Marketing to New-to-Medicare Enrollees: Insights from our 2024 Consumer Survey
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Aug 30, 2024
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About This Presentation
Enrolling in Medicare is a significant milestone for older adults, but the process often feels overwhelming due to the complexity of choices, cost considerations and changing regulations. Our second annual NTM survey looks at what truly matters to consumers just entering Medicare, and how those insi...
Slide Content
New to Medicare
2024 Survey
2024 Survey
Executive Summary
Enrolling in Medicare is a significant milestone for older adults. However, for many, the shopping process can be
daunting. According to AARP, Medicare education is crucial for consumers to make confident, informed decisions.
This report, based on Media Logic’s second annual survey of 300 adults aged 64-68, uncovers insights to help
Medicare marketers align their communications with new-to-Medicare shoppers’ needs and preferences.
Despiteyearly shifts in costs and benefits, most Medicarebeneficiaries don't change
plans – only about 14% reported switching during the 2024 Annual Enrollment Period.
1
Inertiaischallenging toovercome. Payers lookingfor growth and long-term potential
will need tofocus on"New toMedicare"(NTM)enrollees inorder to succeed.
New to Medicare 2024 Survey2
1
Medicare AEP Shopping Experience 2024 Survey, Consumer in Sight
Enrolling in Medicare is a significant milestone for older adults. However, for many, the shopping process can be
daunting. According to AARP, Medicare education is crucial for consumers to make confident, informed decisions.
This report, based on Media Logic’s second annual survey of 300 adults aged 64-68, uncovers insights to help
Medicare marketers align their communications with new-to-Medicare shoppers’ needs and preferences.
Despiteyearly shifts in costs and benefits, most Medicarebeneficiaries don't change
plans – only about 14% reported switching during the 2024 Annual Enrollment Period.
1
Inertiaischallenging toovercome. Payers lookingfor growth and long-term potential
will need tofocus on"New toMedicare"(NTM)enrollees inorder to succeed.
New to Medicare 2024 Survey2
1
Medicare AEP Shopping Experience 2024 Survey, Consumer in Sight
Executive Summary
New to Medicare 2024 Survey3
Key Findings:
1.The importance of effective Medicare education is indicated by the
finding that 72% of NTM respondents said that they have done a
moderate to significant amount of self-education, which
suggests their desire to make an informed decision.
2.NTM shoppers feel overwhelmed by the Medicare education
process and generally view it slightly more negatively than
positively.
3.Despite the importance of brand awareness, more NTM shoppers
prioritize plan details over brand when selecting a plan.
4.The primary goal for new enrollees is to find coverage that
meets their healthcare needs, with controlling costs being a closely
related secondary objective.
5.Respondents top four valued types of information are as
follows: detailed breakdown of the parts of a Medicare plan
(A,B,C,D), comparison of costs between different Medicare plans,
information on what is not covered by Medicare and assistance with
enrollment.
6.The top five considerations in finding the “right plan” are:
overall monthly premium cost, prescription drug coverage,
provider network, cost of copays for medical services, maximum
out-of-pocket cost and medical supplemental benefits. The first
three attributes are in rank order of the most important
considerations.
7.Direct interaction with health plan representatives, visiting
health plan websites and consulting insurance agents or brokers
are the top preferred resources for learning about Medicare
options.
8.The role of health plan representatives is critical throughout the
NTM shoppers’ journey, as reflected by NTM shoppers’ preference
for their help with learning about Medicare options to their
assistance with final plan enrollment (if needed).
9.In addition to health plan representatives, NTM shoppers see
insurance agents and brokers as among their most helpful
resources, most especially among 66- to 68-year-olds.
10.Local/regional plans have a notable perceived advantage over
national plans when it comes to choice of hospital, choice of
doctor, customer service and having members’ best interests in
mind.
11.Medicare Advantage is identified by NTM adults as the best fit
for their coverage needs compared to other plans, and
particularly among 66- 68-year-olds as compared to 64- to 65-year-
olds.
New to Medicare 2024 Survey3
Key Findings:
1.The importance of effective Medicare education is indicated by the
finding that 72% of NTM respondents said that they have done a
moderate to significant amount of self-education, which
suggests their desire to make an informed decision.
2.NTM shoppers feel overwhelmed by the Medicare education
process and generally view it slightly more negatively than
positively.
