Who is your customer?

Did you know that 57% of all Medicare Supplement enrollees in 2020 were women?¹ With any Sales related conversation, identifying your customer is a crucial step when selling any product. Make sure to use our CSB Appointment Worksheet and the tips below to help you identify your target audience when selling.

1. Age: Age is often the primary eligibility determinant across many of our products.
2. Health Status: Identify individuals who may have chronic health conditions or who require frequent medical attention as they may benefit from additional or more robust coverage like a Medicare Supplement or Supplemental health products that provide coverage beyond Original Medicare.
3. Location: Plan offerings vary by state, so it’s essential to know your target market’s geography. For example, seniors living in states with high healthcare costs may be more likely to purchase a Medicare Supplement plan.
4. Income: Deft Research shows that individuals with higher incomes are more likely to purchase Medicare Supplement and Supplemental health plans.²
5. Marital Status: Married seniors may be more likely to purchase plans as they may have more resources to afford them.

AHIP has identified significant trends and demographics in its newly-released State of Medicare Supplement Coverage report. These demographic factors may help you better understand the individuals most likely to purchase Medicare Supplement plans and tailor your sales efforts accordingly. We encourage you to continue building relationships with your potential customers and to remain diligent in earning their trust.

1. Medicare Current Beneficiary Survey Limited Data Set Files, 2020 (CMS). AHIP – The state of Medicare Supplement Coverage.
2. Deft Research 2022 Medicare Shopping and Switching Study.