Medicare Advantage channel strategy

A personal care platform faced a payer market that was growing fast but buying in two incompatible ways and needed to know which model to build its sales approach around.

M787-139

Plans segmented by benefit model and engagement

Situation

Growth opportunity in MA

Offerings of personal care benefits by MA plans growing rapidly but under different models, with penetration of personal care services still low, but growing.
Two main models used by plans include a transactional relationship with vendors where members self-serve benefits, and strategic partnerships with members actively connected to vendors.

Project

MA plan benefit analysis

Interviewed KOLs at national plans to understand benefits strategy in relationships with personal care vendors, vendor market landscape and engagement.
Identified goals, utilization, other key details of two models, and completed economic analysis of two models from interviews + desk research.
Built data visualization of MA plans nationally by benefit strategy.
Built MA personal care benefit database with information from over 5k+ MA plan bids offered by 181 parent groups.
Recommended pitching tactics with state-focused example.

Economics of two partnership models compared

Maps used for account targeting

Outcome

Go-to-market strategy

Client proceeded with a clear understanding of MA plans intents and requirements.
Visualization tool of the map of MA plans and their offerings became key day-to-day tool in driving targeting and content discussion with potential customer plans.

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