As we prepare for the 2027 Open Enrollment Period (OEP), Sanford Health Plan will launch a coordinated individual and family plan (IFP) marketing strategy this fall designed to support enrollment growth, retain current members and reconnect with former members.

Agents and brokers play a critical role in helping consumers navigate their coverage choices. To support your efforts, communications and resources will be aligned around a common goal: helping consumers confidently choose and keep coverage connected to trusted local care.

This year's strategy includes three complementary campaigns:
1. Open enrollment campaign focuses on helping consumers confidently understand, compare and enroll in coverage. Messaging will highlight affordability, predictable costs, local provider access and the advantages of coverage connected to trusted care systems.
2. High-value member retention campaign: Current members who receive care within the Sanford Health system will receive communications encouraging them to maintain their coverage during OEP. The campaign will emphasize continuity of care, existing provider relationships and the value coverage provides beyond the monthly premium.
3. Come back campaign: Former IFP members who left coverage in 2025 will receive targeted outreach encouraging them to consider returning. Communications will focus on the simplicity of coming back, the benefits of remaining insured and access to trusted providers and local care.

While campaign messaging will be tailored to each audience, the following themes will remain consistent throughout 2027:
• Coverage connected to trusted local care.
• Keep your doctors. Keep your care.
• Affordable coverage with confidence and support.
• Health insurance that’s YOU-centered.

We anticipate some consumers will have questions about affordability, premiums, plan options and provider access. As a trusted resource, your role in helping individuals and families make informed coverage decisions remains essential. Thank you for your continued partnership as we work together to support members and communities throughout the 2027 OEP.