In 2019, the Centers for Medicare & Medicaid Services (CMS) reinstated the Open Enrollment Period (OEP), which allows a one-time enrollment election from January 1 through March 31, beginning in 2019. The reinstatement of the OEP fundamentally changes the MA landscape – and hopefully your sales, marketing and retention strategies. Across the nation, we saw a vast difference in terms of the way that MA organizations framed their strategy around the OEP election period. While in some very competitive markets we observed widespread compliance, in others, MA organizations were smack dab in the middle of that compliance grey area. This compliance push and pull continued through 2019 OEP, resulting in vastly different results across the country, with OEP enrollment rates varying by up to 4 percentage points.
As we came closer to the 2020 OEP, I received many inquiries related to what MA organizations could do to “win” during the OEP election period. The answer to this question varies greatly depending on your local market landscape, your benefits, and your internal operations.
Now that we’re right in the middle of the 2020 OEP election period, how have your strategies stacked up to your local competition? Are you maintaining members acquired during AEP? Are your competitors gaining enrollment during OEP while your growth has stalled? There could still be an opportunity to modify your OEP strategy and impact results.
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