Member Voices: What do MA members want? They want more.

What do Medicare Advantage (MA) members really want from their plans? We asked them. Through a nationwide online survey of 1,000 members and 50 in-depth interviews with older adults less comfortable using digital channels, we uncovered insights that challenge conventional thinking. The sample reflects the U.S. Census, offering a clear picture of the MA population. 

We identified 5 key member segments that have different needs and aspirations for their plans. These five segments vary based on financial security, their overall health, and technological competence. Their plan selection drivers are different as are their preferred supplemental benefit allocations. Understanding these segments and developing discrete products accordingly will help health plans manage utilization, risk, and plan effectiveness. 

Flexibility Matters More Than Total Dollars 

One finding stood out: when asked to choose between a $750 benefit split evenly across over-the-counter (OTC), food, and a combined dental, vision, hearing purse or a $500 benefit they could allocate themselves against those same categories, 70% chose flexibility. Even among financially vulnerable members, more than half preferred fewer dollars with control over how their benefits are spent. 

Members don’t want to spend money on things they don’t need or to be constrained by rigid purse design. They’d prefer a super purse that allows them to make their own choices and manage their budgets independently, even if it means trading off the absolute level of benefits. 

Rewards Are Ripe for Reinvention 

Nearly 90% of MA members participate in rewards programs, from retailers to airlines to credit cards. They are used to being rewarded for spending and for doing things that earn discounts or points. The typical MA or Medicaid R&I program doesn’t feel like a rewards program, and members don’t think of them that way. But members are VERY interested in being rewarded for taking proactive care of their health and would favor plans that offer them rewards for doing so. The research shows there is a big opportunity for plans to reposition their rewards programs, elevate them in the minds of their members, and augment them with 3rd party partners. Plans also get a secondary benefit, as rewards help their members stretch their budgets, which is always important, but even more so today in our inflationary environment.  

Technology Must Meet Members Where They Are 

This is the most technologically capable group of seniors who has ever lived. They’re also the least technologically capable group of seniors who will ever live. As we think about serving MA members, we need to deeply understand the tools they’re comfortable with and provide what we think of as a belt-and-suspenders approach: yes and, not either/or. 

Some prefer simple self-service tools, while others value personal support. Plans must offer both—intuitive digital options and best-in-class human experiences—to meet members where they are. 

Retailers Play a Central Role 

Members see their doctors on average 5 times a year, but they visit the pharmacist more than 30 times and grocery shop more than 80 times per year. They trust their local stores and pharmacists and welcome their deeper involvement in care. evermore is partnering with plans and retailers to close care gaps, offer tele-nutrition, and provide services that meet members where they are while lowering the cost of care. 

MA plans are well positioned to do more for their members. With the right plan design, strong collaborations with partners like evermore, and deep retail integrations, plans can build durable relationships with members that help them get the most out of their benefits and the best out of life.