by Nicole
Bond
Mail volume increased substantially from
November 2019 to November 2020 and insurers continued to promote low costs,
expansive health networks, and comprehensive coverage ― with some offering
tempting incentives along the way.
Medicare mail volume increased 43% Y/Y due to significant volume
bumps from four of the top 10 mailers, United Healthcare (57%), Humana (109%),
Cigna (51%), and Anthem (54%).
Mintel Comperemedia; Includes Medicare
Advantage, PDP, Supplement, dual-eligible, and general Medicare offers. | Credit: Comperemedia
Direct
Top mailers United Healthcare and Humana positioned themselves as
“no-brainer” selections.
UHC leveraged its reputation to promise simplified Medicare
coverage in its campaign.
Credit: Comperemedia
Direct
Credit: Comperemedia
Direct
Humana used its communication to pit its Advantage plan against
Original Medicare.
Credit: Comperemedia
Direct
Cigna and Aetna both touted $0 monthly plan premiums as key
advantages of their respective coverages.
Cigna encouraged members to be at their best.
Credit: Comperemedia
Direct
Aetna, on the other hand, catered its Medicare coverage to
Veterans.
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Direct
Anthem and Kaiser Permanente continued to stick to the basics:
pricing, network, and comprehensive coverage.
Credit: Comperemedia
Direct
Credit: Comperemedia
Direct
Anthem introduced a $280 per year incentive toward health care
items at Walmart.
Credit: Comperemedia
Direct
Similar to previous years, insurers highlighted consistent value
propositions that provide the utmost value to Medicare shoppers. With the messaging
starting to blend, marketers will need to step it up and focus efforts on new
and existing customer communications. According to JD Power’s 2020 Medicare
Advantage Study, “Clear, helpful, proactive communication provided by Medicare
Advantage plans to members is a key driver of overall customer satisfaction and
consumer perception of trust.” That same study found that insurers are missing
the mark with communication, which was amplified due to the pandemic. “Consumers are 3.3 times more
likely to receive a helpful communication from their bank than from their
health plan, based on additional data from current J.D. Power financial
industry studies.”
Insurers will need to prioritize helping members fully understand
their plan details, especially as the effects of COVID-19 continue,
and in return, could secure long-term loyalty. Brands should be outlining plans
for regular check-ins with customers and strengthening strategies to keep
preventative care top-of-mind.
Comperemedia, a Mintel company, is an industry-leading competitive marketing
intelligence agency. To find out more about Comperemedia’s products and
services, please get in touch.
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