Deft Research’s 2010 Age-in Study shows various approaches in the quest to hold onto lifestyle in elder years.

Minneapolis, MN, July 26, 2010: Leading boomers (aged 63-64) want to continue working, but three times as many are unemployed today as were two years ago. They face high unemployment, unwanted early retirement, and early draws on Social Security, meaning less retirement income. This critical finding is from Deft Research’s just-released 2010 Age-in Study. Using a combination of population demographics and Deft’s primary research, this study shows how age 65 has now become irrelevant to boomers’ retirement plans. Instead, this population wants to maintain their lifestyles as long as possible, with an increasing need for earned income to make this possible.

This report shows changing trends in working that are Boomers’ response to the need to stretch financial resources over a longer period of time, as health status improves and life expectancy increases. The health system’s performance in providing wellness and chronic care management that allows older persons to work is important to this age group’s ability to live a desired lifestyle.

The Age-in study uses this backdrop to develop implications for the demand for various Medicare related insurance products.

For more information, please contact George Dippel at Deft Research, 262/697-1370, or contact George at gdippel@deftresearch.com.

About the Study:
The 2010 Age-in Study is part of Deft Research’s Senior Market Intelligence Service. Just this June, the study obtained information from 2,259 respondents, aged 63-64. This large sample enables results from some metro areas and most states to be compared or analyzed separately.

About Deft:
Deft Research, LLC is a market research firm specializing in highly reliable custom and syndicated research designed for those in the healthcare, insurance, and pharmaceutical industries. Deft produces actionable results that help clients make well informed business decisions.

How do I order this study?
Call: 612-436-8315
Fax: 612-436-8320
E-mail: gdippel@deftresearch.com

Deft Research has instituted processes for ensuring the quality and dependability of results coming out of our on-line surveys.

For its on-line studies, respondents are being recruited through two or more sampling firms. Two firms in particular have proven to be responsive and reliable partners, Survey Sampling International, and e-Rewards. By using more than one research panel, we expect to achieve a highly representative sample base that significantly reduces sources of bias. Having more than one sample vendor will also allow us to directly compare and evaluate the performance of each sample source.

Deft seeks research partners with broad respondent recruiting methods that include using both on-line and off-line methods, such as email and direct mail. We look for firms whose panel members are continuously audited for participation rates and response consistency. We want panel membership to be limited by time and participation levels. One benchmark is to look for panels where members participate in about 5 surveys per year.

We also are asking panel partners to participate in Imperium Category Exclusion (ICE™), the first broad-based category exclusion program for the market research industry. The ICE collaboration is open to all research sample providers and collectively evaluates over 50% of the world’s online research sample. The goal of ICE is to identify cross-panel respondent participation, and verify panel member demographic information.

In addition to traditional panels, we are taking advantage of new on-line sampling techniques. These are methods that recruit survey respondents who are not part of a traditional panel. Potential survey takers are recruited from a variety of on-line sources. Research companies capture information about people and also ask a few screening questions which they use to instantly develop an individual profile. The respondent is then invited to complete a specific survey where they are likely to meet the qualifying criteria. Researchers use an individual’s digital fingerprint (machine identifier) to keep track of which surveys they have participated in, even though they have not joined a traditional panel.

Having taken these steps, Deft is assuring respondents are recruited from a much wider variety of sources, resulting in a more diverse, representative sample. Using these methods, many more non-traditional survey takers are recruited, which makes the respondent pool more robust and representative. Respondents are also able to participate in surveys easier, with less work for them. This reduces respondent fatigue and allows respondents to engage in survey taking at a deeper, more engaged level. We hope this leads to respondents providing more complete answers and completed surveys. So far, the relative ease of recruiting respondents with the new approaches has resulted in far more completes with fewer invitations. Studies can be completed faster, using a more representative sample, and with far less built-in bias from refusals, duplicate respondents, tired respondents, or serial survey-takers.

The respondents for this June 2010 study will be U.S. citizens or permanent residents, aged 63 or 64 (excluding those who will receive their health benefits through a group retiree or military program after age 65).

The AGE-IN STUDY is part of Deft Research’s Senior Market Intelligence Service. Each year, clients of this service receive three full primary research reports illuminating consumer activity, loyalty, and perception among seniors and age-ins.

This study will focus on age-ins’ plans for the future. We will ask respondents about their plans for retirement, health insurance, and also get a picture of their income sources after retirement. We’ll also look at their preferences for various benefit packages. The data will be enhanced with consumer segmentation data.

The AGE-IN STUDY is the foundation for regional market segmentation projects. These projects are customized as per client need.

For More Information
Richard Hamer, Principal
612-436-8318

George Dippel, Vice President Client Services
262-697-1370

Between 2006 and 2008, the Loyalty Index varied inversely with Switch Intention. In 2009 the pattern was broken — Loyalty and Switch Intention rose together.

Switch Intention remains a reliable leading indicator of actual health insurer switching by senior consumers.

Implications:
The contradictory combination of greater loyalty and high rates of switching means Medicare consumers are more active.

-Over four years, the red line is increasing.
-Future competition for customers will not just be a body count. Health insurers who understand their market well enough to target and keep the value shopper will enjoy better profitability than insurers who appeal to the frequent switcher.

Deft Research’s National Senior Loyalty Study was conducted on-line in September, 2009. 3,492 seniors (aged 65 or more) responded to our survey. The results were released on November 12th. 2009 is the fourth year of the study and interesting views of industry trends are available.
This EXECUTIVE RESEARCH BRIEF focuses on Humana’s path to the present. In the graph below, we present four years of Humana’s MAPD Loyalty Index and Switch Intention data.

HUMANA MAPD LOYALTY AND SWITCH TREND

SOURCE: DEFT RESEARCH, 2009

The graph shows that the loyalty of Humana’s customers has varied inversely with the switch intention percent.

In 2009 both Loyalty Index and Switch Intention indicators for Humana are above the industry averages. This is a paradox, their customers are more loyal than average but also have a higher likelihood of switching. The National Senior Loyalty Study 2009 suggests that Humana has attracted active consumers. These are consumers who, despite loyalty, remain shoppers and continue to look for health insurance that suits them even better.
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Generating Loyalty

The loyalty study identified six top attributes for generating loyalty. If, either through experience or promotion, customers come to believe that their insurer is better than competition regarding these attributes, they are likely to be loyal customers and less likely to switch. Below, the six attributes and Humana compared to the overall MAPD industry.

HUMANA AND SIX TOP ATTRIBUTES FOR GENERATING LOYALTY

SOURCE: DEFT RESEARCH, 2009

Humana’s % Better Scores are considerably higher than average for understanding the needs of seniors and having honest sales people. But customers are less likely to view Humana as better than competition at offering lower copayments, easy paperwork, or early detection programs.

The National Senior Loyalty Study’s Humana profile does show one unique theme pointing to the development of customer loyalty. Humana’s % Better Scores are much higher than average when customers assess the company’s communications with them and the information provided to help them save money on drugs.

Helping seniors watch their money is part of Humana’s brand image and attractiveness to active shoppers. But is it enough to keep customers loyal?