3.Despite the importance of brand awareness, more NTM shoppers
prioritize plan details over brand when selecting a plan.
4.The primary goal for new enrollees is to find coverage that
meets their healthcare needs, with controlling costs being a closely
related secondary objective.
5.Respondents top four valued types of information are as
follows: detailed breakdown of the parts of a Medicare plan
(A,B,C,D), comparison of costs between different Medicare plans,
information on what is not covered by Medicare and assistance with
enrollment.
6.The top five considerations in finding the “right plan” are:
overall monthly premium cost, prescription drug coverage,
provider network, cost of copays for medical services, maximum
out-of-pocket cost and medical supplemental benefits. The first
three attributes are in rank order of the most important
considerations.
7.Direct interaction with health plan representatives, visiting
health plan websites and consulting insurance agents or brokers
are the top preferred resources for learning about Medicare
options.
8.The role of health plan representatives is critical throughout the
NTM shoppers’ journey, as reflected by NTM shoppers’ preference
for their help with learning about Medicare options to their
assistance with final plan enrollment (if needed).
9.In addition to health plan representatives, NTM shoppers see
insurance agents and brokers as among their most helpful
resources, most especially among 66- to 68-year-olds.
10.Local/regional plans have a notable perceived advantage over
national plans when it comes to choice of hospital, choice of
doctor, customer service and having members’ best interests in
mind.
11.Medicare Advantage is identified by NTM adults as the best fit
for their coverage needs compared to other plans, and
particularly among 66- 68-year-olds as compared to 64- to 65-year-
olds.
Executive Summary
New to Medicare 2024 Survey4
Action Items:
1.Develop comprehensive (and digestible!) educational content that makes Medicare plans easier to understand. Use various formats such as
videos, infographics and webinars to meet different learning preferences.
2.Build on the preference for speaking with plan representatives. Offering personalized support can help build trust with new enrollees. Consider
innovative outreach methods and meeting formats to increase accessibility.
3.Emphasize the specific details and benefits of each plan. Consider providing plan use cases or worksheets to help shoppers choose the right plan
for their needs.
4.Incorporate messaging that addresses emotional concerns. Use testimonials and success stories to build confidence and promote direct contact
with representatives.
5.Leverage preferred channels: Ensure easy journeys toward self-education and conversion, including user-friendly websites and multiple options
for direct consultation.
6.Segment audiences to reduce information overload and personalize messaging. Provide more detailed plan comparisons for younger segments
and emphasize personal assistance for older segments.
New to Medicare 2024 Survey4
Action Items:
1.Develop comprehensive (and digestible!) educational content that makes Medicare plans easier to understand. Use various formats such as
videos, infographics and webinars to meet different learning preferences.
2.Build on the preference for speaking with plan representatives. Offering personalized support can help build trust with new enrollees. Consider
innovative outreach methods and meeting formats to increase accessibility.
3.Emphasize the specific details and benefits of each plan. Consider providing plan use cases or worksheets to help shoppers choose the right plan
for their needs.
4.Incorporate messaging that addresses emotional concerns. Use testimonials and success stories to build confidence and promote direct contact
with representatives.
5.Leverage preferred channels: Ensure easy journeys toward self-education and conversion, including user-friendly websites and multiple options
for direct consultation.
6.Segment audiences to reduce information overload and personalize messaging. Provide more detailed plan comparisons for younger segments
and emphasize personal assistance for older segments.
Findings
Q.When it comes to educating yourself on coverage options, which emotions
best describe how you feel/felt about the learning experience?
New to Medicare 2024 Survey6
Overall, NTM
consumers felt
overwhelmed more
often than any other
emotions during the
Medicare education
process. In general,
they felt slightly more
negative feelings than
positive.
1%
15%
16%
18%
18%
14%
19%
3%
14%
15%
15%
15%
16%
22%
Indifferent
Frustrated
Confident
Satisfied
Confused
Focused
Overwhelmed
64-65 YO
66-68 YO
best describe how you feel/felt about the learning experience?
New to Medicare 2024 Survey6
Overall, NTM
consumers felt
overwhelmed more
often than any other
emotions during the
Medicare education
process. In general,
they felt slightly more
negative feelings than
positive.
