Medicare Benefits and Retention Survey 2024

We connected with Medicare members across the U.S. to dive deep into their experiences — uncovering what they love about their plan benefits, what's holding them back from using them fully and how payers can better communicate to keep them informed and engaged. Our latest Consumer In Sight survey reveals important takeaways that can help healthcare marketers refine their strategies to improve member satisfaction and retention.

1. Member Benefits and
Retention Survey
2024

2. Executive Summary
In this survey, 300 Medicare members across the U.S. were engaged to assess their satisfaction with their current
plan benefits as well as their understanding and usage of their plans. The study also explored barriers to benefit
engagement and preferred communication channels for notifications and personalized updates. Key insights from
this research will guide marketers to refine segmentation and enhance their retention strategies.
Despite generally high satisfaction, a significant portion of members remains open to exploring
other plans during the Annual Enrollment Period (AEP),

highlighting the need for plans to
emphasize and leverage key benefits to retain members.
2

3. Key takeaways
3
1.Medicare plan satisfaction: 89% of members were satisfied,
but 42% were still open to exploring new plans with their
current insurers.
2.Loyalty risk: 38% of members were open to considering
another plan with a different insurer – suggesting room for
improving plan fit and loyalty. Younger members (67 to 69-
year-olds) were slightly less “very satisfied” and members
between 65 and 72 years of age were the most likely to
consider another insurer.
3.Supplemental benefits utilization: The most-used
supplemental benefits included over-the-counter (OTC)
allowances and medical supplemental benefits (vision, dental
and/or hearing).
4.Barriers to benefit use: The most common reason for not
using benefits was lack of need. However, a notable portion
of members also cited other reasons, including lack of
awareness, forgetfulness and access difficulty.
5.Communications preferences:
oBeneficiaries were highly interested in personalized
communications regarding cost savings opportunities and
their utilization of medical and non-medical supplements.
To a lesser degree, there was interest across age groups
in receiving information regarding screening eligibility,
annual appointments, wellness programs and chronic
condition management,
oMedicare members generally preferred receiving updates
and information through email, followed by mail, though
other channels were shown to have some traction and
there was some variation on preferences depending on
topic.

4. Marketing actions to consider
4
1.Develop targeted email and mail campaigns that focus on the
benefits members may not be aware of or have forgotten,
such as supplemental benefits (vision, dental, hearing).
Personalized updates about benefit utilization and reminders
should be emphasized for retention.
2.Launch educational campaigns that inform members about
how to access and use supplemental benefits (e.g., over-the-
counter allowances, vision/dental/hearing and rewards
programs). These campaigns should be delivered through
preferred channels like email and mail.
3.Promote the tailored features of current plans through
content that speaks to the specific health and lifestyle needs
of different age groups. Ensure messaging emphasizes how
the plan can evolve with changing healthcare needs, which
may address concerns for members considering switching.
4.Implement loyalty programs targeted at younger members
(65–69-year-olds). Encourage them to advocate for their plan
through positive reinforcement and incentives for remaining
loyal.
5.Prioritize email for most communications, but offer alternative
channels (mail, newsletters, member portal), especially for
more personalized or complex information. Consider age-
based preferences as well.

5. Findings
5

6. Q.Overall, how satisfied are you with your
current plan?
6
Medicare member
satisfaction overview
Overall, 89% were
satisfied, with older
members showing
higher satisfaction. The
67-69 age group (43%
"very satisfied") appears
most at risk to consider
alternate plan options.
46%
44%
8%
1%
0%
43%
44%
9%
2%
1%
54%
35%
7%
2%2%
59%
30%
7%
4%
0%
Very satisfiedSatisfiedNeutralDissatisfiedVery dissatisfied
65-66 YO
67-69 YO
70-72 YO
73-75 YO

