Introduction
For Medicare Advantage (MA) plans, Star Ratings are everything. They influence member acquisition, retention, bonus payments, and even long-term survival in an increasingly competitive market.
Yet despite the stakes, many MA plans struggle to move the needle on key Star Rating measures, especially those tied to member experience and engagement.
The good news? Life sciences and healthcare marketers already hold many of the tools MA plans need to win this game. With advanced segmentation, personalized content, and multichannel campaigns, marketers can drive meaningful behavior change, boosting CAHPS, HEDIS, and adherence measures that directly impact Stars.
In this article, we explore how targeted member engagement can help MA plans achieve higher Star Ratings and why life sciences marketing leaders should take note.
👉 Download our full white paper: “Precision Marketing for Payers: A Playbook for Driving Member Outcomes”
👉 Book a discovery call with Accelabrand to explore how we support MA plans.
Why Star Ratings Matter More Than Ever
CMS Star Ratings evaluate MA plans across multiple dimensions, including:
- Clinical outcomes
- Member experience
- Preventive care
- Medication adherence
- Operational efficiency
The impact of Stars is profound:
- Plans with 4 stars or higher receive bonus payments and are eligible for additional marketing privileges.
- Higher Star Ratings correlate with greater member acquisition and improved retention.
- According to AHIP research, nearly 72% of MA enrollees are in 4-star or higher plans.
Yet maintaining high Star Ratings is getting harder:
- CMS is raising thresholds for key measures.
- Member expectations are evolving.
- Sicker, more complex populations require more nuanced engagement.
Member experience (CAHPS) now drives 32% of overall Star Ratings, up from just 17% a few years ago.
Why Life Sciences Marketers Should Pay Attention
CMOs and marketing executives in pharma, biotech, and life sciences firms should be watching this space closely:
- Many pharma brands partner with MA plans on quality initiatives and adherence campaigns.
- Payers expect co-branded content, engagement support, and disease-specific marketing.
- The ability to speak the language of Stars gives life sciences marketers an edge in payer relationships.
Moreover, as value-based care accelerates, patient engagement is the new battleground. Whether you’re marketing an MA plan, a disease-specific therapy, or a digital health solution, the ability to drive measurable behavior change is paramount.
How Targeted Member Engagement Boosts Star Ratings
Winning the Stars game requires moving specific member behaviors that CMS tracks:
- Closing gaps in care (preventive screenings, wellness visits)
- Improving medication adherence
- Driving engagement with care management and wellness resources
- Elevating perceived member experience (CAHPS)
Here’s where modern marketing makes the difference.
1️ Data-Driven Member Segmentation
Generic mailers and robocalls won’t cut it anymore.
High-performing MA plans are using advanced segmentation to target members based on:
- Age, gender, and location
- Chronic conditions
- Prior engagement history
- Risk score and utilization data
- Social determinants of health (SDOH)
Predictive modeling can identify which members are at risk of:
- Missing preventive screenings
- Non-adherence to medications
- Poor experience ratings
Tools like Salesforce Health Cloud and Health Catalyst power this level of precision.
2️ Personalized, Multichannel Campaigns
Once high-priority segments are identified, plans must engage them through personalized content across preferred channels:
- SMS
- Direct mail
- In-app notifications
- Live outreach via care managers
Behavioral science and micro-messaging can drive response. Example tactics:
- SMS reminders for flu shots or mammograms
- Dynamic email journeys based on refill behavior
- Culturally competent content for diverse member groups
👉 According to McKinsey research, MA plans using personalized engagement see 2x the improvement in key Stars measures.
3️ Adherence-Focused Messaging
Medication adherence (PDC) is one of the most influential Star measures, and one of the hardest to improve.
Successful MA plans use:
- Pharmacy partnerships to trigger refill reminders
- Omnichannel campaigns timed to 30-day and 90-day refill cycles
- Care manager scripts aligned with marketing content
- Social proof messaging (“members like you are 80% adherent”)
Brands that co-market adherence with plans deliver higher impact and stronger payer relationships.
See the CDC’s Guide to Promoting Medication Adherence for proven frameworks.
4️ Experience-Driven Campaigns
Remember, member perception matters as much as clinical outcomes.
Marketing can directly impact:
- CAHPS scores for getting needed care
- Perceptions of plan communication
- Trust in plan representatives
- Overall satisfaction
Best practices include:
- Humanizing plan outreach with real faces and stories
- Coordinating marketing with customer service and care teams
- Using omnichannel touchpoints to reinforce trust and transparency
According to Forrester research, personalized communication can improve CAHPS scores by up to 15 points in key domains.
Final Thought: Winning the Stars Game Requires Marketing Precision
The days of passive Stars management are over.
In today’s market:
- MA plans must market like life sciences leaders, with data, personalization, and omnichannel engagement.
- Pharma and biotech marketers must learn to speak the language of Stars to strengthen payer partnerships.
- Marketing leaders must align with clinical, quality, and Stars teams to drive meaningful business outcomes.
At Accelabrand, we bring together:
- Healthcare-native marketing expertise
- Advanced digital strategy
- Proven Stars performance frameworks
Ready to boost Star Ratings through precision marketing?
Book a discovery call with Accelabrand to explore your custom Stars strategy.
Sources
This article draws from authoritative healthcare industry sources, including:
- CMS 2024 Medicare Advantage & Part D Star Ratings documentation
- AHIP Medicare Advantage enrollment research
- McKinsey Health Insurance Consumer Engagement insights
- CDC Medication Adherence guidance
- Forrester Member Experience research for health plans
- Salesforce Health Cloud platform documentation
- Health Catalyst population health management resources
