The Missing Piece: How Consumer Goods Can Make Medicare Advantage Stronger

Consumer packaged goods (CPG) companies make the products that your members buy with their supplemental benefit dollars. They are the ones fighting for more than their fair share of the $13B over-the-counter (OTC) benefit dollars available on cards. These companies come to the healthcare arena with unique advantages: 

• They employ researchers, brand marketers, and advertising agencies whose job it is to understand consumer needs and how to position their solutions for optimal advantage 

• They have sales teams who ensure their products are always available on shelf 

• They operate healthcare professional salesforces that detail physicians and pharmacists so that their solutions are top-of-mind and recommended as warranted 

• They have unique data sets that help them understand purchase behavior, predict trends, and target communications 

Additionally, the vast majority of supplemental benefit spending has shifted in-store, and CPG companies are already managing those relationships via shelf placement, promotional strategy, supply chain, and staff training. They are effectively serving your members in the aisles of the store on a weekly basis. In rural healthcare deserts, the opportunity is even greater. Pharmacists and dietitians are often the most accessible healthcare professionals a member sees regularly. CPG partnerships that provide education, product recommendations, and financial incentives extend care coordination into communities that desperately need it. 

evermore has created preferred strategic partnerships with leading CPGs to bring even more unique value to your plan and members with promotions and discounts that help them extend their benefit dollars. It’s a win/win/win/win. CPGs win as members use their supplemental benefit dollars on their quality brands. Retailers win as the dollars flow through their stores. Your plan wins because members are taking action to buy the products that keep them healthy and out of the hospital, as well as driving retention because your plan offers more value than your competitors. And your members win because their dollars go further toward the familiar and preferred brands they trust most.