With the recent growth of D-SNP plans, many health insurance companies have been expanding their outreach and education efforts around these innovative Medicare Advantage solutions. People aging into Medicare who will be dually eligible for Medicare and Medicaid represent a prime opportunity given the valuable benefits and savings D-SNP plans can offer.
MVP Health Care and Media Logic worked to develop a targeted multitouch “New-to-Medicare” direct mail campaign aimed at providing guidance to both prospects and current members as they approached Medicare eligibility. Messaging was straightforward and concise, highlighting the fact that D-SNP plans can work alongside a Medicaid plan, allowing members to get all of their Medicaid benefits, plus their Medicare benefits, and more. The packages also reinforced the fact that MVP offers the only 5-star D-SNP plan in New York State. Calls to action were built around personal support, and an effort to connect with friendly MVP Medicare Advisors who were ready to offer assistance every step of the way.
Most pieces were versioned for both English and Spanish while others built in format tests and bilingual callouts. In addition to the direct mail cadence, take one brochures and displays were developed as a ‘leave behind’ for community-based organizations and doctor’s offices or for use as handouts at events. All pieces also pointed to D-SNP landing pages where people could make appointments to meet with an MVP Medicare Advisor and review the plans in even greater detail.
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In a competitive Medicare market, member retention has become a top priority. By using data to personalize outreach based on health needs, demographics and preferences, health plans can significantly increase engagement and loyalty. Download our tip sheet to keep best practices handy as we head into 2025 and the Medicare Advantage Open Enrollment Period.
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