Payers should rethink Medicare Advantage marketing, report suggests

Dive Brief:

• With Medicare Advantage (MA) expected to take on continued importance in the coming years, payers will need to transform their marketing efforts or risk losing millions of dollars, Accenture Consultingsaid in a new report.
• The report said nearly half of Americans are delaying retirement and don’t plan on enrolling in Medicare until after the age of 65. Plus, slightly more than half of them will shop for a Medicare plan online as they approach eligibility.
• Accenture said the combination of these two factors show that payers need to “fundamentally rethink how they market to Medicare consumers.”

MA is an increasingly important market for payers, and Accenture said...

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