Medicare Shopping and Switching Study
Available: January 30, 2026
Available: January 30, 2026
Over the last 18 years, our Medicare Shopping and Switching Study has been the industry’s gold-standard report for senior consumerism during the AEP. Product managers, marketers, distributors, agencies, and consultants eagerly anticipate its publication because it traditionally signifies the start of next year’s decision-making.
In this study, you’ll discover how various health-based segments of seniors approached the AEP in terms of appealing features and valued services. You’ll also learn which paths MedSupp and MA seniors took from the start of AEP to their final decision — and which influences mattered as they progressed from shopper to switcher.
Those Who Stay vs. Those Who Leave
18% of seniors whose 2024 plans were terminated refused to consider a replacement from the same carrier for 2025, showing the impact of plan termination on brand loyalty. However, about two-thirds were open to new plan designs from their existing carrier, demonstrating flexibility and willingness to stay. Carriers that exit markets entirely risk lasting damage, while those that keep some options available maintain goodwill. Continued commitment to customers, even in tough circumstances, helps carriers preserve member loyalty for the future.