7. Q.In a few words, what do you find most satisfying
about your Medicare plan?
7
Satisfaction
(unaided response)
Coverage and doctors
were the most-
mentioned areas of
satisfaction.
Coverage
Doctor
benefitsprescriptions
deductible copays
dental
Zero premiums
OTC
premiums

8. Q.How likely are you to recommend your Medicare
plan to others?
8
49%
43%
50%
58%
34%
41%
29%
27%
14%
11%
17%
12%
3%
0%
3%
0%0%
4%
2% 2%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very likely
Likely
Neutral
Unlikely
Very unlikely
Likelihood to
recommend
The oldest
beneficiaries were
more “very likely” to
recommend their plan
compared to younger
groups – by at least 8
percentage points.

9. Q.How well would you say your current plan fits your
coverage needs?
9
Alignment between
coverage and needs
Good news for
Medicare plans – the
vast majority of
beneficiaries reported
that their plan
matches their needs.
Plan Fit
Percent Who
Agree
Very well/well 90%
Very poor/poor 3%
Neutral 6%

10. Q.In a few words, what do you find most dissatisfying
about your Medicare coverage?
10
Pain points
Most respondents
said “nothing” is
dissatisfying about
their coverage. The
most common
complaints were
focused on dental and
general coverage.
Nothing
dental
care
benefits
premium
OTC
coverage
hearing
prescriptions
plans
distancevision
use
cost

11. Q.How interested would you be in exploring a
different Medicare plan from your current insurer
during the next Annual Enrollment Period?
11
Interest in other plan
options: current insurer
Although 89% of
Medicare members were
satisfied with their
current plan, 42%were
still “somewhat” to
“very interested” in
exploring other
optionsfrom their
current insurer. Among
these, those aged 70 to
72 showed the highest
interest in considering
different plans.
11%
Very interested
31%
Somewhat
interested
26%
Neutral
10%
Somewhat
uininterested
22%
Not at all
interested
29%
37%
34%
25%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO
10%
11%
12%
13%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO

12. Q.How likely would you be to explore a Medicare
plan from a different insurance company during
the Annual Enrollment Period?
12
Interest in other plan
options: differentinsurer
Overall, 38% of
respondents were open
to exploring coverage
with a different insurer.
11%
Very likely
27%
Likely
24%
Neutral
13%
Unlikely
25%
Very unlikely
27%
24%
31%
20%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO
10%
8%
12%
10%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO

13. Q.Please rate your level of satisfaction with your
Medicare plan on the factors listed below.
13
Satisfaction by plan
feature
Access to doctors and
needed care were rated
highest.
Areas for improvement
include billing resolution
and treatment pre-
authorizations.
25%
15%
20%
13%
18%
19%
11%
10%
9%
36%
44%
36%
40%
38%
36%
42%
38%
35%
36%
36%
38%
40%
41%
41%
45%
48%
53%
Resolution of
billing issues
Ease of understanding the
summary of benefits (detail…
Pre-authorizations and
approval to receive services…
Value for cost
Customer service
Ease of using
allowance benefits
Overall experience
Access to the care you need
(e.g., tests, procedures…
Access to doctors
and hospitals
Very dissatisfiedDissatisfiedNeutral Satisfied Very satisfied
65-75 YO

14. Q.How well do you understand the benefits provided
by your Medicare plan?
14
Understanding benefits
While overall 81% of
Medicare members said
they understand their
plan “well” or “very
well,” there is
opportunity to increase
clarity, especially with 65
to 66-year-olds.
4%
Not well
15%
Neutral
50%
Well
31%
Very well
3%
8%
1%
0%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO
26%
9%
15%
12%
By age
65-66 YO
67-69 YO
70-72 YO
73-75 YO

15. Q.Which of the following supplemental benefits have
you used or would you use?
15
Most-used
supplemental benefits
The top three
supplemental benefits
that members have
either used or would
use are:
▪Vision, dental
and/or hearing
▪Over-the-counter
allowance
▪Rewards/cashback
programs
1%
17%
19%
20%
27%
27%
30%
31%
37%
59%
66%
Meal delivery
Healthcare navigation (help to find
and schedule medical…
Medical transportation
Condition management (management,
monitoring technology, physical…
Food allowance
Gym membership
Physical therapy
Flex card (to help manage and pay for
medical care, non-medical supplemental…
Rewards/cashback programs
Over-the-counter allowance
Vision, dental and/or hearing

16. Q.You indicated that you do not use the following
supplemental benefits. For each benefit, please
select the primary reason you do not use it.
16
Barriers to use
Members noted a variety
of reasons for not using
benefits. In most cases,
the reason most often
cited was lack of need.
It is also notable that
28% of members cited
forgetfulness for not
using their supplemental
medical benefits (vision,
dental and/or hearing).
15%
16%
18%
10%
22%
9%
8%
15%
9%
18%
47%
41%
36%
32%
26%
26%
25%
20%
22%
26%
10%
10%
28%
8%
Food allowance
Flex card (to help manage and
pay for medical care, non-
medical supplemental benefits,
over-the-counter products)
Over-the-counter allowance
Vision, dental and/or hearing
Rewards/cashback programs
Do not know if my plan offers the benefitDo not know how to access the benefit Do not need the benefit
Not available to me Forgot about benefit

17. 17
Barriers to use (cont.)
Members noted a variety
of reasons for not using
benefits. In most cases,
the reason most often
cited was lack of need.
Cont’d
8%
8%
9%
9%
9%
6%
5%
7%
5%
64%
75%
72%
73%
76%
11%
6%
6%
10%
10%
11%
6%
7%
Gym membership
Physical therapy
Condition management
(chronic condition
management, monitoring
technology, physical therapy,…
Healthcare navigation (help to
find and schedule medical
providers and appointments)
Medical transportation
Do not know if my plan offers the benefitDo not know how to access the benefit Do not need the benefit
Not available to me Forgot about benefit
Q.You indicated that you do not use the following
supplemental benefits. For each benefit, please
select the primary reason you do not use it.

18. Q.How satisfied are you with the frequency and clarity
of communications from your Medicare plan?
18
Medicare plan
communications
Nearly 75% of Medicare
members were satisfied
with the clarity and
frequency of their plan’s
communication.
2%
Very dissatisfied
3%
Dissatisfied
22%
Neutral
48%
Satisfied
26%
Very satisfied

19. Q.How interested would you be in having a
representative from your Medicare plan help you
with the following activities?
19
Interest in plan
assistance
The type of
engagement with
health plan reps that
members would find
most valuable is help
navigating and using
plan benefits.
32%
30%
23%
28%
24%
22%
17%
14%
16%
12%
11%
10%
30%
30%
29%
26%
31%
25%
13%
17%
20%
22%
22%
30%
8%
9%
11%
12%
12%
13%
Accessing and paying for
caregiver assistance
Completing enrollment in
a new healthcare plan
Finding doctors, specialists
and hospitals near you
Finding assistance paying for healthcare
Filling out forms to register
for programs, earned rewards
or cashback, etc.
Navigating and using
healthcare benefits included
with your plan
Not at all interestedSomewhat uninterestedNeutralSomewhat interestedVery interested

20. Q.How interested are you in receiving information or
reminders about the following?
20
Valued notifications
Medicare members were
most interested in
receiving information on:
▪Annual appointments
▪Wellness programs
▪Chronic condition
management or
prevention programs
▪Screening eligibility
and recommendations
17%
17%
12%
8%
10%
12%
12%
19%
23%
11%
10%
14%
16%
8%
38%
33%
32%
29%
33%
28%
29%
23%
22%
36%
42%
31%
33%
35%
4%
5%
9%
11%
12%
12%
16%
Health insurer-sponsored
education classes
Health insurer-sponsored
health expos/events
Wellness tips
Screening eligibility
and recommendations
Chronic condition management
or prevention (dexterity, weight,
blood pressure, diabetes)
Wellness programs
(fitness/gym, nutrition counseling,
etc)
Annual appointments
Very uninterestedSomewhat uninterestedNeutralSomewhat interestedVery interested

