This case study highlights how Medicare Advantage (MA) payers are adapting to the increasing digital expectations of beneficiaries, driven by trends from leading digital companies like Amazon and Google. Beneficiaries now prefer omnichannel engagement, moving away from traditional methods like direct mail to online, email, and app-based communication. With more plan options and enhanced digital offerings, payers must focus on personalization and seamless digital experiences to attract and retain members. Digital onboarding and data sharing are also becoming integral to the member experience.

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