BACKGROUND
Medicare beneficiaries on Original Medicare, which often includes a Medicare Supplemental plan and a Prescription Drug Plan, will receive annual notifications about changes to their plans for the upcoming year. The most common change involves individual drug costs due to insurance carriers adjusting their coverage tiers or pricing structures. These changes often prompt consumers to switch their drug plans during the Annual Enrollment Period. We refer to this user persona as a "PDP switcher." They are typically familiar with the Medicare landscape and are four times more likely to switch plans and enroll entirely online.

Increasing digital enrollments would greatly benefit the business in several ways. It would lower customer acquisition costs, enabling more efficient resource allocation. Additionally, it would allow us to serve more customers during peak times, when agent capacity limits appointment availability. This digital shift would enable us to assist more customers with fewer insurance agents, leading to a leaner operation and a quicker path to scaling and profitability.

Despite receiving the lowest commission on drug plan sales, the high volume of customers switching annually makes it an ideal segment to serve digitally.

GOALS
The Medicare industry is primarily phone-based, with customers engaging brokers or insurance carriers through calls. Similarly, the FMS service model is high-touch and involves multiple engagements. On average, new Medicare sales require about 2 hours of phone time across 1.7 meetings for education, needs analysis, plan presentation, and enrollment. This model needs a call center with licensed Medicare agents.

The primary goal of the digital channel is to make tools and experiences to make sales calls more efficient. The north star goal is to drive more customers to shop entirely online. In the current market, less than 7% of Medicare plans are bought online. Customers prefer to do independent research online but validate their options with an expert. This preference for expert validation limits business scalability to the number of available sales agents.

PDP switchers are the most likely to utilize a digital only method to switch plans. How can we make the experience of comparing drug plans:

How might we create an online experience allowing for users to compare their current coverage's cost with alternative plans offered by Fidelity.

How might we make this a simple and trust-building experience that

How might we provide a differentiated experience in the market