The results of the upcoming Presidential election could bring about a host of changes, but even before that, the election year itself can mean new marketing challenges for agents during AEP. So what should you be prepared for?
Fear of changes – Because Medicare is a major campaign issue, seniors are likely to be more concerned about potential changes and less certain about their options for 2017. With the promise of a new administration reforming Medicare, clients may be worried about making a decision, only to have things change.
Congested advertising space – Remember that the election is smack in the middle of AEP! In the final lead up to the election, people will be inundated with campaign related direct mail pieces, television commercials, and print ads, making it harder for yours to be seen.
Limited advertising available – Due to the volume of political ads being scheduled in the lead up to the election, television networks will almost certainly run out of available advertising space, and print publications may as well. Both will likely charge a premium, particularly on the specific networks and publications that best reach seniors.
So, how do you combat this?
Be prepared to reassure clients – Clients may be more cautious with their choices or less sure about their options because of potential changes to the Medicare program. Have some talking points in mind to remind them that any changes as a result of a new Presidential administration will take time and they should make the best choice they can based on where things stand now.
Plan for advertising early – Get in touch with your contacts at television providers, newspapers, and direct mail houses earlier than you think is necessary to make sure you can get your advertising out when you need to. There’s likely to be longer turn around time in addition to less availability, so getting in early will be key.
Be as creative as possible – There will be so much advertising, it will be more important than ever to find ways to stand out from the crowd. People are going to have red, white, and blue postcards by the dozens in their mailboxes and wall to wall ads in their newspapers and magazines, so start thinking now about how to make yours stand out.
While planning marketing for AEP is always a significant undertaking, remember that this year will bring with it unique challenges. Plan ahead and save yourself some headaches!