1%
15%
16%
18%
18%
14%
19%
3%
14%
15%
15%
15%
16%
22%
Indifferent
Frustrated
Confident
Satisfied
Confused
Focused
Overwhelmed
64-65 YO
66-68 YO
Q.When thinking about Medicare Health insurance which of the following
statements best describes your attitudes?
New to Medicare 2024 Survey7
One of NTM shoppers’
more notable attitudes
was their inclination to
prioritize plan details
over plan brand when
shopping for
Medicare.
5%
10%
13%
12%
15%
12%
14%
25%
17%
30%
30%
28%
28%
33%
33%
42%
19%
30%
38%
45%
21%
45%
27%
19%
37%
20%
14%
12%
23%
7%
19%
11%
21%
9%
5%
12%
6%
Medicare health insurance
companies are all the same
Medicare health insurance companies
have my best interests in mind
Medicare health insurance plans
offer more benefits than
commercial insurance plans
Local or regional Medicare health
insurance companies are more suited
to meet my healthcare needs
I would shop first for the Medicare
brand names I know and plan details
would be secondary in importance
National Medicare health
insurance companies are more
suited to meet my healthcare needs
Medicare health insurance companies
care more about making the sale
than meeting my needs
I would shop first for the Medicare
plan details and brand name would
be secondary in importance
Totally agree Somewhat agree Neutral Somewhat disagree Totally disagree N/A
statements best describes your attitudes?
New to Medicare 2024 Survey7
One of NTM shoppers’
more notable attitudes
was their inclination to
prioritize plan details
over plan brand when
shopping for
Medicare.
5%
10%
13%
12%
15%
12%
14%
25%
17%
30%
30%
28%
28%
33%
33%
42%
19%
30%
38%
45%
21%
45%
27%
19%
37%
20%
14%
12%
23%
7%
19%
11%
21%
9%
5%
12%
6%
Medicare health insurance
companies are all the same
Medicare health insurance companies
have my best interests in mind
Medicare health insurance plans
offer more benefits than
commercial insurance plans
Local or regional Medicare health
insurance companies are more suited
to meet my healthcare needs
I would shop first for the Medicare
brand names I know and plan details
would be secondary in importance
National Medicare health
insurance companies are more
suited to meet my healthcare needs
Medicare health insurance companies
care more about making the sale
than meeting my needs
I would shop first for the Medicare
plan details and brand name would
be secondary in importance
Totally agree Somewhat agree Neutral Somewhat disagree Totally disagree N/A
Q.What are your top goals in finding the right
Medicare coverage?
New to Medicare 2024 Survey8
For thosenew
toMedicare,
findingthe right
coverage for health
care needs
takesprecedence
overcontrolling costs.
1%
1%
13%
11%
11%
15%
15%
25%
0%
10%
10%
12%
15%
15%
16%
23%
Other
To help me stay healthy
To have the flexibility to change
my coverage as my healthcare…
To have coverage should
I have a catastrophic illness
A plan that helps me save
money
A plan with low premiums
A plan with low copays
To get the right amount of
coverage for my health needs
64-65 YO
66-68 YO
Medicare coverage?
New to Medicare 2024 Survey8
For thosenew
toMedicare,
findingthe right
coverage for health
care needs
takesprecedence
overcontrolling costs.
1%
1%
13%
11%
11%
15%
15%
25%
0%
10%
10%
12%
15%
15%
16%
23%
Other
To help me stay healthy
To have the flexibility to change
my coverage as my healthcare…
To have coverage should
I have a catastrophic illness
A plan that helps me save
money
A plan with low premiums
A plan with low copays
To get the right amount of
coverage for my health needs
64-65 YO
66-68 YO
56%
21%
14%
8%
48%
19%
25%
8%
A moderate amount
A lot
A little
Not much or not at all
Q.How much have you educated yourself on Medicare
coverage options?
New to Medicare 2024 Survey9
72% of the overall
NTM group indicate
self-educating a
moderate amount or
more on Medicare.
64-65 YO
66-68 YO
NOTE: Older
respondents in
particular appear
more engaged.
21%
14%
8%
48%
19%
25%
8%
A moderate amount
A lot
A little
Not much or not at all
Q.How much have you educated yourself on Medicare
coverage options?
New to Medicare 2024 Survey9
72% of the overall
NTM group indicate
self-educating a
moderate amount or
more on Medicare.
64-65 YO
66-68 YO
NOTE: Older
respondents in
particular appear
more engaged.
