Leveraging Community Partner Feedback to Inform Medicare Open Enrollment Outreach: A Qualitative Analysis of National Data

Background and Purpose:
Medicare Open Enrollment outreach efforts depend heavily on community partners—nonprofit organizations, local health advocates, and service providers—who support and guide diverse Medicare-eligible populations. These partners play a critical role in bridging gaps, especially in underserved areas. However, their feedback, which captures unique challenges faced by populations across rural, urban, and ethnically diverse communities, is often underutilized. This study explores qualitative feedback gathered from community partners across the United States during the 2021–2023 Medicare Open Enrollment periods. The objectives of this research are to identify key themes in the feedback and assess how these themes reflect regional, racial, and socioeconomic disparities in accessing and navigating Medicare options.

Methods:
Using qualitative archival methods, this study analyzed feedback from community partners that was submitted through a Salesforce platform during the annual Medicare Open Enrollment outreach campaigns. A total of 150 feedback entries (approximately 50 per year) were included in the analysis, representing partners from a broad geographic range—including rural, urban, and tribal areas—as well as communities with diverse racial and ethnic profiles. Feedback captured local challenges, observations, and service gaps that community partners encountered while assisting beneficiaries. NVivo software was used to organize and code the data through a multi-phase process, including open, axial, and thematic coding. Interrater reliability was maintained at 87%. The constant comparative method was applied to ensure analytical rigor across the years and different community contexts.

Results:
Five key themes emerged from the feedback: (1) Persistent confusion regarding Medicare plan options, particularly for first-time enrollees, immigrants, and older adults with limited health literacy; (2) Insufficient availability of culturally and linguistically appropriate outreach materials, leading to gaps in understanding; (3) Challenges with digital tools and online enrollment systems, particularly in rural areas with limited broadband access; (4) Concerns about the aggressive marketing tactics of private Medicare Advantage plans, particularly in low-income and minority communities; and (5) Overwhelmed community-based organizations struggling to meet the increased demand for one-on-one assistance during Open Enrollment. Feedback varied by region, with rural areas highlighting technological barriers and urban areas emphasizing language and accessibility issues. Partners working with racially and ethnically diverse populations noted the importance of culturally relevant communication strategies.

Conclusions and Implications:
The feedback provided by community partners reveals critical barriers faced by Medicare enrollees, particularly in underserved and vulnerable communities. The findings underscore the importance of incorporating community-driven insights into Medicare policy and outreach efforts. Social workers and policymakers can use these insights to advocate for improved Medicare communications, particularly through culturally and linguistically tailored materials, as well as investments in digital equity to ensure that beneficiaries in rural and low-income urban areas are not left behind. Additionally, findings suggest that local service providers need enhanced capacity and resources to support beneficiaries, especially in times of high demand. Future research should explore the effectiveness of community-based interventions and continuous feedback loops in shaping more inclusive Medicare policies and practices.