By DAVE RICH

There are now more adults over 65 than there are under five – a fairly new phenomenon for the U.S. This can be attributed partly to the size of the baby boomer generation, but also because people are simply living longer lives. Those lives, however, aren’t necessarily healthier. In fact, most seniors are living with at least one, usually more, chronic conditions. It’s up to the healthcare community to help these people age well. This begs the question: how is the healthcare community supporting the complexity of such a heterogenous aging population?

Medicare & Chronic Care Management

We can’t talk about senior health care without talking about Medicare. There are more than 10,000 U.S. adults aging into Medicare a day. As the last of the baby boomers turn 65 by 2030, Medicare will experience an influx of enrollees like never before.

Medicare classifies 15 different diseases as chronic conditions, including alcohol and drug dependence, autoimmune disorders, cancer, cardiovascular disorders, dementia, diabetes, end stage liver disease, end stage kidney disease, hematologic disorders, HIV/AIDS, chronic lung disorders, mental health conditions, neurological disorders and stroke. Each of these conditions comes with its own risk factors, comorbidities and care requirements. Many of them are common concerns for seniors.

Regular doctor visits with proper preventive and screening services are vital in catching these chronic conditions early on when they’re still manageable, but what happens after someone is diagnosed? At this point, care management is a crucial component to helping a patient live their best life despite their condition. The patient also has the responsibility of making small lifestyle changes to help mitigate their risks.

Medicare has done a great job at providing coverage for preventive services, and even more recently, chronic care management services, but medical services aren’t enough to answer the needs of the chronically ill.

A Shift Toward Whole Health

Over the last decade, we’ve seen a shift in health care for the aging population from this service-based approach toward what can be described as a whole health or holistic approach.

Health care providers and insurers are going beyond providing just medical services – introducing benefits like care planners, healthy food cards, gym memberships, transportation to medical appointments and more. Benefits like these can help promote lifestyle changes that result in healthier habits, and in turn, healthier people.  

This shift was largely made possible by the CHRONIC Care Act, signed into law in 2018. The law addresses daily health needs by increasing the range of support Medicare can provide, especially for those experiencing long-term health issues and those with both Medicare and Medicaid.

Since passing of the CHRONIC Care Act, we’ve seen an increase in new products being added to the Medicare health insurance marketplace. Because these private plans are regulated by the federal Medicare program, legislation like the CHRONIC Care Act is crucial in ensuring consumers have access to the services they need as they age.

The Medical Benefits Buzz

Of the new Medicare Advantage plan options, especially those that are catered to beneficiaries with special needs, like chronic conditions, many include major cost savings like $0 monthly premiums and Part B premiums reductions. For shoppers, many of which are on a fixed income, these benefits are extremely attractive. Add in the celebrity endorsement that a lot of big players in the space are using to market these benefits, and buzz surrounding these plans is at an all-time high.

The issue we’re seeing as a marketplace player is that all that buzz can misdirect consumer attention away from the plans they really need. If someone is put into a plan that doesn’t work for them, especially when they’re living with one or more multiple conditions, the financial repercussions can be drastic. In the wrong plan, beneficiaries are more likely to be forced to choose between receiving coverage they desperately need or not breaking the bank.

While beneficiaries can reduce the risk by completing their due diligence, it takes a lot of research and patience. The brunt of the responsibility lies on plan providers and marketers to do what’s best for their clients in helping them age well.

For us, that starts with providing our clients with the tools they need to find Medicare Solutions that match their individual lifestyle. But it doesn’t end there. It also includes doing our part in providing a whole health approach. To do so, we must go beyond the benefits buzz.

Looking Outside the Box: Partnering with Denise Austin to Help Seniors Age Well

Right now, we’re exploring brand partnerships to help provide our clients with even more resources outside of the medical benefits they receive through the plans we sell. When it came to selecting a partner, we felt the most important objective was to find someone who shared our dedication to helping people live better lives. Lifestyle icon and fitness influencer, Denise Austin, who herself turned 65 this year was the perfect fit.

While this relationship is new, we’ve been impressed by her energy and eagerness to help our Medicare clients. Through this relationship, we’ll be able to provide more resources to our clients beyond just insurance coverage. They’ll have access to educational and inspiring content to help them live the best life they have available to them including recipes, fitness inspiration, mindfulness tips and more.

A brand partnership isn’t a solution that will work for everyone in healthcare, but it serves as a great example of ways we can look outside the box to provide whole health solutions to an aging and vulnerable population.

Dave Rich, CEO of Ensurem, has held various positions over his 40-year career in the insurance industry. Experienced in both the home office environment and independent distribution companies, Dave has a unique understanding of agent and consumer preferences and the needs for insurance profitability and risk management.  For the 10 years preceding the founding of Ensurem in 2016, he held the positions of Chief Operating Officer and Chief Marketing Officer of AmeriLife Group LLC, one of the largest insurance marketing companies in the country. He also spent over two decades in executive positions within multiple national insurance carriers, including Great American Financial Resources, Manhattan National Life Insurance Company and Life Partners Group.