The gold-standard, go-to resource for timely, reliable Medicare consumer insights.

Deft Research’s Senior Market Insights Service has become the health insurance industry guidebook for effective senior product development, marketing, and sales. Since 2005 more than 125 carriers and dozens of agencies and consultancies have relied on our piercing market insights as they work to navigate the constant challenges in the evolving government programs landscape. Studies publish throughout the year:

2020 Studies


The 2020 series begins with the Medicare Shopping and Switching Study. We will survey over 3,000 seniors to better understand their shopping and switching behavior during the AEP. Product preferences will be examined as well as sales and marketing channel usage. Year-over-year analyses will identify trends and deep drilldowns will provide a better understanding of shoppers, non-shoppers and plan switchers.

2020 Topics! With the continued expansion of supplemental benefits, how are these benefits driving purchase decisions, specifically dental, OTC allowances, and transportation benefits? Has the growth in MA-PPO products come at the expense of MA-HMO and MedSupp? How big is the OMO market and why don’t these seniors buy MedSupp or MA plans? Does the recent enrollment growth in $0 PPO appear to be driven more by changes in market-level factors or by consumer preferences? What PPO configurations are more appealing to MedSupp and OMO members? What were users’ experiences with the new Medicare Plan Finder tool?


Managed care penetration of the dual eligible population exceeds that of standard Medicare members, making Duals a very important growth segment for health plans. This report focuses on the special challenges and opportunities associated with identifying, communicating with, and enrolling this unique population.

2020 Topics! Are dental benefits as important to Duals as non-Duals? Why do Duals with D-SNP options available still enroll in standard MA plans? Why do qualified, low-income seniors forego Medicare Savings Plans and other available programs, and what are the characteristics of these potential Dual members? What program options most effectively address social barriers to health?


Based on the popularity of last year’s report, we have decided to add this report to our annual series. This is a special add-on study to our Medicare Shopping and Switching Study. It examines what happened during the Medicare Open Enrollment Period that runs through March 2020. Post-AEP switching and the correlated factors will be examined as well as on-boarding experiences.

2020 Topics! How many switchers during the OEP returned to their prior insurers? How do OEP switchers compare to AEP switchers, and how much overlap is there between those groups? We will be re-contacting some of our AEP respondents to better understand their subsequent experiences and address these questions.


The Medicare Age-In Study examines the motivation, timing, and actions taken by consumers as they complete the complicated transition to Medicare and choose their insurance options.

2020 Topics! When do seniors who are late to Medicare actually enroll in Medicare? What family and work dynamics influence the decision? How does the full retirement benefit age (66+2 months) impact the decision to retire and enroll in Medicare? Do Age-Ins typically enroll in their MedSupp or MA plan at the time they enroll in Medicare Part B or do they take their time to shop? How important are agents, brokers, SHIP volunteers in this process?


This study examines trends in member satisfaction, retention, and loyalty, and how plan communications, Customer Service, and access to care drive these key performance measures. The study also addresses member engagement in health and wellness programs as well as programs aimed at addressing social determinants of health.

2020 Topics! How digitally engaged are young boomers and what are the implications on CAHPS, NPS and loyalty? What channels are most effective for educating seniors about their benefits and engaging seniors in their health? How much more do recent experiences, versus past experiences, impact health plan ratings and CAHPS scores?

Many health insurance clients choose to purchase local market sample and/or field the national surveys with their own members.