Segmenting & Mapping Your MA Book Might Be the Smartest Move You Make This AEP
In the insurance world, the Annual Enrollment Period is an agent’s Super Bowl, an energized season where preparation and performance matter. Just like football players, you don’t start the game without a solid strategy.
You may be gearing up for AEP, running drills through the agent’s playbook of contracting, carriers, technology, and marketing plans. But, if you run your season the same way you always have—in the same order, same script, and same plans—you’re going to fumble.
Sure, you need to follow the playbook to get contracted, earn certifications, and master your technology, but don’t run the same tired plays. Even the most talented agents can fumble or miss their goal. The agents who will sweep this year’s AEP will analyze and prioritize.
A new strategy for your playbook may be segmentation and mapping. It’s not more work but a better strategy for serving clients in a meaningful way. It could completely change the way you experience AEP. Let’s talk about the best play you can run this season.
Segmenting and mapping a playbook for success
Segmenting and mapping your Medicare book of business means managing your existing clients differently. Your clients may all qualify for Medicare, but their needs, priorities, and circumstances can vary widely.
Treating your entire Medicare book the same just because everyone is eligible is like grouping apples and oranges. Sure, they’re both fruit—but that’s where the similarities end. Segmentation is a marketing strategy that allows you to streamline your outreach.
Mapping is the action that helps you organize and schedule your communication and appointment strategy based on the new segments you’ve created. This strategy is ideally suited for agents to work their book at scale with clarity and a sharper focus.
Step #1: Export your Medicare Advantage book of business
Your goal is to create a clean client list. Export your MA clients from your Customer Relationship Manager (CRM) and anywhere else you may house a list. This process may take some time, but as you review the list, fill in any missing information, update records, and merge duplicates.
Step #2: Label or tag your categories for your segmentation needs
When you export your client data, all of the fields are labeled. However, you are creating a new list, and because you’ll have some new fields, tag them for easy sorting. If you’re tasking someone else with this job, select the fields you’ll ultimately need for sorting.
Make segmenting and mapping your strategy. Here are typical ways to segment by category, but ultimately, it’s up to your needs. As AEP approaches, this is one way to be strategic with your outreach and target your audience more precisely.
Here are examples of how you may tag and group your clients
If you serve clients in different regions or states, know the plans for each area.
MA clients typically are high retention, but only when they have a solid comfort level with their agent. Maintain contact at least twice a year with new clients.
Ensure that all of your communication is permission-based according to the method and CMS requirements for compliance. When communication is within compliance, reach them by the methods they prefer, if possible.
Enables agents to see who values their plan’s extra benefits and may be open to plan upgrades.
More than 10% of first-year MA clients change plans, which means they can change agents. Clients who stay with a plan too long, or switch every year, might be looking elsewhere because their plan doesn’t meet their changing needs. Annual reviews are imperative to this dynamic and to strengthening the agent-client relationship.
You may not need to create every one of these segmented lists. Customize the lists to your specific needs. Once you review each opportunity for segmentation, group your clients in a way that aligns with your goals.
If your goal is to catch clients before they fall between the cracks, segment for Retention Risk and Red Flags. Suppose you have a large number of clients who use prescription drugs. You can segment for Prescription Drug Usage. Make your segments make sense for you.
Step #3: Triage your lists based on risk level and needs
Now, it’s time to rate your clients in order of their risk level. Think of this step like a hospital emergency room where you are presented with all risk levels. Triage your client segments in order of risk level or engagement.
Consider setting your priorities as High Risk, Medium Risk, and Low Risk. Your goal is to prioritize your clients who need your help the most. Customize your formula for what you feel is High, Medium, and Low Risk.
Time to set your priorities. For this example, the priorities are Urgent Care, At-Risk, Retention Focus, and High Opportunity. Choose your priorities to only segment the data lists you’ll need for mapping.
Step #4: Mapping your clients for meaningful and lucrative outcomes
Timeframe Goal Mapping
August through September, AEP Prep
October 1 through 14, Preview Time
October 15 through December 7, Review & Switch
December through January, Retention
February through June, Mid-Year Review
Once you begin this process and incorporate it into your annual planning for AEP, the benefits of resegmenting and remapping will become evident through increased growth, improved retention, and a higher level of client satisfaction.
Segmenting and mapping could be your edge this selling season. This AEP, there is no room for missed opportunities or playing without a strategy. At Messer, we help agents make every move count and turn every opportunity into a win.
We understand that even the most talented players can lose the game if they don’t play strategically. That’s why we’ve been serving independent agents for more than 20 years, providing resources, education, training, and technology.
Partner with Messer for the best play you can run this season!