Mastering Medicare Advantage Marketing for 2025: Strategies for Success

Marketing for 2025 Medicare Advantage enrollment is going to be a different game than years past. For the first time, more than half of the country’s Medicare population is enrolled in a Medicare Advantage plan. With nearly 11,000 Americans turning 65 every day, the need for effective Medicare marketing strategies is more critical than ever, and notably, for-profit carriers like United, Humana, and Aetna accounted for 86% of enrollments of the total market’s growth last year.

The market is also saturated. The average number of plan options has increased by 80% by county since 2019. In short, seniors have dozens of options in a flooded market, and the major players are situated for success. How can your Medicare marketing influence decision-making in Seniors?

Enter the challenges of AEP: AEP is a short, 53-day window when Medicare Advantage plans compete for enrollees. Plans need to stand out and engage potential members across the funnel.

Understand the funnel: Effective Medicare marketing approaches upper funnel and lower funnel tactics with equal consideration.

• Upper-funnel channels create interest, and lower-funnel channels provide details and encourage action.
• Upper-funnel channels drive traffic, and lower-funnel channels re-engage those visitors and generate leads.
• Align messaging across the funnels for a cohesive experience for your prospective consumers.

Why Upper Funnel Matters:

• Build awareness of your brand among Medicare-eligible prospects year-round, not just during AEP.
• Consistent exposure builds brand recognition, making your plan memorable during the hectic sprint of AEP when Seniors are bombarded with messaging from competitive plans.
• Entering the market during AEP without having done this legwork is like entering the race without stretching; your competitors have a head start.

Why Lower Funnel Matters:

• After creating awareness, re-targeting keeps your plan top-of-mind for Seniors.
• In-platform lead generation, particularly within walled gardens like Meta and Google, offers a streamlined way to stock your sales team with qualified leads.

Success with Medicare marketing requires a holistic approach across all channels. Engage with Adcom for a case study about how we drove record enrollments during AEP.