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With another OEP wrapped up, it’s time for marketing professionals to look back at what was, for most, a challenging time. Regulatory and legislative changes, plan affordability, coverage disruption, ever-evolving shifts in consumer expectations … this past OEP demanded marketers look for any edge in reaching prospects.

How did it work out? We spoke with DMW Account Director Janine Taylor, who shared her insights about the recent OEP.

What were some of the challenges you faced going into this OEP?

By far, the uncertainty and ongoing changes in the health plan marketing space, including:

• Uncertainty around extending the enrollment period into January 2026
• The new penalty for failing to re-verify income, which was eliminated in September
• The extended subsidies set to sunset on December 31
• The question of whether the subsidies would be extended before the enrollment period ended, which they weren’t

How did your OEP strategy take these challenges into account?

The key is to be prepared with a solution for all scenarios. Having a messaging plan made it easier to pivot around changes in the marketplace and allowed for quick action in making sure prospects and members had the most relevant information.

How important was the digital space in marketing to your U65 audience?

While omnichannel campaigns allow for optimal reach and reaction strategically, our U65 campaigns are always digital-first. This channel works so well because it enables precise targeting and we can optimize campaigns quickly and deploy new messages without delay.

Was there anything that surprised you about this year’s OEP?

We were aware of the challenging market landscape when we went into this OEP. I was pleasantly surprised with our clients’ results despite these challenges. I credit this success — and our success as an agency — to my colleagues’ expertise. Everyone at DMW was proactive and “nimble,” working together to address every contingency on behalf of our clients.

Do shifts in consumer expectations year over year affect how you approach campaign messaging? Yes and no. We have to be aware of what consumers are dealing with — their needs, concerns, etc. — so we can communicate how coverage benefits them with sensitivity and language that resonates. For example, according to CMS, in 2025, the average consumer paid $113 a month for health insurance with subsidies. Without subsidies, that amount jumped to $619. So, positioning coverage in terms of value — for example, the cost of an ER visit with coverage versus without — is preferable to positioning coverage simply as “affordable.”

But in spite of external factors like shifts in consumer expectations, we always focus on one thing: members. Keeping members at the heart of our marketing strategies for both OEP and retention campaigns helps us get conversions and build trust — which leads to better long-term results for our clients.

Our messaging is clear, consistent, and demonstrates how coverage benefits prospects and members, showing its real value. All communications are relevant and timely, and we make it easy for people to get (and keep) their insurance.

Retention is important twelve months a year because every month, members can choose to pay their insurance or let their coverage lapse.

What are some key takeaways that will impact your strategy for the next OEP?

It’s not a takeaway per se, but it will be interesting to see the competitive landscape next OEP. Shifts in the ACA marketplace — from volatility to stabilization — have driven competitor exits and re-entries. Since subsidies haven’t been extended, causing some individuals to go without traditional health insurance or opt for a different form of coverage, we wonder if next year is going to be a year of disruption with national carriers reducing their footprint in the ACA marketplace.

Whether that happens or not, we’re ready for the next OEP. With 40+ years of experience in the health insurance industry, we have the knowledge, skills, and instincts needed to navigate the most challenging OEP. We use direct marketing principles that deliver measurable results — and with the new tools and technologies available to support marketers, our proven strategies are even more effective and efficient in helping clients achieve their goals.

Plan ahead with DMW

When it comes to planning for this year’s OEP, you can’t predict the future. But you can count on DMW to guide you through even the most challenging market landscape. We’ve been there. Give us a call to learn more.