0%
3%
3%
5%
4%
9%
12%
12%
12%
12%
14%
14%
1%
2%
3%
6%
6%
6%
8%
8%
12%
14%
15%
19%
Other
Speak with my human
resources representative
Consult with a financial advisor
Attend a webinar or in-person
informational meeting
Get information from a senior
resource center (e.g., local Agency on Aging,…
Use search engines to look up specific
information and questions
Speak with friends and family
Visit government websites
(e.g., Medicare.gov)
Review communications from Medicare
and Social Security (e.g., Medicare & You brochure)
Speak with an insurance agent or broker
Visit specific Medicare health plan websites
Speak directly with a Medicare health
insurance plan representative
Q.What are/were your preferred resources to learn
about your Medicare options?
New to Medicare 2024 Survey10
When it comes to
learning about
Medicare options,
shoppers prefer
speaking directly
with a health plan
representative, visiting a
health plan’s website or
talking to an insurance
agent or broker.
64-65 YO
66-68 YO
3%
3%
5%
4%
9%
12%
12%
12%
12%
14%
14%
1%
2%
3%
6%
6%
6%
8%
8%
12%
14%
15%
19%
Other
Speak with my human
resources representative
Consult with a financial advisor
Attend a webinar or in-person
informational meeting
Get information from a senior
resource center (e.g., local Agency on Aging,…
Use search engines to look up specific
information and questions
Speak with friends and family
Visit government websites
(e.g., Medicare.gov)
Review communications from Medicare
and Social Security (e.g., Medicare & You brochure)
Speak with an insurance agent or broker
Visit specific Medicare health plan websites
Speak directly with a Medicare health
insurance plan representative
Q.What are/were your preferred resources to learn
about your Medicare options?
New to Medicare 2024 Survey10
When it comes to
learning about
Medicare options,
shoppers prefer
speaking directly
with a health plan
representative, visiting a
health plan’s website or
talking to an insurance
agent or broker.
64-65 YO
66-68 YO
Q.What types of information would you/did you find
most valuable?
New to Medicare 2024 Survey11
NTM shoppers value
getting basic
information on the
Medicare A, B, C’s …
and D.
Gaining clarity on what is
and is not covered by
Medicare would also be
highly valued.
0%
5%
5%
4%
6%
5%
5%
9%
11%
16%
14%
20%
1%
5%
5%
5%
6%
7%
7%
10%
11%
14%
14%
17%
Other
Information on how to switch plans or add coverage
Reviews or experiences from current Medicare users
Resources for additional help (websites, hotlines, etc.)
Guidance on how to handle Medicare with other insurance
Information on additional financial assistance to Medicare
Information on the Medicare timeline and important dates
Explanation of eligibility requirements for each plan
Assistance with the enrollment process
Comparison of costs between different Medicare plans
Information on what is not covered by Medicare
Detailed breakdown of each Medicare Plan (Part A, B, C, D)
64-65 YO
66-68 YO
most valuable?
New to Medicare 2024 Survey11
NTM shoppers value
getting basic
information on the
Medicare A, B, C’s …
and D.
Gaining clarity on what is
and is not covered by
Medicare would also be
highly valued.
0%
5%
5%
4%
6%
5%
5%
9%
11%
16%
14%
20%
1%
5%
5%
5%
6%
7%
7%
10%
11%
14%
14%
17%
Other
Information on how to switch plans or add coverage
Reviews or experiences from current Medicare users
Resources for additional help (websites, hotlines, etc.)
Guidance on how to handle Medicare with other insurance
Information on additional financial assistance to Medicare
Information on the Medicare timeline and important dates
Explanation of eligibility requirements for each plan
Assistance with the enrollment process
Comparison of costs between different Medicare plans
Information on what is not covered by Medicare
Detailed breakdown of each Medicare Plan (Part A, B, C, D)
64-65 YO
66-68 YO
55%
56%
64%
75%
76%
77%
78%
83%
42%
39%
32%
22%
21%
22%
19%
16%
5%
Convenience (simple billing
and customer support)
Preventative services (screenings
and programs for early condition detection)
Medical supplemental benefits
(e.g., dental, vision, hearing)
Cost of copays for medical services
Prescription drug coverage
Provider network (doctors and hospitals)
Overall monthly premium (cost)
Maximum out-of-pocket cost
Extremely important Somewhat important Not important at all N/A
Q.How important are/were the following considerations in assessing the
right Medicare health insurance plan options?
