According to the US Census Bureau as reported in the Washington Post, the proportion of seniors remaining in the workforce after age 65 rose sharply to 23% in 2006.

In a 2005 report titled 65+ in the United States the Bureau had estimated that 19% of men and 11% of women participated in the work force after age 65. These numbers were expected to increase to 27% and 20% respectively by the year 2030.

Interesting, but these numbers don’t provide information that can help a health plan
market to its most important set of prospects. According to Deft’s Age-In Study, 42% of all persons currently aged 63-64, and 48% of those in the invdividual coverage market expect to continue working in some capacity at age 65.

DEFT TOP LINE RESULT: Age-In Work plans at 65.

source: The Age-In Study, 2007.

AGE-IN Research Sampler and faxback order form

The chart above shows 63-64 year olds’ anticipated work status at 65. When we looked only at persons who would be obtaining Medicare coverage as individuals, 48% will stay at work.

The implications are that The Age-In Study produces a picture of the senior market that can be projected into the future and that is strikingly different from the picture one might develop from free government data alone.

Clients of Deft’s Age-In Study say it provides insight into a largely unstudied and critically important population.

They say no other study or data source narrows its information to this 63-64 age group. And they say, it is uniquely valuable for understanding how the scales of competition might be tipped with the right message about medical and extra benefits.

What this study will do for you.

• Finds Age-ins’ knowledge gaps
• Provides a segmentation solution
• Prioritizes messages and channels
• Models trade-offs and value
• Suggests how to use the results

DEFT TOP LINE RESULT: Demand for Extra Benefits.

source: The Age-In Study, 2007.

The chart above shows percentages of 63-64 year olds who believe they would purchase
extra coverages for themselves. The study found that differences exist between those who are likely to be active consumers (and most responsive to health plan marketing) and those who aren’t. Although a minority, the study shows that one-third are willing to spend more money for complementary and quality of life treatment coverage.

The implications are that The Age-In Study provides material that helps plans offer products best matching the demand of real market segments, and so increase their market share and profitability.