Health Plans, Strategy

Dissecting AEP: Insights from MERGE's Medicare AEP 2025 Webinar

BY: Chris Courtney Associate Director of Content

PUBLISHED: 3/22/2024

Establishing your go-to-market strategy for Annual Enrollment Period (AEP) can be a tricky endeavor where a one-size-fits-all approach simply doesn't cut it. This was the overarching theme of MERGE’s recent webinar, where a panel of Medicare Advantage marketing experts shared their insights on effective strategies for AEP. 

The panel discussion was bolstered by the latest research and analysis, dissecting the elements that spelled success or highlighted areas of opportunity stemming from the previous AEP. 

While the conversation tackled a wide range of topics - from budget optimization and the strategic alignment of media channels, to capitalizing on brand strength and comprehending the conversion journey – the objective was clear: to equip healthcare organizations with the knowledge and tools necessary for a successful AEP in 2025. 

Our panelists include:

- Scott Hoffman, AVP of Research and Insights, Competiscan
- Morgan Olsen, Analytics Manager, Unite Us
- Cindy Thompson, SVP, Group Media Leader, MERGE
- Michelle Boudreau, SVP, Group Client Service Leader, MERGE
- Jason Budelmann, VP, Analytics Leader, MERGE
- Jim Porter, EVP, Client Service, MERGE (moderator)

Key topics featured during the panel discussion include:

- As we reach the tail end of the baby boom generation, an increasing number of consumers are more digitally forward. What is the impact of this shifting cohort, and what channels are new and/or emerging as a result?
- Nationals continue to increase their investment and focus on special needs products. Are there differences in strategies between a special needs target and a non-special needs target?
- Why is it often hard to keep commercial members when they transition into
Medicare? And are they doing anything to combat this?
- Understanding target audience and segments that are most likely to convert is crucial in maximizing marketing spend. What are some key identifiers and how can organizations better understand key target audience segments?

Watch the video to access every second of insight from our expert panel discussion.