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Recently, NPR featured a detailed look at the real-world impact of Wellcare’s 2026 premium changes to their Medicare drug plans. On paper, the increases weren’t dramatic. However, because these plans historically featured a $0 premium, many members were suddenly forced to pay a monthly premium for the first time.

Wellcare’s statements indicate they deployed every outreach tool in their arsenal — phone, mail, text, and email. Yet, despite this comprehensive effort, many members were still taken by surprise. Even with an additional one-month grace period, many ultimately lost their coverage.

As health plan marketers, we know that plans implementing major changes don’t necessarily expect (or even want) to retain 100% of their members. However, this situation serves as a stark reminder: It takes multiple, repeated touchpoints to truly cut through the noise.

The power of repetition in the member journey

An outreach strategy that looks repetitive on a spreadsheet is often exactly what a member needs to take notice. Depending on their specific circumstances and where they are in their health care journey, reaching out two, three, or even four times is entirely appropriate.

A robust communication schedule should never rely on a single document. Instead, I recommend mapping out a multistage campaign. For example:

• Pre-ANOC (Annual Notice of Change): Prime the audience, set expectations, provide guidance, and perhaps most importantly, thank them for their loyalty
• ANOC: Deliver the formal, required details, provide next steps
• Post-ANOC: Follow up to reinforce key changes and answer questions before the new plan year begins
• Post-effective date: If options still exist, reach out to members who did not take the necessary action

Breaking the “one-channel” rule

To ensure critical messages hit home, we must consider every channel an opportunity. For example, some carriers follow the rule: If a member selects two or three preferred methods of communication, the carrier only sends one.

For routine updates, that’s fine. But for higher-stakes benefit changes — like transitioning from a $0- to a paid-out-of-pocket benefit — you must bypass these artificial limits. Using every available channel not only increases the odds of your message being read; it also signals to the member that this specific update is highly important.

Consider diversifying your media mix beyond traditional letters and emails:

• Personalized videos: Deliver complex plan updates and guidance through easy-to-digest video clips
• Specialized helplines: Set up dedicated phone lines to put affected members at ease and provide timely answers to questions
• Plan-specific webinars and seminars: Host live, interactive virtual or in-person seminars where members can ask questions directly
• One-on-one invitations: Offer one-on-one consultations to select members who have complex situations

Empower the broader care team

Don’t limit your outreach to the member alone. To build a true safety net, extend your educational efforts to the providers and partners who interact with your members daily:

• Doctors & clinical staff: Physicians and front-desk staff are often the first to hear about member confusion when a prescription card is rejected or a copay changes. Educate them ahead of time.
• Sales teams & agents: Ensure your front-line representatives and external brokers are armed with knowledge. They must be familiar with the exact communications going out so they can answer incoming inquiries effectively.

The bottom line: Early awareness drives loyalty

Data backs up this proactive approach. According to Deft Research’s 2026 Medicare Member Onboarding and Management Study, members who learn about plan changes before their effective date rate their plans significantly higher than those who only find out after the changes kick in.

Keeping your members informed does more than just prevent confusion and panic-switching during the Annual Enrollment Period (AEP); it has long-term positive effects on member satisfaction, which directly impacts your plan’s Star Ratings.

The takeaway is simple: If your members are facing changes this AEP and you haven’t started communicating yet, start now. And once you start, keep doing it often.

(And while this example is about Medicare Advantage and the AEP, the principle is the same for Individual and Family members — communicate, communicate, communicate).

In it together

You’re there for your members, and we can be there for you. We’ve got over 40 years of health insurance expertise informing our ANOC strategy, and it’s not too late for us to help you come up with a member-focused plan. Reach out.