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A first glance look at the Annual Enrollment Period (AEP) 2020

February 2021

Microsoft Advertising Insights brings you a preview of search trends and competitive insights from the most recent AEP season (2020) for the upcoming 2021 year, with a primary focus on Medicare. We also look at the Affordable Care Act (ACA) trends year over year (YoY) to provide an overall view of how the 2020 enrollment period looked for Americans.

Some initial takeaways included in this report:

  • Key drivers of search growth in 2020 and specifically the AEP were non-brand and Medicare Advantage searches
  • COVID-19 had an impact on the Individual Market and stronger Medicare Advantage offerings
  • Aggregators remain a strong force during AEP, although insurers are maintaining dominance
  • The continued COVID-19 pandemic and the current Medicare Open Enrollment Period (OEP) season highlight opportunities to keep members engaged

Read more about trends on the Microsoft Search Network for the 2020 AEP, and learn how you can optimize your campaigns by downloading the insights today.

 Download the insights