Behavioral Science Guide to Member Disenrollment

This white paper provides a comprehensive examination of the factors influencing member disenrollment in the Medicare Advantage market, particularly in the context of the evolving landscape of 2025. It outlines the strategic importance of retention and winback campaigns as health plans navigate significant membership changes. The document details how understanding consumer psychology and decision-making processes can enhance these campaigns. It emphasizes the need for personalized communication strategies that resonate with different member segments, such as those attracted to perceived superior benefits and those disillusioned by past experiences. The paper also discusses the role of behavioral science in shaping effective interventions, highlighting the importance of addressing psychological barriers that affect member retention. By leveraging data and insights, health plans can optimize their strategies to reduce attrition and improve overall member satisfaction. The recommendations aim to equip health plans with actionable approaches to engage both current and former members effectively.