Coming Open Enrollment Period Has MA, Part D Plans Focused on Happy Members

By Lauren Flynn Kelly

As Medicare Advantage and Part D sponsors compete for enrollees during the 2019 Annual Election Period (AEP) that began on Oct. 15 and ends on Dec. 7, a major focus this year is the newly reinstated Open Enrollment Period (OEP) during which beneficiaries have a chance to switch plans. While this means possible membership losses for some plans, a prohibition on targeted marketing during the OEP has insurers doing everything they can to ensure smooth member interactions for maximum retention and acquisition of new enrollees, marketing experts tell AIS Health.

The OEP returns on Jan. 1, but unlike the previous OEP, sponsors cannot actively or knowingly market their products to potential switchers. They may, however, conduct marketing activities that focus on other enrollment opportunities such as marketing to age-ins who have yet to make an enrollment decision or dual-eligible and low-income status beneficiaries who may make changes once per calendar quarter during the first nine months of the year.

Renee Mezzanotte at DMW Direct says she has been working with clients since July to help them prepare for the OEP with a focus on two key areas: retention and "careful, thoughtful" acquisition. And most clients are taking an "equal two-prong approach" in terms of budgeting to both reinforce retention and to boost acquisition, with strategies in each category varying, she says.

DMW has identified four types of customers who are likely to take advantage of the newly reinstated OEP. These are: (1) those who didn't realize their plan had changed until they used it; (2) those who switched during the AEP but didn't fully understand the benefits of their new plan and were surprised when they went to use it; (3) customers whose situation changed and whose plan is no longer a good fit; and (4) consumers who wanted a change during the AEP and procrastinated.

To retain current and new members, DMW advises that plans:

• Send membership cards out as early as possible.
• Provide an easy-to-understand ("no jargon") guide to key benefits, particularly the new benefits.
• Train their member services team well.
• Call new members to make them feel welcome.
• Customize their message for new members. 

From RADAR on Medicare Advantage