Turn the market data into a marketing strategy brief

Assembled from the pages in this section · language deliberately cautiousmodeled

Pick a market, and this assembles the thirteen sections of a marketing strategy brief from the data already on this site, with every figure carrying its source and vintage, every derived score carrying its methodology, and every recommendation written as a hypothesis to be tested against internal data rather than as a conclusion.

Why the language is careful. The brief says "the data suggests", "this market may warrant" and "a planning hypothesis is", and it says so on purpose. Nothing on this site knows your network, your bid, your provider relationships or your service history. A brief that reads more confident than that would be misleading in a document that ends up in front of an executive committee.

Build the brief

Market

Mode

Brief name

Choose a market and select Assemble the brief. Everything is generated in your browser from the data already loaded on this page; nothing is sent anywhere.

The thirteen sections

#	Section	What it carries
1	Executive summary	What the data says about this market, in five lines.
2	Market size and MA dynamics	Medicare population, MA & other health plan share, headroom and momentum.
3	D-SNP opportunity	Dual population, density, state capture proxy and uncaptured pool.
4	Competitive landscape	Carrier structure and concentration where published.
5	Product and benefit position	What can be said today, and what waits on Landscape and PBP.
6	Quality and Stars context	Status of contract-level Star Ratings on this site.
7	Market disruption and exits	What is known and what is not.
8	Policy and compliance considerations	Tracked actions relevant to this plan.
9	Audience and geography considerations	Aggregate context for channel planning.
10	Recommended strategic priorities	Planning hypotheses, framed as hypotheses.
11	Campaign assumptions and business case	Whatever you entered, carried through.
12	Risks and limitations	What the data cannot tell you.
13	Sources and methodology	Every file, vintage and derived score used.

Sections whose data is not yet ingested are not omitted. They state what is missing and which CMS file would fill them, so the gap travels with the brief instead of being discovered in the meeting.

So what / Now what Interpretation

The failure mode of a market brief is confident prose over thin data. Structuring it so every section names its source, its vintage and its gaps produces a shorter, more arguable document, and the argument is the useful part. A brief that survives a hostile read is worth more than one that reads well.

Assemble the brief early, while the market list can still change, rather than as documentation of a decision already made.
Take the risks and limitations section seriously in the meeting. It is the part that tells you which internal data you actually need to pull.
Pair it with the business case run for the same market so assumptions and market facts sit in one document.
Validate the hypotheses against internal sales, compliance, provider and media data before any of it becomes a plan.

What should I do next?

Model the spendCampaign business case Open your workspaceSaved markets, analyses and projects

Sources and vintage

Dataset	Source	Vintage	Status
MA and other health plan enrollment and share by county	CMS Medicare Monthly Enrollment (BENE_GEO_LVL=County)	April 2026	live
Dual-eligible counts by county	CMS Medicare Monthly Enrollment (DUAL_TOT_BENES / FULL_DUAL_TOT_BENES)	April 2026	live
SNP enrollment, integration and plans	CMS SNP Comprehensive Report (SNP_REPORT_PART_17)	August 2026	live
Marketing Opportunity Score	Derived, `tools/build_marketing_data.py` v0.1	2026-08-26	modeled

Full methodology: Marketing Opportunity Score · site methodology.