Ready or not? Plans must change Medicare marketing or risk millions

Current approaches to Medicare marketing are obsolete, and two fundamental shifts make it so. Americans are retiring later, and close to half (48 percent) say they will delay Medicare enrollment beyond age 65—and this group is more digitally dependent than many insurers give them credit for. In fact, more than half (53 percent) will go online to shop for Medicare when they near eligibility.1 Health plans facing this one-two punch of changes must fundamentally rethink how they market to Medicare consumers, or they will miss a major opportunity to tap a market that is not only stable, but growing.