Medicare Annual Enrollment is underway, and Marketplace Open Enrollment is about to begin. Health insurance campaigns are already in motion, but the audiences they’re designed to reach aren’t standing still.
Coverage priorities shift. New interests emerge. Consumers reconsider what matters most as they compare plans and benefits.
For health insurance marketers, the opportunity is to act on those changes while enrollment is still happening.
What Real-Time Audience Intelligence Reveals About Coverage Shoppers
Recent insights from an IntentKey Open Enrollment audience model show how consumer interests and sentiment are evolving as enrollment season progresses.
- Sentiment is improving. Audience sentiment moved from −5.6 in late July to −1.8 on October 28, approaching neutral as coverage conversations continue.
- Cost and coverage remain central. Managed care, copayments, coinsurance, subsidies, and ACA Marketplace coverage are among the model’s prominent concepts, revealing interconnected interests that can inform audience and creative strategies.
- Opportunity varies by market. Ohio, Florida, and Missouri are among the states with the strongest relative audience indices, highlighting where coverage-related interest is more concentrated.
These insights are just a preview into IntentKey’s full audience intelligence capabilities and provide a clearer picture of what audiences are engaging with now, to marketers refine their approach without waiting until the next enrollment cycle.
Put Real-Time Intent-Based Targeting to Work With IntentKey
IntentKey continuously reads more than 110 billion URLs across the open web, with over 1 million new URLs added daily. Billions of intent signals are distilled into a network of 100 million interconnected concepts, revealing the interests, motivations, and relationships shaping consumer decisions.
These concepts form dynamic audiences that refresh every five minutes allowing you to reach prospective members up to 24 hours earlier than comparable solutions. And unlike traditional targeting solutions built around static segments or historical behaviors, IntentKey continuously adapts as new interests emerge and consumer intent evolves.
For health insurance marketers, that means the ability to:
- Discover incremental audiences beyond conventional demographic and predefined targeting segments.
- Inform creative strategy using the interests and coverage considerations that matter to audiences now.
- Prioritize media activation across relevant markets and programmatic channels as audience opportunities evolve.
And because IntentKey doesn’t rely on cookies, mobile ad IDs, or personal identifiers to build audience models, marketers can reach incremental audiences across privacy-restricted environments like Apple’s Safari, where traditional ID-dependent targeting strategies face growing limitations.
Open Enrollment is happening now. There’s still time to find audiences your current strategy may be missing.
Put IntentKey’s real-time audience intelligence to the test and uncover new opportunities for member acquisition while coverage decisions are still being made.
