The New Rules of Competition: How Supplemental Benefits are Changing the Medicare Advantage Market


With the expansion of supplemental benefits for Medicare Advantage beneficiaries, CMS has given health plans new tools to improve health outcomes, particularly for members with chronic conditions, and more flexibility in plan design and marketing. To compete in this new, more consumer-driven marketplace, health plans will need access to timely, robust data that informs plan design, marketing and engagement strategies. This paper describes the real-time impact of supplemental benefits on health plan offerings, how plans are modifying their sales and marketing strategies, and how supplemental benefits are impacting health outcomes and consumer decisions. The growing popularity of supplemental benefits is intensifying consumerism in the MA marketplace, and changing the rules of competition, performance and growth.

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