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The run-up to the 2024 AEP painted a rather chaotic picture of the Medicare marketing landscape prior to October. You probably remember what some analysts said:

That’s a longer way of saying, “We’re in for a wild ride.”

The ride is over

Although the dust has barely settled on this year’s AEP, we had the opportunity to review some preliminary results with our clients. Our proven approach (plan, plan, pivot, and plan some more) proved effective again. We saw some great results from this year’s AEP, and it wasn’t by accident.

Knowing that this AEP “may be like no other” as DMW’s Renee Mezzanotte stated this July in her AEP checklist blog post, DMW left nothing to chance. We thoughtfully analyzed and orchestrated marketing cadence and media spend around the election. And we anticipated the potential for our clients’ members and prospects to have a negative response to recent policy changes, particularly around prescription drug coverage, from the Centers for Medicare & Medicaid Services (CMS) — and found ways to position the changes as a benefit to plan members.

Key takeaways from this year’s AEP

• Be prepared. Notice I didn’t say, “Read all the news so you know exactly what to expect.” Our 40+ years of experience has taught us that you can never know exactly what to expect, so be prepared for as many possibilities as possible. Thanks to our efforts, our client base hit (and even exceeded!) their sales goals this AEP — some even before Thanksgiving.
• Go after an opportunity when you see one. This year, we found our clients benefitted from the disruption of other plans leaving certain counties. When we saw this opportunity, we targeted the impacted prospects and educated them about the chance to join a new Medicare plan.
• Think omnichannel. A nimble, versatile strategy that spans channels is the most effective way to cut through a noisy marketplace. (For more on the importance of omnichannel marketing, see this informative blog post from DMW’s Jenn Smith).
• Don’t make a first impression. AEP wasn’t the first time our clients’ prospects were hearing from them. We encourage our clients to begin AEP outreach in September with a strong pre-heat campaign. Although you’re restricted in what you can say, you can still make a strong impression and start the conversion process.

So much for the rearview mirror. Let’s look ahead.

What’s ahead for 2025? We tapped into the Better Medicare Alliance and CMS for a little help:

One of the biggest Medicare policy changes takes effect in 2025, when Part D plans must place a $2,000-per-year cap on out-of-pocket spending for covered drugs. That change will have a ripple effect on Part D and Medicare Advantage plans’ other costs and coverage and may lead to more plan switching next year, beginning with the Open Enrollment Period (OEP).

One thing is certain: Early planning, and early market analysis, will be important to stay ahead in any Medicare marketplace. And, as mentioned previously, omnichannel marketing will play an increasingly important role in 2025 and beyond, as seniors have more and more ways to consume Medicare messaging.

Another sure thing: DMW will be here to help you navigate through next year and beyond

If there’s one thing you take away from this post, it should be this: It’s never too early to plan! And we’re ready to help you get a jump on next year’s AEP right now. Give us a call.