The Annual Enrollment Period (AEP) is underway, and the number of active Medicare advertisers on TV appears to be lighter than in previous years. Due to further advertising restrictions imposed by the Centers for Medicare &Medicaid Services (CMS), advertisers will have to prioritize their marketing efforts to ensure success.

Healthcare marketing now extends beyond traditional channels, and Medicare and Medicaid subscribers are omnichannel shoppers who expect consistency across all touchpoints with your brand, and throughout all channels.

Content designed for the Medicare subscriber at every touchpoint ensures you’re getting the most out of your marketing efforts, and consistently marketing across channels builds the trust, and legitimacy you need to increase the efficacy of your marketing strategies and campaigns. 

So, in an omnichannel environment, how do you prioritize your marketing efforts?

Your target audience’s media consumption should guide your approach and is the key consideration when developing your strategy. Boomers still love traditional TV; they are most likely to have pay TV packages and watch roughly 4.5 hours each day, almost 50% of their total media consumption.1 

When they are not watching television, Baby Boomers occasionally indulge in social media and streaming TV. Any advertising that aims to reach this audience should prioritize television ads. They are the original TV generation and still prefer to watch shows from the comfort of their home. However, they are slowly starting to adopt new media to connect with their children and grandchildren.

Since Television is held in such high regard, video should be prioritized with the arsenal of marketing tools and extended to other tactics.

Videos provide a more personal touchpoint for Medicare marketers to connect with patients and users on their website, social media, and CTV. Not only does it serve the purpose of educating consumers, video allows for the inclusion of testimonials to give an honest view of the customer experience. Few things are more compelling than a customer’s own words about their positive experience with a Medicare provider. 

And let’s not forget about customer retention. Traditional marketing efforts have focused on new patient acquisition. Today we see a trend in marketers catering not only to potential subscribers but also to existing customers. The retargeting efforts offered by CTV are being used as a tool to reengage the younger Medicare customers to great effect.

As we reach the peak of Medicare enrollment, we are seeing the leading Medicare marketers, such as eHealth and Aetna, put these strategies in play. This strategy will act as a platform to run an evergreen campaign in 2024 and an even more successful and profitable year ahead.

1 The Drum. April, 2023

Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally. 

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