From Inbox to Mailbox: The Role of Data in Personalizing Direct Mail for Medicare Advantage Plans

Personalizing communication is one of the most effective ways for health plans to build stronger, lasting relationships with their Medicare Advantage (MA) members. With the average MA beneficiary now able to choose from 43 plans—more than twice the options available in 2018, according to KFF research—standing out requires more than generic outreach. Personalization enables health plans to connect with members through messages that are relevant, timely, and customized.

But how can health plans achieve this level of personalization on a large scale, and in away that captures attention?

The answer lies in blending digital insights with the trusted impact of direct mail. By combining the speed and precision of digital data with the tactile appeal of physical mail, MA plans can leverage valuable insights—like email engagement, online behavior, and survey responses—to create messages that resonate on a personal level. Research continues to confirm the effectiveness of personalized direct mail in reaching seniors: 85% of consumers read direct mail shortly after receiving it, and 62% take action based on it. Additionally, direct mail requires 21% less cognitive effort to process than digital messaging, making it particularly accessible and engaging for seniors. In this blog, we’ll explore how MA plans can use data to personalize direct mail campaigns at key moments, such as in February, to reinforce positive feelings before CAHPS surveys; in the fall, to encourage proactive engagement with “take care of your health” messages; and around Thanksgiving, to express gratitude and boost satisfaction during re-enrollment. We’ll also highlight how Hallmark cards, known for evoking positive emotions, can make these efforts even more impactful.

Below, explore the strategies that health plans can use to increase STARS, HEDIS, CAHPS, and HOS quality scores while boosting member satisfaction (NPS) and retention rates.

What Personalization Means in Member Communications

Personalization in healthcare communication goes beyond simply including a member’s name. It involves crafting messages that align with each member’s healthcare journey, addressing specific needs, preferences, and concerns. For Medicare Advantage (MA) members, who often face complex health decisions, this approach provides clarity and guidance. By aligning communication with individual needs, health plans can strengthen relationships, elevate satisfaction, and drive engagement.Health plans can personalize messages by leveraging different types of data to better understand member needs. Behavioral data—such as engagement with previous mailers and emails—provides insights into what content resonates most with members. Health data helps plans identify members who may benefit from wellness tips and preventive care reminders. Preference data gathered from member surveys and feedback can guide tone and content style, ensuring messages feel relevant and supportive. Together, these data types empower health plans to craft direct mail that aligns closely with each member’s unique journey.

Three Key Benefits of Personalization

• Fosters Trust and Loyalty: Personalized communication shows members that their health plan understands and supports their unique needs. By delivering tailored messages that address specific health concerns and offer relevant resources, health plans build trust and deepen relationships. Hyper-personalization capabilities pay significant dividends; a BCG study found that personalization can lead to a 10% improvement in member experience, a 5%-10% reduction in administrative costs, and a 20%-25% increase in quality standards within a year.

• Enhances Satisfaction Scores: With over 54% of the Medicare-eligible population now enrolled in an MA plan, even a slight drop in Star Ratings can have substantial financial impacts. CMS places significant emphasis on metrics like CAHPS and HEDIS, making personalized communication essential for improving these scores. When members receive targeted information—such as reminders about preventive care or updates on benefits—they feel supported and valued, which enhances satisfaction and influences survey outcomes.

• Encourages Long-Term Engagement: Personalized communication not only captures a member’s attention but sustains it for longer periods. This extended engagement increases the likelihood that members will take action, whether it’s scheduling a preventive screening, enrolling in a wellness program, or renewing their plan. When health plans align outreach with a member's specific health needs and behaviors, they create relevant, actionable messages that encourage meaningful responses. For optimal engagement, direct mail campaigns can be seamlessly integrated with digital follow-ups, creating a cohesive member experience. When a member receives a Hallmark card reminder for preventive care, for instance, a follow-up email can reinforce the same message, increasing visibility and accessibility. Combining direct mail with digital channels keeps health messages top of mind and ensures that members receive consistent, supportive communications at key moments.

Six Essential Considerations for Effective MA Member Personalization

To personalize communications effectively for Medicare Advantage members, health plans should consider these strategies:

• Data Integration: Combine data from various digital sources to get a holistic view of member preferences.

• Testing and Segmentation: Segment members based on factors such as age, health conditions, and engagement history. Test different message formats to determine which ones yield the highest engagement, and include personalized touches like using members’ names or highlighting specific benefits.

• Lifecycle Messaging: Align messaging with the member’s healthcare journey. For example, new enrollees might receive a welcome kit with appointment calendars, while low utilizers might receive health reminders about fall prevention or gratitude messages during re-enrollment.

• Track and Optimize: Use QR codes or personalized URLs in direct mail to track member engagement and refine strategies. Establish clear metrics to assess the effectiveness of campaigns and identify areas for improvement.

• Quality Materials: Utilize high-quality cards, such as those offered by Hallmark, to convey professionalism and care.

• Timely Execution: Align mailings with strategic times of the year to maximize impact.

Hallmark’s Solutions For Health Plans

Hallmark cards are known for evoking positive emotions, making them a powerful tool for healthcare communication. Including these cards in direct mail campaigns strengthens the emotional connection between members and their health plans. Hallmark offers a range of customizable cards to meet various needs—whether it’s welcoming new members, celebrating birthdays, or acknowledging health milestones.

Hallmark’s solutions offer extensive customization options, including a print-on-demand Customer Care Program that allows health plans to send personalized cards right after member interactions. Additional features, like real handwriting fonts, creative input from Hallmark’s design team, pre-sorted mailing discounts, and language translation services, make these cards highly effective in delivering impactful personalized communications.

Elevate Your Personalized Marketing Strategy

Download our latest whitepaper, Revitalizing Medicare Advantage Member Engagement with Direct Mail, to learn how health plans are enhancing member retention, boosting CAHPS and HEDIS scores, and creating meaningful connections through data-driven direct mail. Access actionable strategies and case studies that illustrate the benefits of combining Hallmark’s emotional resonance with targeted communication strategies.

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