21. Q.How important is it for you to receive updates on
the following plan benefits?
21
Personalized updates
Medicare members saw
value in personalized
communications specific
to cost savings
opportunities and
summary of
supplemental benefits.
4%
6%
4%
4%
21%
24%
19%
17%
42%
36%
40%
40%
29%
30%
36%
37%
Summary of non-medical
supplemental benefits
(allowance
for over-the-counter products,…
Status on rewards/cashback
(e.g., amount awarded,
balance remaining)
Summary of supplemental
benefits used (vision, dental
and/or hearing)
Cost savings opportunities
Very unimportantSomewhat unimportant NeutralSomewhat important Very important

22. Appendix A:
Age segmentation on notification engagement
and preferred communication channel

23. Q.Notifications and preferred communications
23
Communication
channel preference
Email and mail were
the preferred
communications
channels for nearly all
information topics.
Topic
Preferred
Communication
Annual appointments #1) Email, #2) Text
Wellness programs #1) Email, #2) DM
Chronic condition mgt. #1) Email, #2) DM
Screenings #1) Email, #2) DM
Wellness tips #1) Email, #2) DM
Health expos/events #1) Email, #2) DM
Health education classes #1) Email, #2) DM
Cost savings opportunities #1) Email, #2) DM
Supplemental medical benefit use #1) Email, #2) DM
Rewards and cashback use #1) Email, #2) DM
Supplemental non-medical benefit use #1) Email, #2) DM

24. Q.Interest level
24
Notifications and
channel preference by
age group
With 65 to 66-year-olds
as the most engaged, the
majority of Medicare
beneficiaries were
interested in getting
reminders for annual
appointments.
Email was the preferred
channel, followed by text
for these reminders.
Social media post
Blog
Phone
Newsletter/eNewsletter
Member portal
Text
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Q. Preferred communication
13%
14%
16%
22%
43%
36%
33%
30%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interestedSomewhat interested
Annual appointments

25. Q.Interest level
25
Notifications and
channel preference by
age group (cont’d)
The younger Medicare
members were more
interested in wellness
programs than their
elders; 49% or more of
65 to 69-year-olds were
“somewhat” or “very
interested.”
Though multiple
channels had traction,
Email was preferred,
followed by mail.
13%
11%
15%
9%
36%
39%
25%
29%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interested Somewhat interested
Q. Preferred communication
Phone
Blog
Social media post
Text
Member portal
Newsletter/eNewsletter
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Wellness programs

26. Q.Interest level
26
Notifications and
channel preference by
age group (cont’d)
Over 40% of all age
groups were interested
in information on
chronic condition
management.
Email was the preferred
communication channel,
followed by mail.
10%
12%
15%
10%
30%
32%
28%
32%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interested Somewhat interested
Social media post
Blog
Text
Newsletter/eNewsletter
Member portal
Phone
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Q. Preferred communication
Chronic condition management

27. Q.Interest level
27
Notifications and
channel preference by
age group (cont’d)
Medicare members of all
ages were similarly
interested in learning
about screening
eligibility and
recommendations.
Email was by far the
preferred channel of
communication for this
information.
10%
12% 12%
10%
43% 43%
42%
40%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interestedSomewhat interested
Q. Preferred communication
Blog
Social media post
Text
Phone
Newsletter/eNewsletter
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Screenings

28. Q.Interest level
28
Notifications and
channel preference by
age group (cont’d)
Younger Medicare
members (65 to 66-
year-olds) were more
interested in wellness
tips than their elders.
While across all
members, email was the
preferred channel of
communication, it’s
worth noting there was
also traction for mail
and the member portal.
5%
7%
15%
8%
46%
36%
33%
31%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interested Somewhat interested
Q. Preferred communication
Social media post
Blog
Phone
Text
Newsletter/eNewsletter
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Wellness tips

