Press Release

Deft Research Announces Update of List Scoring Algorithms
by Catherine Mandler

  

Minneapolis, Minnesota, Saturday, April 27, 2019  Deft Research has announced the update of its 2019 Medicare Consumer List Scoring algorithms timed to coincide with marketing planning for Medicare’s fall Annual Election Period (AEP) and the rest of the year.

When applied to lists of senior citizens and 64 year old’s (age-ins), these algorithms help health insurers make more informed marketing decisions.  The 2019 algorithms used enhanced techniques to achieve better predictive results. 

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. 

List Scoring is a process of applying an algorithm to a set of consumer records to create an estimate of each consumer’s propensity to act in a certain way.  Health insurers use these models to effectively align the right products with the consumers most likely to want them.  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.

Deft Research achieved substantial improvements over previous algorithms by incorporating more years of survey data, conducting thorough data mining processes, and applying new machine learning technology. 

Algorithms varied in the improvement that was achieved.  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.  

 About Deft Research

Deft Research is a market research firm and the health care industry’s most trusted source for relevant market and consumer information. Combining primary research, local market data, and big data, our studies provide health plans the information they need to strategically plan their marketing, product and sales campaigns. 

 

 

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