Three Reasons to Invest in the Open Enrollment Period

The Open Enrollment Period (OEP) is back with some new rules. Starting January 1, 2019, Medicare Advantage (MA) enrollees have a one-time opportunity to switch their plan, similar to a grace period. This opportunity ends March 31. Both new MA enrollees and existing enrollees have the opportunity to switch plans. This is a new opportunity for MA plans to both win and lose enrollment! To make sure you are not on the losing enrollment side, here are a few ideas in which to invest resources and budget before the upcoming OEP.

Let Your Data Do the Talking

Recognize the power of the data available to you, and utilize that data to develop communications to new and existing enrollees, make organizational and/or operational changes to your operations, and allow this data to eventually feed into your product development process. Utilize leading indicators such as grievances, customer service complaints, rejected claims, and similar data to identify issues. Lagging indicators such as disenrollment surveys, especially if they are “real time,” provide valuable information. Continual analysis of both leading and lagging indicators can fix potential problems, identify members at greatest risk for disenrollment, and provide the basis of building an attrition model to predict members most likely to leave going forward.

 

Member Services and Communications need to be the Stars of OEP!

Member communication interactions (either verbal, written, or in person) could either break or win you the OEP. You still have time to review your welcome interactions with new members and your existing member communications and interactions with current members to ensure they are best in class. You may want to have member events this year so they understand the 2019 benefits – and if you have great news for them, you want to make sure they hear it. The goal is to ensure every new member knows what to do January 1 and to have multiple touches that educate, welcome, and engage members about their new MA plan. You do not want buyer’s remorse occurring at any point from the sale through the end of OEP. Existing members need to be educated about any changes in benefits, and if your data is talking to you, you will have a list of members who need “real” hands-on member service touch points. In addition, when was the last time you really looked at the communications going to your members? Are you communicating too much or not enough? Do the communications have the same tone and messaging throughout? Or are they just recycled from year to year? Has the Member Services team received training lately to make sure they are reinforcing the tone and messaging you want your members to hear and feel? Do they know the 2019 benefits and what benefits to make sure members know about? Do you listen to Member Services calls to ensure you are providing the member experience you portray in your advertising and communications?  Now is the time to reassess how you are communicating with your members and make certain you are maximizing your opportunity.

Marketing Cannot Be Forgotten

Health plans are unable to market the OEP opportunity but do have the ability to market the following:

  • Branding
  • New to Medicare
  • Education
  • Medicare Supplement

Although you may not have much of a budget for marketing during the first quarter, you can utilize it effectively. Make sure you are advertising in January and the last few weeks of March. If you have educational events, advertising them digitally or though radio will help bring additional awareness to what your organization does for its members. Most plans have a very robust “New to Medicare” budget already, but you may want to invest in some free-standing inserts in January or March and/or advertise on TV. Utilize branding during this time since it puts your brand in the market during the OEP. Whatever you have the resources to do, make sure you are strategic in your efforts to make it worthwhile.

It’s Not All about Winning Enrollment

At Gorman Health Group, we are hearing many clients talk about gaining enrollment during the OEP but not so much about the possibility of losing membership. Your goal should be to ensure you have everything in place for this OEP to make certain you are on the winning side of OEP and are not giving up your membership to another MA plan that made sure they strategically invested in this opportunity!

For more information about the OEP opportunity and ways you can set up your team for success, contact me at dhollie@gormanhealthgroup.com.

 

 

Resources:

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Diane Hollie
Diane Hollie

Diane Hollie is Associate Vice President of Sales, Marketing & Strategy at Gorman Health Group (GHG). In this role, she provides strategic consulting services to ensure organizations maximize their sales distribution and marketing mix. Diane brings GHG clients more than 20 years of experience in marketing, sales, and product development for Government programs. Her strong marketing, sales and compliance background has extended to providing compliance guidance for marketing, sales and customer service communications.

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