Health Care with Heart®: How CareSource® Approaches Member Engagement: A Conversation with Tom Manetti, AVP of Quality Products at CareSource®

Introduction:

When it comes to health plan performance—especially within Medicare Advantage (MA)—metrics like CAHPS, HOS, and Star Ratings often dominate the conversation. But beneath those scores lies a more human truth:

How do members feel?

Do they feel seen? Respected? Cared for? Do they trust their plan?

As competition in the MA market intensifies, trust and emotional connection have become critical differentiators. More than 32 million people—over 54% of eligible Medicare beneficiaries—are enrolled in an MA plan. But with the number of plan choices doubling in the last five years, retention has become just as important as acquisition.

In fact, the 2025 AEP Gut Check Study from Deft Research found that senior loyalty is slipping. Satisfaction is sliding. And according to Forrester, health insurer CX scores have dropped for the third consecutive year. 

That’s why CareSource is taking a different approach—one that prioritizes human connection over transactional communication. 

One of the most powerful tools in CareSource’s trust-building strategy? Hallmark cards.

Trust is paramount to Medicare Advantage members. It directly influences whether they’ll engage with their plan, seek care, follow recommendations, and stick around at renewal. Hallmark, consistently ranked as one of the most trusted brands in the U.S., resonates particularly well with older adults, making it an ideal partner for CareSource's outreach.

🎥 Watch the full interview with Tom Manetti above—or keep reading for six takeaways your health plan can apply today.

A Cross-Functional Approach to Member Experience

CareSource consistently earns high Medicare Star Ratings thanks to a culture of collaboration spanning clinical, operational, and customer service teams. 

“To achieve a 4, 4.5, or 5‑star rating, it takes a full organization,” Tom explains. “Operations, quality, clinical areas, customer service—we all have to work together.” 

That collaboration was key to CareSource earning a 4.5-star CMS quality rating in 2024, placing it in the top 15% of Medicare Advantage plans nationwide—an especially notable recognition for a plan serving members with complex needs. 

At CareSource, member experience begins long before enrollment and continues through every interaction: a follow-up call, a care manager visit, a Hallmark card in the mailbox. By aligning internal teams around a shared philosophy of empathy and presence, CareSource builds consistency and trust. 

Start With the Human, Not the Health Plan

Many health plans lead with logic—benefit comparisons, copay charts, and provider directories. Necessary, yes. But not memorable. 

“You need to have a member for at least two years to really understand them,” Tom shares. “But people are switching quickly, based on benefits, based on perception. We have to find ways to connect on a deeper level.” 

At CareSource, those deeper connections begin with small, personal gestures: a handwritten card, a thoughtful message of appreciation. They’re a powerful reminder that the member is more than a policy number—they’re a person.

“When a member gets something in the mail that isn’t a bill or a benefits notice—but a genuine, heartfelt card—it shifts their perception of the entire organization,” Tom says. “It’s an unexpected moment of kindness. That matters.” 

And the results speak for themselves: 

• One of Hallmark Business Connections’ largest health plan clients—sending more than 10 million cards annually—saw a 16% higher retention rate among card recipients.   

• AEP campaigns using Thanksgiving cards between November 15 and December 5 (when nearly half of Medicare Advantage members shop for new plans) have proven to significantly boost renewal rates. 

It’s proof that what may seem like a small gesture can make a measurable impact, especially in a crowded, competitive landscape. 

By integrating Hallmark into their outreach strategy, Tom’s team at CareSource is proving that human connection doesn’t just improve perception, it drives long-term loyalty.

CAHPS Preconditioning: Building Connection Before the Survey

To support better CAHPS outcomes, CareSource sends Hallmark cards in February, just before survey season begins. These touchpoints are designed to spark a warm emotional response, helping members feel appreciated, supported, and more likely to engage positively. “CAHPS is about how people feel,” Tom says. “Are they treated kindly? Is service timely? Are their needs being met?” And it’s working: 

• One Hallmark client saw improvement in 8 out of 9 CAHPS measures   

• CareSource’s own survey showed 86% of members felt their health plan truly cared after receiving a card   

• 75%+ said the message inside felt especially meaningful 

“Some members haven’t received a card all year,” Tom shares. “Getting a Hallmark card—personalized, with a gold seal—makes them feel seen.”

Optimizing HOS Outcomes with Timely, Tangible Support

To improve Medicare Health Outcomes Survey (HOS) results—now triple-weighted by CMS—CareSource also sends Hallmark cards in July. These messages encourage key health behaviors, including: 

• Physical activity   

• Fall prevention   

• Managing urinary incontinence 

Because of their trusted format and high open rates, Hallmark cards make it more likely that members will retain and act on this information, helping to close care gaps and improve outcomes.

Speak Their Language—Literally and Culturally

CareSource understands that personalization goes far beyond first names. That’s why their team sends cards in members’ preferred languages and tailors messaging to reflect each member’s cultural context and health journey. 

“When we send cards in someone’s native language, we see better engagement across the board,” says Tom. “Better response rates, more completed visits, more care gap closures.” 

This is especially important as HEI will account for roughly 10% of a Medicare Advantage plan's overall Star Rating by 2027. 

Hallmark’s growing library of multilingual, culturally relevant cards—including Spanish, Mandarin, Vietnamese, Korean, and more—helps ensure that all members feel seen, respected, and included. 

“It’s not just translation,” Tom emphasizes. “It’s about honoring culture and context.” 

Empowering Empathy at Scale

Great member experience doesn’t start with technology. It starts with leadership. 

“Everyone I hire is smarter than me,” Tom says with a smile. “I’m proud of that. My job is to remove barriers so they can innovate.” 

Hallmark’s direct mail solution is one of the tools he empowers his team with because it allows them to scale empathy, build brand trust, and do something truly human for their members. 

“We’re in healthcare. And that means caring for people. Sending a card might seem simple, but the emotional impact is real. It reminds members that we’re in their corner.”

Break Through the Noise: Direct Mail That Delivers

To scale human connection across hundreds of thousands of members, CareSource leverages Break Through by Hallmark—a powerful direct mail solution built for health plans. 

Hallmark cards are opened, read, remembered, and shared. Break Through by Hallmark delivers: 

• 22% more leads generated compared to control packages 

• Proven lifts in member satisfaction, engagement, and retention 

• Customization for acquisition, loyalty, and quality campaigns 

Conclusion: Connection Is the Competitive Advantage

For health plans facing rising competition and tightening budgets, the instinct may be to cut costs or digitize everything. But Tom Manetti offers a powerful reminder: trust isn’t built with automation alone. 

It’s built through presence, empathy, and moments that make people feel valued. 

CareSource is proof. 

Their member-first mindset—paired with Hallmark’s trusted brand and personalized delivery—has helped them achieve a 4.5-star CMS rating, national recognition for complex care, and lasting member loyalty. 

“We talk about ‘Healthcare with Heart’ at CareSource,” Tom says. “And Hallmark helps us live that mission. When a member gets a card that says they matter, it means something. It sticks.” 

Want to explore how Hallmark can support your Medicare Advantage engagement strategy? [See the full suite of services here.]