Acquiring members for Dual-Eligible Special Needs Plans (D-SNP) is both a strategic necessity and an intricate challenge for health insurers, especially as the economics of Medicare Advantage plans are changing. However, this audience is extremely difficult to reach through paid media due to their preference for in-person meetings and one-on-communication when making decisions about their health plans. This requires a unique approach to prioritize data for both audience modeling and audience targeting—combined with media strategy best practices to effectively engage and convert this unique and valuable audience.
Understanding D-SNP Demographics and Psychographics
D-SNP plans are designed for individuals eligible for both Medicare and Medicaid, a group characterized by diverse healthcare needs and socio-economic challenges. Unlike traditional Medicare audiences, D-SNP members can include individuals under 65 who qualify due to a disability. Members of this audience are generally low-income and often are skeptical about health insurance, especially switching insurers, due to past experiences and the general complexity of the healthcare system.
This audience often requires frequent medical appointments with a variety of primary and specialty providers, making them especially wary of unexpected out-of-pocket costs. On average, members of this group are also less digitally savvy, rely heavily on the support of their community, and prefer to receive 1-to-1 communication via phone or in-person meetings.
Recognizing these demographic and psychographic nuances of the D-SNP audience is crucial, underscoring the importance of a tailored approach to media and messaging. Crafting messaging that is clear, straightforward, and empathetic to their unique circumstances is paramount.
Effective Media Strategies for D-SNP Audiences
To successfully reach D-SNP prospects, a strategic mix of lead-generation and awareness campaigns has proven effective. Given the limitations in directly targeting media based on income, identifying geographic pockets with a high propensity for D-SNP eligibility is vital.
This allows for hyper-localized campaigns that resonate culturally and demographically. Digitally activating media targeting against your own first-party member data in a manner that is HIPAA-compliant is also key, as it provides the opportunity to leverage look-alike models and to home in on current Medicaid members who may be aging in to Medicare and would therefore qualify for a D-SNP plan.
Lead-generation efforts should consider a mix of Direct Mail, Paid Search, Email, Paid Social, and In-Office Provider strategies with a call-to-action that prioritizes phone calls over online actions. We have seen success by prioritizing Paid Search strategies, leveraging Google's advanced tools to extend reach beyond traditional keyword targeting.
Search-based approaches have performed well too, particularly when combined with out-of-home signage in community-centric locations like local grocery stores, community centers, and via transit signage. The key is to maintain consistency across all touchpoints, from advertisements to landing pages, in the preferred language of the audience.
Challenges in Reaching D-SNP Audiences
Reaching D-SNP members can be fraught with challenges, due notably to complex healthcare needs and an aforementioned skepticism toward plan changes. The inundation of information from various marketers means that messages must stand out as trustworthy and reliable. Simplifying messaging to focus on clarity over creativity is essential; straightforward communication tends to build trust more effectively than overtly creative marketing.
The socio-economic realities of this audience mean their priorities are often elsewhere—on essentials like food and housing. Thus, integrating campaign efforts into their existing healthcare journey, such as establishing a presence in medical offices where they frequently visit, can enhance engagement. Building relationships with healthcare providers and community leaders further reinforces credibility and trust.
The Role of Data and Analytics
Data plays a pivotal role in fine-tuning marketing efforts toward D-SNP audiences. By sub-segmenting Medicaid members, insurers can identify members eligible for D-SNPs and tailor messaging to reassure them of a safe transition without losing current benefits. This approach mitigates the perceived risk associated with plan changes.
Moreover, data supports the development of age-in programs, focusing on individuals approaching Medicare eligibility. This proactive engagement ensures continuity and smooth transitions for those entering the D-SNP demographic through age or new disability status.
Data analytics also aids in optimizing media performance by identifying the most effective channels and strategies. Understanding which campaigns yield the highest returns allows for agile adaptations, enhancing both effectiveness and fiscal responsibility.
Actionable Insights for Enhanced Engagement
1. Tailor Messaging: Develop communication strategies that are simple, direct, and empathetic, addressing the specific concerns and needs of the D-SNP audience.
2. Leverage Local Insights: Utilize data to pinpoint geographic areas with high D-SNP potential and deploy culturally resonant, hyper-localized campaigns.
3. Capitalize on Search Strategies: Expand beyond traditional keyword tactics to capture incremental audiences through advanced search tools.
4. Integrate Community Presence: Establish credibility by aligning with trusted community figures and healthcare providers, enhancing word-of-mouth marketing.
5. Optimize With Data: Continuously analyze media performance data to refine and adjust strategies, ensuring optimal engagement and resource allocation.
By integrating sophisticated media strategies with robust data analytics, health insurers can effectively navigate the complexities of acquiring D-SNP members. This approach not only improves member acquisition and retention but also enhances the quality of support and care provided to this critical audience.
*Lori Curran, MERGE VP and Integrated Media Leader, also contributed to this article.
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