Just Released: Poll Reveals What Medicare Consumers Were Thinking at Start of AEP
During this 2025 Medicare Annual Enrollment Period (AEP), beneficiaries face a complex landscape marked by marketing “noise,” election-year rhetoric and significant changes due to new Centers for Medicare and Medicaid Services (CMS) regulations and carrier responses. To get a beat on anticipated behavior and motivations for change ahead of October 15, Media Logic conducted a survey of 450 Medicare consumers aged 65-73.
The survey results reveal a complex landscape of factors that may drive shopping and interest in considering a plan change, including financial considerations, benefit structure, network changes and involuntary plan terminations. While 40% have already made their decision for 2025 coverage, the majority of those planning to shop intend to gather information early in the AEP season, indicating a high degree of consumer awareness. Interestingly, while Medicare beneficiaries are highly engaged with both election- and Medicare-related communications, the survey indicates that election results are not likely to have a substantial overall impact on their coverage decisions.
Key highlights include:
- Medicare consumers are tuned in, with the majority paying moderate to tremendous attention to both election-related (81%) and Medicare-related advertising and news (71%).
- The election has a minimal effect on intended Medicare shopping timelines, with only 13% citing the election as influencing the timing “a lot”.
- While overall costs and benefits remain key factors in considering a change in Medicare coverage, many beneficiaries cite changes out of their control. Notably, nearly one in four are facing plan termination, a significantly higher percentage than in years past.
- Medicare consumers are gathering information early, with the majority either having already completed or having planned to do so by the end of October.
- About 30% of respondents plan to make their final decision after the election.
Despite the high level of satisfaction (89%) noted in our recent Member Benefits and Retention survey, as we approach what could be a record year for disruption in the Medicare landscape, carriers and agents should be prepared for a surge in inquiries, with phone lines likely to be ringing from both current members and prospects seeking guidance.
For more detailed insights on how Medicare consumers are thinking and feeling and how it may impact Medicare consumer behavior, download the PDF below.
Stay tuned for another consumer survey on AEP following the election.
Throughout the year, and especially during AEP, keeping the preferences of Medicare-eligible consumers front of mind is key. Check out our surveys on the media habits of older adults, their attitude and outlook and how consumers view regional versus national health plans for more insights.
Any questions about these findings? Reach out to Media Logic today.