New to Medicare 2024 Survey12
Looking at the factors
that NTM shoppers
consider “extremely” or
“somewhat important” to
finding the right plan,
several aspects weight
almost equally, but the
critical top five are:
1.Maximum out-of-
pocket cost
2.Overall monthly
premium cost
3.Provider network
4.Prescription drug
coverage
5.Cost of copays for
medical services
Continued on next page
56%
64%
75%
76%
77%
78%
83%
42%
39%
32%
22%
21%
22%
19%
16%
5%
Convenience (simple billing
and customer support)
Preventative services (screenings
and programs for early condition detection)
Medical supplemental benefits
(e.g., dental, vision, hearing)
Cost of copays for medical services
Prescription drug coverage
Provider network (doctors and hospitals)
Overall monthly premium (cost)
Maximum out-of-pocket cost
Extremely important Somewhat important Not important at all N/A
Q.How important are/were the following considerations in assessing the
right Medicare health insurance plan options?
New to Medicare 2024 Survey12
Looking at the factors
that NTM shoppers
consider “extremely” or
“somewhat important” to
finding the right plan,
several aspects weight
almost equally, but the
critical top five are:
1.Maximum out-of-
pocket cost
2.Overall monthly
premium cost
3.Provider network
4.Prescription drug
coverage
5.Cost of copays for
medical services
Continued on next page
Q.How important are/were the following considerations in assessing the
right Medicare health insurance plan options?
New to Medicare 2024 Survey13
Considerations
carryingrelatively less
weight include:
▪Travel coverage
▪Recommendation from
friends/family
▪Reviews from other
customers
▪Star ratings
▪Non-medical
supplemental benefits
20%
20%
24%
28%
29%
37%
46%
46%
53%
53%
50%
51%
50%
38%
25%
18%
19%
17%
18%
10%
9%
9%
9%
5%
5%
6%
Travel coverage
Recommendation
from friends/family
Reviews from
other customers
Star ratings
Non-medical supplemental benefits
(e.g., transportaton, over-the-counter
(OTC) allowance, nutritional counseling
Whether the health plan
is national or local/regional
Chronic condition
management program
Extremely important Somewhat important Not important at all N/A
Continued from previous page
right Medicare health insurance plan options?
New to Medicare 2024 Survey13
Considerations
carryingrelatively less
weight include:
▪Travel coverage
▪Recommendation from
friends/family
▪Reviews from other
customers
▪Star ratings
▪Non-medical
supplemental benefits
20%
20%
24%
28%
29%
37%
46%
46%
53%
53%
50%
51%
50%
38%
25%
18%
19%
17%
18%
10%
9%
9%
9%
5%
5%
6%
Travel coverage
Recommendation
from friends/family
Reviews from
other customers
Star ratings
Non-medical supplemental benefits
(e.g., transportaton, over-the-counter
(OTC) allowance, nutritional counseling
Whether the health plan
is national or local/regional
Chronic condition
management program
Extremely important Somewhat important Not important at all N/A
Continued from previous page
Q.Of the considerations you found extremely
important in choosing the right Medicare plan,
please confirm which are the most important.
New to Medicare 2024 Survey14
Even though maximum
out-of-pocket cost
ranked at the top of plan
considerations, when
NTM shoppers were
asked to rank the MOST
important, it did not
appear in the top three.
Overall monthly premium cost
Prescription drug coverage
Provider network
1
2
3
important in choosing the right Medicare plan,
please confirm which are the most important.
New to Medicare 2024 Survey14
Even though maximum
out-of-pocket cost
ranked at the top of plan
considerations, when
NTM shoppers were
asked to rank the MOST
important, it did not
appear in the top three.
Overall monthly premium cost
Prescription drug coverage
Provider network
1
2
3
2%
14%
8%
1%
12%
21%
41%
1%
8%
8%
9%
21%
25%
27%
Stories in the news
Doctor
Other
Advertising and
marketing communications
Friends/family
Internet research
Insurance broker/agent
Q.What source of information has the most influence
on your decision to enroll in a specific plan?
New to Medicare 2024 Survey15
Brokers and agents have
the most influence on
NTM shopper’ final
selection of a Medicare
plan.
