Enrolling in Medicare is a significant milestone for older adults, but the process often feels overwhelming due to the complexity of choices, cost considerations and changing regulations. Our latest survey sheds light on the unique needs, preferences and challenges faced by adults who are new to Medicare (NTM). Understanding these insights can help marketers refine their strategies to better engage this critical audience.
Key Insights on New-to-Medicare Marketing in 2024
Our second annual new-to-Medicare consumer survey included adults aged 64-68 who were either exploring or newly enrolled in Medicare. Here are the highlights:
- The need for education remains high
The majority (72%) of NTM respondents reported doing a moderate to significant amount of self-education. Despite this, the learning process remains daunting, and many feel overwhelmed or confused.
- Plan details trump brand recognition
While brand awareness is important, most NTM consumers prioritize plan details when selecting a Medicare plan. This suggests that clearly presenting benefits, coverage options and costs should take center stage in marketing materials.
- Top considerations for plan selection
The most important factors for choosing a Medicare plan include overall monthly premium costs, prescription drug coverage and participating provider network. Highlighting these aspects can significantly improve marketing effectiveness.
- Direct support is essential
Health plan representatives and insurance brokers play a crucial role in the NTM journey, from initial learning to final plan enrollment. Personalized interactions are key to building trust and driving conversions.
- The value of clear, digestible content
Given the complexity of Medicare, NTM enrollees value educational resources that are easy to understand. Marketers should leverage diverse content formats—like videos, infographics and webinars—to simplify the process.
Flip through the deck below to see the complete survey findings. You can also download a PDF version of the presentation.
Actionable Takeaways for Marketers
- Make education accessible: Develop content that meets various learning preferences, focusing on clarity and digestibility.
- Lead with plan benefits: Emphasize the specific details that matter most to new enrollees—cost, coverage and network.
- Prioritize personalized support: Encourage direct engagement through health plan representatives and brokers.
- Segment your messaging: Tailor communications to the different age segments within the NTM audience to reduce information overload.
As competition for new-to-Medicare enrollees intensifies, these insights provide a valuable guide for crafting sound marketing strategies that lead to better, more effective acquisition. For more information on new-to-Medicare marketing strategies, check out our downloadable recruitment tip sheet and our webinar on nurturing and converting NTM consumers. You can also view last year’s NTM survey here.
Any questions about our new-to-Medicare consumer survey or optimizing your NTM marketing? Reach out to Media Logic today.