Stand Out This AEP: The Power of a High-Engagement Supplemental Benefit

The Annual Enrollment Period (AEP) is here, and the race to attract and retain members is more competitive than ever. Today's seniors are not just looking for a health plan; they are seeking a partner in their wellness journey. They are digitally savvy and proactive consumers looking for tools to help them live longer and healthier lives.

How can your Medicare Advantage plan stand out? By offering supplemental benefits that members truly want.

The Deciding Factor in Plan Selection

Offering a well-known consumer wellness and wearable technology benefit isn't just an added perk—it's a powerful marketing tool that can directly influence enrollment decisions. Our research shows that a popular, trusted wearable brand makes a significant impact on how prospective members view your plan:

• 73% of prospective members say they would be more likely to select a plan that offers a leading wearable device*.

• 78% believe a wearable would help them be more active and better manage their health*.

During AEP, your plan's design is a key differentiator. By featuring a highly-desired digital health benefit, you can capture the attention of health-conscious seniors and provide a compelling reason for them to choose you. The message is simple: we are the plan that invests in your proactive health.

Beyond Acquisition: Driving Satisfaction and Long-Term Retention

Attracting new members is only half the battle. Keeping them engaged and satisfied is crucial for long-term success and strong STAR ratings. This is where a high-engagement digital benefit can shine, transitioning from an acquisition tool to a powerful retention driver.

For example, data from members using a Fitbit device shows a clear impact on long-term satisfaction:

• 77% of these members are more satisfied with their health plan than those without*.

• Members with this benefit are 27% less likely to consider switching plans during AEP*.

By providing a tool that members integrate into their daily lives, you create a constant, positive touchpoint with your brand. You're not just a payer; you are an active partner in their daily wellbeing. This deepens loyalty and educates members on the value you provide, making them far less likely to shop around when it's time to re-enroll.

Educate Your Members, Empower Your Growth

This AEP, it’s important to lead with the benefits that matter most to today's seniors. While those eligible for Medicare did not grow up in the digital era, more than a third of Baby Boomers own a wearable or connected device and Americans that are 75+ years old are the top trackers of key medical metrics like weight and heart rate (35% track at least one metric digitally) according to Rock Health’s 2024 Consumer Adoption of Digital Health Survey. By highlighting a world-class digital health offering in your marketing and educational materials, you can craft a powerful narrative around health, wellness, and proactive care that aligns with the growing demand for this type of support within the eligible population. Our competitively priced Fitbit trackers and smartwatches, paired with the engaging content in Fitbit Premium, provide a unified platform for comprehensive member health.

Empower your sales and marketing teams to tell a story that resonates. Show prospective members that you offer more than just coverage—you offer a clear path to better health.

_{*March 2023 study, Kantar Profiles in partnership with Fitbit Enterprise}