▪Younger shoppers are
more swayed by
friends/family and
advertising/marketing
▪Older shoppers rely
more on brokers/
agents and doctors
64-65 YO
66-68 YO
14%
8%
1%
12%
21%
41%
1%
8%
8%
9%
21%
25%
27%
Stories in the news
Doctor
Other
Advertising and
marketing communications
Friends/family
Internet research
Insurance broker/agent
Q.What source of information has the most influence
on your decision to enroll in a specific plan?
New to Medicare 2024 Survey15
Brokers and agents have
the most influence on
NTM shopper’ final
selection of a Medicare
plan.
▪Younger shoppers are
more swayed by
friends/family and
advertising/marketing
▪Older shoppers rely
more on brokers/
agents and doctors
64-65 YO
66-68 YO
1%
8%
18%
18%
19%
36%
1%
8%
18%
18%
19%
34%
Other
Friend
Community resource person
(e.g., someone from an office
on aging, senior center, etc.)
Family member
Insurance broker or agent
Medicare health
plan representative
Q.If assistance were needed, which of the following
would you be comfortable having help you to complete
your enrollment in the Medicare plan of your choice?
New to Medicare 2024 Survey16
Based on NTM shopper
response, help with final
enrollment from a health
plan representative would
be a valuable customer
service for those in need.
64-65 YO
66-68 YO
8%
18%
18%
19%
36%
1%
8%
18%
18%
19%
34%
Other
Friend
Community resource person
(e.g., someone from an office
on aging, senior center, etc.)
Family member
Insurance broker or agent
Medicare health
plan representative
Q.If assistance were needed, which of the following
would you be comfortable having help you to complete
your enrollment in the Medicare plan of your choice?
New to Medicare 2024 Survey16
Based on NTM shopper
response, help with final
enrollment from a health
plan representative would
be a valuable customer
service for those in need.
64-65 YO
66-68 YO
19%
21%
25%
35%
35%
42%
45%
25%
22%
22%
13%
11%
14%
14%
34%
32%
29%
33%
37%
28%
26%
22%
25%
24%
19%
17%
15%
14%
Prescription drug coverage
Supplemental benefits
Lower cost
A plan that has my
best interests in mind
Customer service
Ability to choose your doctor
Ability to choose your hospital
Totally agree Somewhat agree Neutral Somewhat disagree
Q.How do you think national and local/regional health insurance differs on
the following attributes?
New to Medicare 2024 Survey17
NTM 64 – to 68-year-
olds are aligned in their
perception of how
local/regional and
national plans differ.
Local/regional plans
are perceived to have
advantages in choice
of hospital, choice of
doctor, customer
service and having the
member’s best interests
in mind.
21%
25%
35%
35%
42%
45%
25%
22%
22%
13%
11%
14%
14%
34%
32%
29%
33%
37%
28%
26%
22%
25%
24%
19%
17%
15%
14%
Prescription drug coverage
Supplemental benefits
Lower cost
A plan that has my
best interests in mind
Customer service
Ability to choose your doctor
Ability to choose your hospital
Totally agree Somewhat agree Neutral Somewhat disagree
Q.How do you think national and local/regional health insurance differs on
the following attributes?
New to Medicare 2024 Survey17
NTM 64 – to 68-year-
olds are aligned in their
perception of how
local/regional and
national plans differ.
Local/regional plans
are perceived to have
advantages in choice
of hospital, choice of
doctor, customer
service and having the
member’s best interests
in mind.
Q.Considering the various Medicare options, rate them on a scale of “least
fit” to “best fit” for my needs or indicate if you are unsure.
New to Medicare 2024 Survey18
Both the NTM 64- to-
65-year olds and the
66- to 68-year olds
indicates preference for
Medicare Advantage
over other forms of
Medicare.
23%
22%
28%
31%
52%
47%
28%
36%
30%
28%
21%
15%
23%
14%
27%
25%
17%
19%
27%
28%
15%
15%
10%
19%
Medicare Supplement (Medigap)
(66-68 YO)
Medicare Supplement (Medigap)
(64-65 YO)
Original Medicare (66-68 YO)
Original Medicare (64-65 YO)
Medicare Advantage (66-68 YO)
Medicare Advantage (64-65 YO)
Best fit Neutral Least fit I'm not really sure
fit” to “best fit” for my needs or indicate if you are unsure.
