Timing, Channel Optimization Are Keys to 2021 AEP Marketing

A presidential election is a known disruptor to Medicare marketing campaigns, which for the 2021 Annual Election Period (AEP) began on Oct. 1, and insurers and their broker partners this election cycle face the dual challenge of also marketing during a pandemic. As a result, marketing experts advise carefully timing the various components (e.g., digital, mail, radio/television ads) of your campaign between now and the Dec. 7 end of the AEP to get the biggest bang for your buck.

“An election year doesn’t need to be scary,” says Renee Mezzanotte, executive vice president of client engagement with Chesterbrook, Pa.-based DMW Direct. “During past election years, we have found consumers are distracted and less likely to engage with some media channels in the days leading up to the election. Because of this, we collaborate closely with our clients to plan acquisition as well as member communication differently to ensure a successful AEP.”

© 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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