SENIOR MARKET DYNAMICS 2007

This study puts senior switchers in the spotlight.  It was conducted on-line in early February with 1600 respondents over the age of 65.  The study focuses on the health coverage prices, preferences, and attitudes that are associated with shopping and switching behavior.

TOP LINE RESULT

Deft’s Senior Market Dynamics 2007 gives clients an estimate of the elasticity of demand for senior products as premium levels change.  One price sensitivity question allowed us to develop an estimate of the proportion of the senior market that would still consider a PFFS plan as premium levels rise. 

• The results below show that 80% of the senior market would pay more than $0 premium for a PFFS-like plan…
• that  percentage drops to 59% willing to pay more than $40 premium…
• and then, the percent of seniors willing to consider a plan drops more quickly as premiums rise through $150 per month.

USING RESEARCH

Deft clients can use these data to support marketing and sales plans.  The data provide an estimate of the percent of the market that will consider a plan.  Clients can combine this and the study’s data about switching behavior to develop a realistic model of the market’s reaction to an offer.

This research also has served as the basis for local market and customized studies.  And could again for your health plan or senior organization.

Our clients include Wellpoint, Kaiser, Tufts Health Plan, Optima Health, The Brookings Institution, The Segal Company, HMSA, Arcadian Health Plans, Highmark, Sierra Health Systems, BCBS of NC, Priority Health, SCAN Health Plan, CIGNA, BC of Idaho, Arkansas BCBS, Sutter Health, Pfizer, UAFC, and others.

If you would like to discuss the uses of this research and how custom research works, please call 612/436-8318 or email mailto:rhamer@deftresearch.com” class=”page”>rhamer@deftresearch.com
612/436-8318.

A research sampler and order form is available to download with more detail on the content of the study.   http://www.deftresearch.com/pdf/MD07_offer.pdf