Medicare Advantage: Boost Engagement & Close Gaps
- As the Medicare Advantage Annual Election Period continues through Dec.7, health plans are intensifying efforts to improve member engagement and close care gaps.
- Effective communication strategies are vital for reaching both Medicare Advantage members and Dual Special Needs Plan (D-SNP) members.
- A large regional health plan demonstrated the value of addressing social determinants of health (SDoH) through digital outreach.
Medicare Advantage plans are aggressively boosting member engagement right now, particularly during the Annual Election Period, to meet the rising demands of a growing beneficiary base. Over half of Medicare beneficiaries will likely be enrolled in a Medicare Advantage plan by the close of 2024, making effective outreach strategies essential. This article highlights the importance of clear, culturally sensitive communication, especially for both Medicare Advantage and Dual Special Needs Plan (D-SNP) members and how digital outreach can provide personalized support. Learn how just-in-time engagement, omnichannel communication solutions, and adapting to the new Health Equity Index (HEI) are vital for boosting member satisfaction. News Directory 3 is following these trends closely. Discover what’s next for a successful 2027 Star Rating.
Medicare Advantage Plans Boost Member Engagement
Updated June 13, 2025
As the Medicare Advantage Annual Election Period continues through Dec.7, health plans are intensifying efforts to improve member engagement and close care gaps. With over half of Medicare beneficiaries expected to enroll in Medicare Advantage plans by the end of 2024, proactive communication is essential for member satisfaction, retention, and plan growth.
Effective communication strategies are vital for reaching both Medicare Advantage members and Dual Special Needs Plan (D-SNP) members. A recent study indicated that less than half of Medicare beneficiaries thoroughly read mail from their health plans, underscoring the need for clear and culturally competent communication.D-SNPs, which cater to individuals eligible for both Medicare and Medicaid, have seen meaningful growth, with over 6.6 million beneficiaries enrolled in 2024. These plans often offer enhanced benefits, but many members are unaware of them.
A large regional health plan demonstrated the value of addressing social determinants of health (SDoH) through digital outreach. By deploying a multichannel campaign,the plan collected critical data on demographics,housing,transportation,and financial situations. This data empowered care managers to provide personalized support, resulting in increased visits to essential services websites.
Best practices for improving member engagement include just-in-time outreach, omnichannel communication, leveraging digital tools, and preparing call centers for increased volume. short, engaging texts and visual content can resonate more effectively with members.
Looking ahead, the Centers for Medicare & Medicaid Services (CMS) is introducing the Health Equity Index (HEI) to the 2027 Star Ratings program. This index will reward Medicare Advantage plans that provide high-quality care to underserved populations. Plans should focus on identifying and engaging members with social risk factors to succeed under the new HEI.
CMS is also emphasizing culturally competent care by requiring interpreter services and multilingual materials. By integrating communication strategies with care coordination and addressing social determinants of health, plans can improve Star Ratings and support their most vulnerable populations.
What’s next
Health plans should act now to drive better outcomes and prepare for the HEI’s impact on future ratings by focusing on proactive member engagement and comprehensive communication strategies.