2027 Medicare Digital Tools Study

Overview

As carriers, agencies, and consultants work to reduce costs, improve care, and broaden access, engaging healthcare consumers digitally has become a priority. Seniors are increasingly comfortable managing their health and coverage online, and digital tools can help carriers reach them more fully.

This study examines how Medicare members use digital tools, from member portals to third-party apps, to manage their benefits and health.

What’s Inside the Study

Digital engagement is now essential to hitting marketing, sales, and support goals. Seniors are growing more comfortable managing their health and coverage online, even as carriers, agencies, and consultants work to cut costs, improve care, and broaden access.

This study examines the communication challenges carriers face and how digital tools can close the gap. It gives carriers the insight to build an above-the-funnel digital presence, create digital marketing plans, and develop digital sales tools for agents and brokers. It also supports tools that help Medicare consumers learn about their plans, find support, and get answers quickly.

Digital tool usage. Shows how Medicare members use digital tools, from member portals to third-party apps, to manage their benefits and their health.
AI usage and attitudes. Measures how seniors use AI and how they feel about it, particularly in healthcare.
Appropriate uses of AI. Identifies the situations in which seniors see AI as appropriate or inappropriate in a healthcare setting.

What’s New

AI drill-down, continued. Builds on the 2026 AI findings with new trends and 2026’s qualitative insights, for a deeper, large-scale view of how seniors see and use AI.
Personalized digital health experiences. Examines what seniors understand and expect from “personalized digital health experiences,” and how AI or other tools can help meet those expectations.
The human touch. Examines whether an increasingly digital healthcare ecosystem, and everyday life, has left some seniors wanting a more human-centered experience, and to what extent.

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Explore Last Year’s Insights

2026 Medicare Digital Tools Study SIP

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Insights from the 2026 Report

AI Adoption Is Growing, but Trust Remains the Barrier
Seven in ten seniors are familiar with AI tools, and many are already using them for important healthcare needs such as researching medication side effects, drug interactions, and health conditions. However, seniors remain significantly more trusting of traditional internet search results than AI-generated content and are strongly opposed to AI making healthcare decisions on their behalf. Successful AI adoption will depend on trust, transparency, and strong brand credibility.

Digital Tools Are Essential, but Human Support Remains Critical
Online resources are often seniors’ first stop for Medicare and healthcare information, yet most still rely on a combination of digital and offline channels when making important decisions. While seniors prefer online portals for researching benefits, providers, and coverage, they overwhelmingly prefer speaking with a person when scheduling appointments or resolving complex issues, highlighting the ongoing value of live support.