ICYMI: 2024 Consumer In Sight Surveys for Healthcare Marketers
In 2024, Media Logic’s Consumer In Sight (CIS) research team conducted nine surveys exploring the evolving behaviors, attitudes and preferences of healthcare consumers. From media consumption trends to Medicare enrollment experiences, these surveys offer actionable insights to guide healthcare marketers in a competitive and ever-changing landscape.
CIS is an investigative research series conducted by Media Logic, with the aim of gaining new insights into consumer preferences and behaviors in healthcare. 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.
Here’s a look back at some of what we learned this year. Click through to each survey to get the full findings and marketing takeaways.
1. Media That Engages Older Adults: A Preference Survey
Older adults are a critical audience for healthcare marketers, and understanding their media habits is key to crafting effective campaigns. Our annual media preferences survey revealed valuable insights, including which channels older consumers trust most and how they prefer to engage with healthcare messaging.
2. New to Medicare: 2024 Survey
Engaging new Medicare enrollees requires a deep understanding of their challenges and decision-making processes. Our New-to-Medicare Consumer Survey explored how first-time enrollees navigate their choices, what resources they rely on and what information they find most helpful when selecting a plan.
3. Medicare Member Retention: Maximize Lifetime Value by Keeping Members Engaged
Retention remains a top priority for Medicare marketers, and our Medicare Member Retention Survey focused on strategies to strengthen loyalty and engagement. The survey highlighted the importance of proactive communication, personalized outreach and year-round member engagement.
4. Member Benefits and Retention Survey
What drives satisfaction among Medicare members? Our Medicare Benefits Consumer Survey examined how members interact with their benefits, what services they value most and how well their plans meet their expectations. The survey also highlighted areas where communication gaps could lead to dissatisfaction or disengagement.
5. Older Adult Outlook: 2024 Survey
The 2024 Outlook of Older Adults survey delved into the broader perspectives of older consumers, covering topics such as health, politics and quality of life. It also examined how these factors influence their interactions with healthcare services and marketing messages.
6. Health Plans Brand: National Versus Local – What Matters to Consumers?
This survey compared how consumers perceive regional versus national insurance providers. It uncovered the advantages local insurers have in building community connections and personalized service, as well as the challenges they face in competing with larger, national brands.
7. Medicare Consumer Snapshot: 2025 AEP Early Outlook
The Medicare AEP Early Outlook survey provided a glimpse into consumer expectations and concerns leading up to the 2025 AEP. It revealed emerging trends in shopping behavior and a growing desire for more personalized communication from insurers.
Looking Ahead
These Consumer In Sight surveys from 2024 highlight healthcare consumers’ evolving needs and the need for marketers to understand and anticipate those shifts. Whether it’s adapting to media trends, refining Medicare strategies or addressing older adults’ preferences, these learnings provide a roadmap for success in 2025 and beyond.
Stay tuned for more research and insights from the Media Logic team! Access all our healthcare CIS reports here.
Questions? Reach out to Media Logic today.
