What every Medicare Advantage plan exec needs to know before AEP

You know the drill. AEP is around the corner, and the pressure is real.

It’s the season that defines your year- not just in member numbers, but in retention, stars, and whether your teams actually work together or scramble under pressure.

Right now, you’re probably hearing five different opinions about what to prioritize, what to cut, and what’s going to move the needle. But here’s the truth: most plans waste this lead-up window by focusing on what looks good on a timeline, not what actually impacts members.

This isn’t the moment for a generic playbook or reusing last year’s tactics. This is where execution makes or breaks everything.

In this blog, you’ll find exactly what matters most- the questions you should be asking, the mistakes to avoid, and the practical actions you can still take to drive retention, loyalty, and performance before October 15.

‍What should health plan leaders actually prioritize before AEP?

Let’s cut through the noise. You’ve probably got dozens of pre-AEP checklists floating around your inbox. But when it comes to what really matters in the weeks and months before 15 October, it’s this:

1. Retention isn’t a post-AEP problem, it starts now

We tend to think of AEP as an acquisition moment. But member churn starts before the first enrolment decision is made. Often, it begins when a member feels forgotten, confused about their benefits, or just unimportant compared to all the shiny new prospects being chased.

What should you focus on:

• Segment your at-risk members (e.g., dual eligibles, newly enrolled, historically disengaged)

• Review complaints and disenrollment reasons from the last 12 months

• Identify where expectations were missed- benefits, access, communication gaps

Tip: You can launch a pre-AEP “we’re still here for you” campaign, which is personalized, human, and proactive.

2. Fix the cross-functional chaos before AEP starts

Your AEP performance depends on how well your departments work together. But too often, marketing is running one play, member services another, and compliance is stuck reviewing outdated language the night before materials go live.

It’s important to bring everyone to the table.

• Run a weekly AEP command meeting with leads from each function

• Centralize deadlines, messages, and KPIs in one shared document

• Align on voice, tone, and messaging across all channels- print, email, social, SMS, brokers

AEP shouldn’t be departmental effort. It should be coordinated. One team, one message, one member experience.

What Mistakes Do Even Smart Plans Make Before AEP?

Let’s be honest, you’ve probably seen some of these firsthand. Maybe even inside your own organization.

Mistake #1: Ignoring the Onboarding Experience

If a member's first 90 days felt chaotic or impersonal, they’re already halfway out the door. AEP becomes their escape hatch.

Fix it now by auditing your onboarding:

• Is the communication material clear and in plain language?

• Do members know how to use their benefits?

• Have they had a meaningful human interaction with your plan?

Mistake #2: Language Isn’t Treated as Strategy

You’ve translated the benefits summary into Spanish. That’s not language inclusion. That’s compliance. Language inclusion means building experiences that members can connect with in their language and at their pace.

Real inclusion means:

• Messaging that’s written for, not just translated for, your multilingual members

• Community engagement in their preferred language and tone

• Frontline staff who reflect and understand your member base

This is where investing in a platform like Mia pays off. It allows your members to ask any question related to their coverage, in their own language which in turn helps them feel valued, understood, and supported- not just during AEP, but all year long.

Mistake #3: Underestimating the Impact of Member Confusion

It’s not always dissatisfaction that causes members to leave- often, it’s simply confusion. Confusion about what’s covered. Confusion about costs. Confusion about who to call.

And during AEP, confusion leads to one thing: shopping around.

If a member doesn’t fully understand their current plan, they’re more likely to assume there’s something better out there, even if your plan actually fits their needs.

What to look for:

• Are your benefits being explained in member-friendly language across all channels?

• Are you repeating key messages enough- through print, SMS, and phone?

• Are your support teams trained to spot and resolve confusion, not just answer questions

If your members don’t understand their plan, they’ll assume it’s not working for them.

What are the top-performing Medicare Advantage plans doing differently?