New to Medicare 2024 Survey18
Both the NTM 64- to-
65-year olds and the
66- to 68-year olds
indicates preference for
Medicare Advantage
over other forms of
Medicare.
23%
22%
28%
31%
52%
47%
28%
36%
30%
28%
21%
15%
23%
14%
27%
25%
17%
19%
27%
28%
15%
15%
10%
19%
Medicare Supplement (Medigap)
(66-68 YO)
Medicare Supplement (Medigap)
(64-65 YO)
Original Medicare (66-68 YO)
Original Medicare (64-65 YO)
Medicare Advantage (66-68 YO)
Medicare Advantage (64-65 YO)
Best fit Neutral Least fit I'm not really sure
Appendix:
Respondent demographics
New to Medicare 2024 Survey19
Respondent demographics
New to Medicare 2024 Survey19
49%
51%
Male
Female
48%
52%
64-65 YO
66-68 YO
3%
9%
16%
21%
48%
Partnered
Widowed
Single, never married
Divorced
Married
20%
23%
56%
Working part time
Working full time
Fully retired for
less than 18 months
New to Medicare 2024 Survey20
Gender Which best describes your marital status?
Age Which best describes your employment status?
51%
Male
Female
48%
52%
64-65 YO
66-68 YO
3%
9%
16%
21%
48%
Partnered
Widowed
Single, never married
Divorced
Married
20%
23%
56%
Working part time
Working full time
Fully retired for
less than 18 months
New to Medicare 2024 Survey20
Gender Which best describes your marital status?
Age Which best describes your employment status?
New to Medicare 2024 Survey21
Consumer In Sight (CIS) is an investigative research series conducted by Media Logic
with the aim of gaining new insights into consumer preferences and behaviors in the
healthcare and financial services industries. Using an industry-leading software
platform, we survey geo-targeted and national panels to track the changing marketing
landscape and support clients in connecting with consumers through creative
executions and multichannel media.
Consumer In Sight (CIS) is an investigative research series conducted by Media Logic
with the aim of gaining new insights into consumer preferences and behaviors in the
healthcare and financial services industries. Using an industry-leading software
platform, we survey geo-targeted and national panels to track the changing marketing
landscape and support clients in connecting with consumers through creative
executions and multichannel media.
About Media Logic
Media Logic is a national leader in healthcare marketing – providing strategic, breakthrough solutions that drive
business. Media Logic offers deep experience in branding and lead generation and is an expert in turning research
and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing
knowledge, Media Logic understands the nuances of Medicare, group and individual exchange prospects. From
traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on
generating results for clients, giving them an edge in a competitive, constantly changing environment.
Learn more about Media Logic at medialogic.com, and subscribe to our healthcare marketing newsletter at
medialogic.com/newsletter
If you have any questions, please contact:
Jim McDonald
Head of Strategic Growth
518.940.4882
[email protected]
Media Logic is a national leader in healthcare marketing – providing strategic, breakthrough solutions that drive
business. Media Logic offers deep experience in branding and lead generation and is an expert in turning research
and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing
knowledge, Media Logic understands the nuances of Medicare, group and individual exchange prospects. From
traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on
generating results for clients, giving them an edge in a competitive, constantly changing environment.
Learn more about Media Logic at medialogic.com, and subscribe to our healthcare marketing newsletter at
medialogic.com/newsletter
If you have any questions, please contact:
Jim McDonald
Head of Strategic Growth
518.940.4882
[email protected]
The information contained in this presentation is copyrighted and may not be distributed, modified, or reproduced in whole or in part without the prior written
permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior written consent of Media Logic.
The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders.
Proprietary and Confidential, © 2024 Media Logic. All Rights Reserved.
4 Tower Place, Suite 602, Albany, NY 12203t 518.456.3015 f 518.456.4279 www.medialogic.com
Contact Information:
Jim McDonald
Head of Strategic Growth
ph: 518.940.4882
e: [email protected]
permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior written consent of Media Logic.
The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders.
Proprietary and Confidential, © 2024 Media Logic. All Rights Reserved.
4 Tower Place, Suite 602, Albany, NY 12203t 518.456.3015 f 518.456.4279 www.medialogic.com
Contact Information:
Jim McDonald
Head of Strategic Growth
ph: 518.940.4882
e: [email protected]
Tags
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