The flexible benefit design and focus on innovation in Medicare Advantage (MA) have led both incumbent and new players to create new opportunities in senior living, care delivery, and care coordination.

Decisions about access to care and coverage of services will shift more to MA payers' discretion, leading to winners and losers across the industry.

Many organizations — from MA plans, to provider organizations, to new market entrants — are looking to new care models to improve care for seniors. Promising changes are emerging in two key areas:

1. Home-based care and other in-home supports to help seniors age in place 
2. Increased care coordination and preventive care through senior-focused primary care and Special Needs Plans

With the last of the baby boomer generation set to turn 65 in 2030, the older adult population is growing and changing. Over that decade it will rapidly become larger, more racially diverse, and more medically complex.

These changes will challenge the rapidly depleting Medicare Trust Fund, forcing policymakers to cut reimbursements or increase premiums.

Resultingly, there are opportunities for healthcare organizations to invest in specialized or dedicated services to better serve this population.