The cost of confusion: Why better digital experiences are critical to Medicare enrollment.

Every click counts, especially when it decides someone’s care.

Medicare Open Enrollment runs from October 15 through December 7, when millions of Americans review or change their coverage for the year ahead.

For many, it’s one of the most important decisions they’ll make all year… and one of the most confusing.

As someone who partners with healthcare and life sciences organizations at Quantum Metric, I see firsthand how payors prepare for this moment. And as the daughter of two Medicare-eligible parents, I also see the anxiety members feel when trying to make sense of a complicated system.

My mom has already asked me several times how upcoming policy and administrative changes might affect her plan. Like so many others, she’s worried about affordability, continuity of care, and whether the tools meant to guide her will actually make things easier.

Confusion isn’t just a member problem — it’s a system problem.

Every year, Medicare Open Enrollment brings an influx of support calls, plan-switching confusion, and member frustration. Behind those calls is a pattern we see across the industry: when digital experiences don’t deliver, people pick up the phone and everyone pays the price.

The Chief Digital Officer at one of the largest payors, a customer of mine, said it best:

His comment captures what so many payors are grappling with today. Every broken online journey becomes a costly phone call. Poor UX, accessibility issues, or broken APIs don’t just frustrate members — they slow down operations, strain contact centers, and drive up costs.

And as healthcare expenses continue to climb, those inefficiencies matter more than ever.

How AI and analytics can bridge the gap.

In another post, I talked about how AI can help people navigate complex healthcare experiences, surfacing the right information at the right time and making the process feel more personal and less overwhelming

Nowhere is that potential more relevant than in Medicare enrollment.

Imagine digital tools that can:

• Detect when a member is confused and proactively guide them to the right plan information.
• Predict when someone is likely to abandon an enrollment flow and offer real-time assistance.
• Equip agents with context from the member’s digital journey, so when someone does call, the agent can start the conversation several steps ahead.

These capabilities aren’t futuristic. They’re already within reach. By combining behavioral analytics with AI, payors can turn reactive service models into proactive, personalized experiences that reduce friction and cost across the board.

When the digital experience works, everyone wins.

Better digital experiences don’t just lower call volumes or operational costs — they build trust.

When members can easily compare plans, understand coverage, and enroll online without frustration, they feel empowered and valued. When agents aren’t handling preventable issues, they can focus on high-impact, empathetic support. And when organizations operate efficiently, they can reinvest those savings into improving care.

For people like my mom, and millions like her, that means less confusion, more confidence, and a Medicare experience that finally feels personal.

Healthcare will always be human at its core. But as we begin another open enrollment season, one thing is clear: the path to a better human experience starts with a better digital one.