Be Ready, Not Reactive: Why It’s Time for Medicare Plans to Prep for the Next AEP Now

The Medicare marketplace is undergoing significant changes that are reshaping the landscape. Last AEP made one thing crystal clear: disruption isn’t coming… it’s already here.

Major players like Humana and Aetna pulled out of key markets, leaving over a million seniors scrambling for new plans. In total, 15 payers exited Medicare Advantage markets ahead of 2025. Then came the curveball: 22 health systems walked away from their Medicare Advantage contracts, putting patients in the tough position of switching doctors—or dropping back to Original Medicare.

At GKV Health, we’ve spent 20+ years helping health plans navigate the highs and lows of AEP. One thing we know for sure. The winners of 2026 will be the ones prepping now, not waiting for the summer scramble.

Here’s how to stay ahead of whatever’s coming next:

1. Tell a Stronger Brand Story—Because Trust Will Be Important

Medicare beneficiaries aren’t just looking at benefits anymore—they’re asking, “Who can I count on?” With so many plans exiting and providers jumping ship, trust is becoming a real differentiator.

At GKV Health, we help challenger brand health plans carve out a distinct identity in a market dominated by national players. We help our health plans go deeper than product benefits. We build messaging rooted in a  brand —because when everything else feels uncertain, people lean into what feels familiar and trustworthy.

2. Segment Smarter, Reach Better

Today’s Medicare audience isn’t one-size-fits-all. From digitally savvy Boomers to the underrepresented dual-eligible population, effective outreach means understanding who they are, how they shop, and what they care about.

With disruption pushing more consumers to compare plans, your audience strategy has to be precise. GKV uses rich data insights and behavioral segmentation to help plans find, connect with, and convert the right people—across channels and across their journey.

3. Build Omni-channel Media Plans That Can Pivot on a Dime

Market opportunities shift. Priorities change. Competitors make bold moves. If your media plan can’t pivot with the market, you’re behind.

That’s why GKV Health develops agile, cross-channel campaigns designed to respond fast. From DRTV to direct mail, programmatic, SEM and social—we build media plans that can scale, shift, and optimize in real time, so you’re always in position to win. And, we always use real-time data to make optimizations.

Why It Matters Now

With disruption becoming the new normal, health plans need to move early, think smarter, and market with confidence.

Let GKV Health help you stay ahead—with strategies, creative, and media tailored to the reality of today’s Medicare environment.

Ready to get proactive about AEP 2026? Contact GKV Health today.