Medicare Advantage plans in 2026 operate in a high-stakes environment where Star Ratings directly influence payments, competitiveness, and member retention.
With slower enrollment growth, rising medical costs, and continued emphasis on quality metrics, plans must find efficient ways to enhance member experience and clinical outcomes. Strategic virtual engagement (leveraging interactive telephone forums, targeted texts, and follow-up communications) provides a scalable solution that drives measurable improvements in Star Ratings domains such as the Consumer Assessment of Healthcare Providers and Systems (CAHPS) surveys, care coordination, and preventive care adherence.
Unlike one-way communications that often go unread, interactive virtual formats create opportunities for dialogue and immediate support. This approach helps plans address complex topics like chronic condition management in Special Needs Plans (SNPs), benefit navigation amid regulatory changes, and health equity goals, all while gathering real-time feedback to refine operations.
Connecting engagement to key Star ratings drivers
Star Ratings reward plans that deliver clear, responsive member experiences and close care gaps effectively. Many members, particularly in diverse or underserved populations, face barriers that static materials cannot overcome, such as confusion over coverage details, hesitation to schedule preventive visits, or challenges managing chronic conditions.
Moderated virtual forums function like accessible community conversations. A session focused on medication adherence or wellness benefits can break down information into digestible segments, answer live questions, and use simple polls to gauge understanding. These interactions build confidence and encourage action, directly supporting higher scores in member experience and outcome measures. Plans using similar tactics have reported notable gains in preventive screening participation and satisfaction feedback.
Multi-channel strategies for sustained impact
Building on the need for repeated, accessible touches, an effective virtual strategy layers channels to meet members where they are. Begin with personalized text alerts to promote upcoming sessions and highlight relevance (e.g., “Learn simple ways to manage your heart health with your MA benefits, join our free phone forum”). Follow with the live interactive event, then send branded recaps with key takeaways, resource links, and easy action steps.
This layered model ensures broader reach across tech comfort levels, languages, and geographies. Phone-based participation removes barriers for those without reliable internet or transportation, aligning with health equity priorities while boosting participation rates among harder-to-reach groups. Post-event follow-ups reinforce learning and provide additional support, turning one-time awareness into lasting behavior change.
Using insights for continuous improvement
One of the strongest advantages of virtual engagement is the data it generates. Live Q&A sessions reveal common pain points, while optional post-event surveys or text responses track what resonated and what needs clarification. Plans can quickly adjust their messaging, target specific care gaps, and demonstrate responsiveness, all of which strengthen quality performance and operational efficiency.
For SNP-focused efforts, these insights are particularly valuable for tailoring chronic care education and improving coordination with providers. The result is a virtuous cycle: better-informed members lead to improved outcomes, higher satisfaction, and stronger Star Ratings.
Conclusion
In 2026, Medicare Advantage plans can improve Star Ratings by moving beyond compliance checklists and start to build authentic, ongoing connections with members. Strategic virtual engagement brings this to life through interactive education that empowers members, generates actionable insights for plans, and expands equitable access to care. Organizations that integrate these tools thoughtfully will be better equipped to navigate market challenges while delivering the high-quality experiences members deserve.
Leaders should consider how virtual strategies can complement existing efforts to turn quality goals into tangible wins for both plans and the communities they serve.
About the author: Matthew Lally is Director of Business Development at Telephone Town Hall Meeting (tthm.com), experts in virtual engagement via telephone town halls, text alerts, and voice broadcasts. He champions interactive strategies to advance health equity in Medicare Advantage, empowering underserved communities through inclusive, scalable outreach.
References:
Centers for Medicare & Medicaid Services. (2025). 2026 Part C & D Star Ratings technical notes. https://www.cms.gov/files/document/2026-star-ratings-technical-notes.pdf
Freed, M., Fuglesten Biniek, J., Damico, A., & Neuman, T. (2026, June 5). Medicare Advantage in 2026: Enrollment update and key trends. KFF. https://www.kff.org/medicare/issue-brief/medicare-advantage-in-2026-enrollment-update-and-key-trends/
Institute of Medicine. (2004). Health literacy: A prescription to end confusion. National Academies Press. https://doi.org/10.17226/10883
McGee, J. (2002). Toolkit for making written material clear and effective. Centers for Medicare & Medicaid Services. https://www.cms.gov/Outreach-and-Education/Outreach/WrittenMaterialsToolkit
Ochieng, N., Freed, M., Fuglesten Biniek, J., Damico, A., & Neuman, T. (2025). Medicare Advantage enrollment update and key trends. KFF. https://www.kff.org/medicare/issue-brief/medicare-advantage-enrollment-update-and-key-trends/
U.S. Department of Health and Human Services, Office of Disease Prevention and Health Promotion. (2020). National action plan to improve health literacy. https://health.gov/our-work/national-health-initiatives/health-literacy/national-action-plan-improve-health-literacy