Faced with reimbursement cuts, benefit reductions, plan exits, and the added complexity of an election year, Medicare members were more active than ever this past AEP. According to our friends at Deft Research, 50% of beneficiaries shopped during AEP, and 16% switched plans, the highest switch rate recorded since 2017. And the trend is ramping up: projections for PY2026 estimate switching rates could reach 18–20%.

What does that mean for Medicare marketers? Retention isn’t just important, it’s now a strategic imperative. As market volatility increases, maintaining strong relationships with your members is critical to both business performance and member health outcomes.

In this post, we’ll walk through proven retention strategies you can integrate into your approach so you can keep members engaged, supported, and loyal.

Don’t Wait for Churn, Predict It

We get it. Budgets are tight, and shifting marketing dollars from acquisition to retention can feel risky. But with the right targeting, retention doesn’t have to mean guesswork. It can be just as strategic and ROI-driven as acquisition.

The same predictive modeling used to identify high-value prospects can be just as powerful when applied to retention. By leveraging your first-party data, we build models that accurately flag members most at risk of leaving, so you can prioritize outreach where it matters most.

Our models integrate a wide range of signals, including:

  • Demographics: age, income, geography
  • Behavioral patterns: declining benefit usage and gaps in care
  • Member service interactions: call frequency, complaint history
  • Claims and utilization trends: shifts in health needs or satisfaction
  • Clinical data: chronic condition profiles, recent hospitalizations, risk adjustment factors

The result? Smarter targeting, stronger outcomes, and a retention strategy that works harder for your budget.

Smart Retention Starts with Smarter Channels

Print has long been a cornerstone of member communication. And it still plays an important role. But on its own, it’s expensive and not always timely.

That’s where a smarter, multi-channel approach comes in.

We use your first-party data to target members across digital channels like email, display, social, and SMS, supplementing print with cost-effective touchpoints that extend your reach and drive greater engagement. These aren’t just reminders; they’re personalized messages that help members understand their benefits, navigate care, and make informed health decisions.

It’s about combining smart marketing with budget-savvy strategy to meet members where they are. Retention gets a whole lot smarter when your strategy goes beyond the mailbox.

Don’t Let the ANOC Do All the Talking

If your Annual Notice of Changes (ANOC) is your only retention strategy, you’re leaving room for risk.

The ANOC is one of the biggest shopping triggers, especially when it brings bad news. And during this past AEP, that was the case for many. With benefit reductions and higher out-of-pocket costs, members had more reason than ever to shop around.

That’s why it’s critical to get ahead of the message.

We help you identify your most vulnerable members and deliver personalized outreach that proactively addresses upcoming changes, before the ANOC ever hits the mailbox. From email and call center scripts to digital content and education, we equip your team to communicate clearly, ease concerns, and highlight value in other benefits that members might not be using.

It’s not just about softening the message; it’s about strengthening the relationship.

Use Clinical Data to Drive Personalized, Outcome-Focused Engagement

Clinical data isn’t just for care management. It’s a game-changer for retention and member experience, too.

We help you harness clinical insights to create targeted outreach based on real health needs, without relying on one-size-fits-all messaging. Whether members are managing chronic conditions like diabetes or hypertension, overdue for preventive screenings, or showing gaps in medication adherence, your data can help you prioritize and personalize at scale.

Here’s how it works:

  • Segment members by clinical profiles, e.g., rising-risk diabetics, post-discharge recovery, preventive care gaps
  • Create tailored campaigns with messaging that speaks to their needs, care journey, and available benefits
  • Connect them to the right next step, whether that’s scheduling a check-up, refilling a prescription, or activating a wellness program
  • Use multi-channel touchpoints to increase visibility and response rates

It’s not just about driving engagement. It’s about closing care gaps, supporting long-term health, and boosting retention by making members feel seen and supported.

When clinical data powers your outreach, your strategy becomes not only smarter, but more human.

Retention That Works Harder for You and Your Members

If you’re debating whether to invest more in retention this year, here’s the reality: it costs far more to acquire a new member than to keep one.

But smart retention isn’t about spending more. It’s about spending smarter.

At CCG, we use data to identify your most vulnerable members and develop cost-efficient, high-impact strategies to keep them engaged. From predictive modeling to targeted, personalized messaging delivered through the right channels at the right time, we help you meet members where they are—physically, emotionally, and clinically.

Our approach ensures every dollar works harder, not just to reduce churn, but to improve satisfaction, drive better outcomes, and build lasting loyalty.

Ready to talk retention strategy? Let’s chat today.