A Five-Star Content Strategy for Medicare Plans

Have you updated your content strategy to reflect the latest changes in the Medicare world? Not only will leveraging your Medicare rating help you win over plugged-in seniors, but the 2010 federal health law tied the ratings to cash bonuses, too. Five-star-rated plans will also have the ability to enroll members year-round, while other plans abide by Medicare’s annual open enrollment period (Oct. 15 to Dec. 7 this year).

Medicare ratings measure how well health and prescription drug plans perform on more than 50 items, which are grouped in five different categories, such as customer service and cancer screening. The reviews are based on a five-star ratings system created to help seniors become better shoppers (PDF).

Most health insurance plans have largely ignored the federal government’s annual reviews of Medicare health plans on the theory that seniors are not the most web-savvy demographic and don’t actually use the ratings available on Medicare’s Plan Finder website.

Some health plans — especially those with top scores — are taking advantage of the glut of web-savvy baby boomers joining Medicare. There is every reason to believe the latest generation of seniors will pay even more attention to ratings and expect insurance plans to provide this information. It’s important that your plan doesn’t get left in the dust.

Updating your content strategy

Advertising your star ratings on your website can help you attract seniors. Increasing your star ratings can earn you a substantial bonus from the government to add to your bottom line. A happy member base means a higher star rating and the ability to attract even more seniors during the next enrollment period (or anytime of year if you earn the coveted five-star rating).

Here are several ways to help increase your ratings by updating your website content strategy:

• Show off your rating. Let prospects know if you have 4 stars and above. Members will also feel good about their decision to stick with you if you’re highly rated.
• Step up your customer service message. Make sure your phone number, click-to-chat and/or email is available on every page.
• Create or re-skin online tools and apps to help members manage their health and chronic illnesses. This accounts for an entire category in Medicare’s review of your plan.
• Advertise screenings and vaccination clinics through your website and social media. This is another large category for Medicare’s review of your plan.
• Use the online medium to your advantage. For example, you can show how the drug plan works and interactively explain where members are and give tips on how to avoid the dreaded gap. Helping them through this will make you a trusted ally.
• Make your online forms ridiculously easy. Even if a member wants to leave the plan, make it simple. Not only is this a significant part of Medicare’s review of your plan, but once someone has made a decision to leave a plan, creating a bad experience where it’s nearly impossible to leave solidifies their decision.
• Offer reminders for appointments and drugs. Make it easy for members to use your website to sign up for reminders through email or texts to their mobile phones.