Value-based features like over-the-counter (OTC) items are must-have mainstays, and no longer nice-to-have options. Much like loyalty programs of all industries, today’s competitive health plan landscape requires that plans provide a bigger bang for the MA enrollee buck.
Consumers are increasingly savvy and demand more from their health plans. They especially want additional perks to come along with the basics. Agents know this all too well.
Traditional benefit design is just no longer enough.
Agents have reported that MA enrollees, especially those on a strict fixed income, are quick to select plans that include health plan dollars to choose OTC items, such as the following:
- Shelf-stable food: pasta, soup, and lentils, designed to help stretch their overall monthly food budget
- Allergy, fever, heartburn, cough and cold medicine
- Toothbrushes, toothpaste and floss
- First aid items
The more accessible cash MA enrollees can keep in their pockets to pay for non-OTC items such as rent, transportation, and utilities the better. Health plans making the largest gains are those that understand this fact, and are willing to move beyond traditional benefit design to include comprehensive OTC benefits.
Consider the following: • Plans with OTC benefits grew while those without lost membership • Plans that increased their OTC benefits to differentiate themselves gained 7.5% in membership • Plans offering $300 OTC benefits grew 12%+ • Plans offering comprehensive Dental benefits grew almost 5% If you haven’t empowered your agents by adding an increased variety of OTC benefits to your health plan options, you should. Contact us today to learn more. 800.369.1139 www.engagenthealth.com.
About Engagent Health: Engagent Health allows users to manage all sales and marketing functions and support from a single sign-on software as a service (SaaS) platform, which provides support for all revenue generation activities. As the sales backend, the Engagent platform streamlines the sales process for onboarding internal and external sales agents, with integrated AgentOversight module, customer relations management (CRM) and commission payment modules to create a single resource for all member acquisition and efforts. Engagent Health is headquartered in Winter Park, FL. For more information, please visit www.engagenthealth.com