Managing Partner, Strategy and Performance Limetree
Lisa Zaval, PhD
Principal Behavioral Scientist Limetree
Most retention starts too late
Every health plan loses members. The plans that come out ahead are the ones that understand the psychology behind that decision and use it to build stronger loyalty and smarter reengagement campaigns. Voluntary disenrollment now averages more than 12 percent industry wide, and the 2025 Annual Enrollment Period saw some of the biggest players deliberately reshape their membership base, which means the competition for switching and reconsidering members is about to get more intense.
This guide breaks down five decision making patterns that shape whether a member switches plans, stays put, or comes back after leaving, and pairs each one with real messaging examples you can put to use right away. You'll see how framing, timing, and trust signals can turn a disenrollment notice into a chance to rebuild the relationship, and how to speak to the two very different kinds of shoppers driving today's churn. Every recommendation comes from applied behavioral science research, not guesswork.
What's Inside
The five decision making patterns behind why members switch plans or delay reenrolling, explained in plain language with real messaging examples for each.
A breakdown of two shopper types driving today's churn, the members chasing shinier benefits elsewhere and the members who feel let down by their current plan, and what each one needs to hear.
Practical techniques your team can apply directly to mail, email, and call center scripts, from urgency and exclusivity to rebuilding trust after a bad experience.
A one page quick reference chart covering 14 behavioral science principles your whole marketing team can use on any campaign, not just this one.
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