One trend that we pay close attention to is the continued growth in popularity of dual-eligible special needs plans (D-SNPs) for both for payers and dual eligible beneficiaries. As payers continue to be interested in managing the care of the growing dual-eligible population, we wanted to look at how these plans marketed their benefits to prospects over the past calendar year.
QR codes are making a comeback, appearing everywhere from restaurants to print ads and beyond. We've seen QR codes serving several different functions in Medicare direct mail marketing. We provide some examples and QR code best practices.
In reviewing direct mail and print marketing tactics used by insurers with this year’s biggest Medicare Advantage enrollment gains, we noticed a continuation of common themes from previous years and a few new highlights.
In reviewing direct mail, direct response TV and other marketing tactics used by insurers with this year’s biggest Medicare AEP enrollment gains, some common threads in strategy, design and messaging stood out.
In 2014, “$0 plan premiums” dominated many of Medicare direct mail packages. In 2015, however, insurers focused direct mail on other benefits of their plans, using $0 plan premiums as a secondary proof-point. How did this play out in the direct mail packages of United, Aetna, Cigna and Kaiser? With help from Competiscan, we reviewed some of the direct mail tactics used by each of these insurers.
With some help from Competiscan, we took a look at some of the direct mail packages utilized by the insurers with the top gains in this year's Medicare AEP. Together, they offer some insight into “what worked” when it came to attracting new members.