Medicare’s Annual Enrollment Period (AEP) is a crucial time to attract new Medicare enrollees, and the demographics of those new to Medicare is shifting.

The emergence of “Trailing Boomers,” who turn 65 in 2023, has shown these individuals have different characteristics and needs compared to their predecessors, called the “Leading Boomers.” Whereas the previous Medicare audience was more financially secure, healthier and largely already retired, those now turning 65 may not know when they’ll be able to retire and often carry a more pessimistic outlook.

Jacob Smith