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Enhancing Medicare Enrollments: Key Insights from the 2023 Cognizant Health Sciences Conference

By: John Zimmerer, VP of Healthcare Marketing at Smart Communications

Last month, I joined Josh Voluck, Director of Digital Experience at Cognizant Health Sciences for our co-presentation at the 2023 Cognizant Health Sciences Conference. I had the privilege of delving into the optimization of Medicare Advantage plan enrollments, specifically focusing on a few key topics such as:

  • Medicare Advantage trends for 2023 and beyond
  • How to foster member engagements and retention
  • The transformative benefits that arise from investing in the right technology

As healthcare payers prepare to overcome common Medicare Advantage (MA) enrollment issues, allowing them to provide more personalized and focused experiences to current MA enrollees, and those who will join in the coming years, they need the right strategies and solutions to keep pace.

In this article, I'll be taking you through the highlights of my presentation, ‘Aging in Place: Using Digital Experiences to Retain Membership’ and discussing how payers can leverage these insights to enhance their Medicare enrollment processes. The full presentation can be accessed at the end of this article.

The Shifting Landscape of Medicare Advantage Enrollments

The Medicare Advantage space is experiencing significant shifts, and it's crucial for healthcare payers to adapt to these changes. By 2030, Baby Boomers will be 65 years old, creating 10,000 newly eligible Medicare Advantage enrollees daily. Many payers understand that with a rising trend of coming-of-age individuals, personalized experiences, and the need to provide tailored solutions to Medicare beneficiaries, is of more importance than ever.

Throughout the presentation, we also explored the importance of focusing on preventive services and integrated healthcare delivery models. These trends have profound implications for payers, and adapting to them effectively is key to attracting and retaining Medicare Advantage beneficiaries. With MA enrollment’s steady growth since 2018 (8% annually), payers see Medicare Advantage as their growth engine going forward.

Engaging and Retaining Medicare Advantage Members

Engaging and retaining Medicare Advantage members is a top priority for payers, and I shared valuable insights on how to achieve this during my session. Keenly, Josh Voluck pointed out the opportunity from the growing demand in the MA space, noting that payers must keep a close eye on how to best serve individuals as they guide and engage plan enrollees now and in the future. Personalized communications play a vital role in member engagements and leveraging digital platforms capable of providing multi-channel experiences, can significantly enhance the overall member experience. By meeting members' evolving expectations and delivering exceptional service, payers can foster loyalty and improve member retention rates. With Medicare Advantage enrollees having an abundance of options in the market, payers must work twice as hard to retain existing members while attracting and enrolling new members.

The Role of Technology in Medicare Advantage Enrollment

Addressing common Medicare Advantage enrollment issues requires a strategic approach, and investing in the right technology can be a game-changer. During the presentation, we explored the benefits of incorporating advanced technologies into the enrollment process that allows payers to contact members on their preferred channel in a simple yet effective way. AI-powered outreach, automated enrollment systems, and data analytics can significantly enhance efficiency, accuracy, and member satisfaction. By leveraging these tools, payers can streamline administrative processes, optimize decision-making, and provide a seamless enrollment experience for Medicare beneficiaries.

Read more about how the right technology can help healthcare payers provide better experiences in our latest blog, ‘Enhancing the Healthcare Customer Experience: The Guide to Medicare Advantage Plan Member Engagement’

Expected Benefits of Optimizing Medicare Enrollments

Optimizing Medicare enrollments brings forth a wide range of benefits for payers. By implementing the strategies and technologies discussed throughout this article, payers can expect increased member satisfaction and engagement, improved operational efficiency, reduced costs, enhanced compliance, and ultimately, a competitive advantage in the evolving healthcare landscape. I shared successful case studies and best practices from industry leaders, showcasing the positive outcomes that can be achieved by investing in the right strategies and technologies.


It's clear that optimizing Medicare enrollments is crucial for payers aiming to succeed in the ever-evolving healthcare industry. By incorporating these key takeaways into their operations, healthcare payers can overcome common enrollment challenges, create exceptional member experiences, and position themselves for long-term success in the Medicare Advantage market.

For more insights, you can watch the full presentation on-demand here. If you’re ready to learn more about how our solutions can help enhance your Medicare Advantage enrollment process, contact us today.