Medicaid Plans: The Battle for Market Share Is On

Andrew Robinson Partner

Andrew Robinson

Andrew Robinson 
Partner at GKV Health

Over my 25+ years in healthcare advertising, I’ve had the privilege of working with health plans of all sizes. Whether the focus was on the next Medicare AEP, ACA Open Enrollment, or engaging Medicaid members, one thing has always been consistent: plans live and die by their yearly membership goals.

But year-to-year thinking isn’t enough. Regulatory shifts, demographic trends and evolving member behaviors don’t follow annual cycles. They build over time. And if you’re not watching the bigger picture, you risk being caught off guard.

That’s why I wrote my latest article:
“Medicaid Plans: The Battle for Market Share Is On. Are You Ready?”

I explore how upcoming CMS regulations, and an aging population, are reshaping Medicaid by turning contracts into strategic assets and creating a new competitive battleground.

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