D-SNP Marketing Tip Sheet: Acquiring, Onboarding and Retaining Dual-Eligible Members in 2025
This blog and tip sheet were originally published in 2023 and updated in April 2025.
In February 2025, the Centers for Medicare and Medicaid Services (CMS) reported that more than half of the total Medicare population (34.5 million people) are enrolled in Medicare Advantage (MA) plans.
Medicare eligibles have an average of 34 plan options to choose from. The number of Special Needs Plans (SNPs) has more than doubled since 2018. Today, more than one in five MA enrollees have coverage through a SNP.
Additionally, 83% of SNP enrollees are in a dual-eligible plan. The rapid growth in the dually-eligible population represents a huge opportunity, but not all duals are created equal. While virtually all duals have low income and very modest savings, variations in age, ethnicity, physical health, mental health and intellectual disability can make targeting beneficiaries difficult.
To reach this important segment of the Medicare population, start with understanding them:
- Look inside — If you have Medicaid customers, look at your own membership for demographics, preferred engagement channels and success stories. They can provide valuable insight for targeting and opportunities for conversion to a Dual Eligible Special Needs Plan (D-SNP).
- Educate — Be clear about the reasons why a D-SNP plan is better than Medicare or Medicaid alone, and use plain language. Do not assume prospects have awareness, comprehension or value for this type of plan.
- Customize your outreach — Do not assume that versioning your New-to-Medicare (NTM) or Annual Election Period (AEP) tactics is enough. Traditional MA marketing channels may not be as effective in reaching these audiences.
- Meet your prospects where they are — Engage with community-based organizations and state agencies to support boots-on-the-ground efforts.
Make the Most of Key Relationship‑Building Touchpoints
Your marketing and communication programs must be aligned and support additional outreach, such as care coordination and quality performance metrics. Consider a comprehensive approach to optimize touchpoints across the prospect-to-member life cycle.
- Acquisition — Modify your existing MA acquisition efforts to fit this audience.
- Onboarding/Engagement — Prioritize proactive and continuous outreach.
- Retention — Ongoing outreach is key to ensuring retention of dual members.
Bring Awareness into Current Marketing and Relationships
Many Medicare beneficiaries are unaware of D-SNP plans, the criteria for eligibility or what might be available in their area. Tap into and strengthen existing materials and channels to reach your D-SNP audience.
For more insights, you can view our D-SNP marketing tip sheet below or download a printable, 2-page PDF here.
Media Logic has the experience, talent and full-service capabilities to help you meet and exceed all your Medicare goals, including an effective D-SNP marketing strategy. If you are looking for ways to optimize your strategy, contact Jim McDonald, head of strategic growth, at 518-940-4882.
