by Cheryl Tevis, Iowa Capital Dispatch
November 25, 2023
Martha, Martha, are you listening? Martha? Can you hear me?
Is it Dec. 7 yet? No? Two more weeks? I can’t be the only person who has this date highlighted on my calendar. But my motivation might be different than you’d expect.
For those readers who are Gen Xers or Millennials, Oct. 15 to Dec. 7 is the annual Medicare open enrollment period. With a total of 65 million Medicare beneficiaries in the U.S., it’s a big marketing opportunity. It’s also annoying the hell out of everyone under age 65 – and that’s 83 percent of the American public.
In these incessant TV commercials, Martha, a white-haired lady wearing super-sized glasses, is described by the narrator as a “cranky” 75-year-old. Apparently, she’s been living under a rock for the past 10 years: she has no idea what the narrator is trying to “man-splain” to her. The commercials are condescending and demeaning.
A 2022 Commonwealth Fund survey indicates that three quarters of individuals aged 65 and older reported receiving daily unsolicited calls or ads: “Hello, this is your senior advisor.” Calls are supposed to be federally prohibited unless individuals agree to be called.