins to let each member tell you how they prefer to receive information. One individual may want to engage with a chatbot, one to text or email, while others prefer to live chat or pick up the phone. Your plan should be able to meet their needs when it comes to how they reach out to you.
How to reach your audience effectively
It is a common misconception that this generation is not online, however, according to Forbes, “Boomers and seniors spend more time online than they do watching TV. 82% of boomers who use the internet have at least one social media account, and they have an average of 4.6 social media accounts, with Facebook and LinkedIn as the leading platforms.”
To be effective in aging in today’s Medicare eligible audience, you will have to employ modern channels into your campaigning efforts. Offline channels like TV and direct mail still have their place, but today you must also add digital channels to ensure you are reaching your audience everywhere they hang out. A mix of tactics is critical, so make sure you consider an omnichannel approach:
- Direct mail
- Paid search
- Content marketing
- SEO (Search Engine Optimization)
- Social Media
- Call Centers
- Retail Centers
- Self-service tools
Also, the transition from offline to online and how the diverse platforms work together is a tactic that shouldn’t be overlooked. Focus on all channels holistically so your mobile app, to your call center to your website portal is consistent, fast, and easy to use. The experience that the customer has is as valuable as the products you offer.
At GuideWell Connect, we have found that effective messaging combined with an omnichannel go-to-market approach, if based on a true understanding of your target audience, will yield highly effective member acquisition results. With a deep understanding of health care, we use our in-house creative studio, our proprietary member acquisition technologies, and our breadth of data and analytical tools to optimize age-in campaigns for our health plan clients. Contact us to learn more about how we can help you create an effective age-in strategy for this and future annual enrollment periods.