The Medicare Annual Enrollment Period (AEP) begins on October 15, providing existing Medicare beneficiaries the opportunity to switch their plan, and allowing newly eligible Medicare beneficiaries to shop for plans. There is ample opportunity to engage with both Seniors (65+) and Age-Ins (50-64) as we approach AEP.
Understanding your Medicare audience is key to engaging both new shoppers and switchers. Microsoft Advertising discovered that Seniors have a longer shopping journey and are more engaged with the Microsoft Audience Network.
Meanwhile, Age-Ins over-index on non-brand and generic Medicare terms. Both groups are cross-shopping across brands and plan types.
For additional information on how to best reach Medicare shoppers and switchers, download the full insights.