29. Q.Interest level
29
Notifications and
channel preference by
age group (cont’d)
Older beneficiaries (70
to 75-year-olds) were
more interested than
the younger groups in
notifications on health
expos and events.
While email was the
preferred channel of
communications, mail,
newsletters, the member
portal and text were
close secondary
preferences.
2%
4%
9%
5%
21%
19%
25%
23%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interested Somewhat interested
Q. Preferred communication
Phone
Blog
Social media post
Text
Member portal
Newsletter/eNewsletter
Mail
Email
64-66 YO 66-69 YO 70-72 YO 73-75 YO
Health expos/events

30. Q.Interest level
30
Notifications and
channel preference by
age group (cont’d)
Older Medicare
members (39% of 70 to
72-year-olds) were
most interested in
health education
classes.
Email was the preferred
mode of
communication,
followed by mail and
newsletters.
3%
1%
9%
3%
23%
21%
30%
19%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very interested Somewhat interested
Q. Preferred communication
Blog
Social media post
Text
Phone
Member portal
Newsletter/eNewsletter
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Health education classes

31. Q.Interest level
31
Personalized updates
and channel preference
The 65 to 66-year-olds
had the highest interest
in learning about cost
savings opportunities,
but interest was strong
across all age groups.
Email was the preferred
communication
channel, followed by
mail.
36%
39%
34%
39%
46%
39% 39%
38%
65-66 YO67-69 YO70-72 YO73-75 YO
Very important Somewhat important
Q. Preferred communication
Phone
Text
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Cost savings opportunities

32. Q.Interest level
32
Personalized updates
and channel preference
(cont’d)
Receiving updates on
their summary of
medical benefit
utilization was of
interest across all
Medicare member age
segments.
While email was the
preferred mode of
communication, mail
was a strong second.
39%
33%
36%
38%
39%
42% 42%
35%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very important Somewhat important
Q. Preferred communication
Phone
Text
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Supplemental medical benefits used

33. Q.Interest level
33
Personalized updates
and channel preference
(cont’d)
The youngest Medicare
members (65 to 66-
year-olds) had the
highest interest in
learning their status on
the use of non-medical
supplemental benefits.
Email was the preferred
mode of
communication,
followed by mail.
38%
29%
22%
29%
41%
40%
48%
42%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very important Somewhat important
Q. Preferred communication
Phone
Text
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Non-medical supplemental benefits

34. Q.Interest level
34
Personalized updates
and channel preference
(cont’d)
The youngest Medicare
beneficiaries (65 to 66-
year-olds) were the
most interested in
personalized updates on
their rewards and
cashback status.
Email was the preferred
communication channel
for this status, while
mail, member portal
and text were nearly
equal secondary
channels.
34%
28%
27%
32%
41%
34%
39%
34%
65-66 YO 67-69 YO 70-72 YO 73-75 YO
Very important Somewhat important
Q. Preferred communication
Phone
Text
Member portal
Mail
Email
65-66 YO 66-69 YO 70-72 YO 73-75 YO
Rewards and Cashback

35. Appendix B:
Respondent demographics

36. 2%
15%
35%
25%
11%
11%
Prefer not to answer
Under $25,000
$25,000-$49,999
$50,000-$74,999
$75,000-$99,999
$100,000 and above
36
Which best describes your marital status?What is your household income?
12%
14%
17%
56%
Widowed
Single, never married
Divorced
Married
74%
22%
3%
0%
Medicare Advantage
Medicare Supplement (MediGap)
D-SNP (Dual Eligible Special Needs Plan)
C-SNP (Chronic Condition Special Needs Plan)
In what type of Medicare plan are you enrolled?

37. 37
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.

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