Marketing Private Medicare Plans

Every Medicare open enrollment season, health insurers, brokers and other third parties use a blitz of TV ads to attract enrollees to Medicare Advantage plans from among the 65 million people with Medicare. We watched more than a thousand ads and conducted focus groups to better understand the marketing effort and its impact on beneficiaries.

View the TV Ad Analysis

View the Focus Group Report

An Analysis of TV Ads From the Open Enrollment Period

Our review of more than 1,267 unique TV ads identified a variety of marketing tactics behind the ads, including a heavy reliance on celebrity endorsers, the liberal use of images of government-issued Medicare cards and what appear to be...