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Medicare study:cost vs. benefits and the impact of COVID-19
Microsoft Advertising. Intelligent connections.
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Industry insightsMedicare
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Two features to explore:
COVID-19
Source: Kaiser Family Foundation, “A Dozen Facts About Medicare Advantage in 2020”Deft Research, “2020 MEDICARE SHOPPING AND SWITCHING STUDY”
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Extra benefits for MA enrollees have been growing in popularityINDUSTRY INSIGHTS
Source: Kaiser Family Foundation, “A Dozen Facts About Medicare Advantage in 2020”
Growers since 2010:Hearing aids +35%Dental benefit +26%Fitness benefits +22%
Stable since 2010:Vision +2%
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COVID-19 resulted in some benefit enhancements for Medicare
Source: Kaiser Family Foundation, “A Dozen Facts About Medicare Advantage in 2020”
INDUSTRY INSIGHTS
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Search trendsOverview
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“medicare” searches categorized: cost, benefit and modifier
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
Example of query phrases (Medicare specific)
Cost“cost”, “deductible”, “premium”, “copay”
Benefit“dental”, “vision”,“hearing aids”,“telehealth”, “silver sneakers”,“meals wheels”
Modifier“top”, “best”, “ranked”
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Fitness and dental benefit are most popular in searchesSEARCH TRENDS
97%of searches comprised
of top 4 categories
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
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Search trendsSpecific benefits
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Fitness searches increased in 2019 but have decreased significantly during COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Dental searches declined significantly in 2019-2020
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Hearing aid searches saw a significant spike in 2018 and has maintained steady traffic
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Meal benefits see significant traffic during COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Telehealth Medicare searches emerge during COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
Connect Act
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Takeaways& action items
2. Most searches related to benefits had significant increases in 2019Action: Expand keyword (KW) coverage for benefit related KWs to keep up with popularity
3. COVID-19 has a significant impact on searches for benefits. Seniors are unable to utilize things like gym memberships but are in need of services like meal delivery.Action: Ensure education is up to date to help seniors navigate changing benefits amidst the pandemic
1. Most Medicare searches involve a benefit in the query
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Strategies and recommendations
Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19
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Appendix
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Transportation benefit searches saw significant decline during COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Vision searches saw significant decline during COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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In-home benefit searches maintained steady traffic until COVID-19
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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OTC allowance searches have been increasing since the end of 2018
Source: Microsoft Internal February 2017- April 2020 Top 2,500 KWs associated with Medicare excluding providers, drug names, and other non-relevant queries
SEARCH TRENDS
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Top queries for cost & modifier categoriesCost:“medicare part b cost 2018”,“medicare part b cost 2019”,“medicare premiums 2018”,“medicare part b cost 2017”,“medicare part b premium 2018”,“medicare insurance cost”
Modifier:“best rated medicare plans”,“top 5 medicare plans”,“best medicare plans seniors”,“best medicare plans”,“best rated medicare”,“best medicare advantage plans”