2026 Medicare Digital Tools Study

Overview

As all stakeholders seek to reduce costs, improve care, and broaden access, today’s carriers, agencies, and consultants must focus engaging healthcare consumers digitally. By harnessing the full power of digital tools, they can reach these very connected Baby Boomers more fully.

In this study, we review how seniors feel about shopping for Medicare plans online, what is useful, and what is not. It also explores the areas where seniors are beginning to accept AI, how carriers must couch its usage within the plan, and profiles the elements of portal technology that more online-savvy consumers demand.

What’s Inside the Study

Discovering How Seniors Digitally Engage

Learn how seniors shop online, access their portals, and engage with general technology in healthcare.

Impacting Customer Service with AI

Understand what the true potential for generative Artificial Intelligence in Customer Service is and if those who want such services score differently on CAHPS-like questions.

Retaining Extra Benefits

Discover if seniors will now accept lower-cost networks and virtual-first plans as a means to retain their most valued (and rapidly depleting) extra benefits.

Luring MA Members Into C-SNP

Learn if the promise of easy-to-use digital tools is enough to lure current MA members with qualifying conditions into C-SNP, with C-SNP now the fastest growing SNP.

Seniors Using AI

Examine how seniors are adapting to a more digital world outside of healthcare with Artificial Intelligence — and if members believe AI can enhance the overall member experience.

Insights from the 2025 Report

Senior Use of AI for Health Insurance

Around half of seniors aged 69+ and three out of five aged 65–68 have used AI tools. While many use AI for simple tasks like recipes or recommendations, some are starting to research prescriptions, health conditions, and Medicare options. AI is beginning to influence decisions among Medicare members, but comfort with AI in healthcare remains uncertain. Understanding seniors’ current AI usage and perceptions is key to adapting effectively.