As the Medicare Advantage (MA) plan landscape continues to change with growth, consolidation, customer preference and regulations, now is the perfect time for organizations to create and/or review their strategic approach to MA plans. Hospital Executive Leaders and Board Members must have insight into the MA business and beneficiaries and be a part of developing strategies and best practices for their organization to ensure patients have access to the care they need. When developing and reviewing the organization’s MA plan, it should be based on market impact and targets related to MA participation and outline follow up processes and escalation options. This session will discuss challenges hospitals can experience with administering MA plans in individual markets and explore the payer contracting and partnership opportunity.