Three companies that have successfully marketed supplemental insurance to baby boomers in the United States are UnitedHealth, Mutual of Omaha, and CVS Health. UnitedHealth appears to dominate the market due to its affiliation with the AARP (formerly the American Association of Retired Persons).


  • Medigap (aka Medicare Supplement plans) is “a key source of supplemental coverage for Medicare beneficiaries, especially seniors. Seniors purchase Medigap coverage to protect themselves from high out-of-pocket costs not covered by Medicare, to budget for medical expenses, and to avoid the confusion and inconvenience of handling complex bills from health care providers.”
  • According to a 2019 AHIP (America’s Health Insurance Plans) report, the national Medigap enrollment increased from 13.1 million to 13.5 million beneficiaries between December 2016 and December 2017.
  • Medigap plans are standardized, regardless of the insurance provider and the U.S. state it is taken from.
  • However, Massachusetts, Minnesota, and Wisconsin are the only states that can change standardized plans without federal approval.
  • According to data from the National Association of Insurance Commissioners (NAIC), “98 % of Medigap policies in force on December 2017 were standardized plans.”
  • In 2017, Medicare Supplement plans (Medigap) collectively earned $29.9 billion in premiums and received $23.2 billion in claims.
  • In 2018, the “total earned premiums in the Medicare Supplement market totaled $32.4 billion, a 4.9% increase over 2017.” The total Medicare Supplement lives covered that same year also increased to 14.05 million.


In 2018, UnitedHealth, Mutual of Omaha, and CVS Health were the leading companies that had the most market share in supplemental insurance, suggesting that they are the most successful marketers and providers of supplemental insurance to baby boomers in the United States.


Marketing Practices:

  • UnitedHealth uses a variety of AARP Medicare Supplement marketing materials when offering their products.
  • Agents use state-specific sales presentations at different events (such as formal sales events, seminars, and at-home appointments).
  • The AARP Medicare Supplement marketing materials are used to generate leads, promote formal sales events, educate individuals about AARP Medicare Supplement Insurance Plans, and to create awareness.
  • The AARP Medicare Supplement also makes use of branded promotional items as giveaways at in-home appointments, seminars, or other events, depending on specific state and federal laws and regulations.

Success Metrics:

  • UnitedHealth holds 34% of the supplemental insurance market with 4.5 million members, based on a 2018 report.
  • UnitedHealthcare’s Medicare & Retirement Serves roughly 1 in 5 Medicare beneficiaries, and is the “largest business dedicated to the health and well-being needs of seniors and other Medicare beneficiaries. “
  • Many of the UnitedHealthcare products carry the AARP name (the interest group for retired persons), which dominantly caters to the Baby Boomer generation.
  • UnitedHealthcare Medicare & Retirement is one of its three divisions and is “the largest insurance model dedicated to meeting the needs of seniors.”
  • UnitedHealthcare provides products and services to 70 million Americans. In 2018, they also received “the number 1 ranking in the insurance and managed care category on Fortune’s list of the World’s Most Admired Companies.”

Links to Visuals:

  • None available


Marketing Practices:

  • Mutual of Omaha recently launched a “Begin by Listening” campaign focused on “the importance of listening to its customers both as a sign of mutual respect and to understand and protect what matters most to customers as they progress through life. “
  • They aim to put the customer first, to better understand customer needs and create innovative and personalized solutions to meet those needs.
  • The campaign includes “an integrated, multi-channel ad campaign, which included TV, print, digital, social and radio.”
  • They have also re-imagined their website to make it more intuitive and access information more easily, which would benefit baby boomers.

Success Metrics:

  • As of December 2018, Mutual of Omaha ranked second with 10% market share and 1.4 million members.
  • The Mutual of Omaha Insurance Company S&P Rating is AA- (Very Strong).
  • Mutual of Omaha is has strong brand recognition and has received outstanding ratings for the past four years from A.M. Best, Moody’s Investors Services, and Standard & Poor’s.
  • They have more than 3.47 million individual product customers, 8.2 million members, and 28,500 employer groups.
  • Additionally, they have “solid financial ratings from leading agencies and a $2.7 billion statutory surplus.”

