Medicare Advantage Insurers Face Member Attrition Without Effective COVID-19 Messaging

As Medicare Advantage plans plot their retention and acquisition strategies heading into the Annual Election Period (AEP) this fall, they may want to consider how their response to the COVID-19 pandemic has been perceived — or whether their members are even aware of their MA plans’ efforts. New data suggests that most carriers have not effectively communicated their COVID-19 response to members.

According to the new COVID-19 and its Impact on Medicare Consumers study from Deft Research, only 24% of MA customers reported that they are aware of their plan’s COVID-19 response, which could include actions such as making online resources available or waiving virtual copayments. Moreover, just 11% of Medicare Supplement enrollees indicated that their carrier has done anything specific regarding the public health emergency.

© 2021 MMIT

Lauren Flynn Kelly Managing Editor, Radar on Medicare Advantage

Lauren has been covering health business issues, including drug benefits and specialty pharmacy, for more than a decade. She served as editor of Drug Benefit News (the predecessor to Radar on Drug Benefits) from 2004 to 2005 and again from 2011 to 2016, and now manages Radar on Medicare Advantage. Lauren graduated from Vassar College with a B.A. in English.

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