Blog Post

AIC + List Scoring
by Richard Hamer, Founder and Chief Strategy Officer

  

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Attracting Age-ins – a persistent issue

Most health plans are not satisfied with the proportion of their former commercial members who convert into Medicare members.  This under-performance is called the Age-in Conversion problem.  And it challenges health plans when they try to attract consumers obtaining health insurance through the individual and family market (IFM) and through employer-sponsored health plans.

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A one-two punch

  1. Age-in Conversion studies: Working with clients, Deft Research has developed a consumer survey to create measures of the key opportunities for improving age-in conversion.  Our clients say survey data will help them prioritize and focus the actions they will take.
  2. List Scoring Algorithms: Deft Research is also uniquely positioned to address the Age-in Conversion problem with  high quality list scoring algorithms. 

Each part of this approach delivers its own value. 

Age-in Conversion studies almost always survey a health plan’s own members – or persons of a certain age who were previously in IFM or employer plans and are no longer.  The surveys identify the strengths of competition, relative brand values, and the member experience factors that influence age-in choices.  Without this decision support, health plan personnel have had trouble aligning on a more positive future in which Age-in Conversion rates rise.

The list scoring algorithms enable health plans to apply market intelligence to an entire list of consumers.  These scores help clients make more informed marketing decisions at the prospect level.   To develop the algorithms, Deft used both primary market research and additional data.  This leads to market insights specifically designed for health insurance marketing decisions. 

The new 2019 algorithms produce scores for:

  • Being a Group Retiree – a consumer who is part of an employer’s group retiree program (and therefore a bad prospect for individual Medicare insurance).
  • Being Late to Medicare – a consumer who works past age 65 and remains on employer-based health insurance.
  • Preferring Medicare Advantage plans
  • Preferring a Supplemental Medicare policy (aka, Medsupp or Medigap)
  • Responding to direct mail
  • Purchasing a zero dollar premium Medicare Advantage plan
  • Purchasing a premium greater than $100.

When list scoring is used, insurers report higher responses to direct mail, and lower costs per sale.  To accomplish a variety of goals, insurers may use algorithmic scores alone or in combination with one another.

For more information, visit www.deftresearch.com/resources for blog posts providing more details, or contact Catherine Mandler at 612/436-8313, cmandler@deftresearch.com.

 

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