Deft Research’s Senior Market Insights Service (SMIS) is an annual subscription research service providing consumer insights for the Medicare health insurance market. Executives at the nation’s leading health insurers, advertising agencies, and consulting firms rely on Deft Research to analyze the latest consumer research in product development, marketing, new member acquisition, and retention. 

This annual research subscription details the entire Medicare experience from the viewpoint of the consumer. This year, Deft added more emphasis on the new supplemental benefits being added to MAPD programs and expanded the popular Dual Eligible Study.

  • 4 comprehensive market research reports containing analysis, commentary, and strategic implications
  • Expert study presentations delivered either on-site or online
  • Options for customization (local market oversample, member studies)

The 2019 studies include:

The 2019 series begins with the Medicare Shopping and Switching Study, which will survey individual consumers and insurance agents after the Annual Election Period (AEP). This study examines product preferences as well as drivers and trends in shopping and switching, marketing, and enrollment channel usage.

NEW for 2019! The study will examine some of the new supplemental benefits being added to MAPD programs. Analysis will include socio-economic, health status, attitudinal, and product segments. There will be a special section that includes advertising recall across channels - broadcast, social media, search, email, and mail.  

For 2019, we will expand this study to better understand why non-Dual low income seniors, who may be eligible for Medicare Savings Programs and Low Income Subsidies, have not enrolled. Analysis will include the differences between urban and rural Duals and how these differences can impact expansion plans, marketing, product design, and sales. There is also a focus on Social Determinants of Health to help health carriers understand the latest trends.

The Medicare Age-in Study examines the motivation, timing, and actions taken by consumers as they transition to Medicare and choose among Medicare Advantage, Original Medicare, and Medicare Supplemental Insurance coverage. 

NEW for 2019! This year's study will examine pre-Medicare communication across channels and influencers including employer-sponsored, agent-initiated, and carrier-initiated communication. For the first time, this report will include interviews from agents and brokers to compare and contrast pre-Medicare sales tactics to those used for existing Medicare prospects. A unique exercise will include a comparison of Agent recommendations and member preferences. The study also examines strategies to convert commercial members to Medicare products.    

This study correlates elements of member satisfaction, retention and loyalty, and how plan communications, customer service, and access to care drive these key performance measures. 

NEW for 2019! The study will focus on member satisfaction with their perceptions of "ease of use," identifying the plan characteristics and support most associated with favorable and unfavorable perceptions. Analysis will also include member engagement in both health and wellness programs as well as in self-service administration programs. This deep dive will include communication and incentive tactics that can improve engagement and uptake. Another layer will be added to examine results by consumer segments, such as socio-economic factors, health status, consumer attitudes, and product categories. 

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