Every exec wants to know what the 4.5+ star plans are doing, especially the ones retaining members year after year.  Here’s what separates them:

1. They think beyond the mailbox.

Yes, print still matters. But leading plans have moved beyond a paper-first mindset. They:

• Use SMS, emails and calls not just to notify, but to nurture their members

• Sync their outreach with actual member behavior and needs

• Offer digital onboarding journeys in multiple languages

2. They don’t just “do community"- they're a part of It.

Plans that treat community venues like churches or clinics as core communication channels, not just outreach opportunities are the ones closing gaps in understanding.  
Why? Because for many members, especially those in multilingual or underserved populations, these are the places where trust already exists. Members are more likely to ask questions, express confusion, or seek advice in a familiar space with familiar faces.

If your plan isn’t present in those environments or worse, is showing up with templated messaging and staff who don’t reflect the local community, you’re missing one of the few real chances to influence decisions before AEP.

3. They equip frontline staff, not just brokers.

Your agents might know the plan inside out. But what about your call centre reps? Doctors? Pharmacists? Anyone who talks to a member should be able to explain:

• What makes your plan unique

• What to expect during AEP

• Why it’s worth staying

Give them tools. FAQs. Cheat sheets. Even 2-minute video refreshers. If your frontline doesn’t feel confident, your members won’t either.

What can you still do (even if it feels late)?

Even with AEP fast approaching, you still have time to make high impact moves. Focus on small, targeted actions that close gaps, reduce confusion, and build trust.

Here’s what execs are doing right now to close the gaps:

• Running benefit refresh campaigns for current members

• Align your messaging across various departments

• Mapping member touchpoints to check for broken or confusing steps

• Activating Mia or similar platforms to personalize multilingual outreach

There’s still time to course-correct, not by doing more, but by doing what matters most. Focus on clarity, alignment, and member understanding. That’s what shows up in your results.

AEP readiness checklist for Medicare Advantage executives

Let’s keep it real. Can you say yes to these?

• We’ve identified and prioritized high-churn risk segments

• Every department has reviewed and agreed on our AEP playbook

• Our onboarding materials are up to date, tested, and in multiple languages

• We’ve updated our call centre scripts for retention conversations

• We’ve invested in a platform like Mia to support inclusive, consistent communication

• We’ve scheduled community outreach events before and during AEP

• Staff are trained on why our plan matters, not just what it offers

• We have a process to collect and act on member feedback before AEP ends

• Members know what to expect and how to reach us during AEP

Falling short on this list isn’t the problem. Not acting on it would be.

FAQs (Frequently asked questions)

How early should we start planning for AEP?
Ideally, planning begins in Q2, but if you're heading into August or September, you're not out of time. You just need to shift from long-range strategy to fast, focused execution. Prioritize member retention, message alignment, and closing known experience gaps. At this point, speed and clarity matter more than scale.

How do we reduce member churn during AEP?
Most members don’t leave because they’re unhappy, they leave because they’re unsure and confused about their coverage. Make it easy for them to understand what they have, what’s changing, and why your plan is still the right fit. That starts with proactive outreach, clear messaging, and consistent support across every touchpoint.

Do we really need a multilingual engagement strategy?
Yes, if you're serious about growth, equity, or CAHPS performance. Nearly 1 in 3 Medicare Advantage members prefer a non-English language, and generic translations won’t build trust. A true multilingual strategy helps you communicate clearly, close gaps in understanding, and keep members who often feel overlooked.

Is it too late to bring in a platform like Mia?
Not at all. Mia is designed for fast deployment- even weeks before AEP. It helps your plan be always available, answer member questions in their language, and helps them feel seen, heard and valued. When your members feel cared for, they are more likely to stay with your plan.

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Final thoughts- Lead the plan your members deserve

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You don’t need to overhaul your entire strategy this late in the game, but you do need to be sharp about where you focus.

The plans that perform best during AEP aren’t louder or busier. They’re more aligned, more member-aware, and more intentional about the experience they deliver, especially to those most at risk of leaving.

So, ask yourself:

• Have we closed the biggest gaps in communication and trust?

• Are our members clear on the value they’re getting?

• Are they being reminded clearly and personally - why our plan is the best choice?

If you can’t say yes to all three, now’s the time to act. Not react. But act- with focus, with urgency, and with your members at the center of every move.

Because when you show up with clarity, confidence, and connection, your members stay with you; not just through AEP, but far beyond it.

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