Links to Visuals:

  • None available

3. CVS HEALTH (Formerly Aetna)

Marketing Practices:

  • CVS marketing strategy is focused on “engaging consumers with the care they need when and where they need it.” It aims to “simplify a complicated system and will help people achieve better health at a lower cost.”
  • This practice likely appeals to baby boomers who prefer straight forward and easy to read tools.
  • CVS also aims to engage consumers through personal contact and deeper collaboration. A strategy which likely appeals to baby boomers, who are known to prefer live communication.

Success Metrics:

  • CVS (formerly Aetna) has the third largest supplemental insurance market share with 5% in 2017.
  • In 2018, they enrolled 702,000 members.
  • CVS Health is one of the largest pharmacies in the U.S. It also owns, CVS Caremark, which is one of the biggest PBMs in the country.
  • In 2018, they acquired Aetna, one of the biggest health insurers. Aetna contributed roughly 30% of total revenue to CVS, driven by strong demand for its Medicare products.
  • Aetna roughly has around “18 million medical members, 13 million dental members, and 8 million pharmacy members.”

Links to Visuals:

  • None available



  • The following is a breakdown of senior demographics who use Medigap, which includes baby boomers (those aged 54-72 and born between 1946-1964).
  • Fifty-two percent (52%) of medigap policy holders are aged 65-74 years with 3% being younger than 65, and 31% being 75-84 years old.
  • Fifty percent (50%) of 65-74 year old are based in urban areas, while 57% are based in rural areas.
  • Urban policyholders had more financial resources than rural medigap policyholders, with forty-five percent (45 %) of urban Medigap policyholders having incomes of $50,000 or more compared to 34 % percent of rural Medigap policyholders.
  • According to a 2019 Medigap report, forty-one percent (41%) of Medigap beneficiaries were divorced, widowed, separated, or never married in 2016.
  • A 2019 Boomer’s report also found that only 8 % of baby boomers say they own a long term care policy.
  • Around 4 in 10 boomers describe their health “as good, fair, or poor (versus very good or excellent), which suggests that they may have difficulty qualifying for long-term care insurance.”


  • Medigap’s Plan F has the highest number of senior enrollees, which covered 55 % of policyholders in 2017.
  • Plan G comes second with 13%, and Plan N comes third with 10% of the market share.


We first started by reviewing several sources, including press releases and reliable media sites, such as Forbes, CNBC, Reuters, and Medicare Advantage to find a list that included case studies on successful supplemental insurance marketing to Baby Boomers. However, we were unable to find any case studies from industry experts or a sufficient list that covered this topic. Although, we did come across a 2019 AHIP report on Medigap (also known as Medicare Supplement plans for seniors), which included information and statistics on the medicare supplement market in general, with information on seniors. We then looked for consumer surveys, market research publications, and studies on Baby Boomers in order to find insights on how or where they purchase these plans. We searched through Precision Senior Marketing, HealthPayer Intelligence, Boomer Benefits, and CSG Actuarial, but only found supplemental information on the Medigap coverage to seniors in general. We then tried reviewing authorities and associations, such as the AARP (formerly the American Association of Retired Persons), the National Health Council, and California’s Department of Managed Health Care for data that might address what Baby Boomers think or what they look for in terms of Medigap coverage. Through these methods were mainly able to find reports which also gave general insights on Medigap statistics and senior user demographics. Also, none of the documents had creative visuals specific to companies marketing to baby-boomers per se. One final strategy used was to instead identify the leading companies with the largest market share in supplemental insurance. Through this method of inquiry, we were able to find a 2019 MFA Brief which indicated that the leaders in supplemental insurance were UnitedHealth, Mutual of Omaha, and CVS Health. The 2019 AHIP (America’s Health Insurance Plans) report was used to provide supplementary data to show the marketing successes of these Medigap providers (also known as Medicare Supplement plans for seniors). This was used as basis of the examples provided in terms of marketing to baby boomers. The information provided is backed by data from studies and surveys by the National Association of Insurance Commissioners (NAIC), California’s Department of Managed Health Care data, and a Medicare Current Beneficiary Survey (MCBS). Supplementary information on baby boomers is also included from a 2019 report on “Boomer Expectations for Retirement.” Finally, no creative visuals appeared available specific to these companies marketing to baby boomers, however, graphs of the market share of the aforementioned Medigap providers are available in the 2018 MFA and 2019 MFA brief.

Glenn is the Lead Operations Research Analyst at The Digital Momentum with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.


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