Brand Buzz vs. Star Ratings: What Medicare Shoppers Should Actually Check This Open Enrollment

Smart Senior Daily

Quick Take

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Brand perception and plan performance are two different things -- CMS star ratings measure actual claims, screenings, member complaints, and drug plan service, not advertising

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CMS's 2027 ratings showed Humana staging a major turnaround while three of Aetna's four largest contracts lost ground -- the same insurer can look very different plan to plan

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Look up your specific plan, not your insurer's overall reputation -- use Medicare Plan Finder at Medicare.gov, not Google-served look-alikes that may show incomplete data

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A strong star rating won't help if the plan is gone -- Humana alone is exiting plans covering 600,000 members; a nonrenewal letter means you must act regardless of ratings

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Only your doctors, your drugs, and your budget can tell you which plan is right -- free unbiased help at shiphelp.org or 1-800-MEDICARE; deadline is December 7

SmartSeniorDaily.com

Medicare's annual open enrollment began recently and runs through December 7. If the ads seem louder this year, you're not imagining it.

In YouGov’s latest Biggest Brand Movers ranking, which compares September with August, Humana placed No. 2 and Aetna No. 5 among more than 2,000 U.S. brands. Humana improved on 12 of YouGov’s 13 measures, and Aetna on 11.

But how people feel about an insurer and how well its plans actually perform are separate questions. This year, Medicare's own report card tells very different stories about these two companies.

Buzz Measures Momentum, Not Quality

YouGov surveys its U.S. panel daily about more than 2,000 brands and flags the ones posting the most statistically significant month-over-month gains across 13 measures, including general impression, perceived quality and value, and whether people would recommend the brand. Only brands recognized by more than half of respondents qualify.

Two limits matter here. The survey covers adults of all ages, not just people on Medicare. And it captures perception. Nobody in the survey is grading claims, customer service, or drug coverage.

The details are telling. Aetna gained on ad awareness, overall impression, and reputation, but not on whether people would consider buying its plans. Humana gained on impression and reputation too, and also on whether people would consider and buy its plans. And YouGov’s survey period ended before CMS released its star ratings, so those gains can’t be a reaction to that news.

Star Ratings Measure Performance

The Centers for Medicare & Medicaid Services (CMS) rates each Medicare Advantage contract on a scale of 1 to 5 stars, using measures like preventive screenings, chronic condition management, member complaints, and drug plan service. Plans with four stars or more earn federal bonus payments, which insurers often use to fund richer benefits.

CMS released the 2027 ratings on October 8, and Humana and Aetna went in opposite directions.

Methodology: The chart shows the share of each insurer's Medicare Advantage members enrolled in plans rated 4 stars or higher, as reported by Humana and by CVS Health (Aetna's parent), alongside the industry-wide share reported by CMS. Analysts calculate these figures in different ways. Healthcare Dive's own analysis put Humana at 41% for 2026 and 93% for 2027, for example, and J.P. Morgan estimated CVS falling from 84% to about 70%. Every analysis we reviewed shows the same direction of change. Brand perception data reflects YouGov's published Biggest Brand Movers methodology. YouGov data compares September 2026 with August 2026.

The good news for Humana is that it staged a dramatic turnaround. Its largest contract, covering about 2.4 million members, rose from 3.5 to 4 stars, and its standalone Part D drug plan jumped from 3 to 4.5 stars.

The not-so-good news for Aetna is that it moved the other way, with three of its four largest contracts losing ground. Its 2027 results still land close to the industry-wide figure, and ratings can swing fast: as recently as 2023, only 21% of Aetna's members were in plans with four or more stars.

The Catch? A Great Rating Won't Help If Your Plan Is Gone

Strong stars don't guarantee your plan survives, and quite a few Advantage insurer plans have hit the dusty trail.

Humana expects its 2027 plan exits to affect about 600,000 members, and major carriers have trimmed their offerings for the second straight year as profits shrink. UnitedHealth, for example, dropped more than 100 Medicare Advantage plans for 2026 and pulled out of Medicare Advantage entirely in 109 counties.

The bottom line is this: If you got a nonrenewal letter, you need to choose new coverage no matter how the brand is rated.

What To Check Before You Switch Plans

Read your mail. Your Annual Notice of Change explains what's different next year. A nonrenewal notice means your plan is ending. If your plan is ending, you have until the end of February, but choose by December 31 to avoid a gap in coverage.
Look up your plan's rating, not the company's. Insurers run many contracts with different scores. Medicare Plan Finder at Medicare.gov shows the stars for each plan.
- Word of warning: If you do a Google search for "Medicare Plan Finder at Medicare.gov," you are likely to find non-CMS links that might not be as comprehensive as the real CMS data.
Confirm your doctors, hospitals, and pharmacy are in network for 2027.
Enter your prescriptions in Plan Finder to compare real drug costs.
Compare total costs, including premium, deductibles, copays, and the out-of-pocket maximum.
Get free, unbiased help from your State Health Insurance Assistance Program (SHIP) at shiphelp.org, or call 1-800-MEDICARE.
Mind the deadline. Changes made by December 7 take effect January 1, 2027.

The Bottom Line

Brand buzz tells you who people are talking about. Star ratings tell you how plans performed. Only your doctors, your drugs, and your budget can tell you which plan is right for you.

Disclosure: Smart Senior Daily has no financial relationship with Humana, Aetna, CVS Health or YouGov and received no compensation for this article. It is for general information only and is not insurance advice. Disclaimer: The content published on Smart Senior Daily is intended for informational and educational purposes only and does not constitute medical advice. Nothing on this site should be interpreted as a recommendation for a specific treatment, medication, or course of action, nor is it intended to diagnose, treat, cure, or prevent any disease or health condition. Always consult a qualified healthcare provider before making changes to your diet, exercise routine, medications, or other aspects of your health care. Never disregard professional medical advice or delay seeking it because of something you have read on this site. Smart Senior Daily makes every effort to present accurate, up-to-date health information, but we cannot guarantee the completeness or timeliness of any content. Health information changes frequently, and what is current today may be revised as new research emerges. Individual health needs vary widely. Information that applies generally may not be appropriate for your personal situation. Smart Senior Daily is not affiliated with any medical institution, health system, or pharmaceutical company.

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Gary P Guthrie

Gary Guthrie is Editor-in-Chief of Smart Senior Daily — broadcaster, consultant, station owner, and author of 3,500+ consumer articles across 50+ years. Also particular about his french fries (lightly done, always).