Direct mail plays a critical role in Medicare AEP marketing campaigns, so creating pieces that will be opened and elicit response is key. Last month, we released the findings from Part 1 of our Medicare marketing report on seniors’ preferences related to direct mail designs. But when it comes to successful direct mail, design is only part of the equation. In order for direct mail to be effective, the right messaging is also an essential element. Health care marketers must craft messages with the understanding of the Medicare factors that are most important to seniors. To understand what messaging is most likely to resonate with the Medicare audience, we conducted an online survey of 250 adults aged 65 and older. We showed the participants various plan and product copy options, as well as numerous calls-to-action and offers – all to discover what messaging is most likely to get a response from this audience. Should your direct mail highlight low cost or longevity, rewards or ratings? In this report, we answer these questions, plus share which talking points ranked highest among respondents, and which calls-to-action, offers, and copy options should be avoided. Read through all of our findings before the launch of your fall AEP campaign.

1. © 2016 Competiscan, LLC & Media Logic USA, LLC. 1
MEDICARE MARKETING INSIGHTS
WHAT DIRECT MAIL MESSAGING
DO SENIORS PREFER?
DIRECT MAIL SURVEY (PART 2 of 2)

2. © 2016 Competiscan, LLC & Media Logic USA, LLC. 2
Direct mail is a critical component of a Medicare AEP marketing campaign,
but to be effective its messaging must inspire action.
To understand what messaging seniors prefer, we conducted an online survey of 250
adults aged 65+. We showed them various plan and product copy options, as well as
numerous calls-to-action and offers – all to understand what messaging is most likely
to get a response from this audience.

3. © 2016 Competiscan, LLC & Media Logic USA, LLC. 3
} I use ratings all the
time before making
a purchase
} Looks like a high rating,
but I’d want to research
what it means
} More likely to find one
that meets my needs
} May have an
affordable option
} They must be doing
something right
} Been around a
long time
THE HIGHEST-RANKED
BRAND-LEVEL STATEMENTS
4.5 STAR RATING
Respondents’ feedback: Respondents’ feedback: Respondents’ feedback:
WIDE RANGE OF MEDICARE PLANS 30 YEARS EXPERIENCE

4. © 2016 Competiscan, LLC Media Logic USA, LLC. 4
THE LOWEST-RANKED
BRAND-LEVEL STATEMENTS
These plan statements ranked the lowest, perhaps because they were more generic and
didn’t include supporting proof. We know from prior research and experience, as well as
from the feedback of other respondents who favored these statements, that these are
meaningful features when presented in a more effective manner.
KEY TAKEAWAY:
Messages that provide specific facts about a plan appear to be more appealing
than statements that may be perceived as more generic.
A NAME YOU CAN TRUST COMMITTED TO PERSONAL SERVICE SEE WHAT OUR MEMBERS HAD TO SAY

5. © 2016 Competiscan, LLC Media Logic USA, LLC. 5
THE HIGHEST-RANKED
PRODUCT-LEVEL STATEMENTS
Respondents that preferred these statements provided feedback like:
} Finding the lowest cost plan is most important
} Want to get rid of my high deductible
} Want to see if the $0 cost plan is true
} Want to read how I could save money
$0 DEDUCTIBLE LOW OUT-OF-POCKET COSTS AS LOW AS $0 A MONTH LOW RX COSTS

6. © 2016 Competiscan, LLC Media Logic USA, LLC. 6
THE LOWEST-RANKED
PRODUCT-LEVEL STATEMENTS
KEY TAKEAWAY:
Cost is very important to the Medicare audience. If you have a product with a cost
advantage, find a way to highlight it to attract seniors.
Using wellness rewards and large network statements on direct mail envelopes did
not rank as well as cost-based statements in this survey. Based on our Health Plan
Preferences Report, we’re not surprised that wellness messages fell short. On the other
hand, with the surge in narrow network plans we believe large local networks will become
increasingly important to many consumers.
WELLNESS LARGE NETWORK

