Making a difference
Ten years ago, simply offering a fitness program was enough to differentiate a Medicare Advantage plan from competitors. But now these plans need to do much more to stand out from the crowd.
“Fitness programs are now table stakes, with 95% of Medicare Advantage plans having one. Instead of a ‘nice-to-have,’ it’s a ‘must-have’ in the marketplace,” said Brett Hanson, head of market and product development at Optum Health Solutions. “Historically, all plans have had similar offerings focusing only on the gym networks. And if they continue to do so, they won’t be differentiating themselves from other competitors in the marketplace. Simply offering a gym membership or discount is not enough in today’s world.”
To differentiate themselves, plans need to offer: