Medicare Advantage changes may have impacted qualification periods, but late Fall is still peak time for marketing.
From mid-October through early December, Medicare Advantage plans and D-SNPs run their heaviest marketing of the year. Enrollment rules have loosened in recent years, and many dual-eligible beneficiaries can now change plans month to month instead of waiting for the Fall. But plans still change their benefits, costs, and networks every year, and Annual Enrollment is when they spend the most to win members. Older adults and their families get TV ads, mailers, and broker calls. Referral sources field a steady stream of plan questions. PACE doesn’t run on that calendar, so many programs treat the season as background noise, which is a potential mistake. That “noise” reaches many of the same people you serve (or want to serve), and it can show up in your pipeline.
Expect some confusion
The seniors who need PACE need it year-round. Where it gets murky is how clearly they understand their options. A family comparing plans may assume PACE is just another Medicare Advantage product, or may not know about it at all. Programs that see a soft Fall usually aren’t because there is less need. They’re seeing more prospects stall because the message got lost with external marketing noise going on at the same time.
Stay in front of your referral sources
Discharge planners, case managers, and community partners are among the busiest people in your network during this stretch. A short reminder of who is a strong fit for PACE, and how fast your team responds, keeps you top of mind while they’re fielding plan questions. Don’t let outreach slip simply because your partners may be busy, but utilize this time where options may be top of mind to remind your community of why PACE is so valuable.
Prepare your intake teams for “we already picked a plan”
Some prospects will choose a Medicare Advantage plan during Annual Enrollment before they ever talk to you. Your intake team should be ready for that conversation and know how to explain that a plan choice made in October or November doesn’t close the door on PACE. PACE is available year-round, should a participant find that it’s a better fit for their needs. Communicating that while Medicare Advantage may be top of mind can pay dividends later on.
Don’t try to outspend
National plans will outspend any PACE program on media this season, and trying to match them is rarely a good use of budget. The PACE advantage is the care model, including an interdisciplinary team, a day center, and support built around a senior staying in his or her own home, something 75% of adults 50 and older said they prefer in an AARP study. Lead with what makes PACE different, and ensure every message stays within CMS marketing guidelines.
Keep the focus in January
New plan years start in January, and with each year’s benefit and network changes, some people find out their coverage isn’t what they expected it to be. Prospects who went quiet in the Fall are worth a follow-up once the new year starts. The programs that keep their pipeline organized through Annual Enrollment are the ones best positioned when those conversations reopen.
Annual Enrollment is loud for seven weeks, and PACE programs can’t change that. What they can control is whether their referral relationships, intake process, and follow-up hold steady while it’s happening.