7. © 2016 Competiscan, LLC Media Logic USA, LLC. 7
} Allows me to do my
own research and
compare plans
} Want to review
material at my own
pace convenience
} Good incentive –
get paid for something
I’d need to investigate
anyway
} Payment for my time
} More comfortable in
my own home
} Easiest to do
THE HIGHEST-RANKED CALLS-TO-ACTION
FREE PLAN COMPARISON BROCHURE $15 GIFT CARD FREE VIRTUAL WORKSHOP ONLINE
Respondents’ feedback: Respondents’ feedback: Respondents’ feedback:

8. © 2016 Competiscan, LLC Media Logic USA, LLC. 8
THE LOWEST-RANKED CALLS-TO-ACTION
Although these were the lowest ranked calls-to-action, the respondents that wanted to
speak with a person for advice/assistance preferred them.
KEY TAKEAWAY:
In general, people like to do their own research at their own pace and convenience.
However, plans must also be prepared to serve the needs of those who want advice
and assistance.
CALL FOR EXPERT ADVICE STOP BY OUR NEW INFORMATION CENTER FREE WORKSHOP

9. © 2016 Competiscan, LLC Media Logic USA, LLC. 9
THE HIGHEST-RANKED OFFERS
Respondents that preferred these statements provided feedback like:
} Most likely to be used
} Flexibility – can be used anywhere
} Enjoy shopping on Amazon
} Most practical – immediately useful
VISA GIFT CARD AMAZON GIFT CARD GAS CARD

10. © 2016 Competiscan, LLC Media Logic USA, LLC. 10
THE LOWEST-RANKED OFFERS
KEY TAKEAWAY:
No surprise – people like receiving money as much as they like lower costs.
While a small percentage of people enjoy new tote bags and water bottles, it’s clear that
they are not seen as useful or practical as offers that help them save money.
WATER BOTTLE TOTE BAG

11. © 2016 Competiscan, LLC Media Logic USA, LLC. 11
IMPLICATIONS
As with envelope and letter designs (Part 1 of this study), there is no single
message that will appeal to every senior due to their diverse needs, wants
and motivations. That being said, there are some universal truths: people
want low costs, choice and to engage with a brand on their terms.
Consider the following as you craft your messaging:
} Segment and profile segments in order to customize messaging – activate
motivational triggers
} Use a multi-touch cadence to deliver varied messages and calls-to-action,
knowing individuals will only respond to the touch point most appealing to them
} Leverage messages that resonate with consumers and help support your overall
brand positioning
} Approach messaging on direct mail envelopes and self-mailers with a unique
mindset – highlight your plan’s most unique advantages that are meaningful to
this audience in order to inspire action

12. © 2016 Competiscan, LLC Media Logic USA, LLC. 12
ABOUT MEDIA LOGIC
ABOUT COMPETISCAN
Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions
that drive business. Media Logic offers deep experience in branding and lead generation, and is expert
at turning research and segmentation data into actionable plans. Leveraging more than two decades
of health plan marketing knowledge, Media Logic understands the nuances of group, Medicare and
individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing,
everything Media Logic does is focused on generating results for clients… giving them an edge in a
competitive, constantly changing environment.
Visit www.medialogic.com for more information.
Founded in 2006, Competiscan provides its valued clients insights into the direct marketing strategies
of competitors. Competiscan and its powerful web-based search utility monitors direct mail, email,
mobile, online banners, print and social networking communications targeted at consumers, businesses,
financial advisors, insurance producers and providers over time. As the market leader, Competiscan’s
clients are better informed, leading to more effective communications and marketing with the ultimate
goal of staying ahead of the competition.
Visit www.competiscan.com for more information.

13. © 2016 Competiscan, LLC Media Logic USA, LLC. 13
If you have any questions about this report
or any of the topics covered, contact:
Richard Goldman
CEO Founder
Competiscan
312.546.3489
richard@competiscan.com
Jim McDonald
Director of Business Development
Media Logic
866.353.3011
jmcdonald@medialogic.com
Learn more about Media Logic at medialogic.com
and subscribe to its health care marketing newsletter
at medialogic.com/signup
Learn more about Competiscan at competiscan.com