TL;DR
Most advisors try to fix Open Enrollment by adjusting their messaging, but messaging isn’t the real issue. The problem is an unclear funnel. Older adults making Medicare decisions do not move quickly or linearly. They move when they feel safe, informed and unpressured. A simple, trust-driven funnel gives them exactly that. Here’s how each phase works during Medicare Open Enrollment, and which touchpoints actually move people forward.
Why the Funnel Matters During Open Enrollment
If you’ve gone through even one Open Enrollment season, you already know the reality.
You’re tired.
They’re tired.
And the constant barrage of marketing creates more confusion than clarity.
People aged 65 and up are inundated with:
- TV ads running nonstop
- Mailers from unfamiliar companies
- Emails claiming urgency
- Unwanted phone calls
- Social ads promising “extra benefits”
Underneath all of that is a simple human truth. Older adults are trying to make an important healthcare decision while being pulled in multiple directions. They don’t need more pressure. They need clarity and calm structure.
A clean funnel gives them that.
Phase 1: Awareness
What people are thinking
“I know Open Enrollment is here, but I’m not sure what I’m supposed to do this year.”
They’re scanning and skimming, trying to make sense of what matters.
Your only job at this stage is to become familiar, not persuasive.
Best Awareness Touchpoints
Direct Mail (Your Most Reliable Starting Point)
Mail earns attention. People in this age group read it, save it and revisit it.
Formats that consistently work:
- Oversized postcards with one message
- Friendly, non-intimidating letter packages
- Tear-off reminders they can place somewhere visible
Real-world message:
“Open Enrollment is here. Not sure if you need to make changes? Here’s the simplest way to find out.”
Educational One-Pagers
Short, visual and free of jargon. Something they can keep.
Local SEO and Google Business Profile
They will Google you. If your profile looks neglected, trust drops.
Checklist:
- Recent reviews
- Real photos
- Updated hours
- Clear service areas
- A phone number that’s answered consistently
Seminar Invitations
Mail plus a simple RSVP page positions you as the educator, not the salesperson.
Phase 2: Consideration
What people are thinking
“I need someone who can explain this without making it more confusing.”
This is where most advisors lose people. Too much detail. Too much pressure. Not enough clarity.
Best Consideration Touchpoints
Educational Seminars or Mini-Workshops
Still the highest-trust environment you can create.
Keep it human:
- Forty-five to sixty minutes
- Real examples (“Here’s what this meant for a couple in their 70s…”)
- A one-page takeaway
- One simple next step
Helpful Follow-Up Mail
Think reassurance, not insistence.
Example:
“Thanks for attending. If you’d like a simple Medicare Review, call or scan this code.”
Easy-to-Use Landing Pages
Must include:
- A simple, human headline
- A three-step process visual
- Minimal form fields
- A real advisor photo
- Reviews and licenses
Short Educational Videos
Production value doesn’t matter here. Clarity does.
Answer the questions they’re already searching:
- What’s changing for Medicare in 2025?
- Is my current plan still the best fit?
- Medicare Advantage versus Supplement. What’s the difference?
Phase 3: Action
What people are thinking
“I think this advisor is the right fit. I just need to make sure I’m not missing something.”
They’re close. Your job is to remove friction.
Best Action Touchpoints
Direct Mail With One Useful CTA
Examples:
“Call to schedule your Medicare Review.”
“Scan to see if your 2025 benefits could improve.”
Booking-Optimized Landing Page
Keep it clean:
- Short form
- Clear CTA button
- No long paragraphs
- Mobile-first
Personal Phone Follow-Up
Respectful and simple:
“Hi [Name], this is [Advisor]. You recently received my Medicare Review invitation. I’m happy to clarify anything. What questions are on your mind?”
Reminder Mailers and Light Phone Reminders
Older adults rely on physical reminders.
A well-timed postcard or call helps them move forward.
The Funnel in One Simple Flow
Awareness
- Direct mail
- Seminar invitations
- Local SEO
- Educational one-pagers
Consideration
- Seminars or workshops
- Landing pages
- Short videos
- Follow-up mail
Action
- Appointment mailers
- Booking landing page
- Phone follow-up
- Reminder workflow
This funnel works because it respects how older adults actually make decisions. Slowly, cautiously and based on trust.
Why This Funnel Works for Medicare
People don’t convert because someone pushed harder. They convert because someone made the process feel:
- Clear
- Human
- Safe
- Guided
This funnel delivers all of that.
FAQ
1. What’s the most effective way to attract Medicare leads during Open Enrollment?
Direct mail plus Local SEO. People trust mail and immediately search for you afterward. If both channels are strong, you’re already ahead of competitors.
2. Why do older adults respond more to direct mail than digital ads?
Mail feels tangible, credible and non-intrusive. People in this age group read or scan most of the mail they receive. No digital channel comes close.
3. How do I know if my Medicare funnel is working?
Look for momentum. More reviews, more Google profile visits, more seminar RSVPs, more calls after mail drops. A good funnel builds steadily.
4. What should a Medicare landing page include to convert effectively?
A clear headline, visible phone number, short form, reviews, licenses and a real photo. When in doubt, simplify.
5. Do seminar invitations still work for Medicare marketing?
Yes. People want education, not pressure. A seminar positions you as the advisor who explains things clearly in a world full of overwhelming messages.
6. Should I use QR codes for Medicare audiences?
Yes. They scan more than advisors expect. Just make sure the landing page is simple and mobile-friendly.
7. What’s the most common mistake advisors make during Open Enrollment?
Overloading people with information. Clarity beats completeness every time.
If you want a Medicare Open Enrollment funnel that actually works and doesn’t add to your stress, our team can help you build it. Contact us here.
