Qualfon will send out millions of Annual Notice of Change (ANOC) documents to plan members this fall to announce changes in Medicare Advantage and Supplement plan benefits. For members, this represents a wealth of information to read through and process, along with several calculations to determine if their plan is still the best fit for them and their families. For most Medicare Advantage and Supplement health plans, however, it brings unease and the certainty that many current members will begin exploring the marketplace for a new plan.
The good news is this process also represents a prime opportunity to proactively help customers and strengthen the relationships between agents and clients. We can assume that all beneficiaries want to ensure they are getting the best deal, but recent research suggests that around 25% of Medicare recipients are experiencing financial strain*, adding to the stress of the situation. The unexpected out-of-pocket costs can be difficult to plan for or anticipate, and it’s the most vulnerable who will be hit hardest if they choose to opt for the lowest premium to manage their cash flow. In other words, selecting a plan is one of the most important healthcare decisions.
The way health plans communicate can make a difference in members staying with their providers or deciding to explore what else is out there. Members do not always need more information; they need empathetic guidance and advice. Acknowledging the situation carefully and leading with empathy can make all the difference. This article explores strategies to ease the anxiety and uneasiness associated with the ANOC.
Communicate Proactively and Frequently
Provide advance notice of upcoming major changes. Let members know early on when they can expect to receive their ANOC so they can make a plan to review it themselves and with any family members who may assist them with important financial matters.
In addition to giving them a heads-up that plan changes are coming, you can also provide automated follow-up emails, direct mail, or text communications reminding them of important dates on the horizon. Customize messaging based on member actions or plan details. For instance, if a plan has had significant changes since last year, you can create an audience segment that targets those plan members with more frequent reminders to review the updates. For plans that haven’t changed at all since last year, you can program less frequent reminders and inform members that they don’t need to take any action to keep their original plan in place.
Get creative. Create a refrigerator magnet containing key dates to remember. A postcard works too. Take the time to put together something useful to your member base.
Use Clear, Simple Language
Working within an industry, it’s easy to fall into the habit of using acronyms, jargon, and shorthand in conversations about complex topics. When communicating with plan members, it’s better to avoid these shortcuts and communicate as plainly and clearly as possible.
Plan members come from a broad range of backgrounds, and they’ll have varying levels of formal education, reading comprehension, and familiarity with healthcare insurance plans. Older members who require frequent doctor visits may understand their plans in great detail, while younger members may need more context and background to understand what plan changes mean for them. Some members may not speak English as their first language, and others may have visual impairments that make reading text more difficult.
It’s safer to assume everyone is coming at the topic as a beginner unless proven otherwise. Particularly in written communications, focus on concise language that gets to the heart of the plan changes. Talk more about how members will be affected rather than the process behind the changes.
For example, put plan changes in the context of how they’ll change the cost of prescriptions or copays, the way members access certain kinds of care, and what members can do if their current plan no longer fits their needs.
Offer Benefit Review Meetings – and Easy Ways to Schedule Them
Some people may have specific questions that are better answered through a conversation. Make sure members know how they can schedule a one-on-one benefit review meeting with one of your agents.
By scheduling these meetings using a robust CRM system, you can give members access to an automatic scheduling system that lets them select an available time slot and then matches them with the appropriate agent. Members will be able to plan their calls on their laptops, smartphones, or over the phone. Agents get the benefit of seeing a steady influx of member meetings on their schedule, giving them the opportunity to review their plans with them and offer any additional products they may need, like vision, dental, or additional care plans.
Provide Self-Service Options
For members who already understand their plans or who want to make a specific change, online self-service options can be a wonderful way to let them take care of business on their timeline. All they have to do is log on to a website or download an app to access self-service tools that let them review their plans, switch to different plans, or select additional plans that cover care that their main plan does not.
Members get the benefit of being able to make changes to their schedules and can decide to do this at any time. If they run into an obstacle or a challenge, they can still choose to talk to a live agent one-on-one for a more personal touch.
Always Focus on the Most Meaningful Actions
Most people want to interact with someone who makes them feel heard and helps them find the best healthcare solutions. That means there are things you can do during every interaction to help keep each interaction positive:
- Demonstrate empathetic listening. Show genuine interest and concern for members’ healthcare needs and preferences during every discussion.
- Solve problems proactively. Help find the right solutions for customers’ most pressing issues and offer them options to choose from.
- Practice patience and clarity. Take time speaking with members and ensure they understand any explanations you give, avoiding medical or industry jargon in favor of clear, easy-to-understand language.
Offer Exceptional Customer Service Focused On Empathy
Healthcare is personal to the people who receive it, and thinking about future care they or their families may need can bring up unexpected emotions. This is especially true for those who are making these decisions while facing other financial pressures. For this reason, it is imperative to have agents trained to handle these types of conversations.
At Qualfon, we understand that ANOC season isn’t just a compliance milestone—it’s a high-stakes moment to earn trust and retain members. That’s why leading health plans partner with us to optimize their ANOC strategy across every channel and touchpoint.
Here’s how we help:
- Expert ANOC Agent Training: Our licensed and trained agents are skilled in guiding vulnerable populations through benefit changes, ensuring clarity and peace of mind.
- Multichannel Outreach at Scale: From SMS to outbound calls and personalized mailers, we execute targeted communications that meet members where they are—on their terms.
- AI-Powered Segmentation: We use predictive analytics to identify members most at risk of churn or confusion and prioritize them for white-glove service.
- Integrated Tech Solutions: We seamlessly connect scheduling, CRM, and member communication workflows to create a frictionless experience—for both members and agents.
Plan Now For A Smooth ANOC Period
Let Qualfon be your strategic partner in making ANOC a success—for your members and your bottom line. Contact sales@qualfon.com to discuss a customized plan for your organization.
*Source: Urban Institute / KFF analysis of DYNASIM data, 2023
