Plan Advisors

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Marketing Dos & Don’ts During Open Enrollment 2023

Marketing

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AEP 2022 has come to an end. It’s now time to look ahead for ways we can continue to serve beneficiaries while remaining compliant. As we begin the 2023 Open Enrollment Period, it’s important to discuss what is (and is not) allowable from a marketing perspective. 

Compliant OEP Marketing Initiatives 

  • Engage with Clients – First things first, follow up with your clients to make sure they still have the best plan for their needs! For new enrollees, we encourage brokers to complete 30, 60, and 90-day follow-ups. If your client would prefer to make a change, you can offer to go over enrollment options with them.
  • Market to Aging-In Prospects – Continue your normal marketing efforts toward new and soon-to-be Medicare beneficiaries.
  • Maximize Special Election Opportunities – Whether it’s marketing 5-Star Plans, highlighting Chronic Condition Special Needs Plans, or reaching out to the Dual Eligible community, make the most of these programs that trigger an SEP.
  • Service Beneficiaries Requesting Help – If you are contacted by a beneficiary inquiring about their options, you are free to discuss the OEP with them. You can mail or email marketing materials when they are requested by a beneficiary.

What You Can’t Do During OEP

  • Market the OEP – You cannot advertise the OEP option to beneficiaries.
  • Contact Former Clients – Every now and then, a client slips through the cracks, and you lose them. You cannot use the OEP to win them back.
  • Target Beneficiaries – If you are aware of beneficiaries who enrolled in Medicare Advantage Plans during the AEP, you cannot contact them with the intent of switching them during the OEP.

Just as a quick refresher, if you are contacted by a beneficiary that needs help, here is a list of allowable changes during the Open Enrollment Period:

  • MA or MAPD to another MA or MAPD
  • MA or MAPD to Original Medicare
  • MA or MAPD to Original Medicare with a stand-alone PDP

Beneficiaries are allowed only one change during this period, which lasts from January 1st to March 31st.

As you continue to serve beneficiaries during OEP, don’t forget to utilize MedicareCENTER for accurate, more efficient quoting and enrolling. Are you looking for easy access to this information? Download and print this information to keep handy whenever you need it!

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You may find yourself in the place where you’ve exhausted all of your ideas on how to grow your Book of Business. If all of your ideas only involve printed materials and in-person networking, you may be missing a major opportunity to grow your reach. There are a lot of social media platforms out there that will help you market your business, but if there’s one you should focus on, it’s Facebook.

Facebook Ads are an excellent way to get your name out there and to track engagement with all the analytics you want to see. Here are a few ways that Facebook Ads can help grow your business and a brief explanation of how to set them up.

Robust Analytics

The metrics that Facebook Ads supply can function like a reliable family car or a souped-up sports car. If you just want to see how many people are clicking on your ad and going to your site, you can do that. However, you can also see things like ad impressions, relevance score, geographical location, result rate, frequency, and many more pinpointed statistics to help you see the success of your ad. So even if all of those analytics sound overwhelming, don’t worry. It is completely up to you what metrics you utilize and which ones you ignore.

Target Your Audience

As a Medicare or ACA agent, you have a specific demographic you’re seeking to target with any ads you post. Facebook Ads allow you to target an audience based on age range. This is a huge advantage as it prevents you from spending time filtering when looking through potential leads.

Find New Leads

As of February 2022, Facebook has almost three billion active users. Yes, you read that right. Three billion active users! Posting ads through Facebook is a fantastic way to generate new leads and build trust with beneficiaries, new and old. If you can gear your content toward your preferred audience, Facebook Ads can present a huge opportunity to reach people outside your normal spheres of influence.

A Quick How-to Guide

  1. Create a page for your business
  2. Go to the Ads Center
  3. Create a new ad
  4. Here is where you select all of the information you want to share, select your budget, choose your audience, and attach any relevant media
  5. Once you hit “promote now,” your ad will go through an approval process, then be posted!

It’s a fairly simple process that, once accomplished, can be repeated anytime you wish! 

As always, with any of these tools, Plan Advisors is here to support you with any questions you may have! Our team can help you set up ads and track how they’re performing. We want to be the best FMO for you and your needs as a broker. That’s why, along with helping you use outside tools like Facebook Ads, we also have tools like Medicare Center, our Broker Portal, and other enrollment tools! We are here to serve you as you grow your Book of Business.

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There are a lot of great Field Marketing Organizations (FMO) out there. When choosing the right one for you, countless factors go into making the correct decision. However, here at Plan Advisors, we’ve identified five key qualities that every great FMO should have and that you should expect when choosing the best fit for you.

Portfolio Assistance

As a broker, there are a lot of logistics you have to coordinate when it comes to growing your book of business. A great FMO should assist you with appointments, certifications, access to carrier systems, and information about carrier availability.

Technology That Makes a Difference

The right technology can go a long way in helping agents to locate resources, acquire quotes, and get contracted. At Plan Advisors, we offer the Broker Portal, which is a one-stop shop for resources and support requests for all of our agents. We also offer MedicareCENTER, which is available to agents as a CRM or for quoting, call recordings, and enrollments. Other enrollment tools include MedicareAPP, MedicareLink, CSG, and HealthSherpa. We want to show you that we have your best interest in mind by offering the best technology available. 

Marketing for Your Agency

Any FMO worth looking at will offer your agency marketing support. Whether you have a small agency that’s only you, or a large agency with agents across the nation, you need an FMO that will help you get your name out there to grow your Book of Business. This may include:

  • Website Development
  • Branding and Logo Creation
  • Advertising Material
  • Marketing Strategy
  • Promo and Sales Collateral

These types of efforts can often be a difference-maker come time for the Annual Enrollment Period (AEP).

Services That Meet Your Needs

Sometimes when you have a problem, you just need a helping hand to get the ball rolling. One of the best qualities of an FMO is one that helps to solve problems that you aren’t sure how to fix. For example, perhaps you have compliance questions and need someone to review what you’ve produced, or you may have billing or claims issues. Whatever it may be, great FMOs like Plan Advisors exist to be the middleman who supports your interests and helps you get on the right track.

Compensation for Your Hard Work

Many financial factors play into being a successful agent. FMOs should help you prepare and execute your finances, audits, commissions, overrides, and billing issues. At Plan Advisors, it’s our mission to ensure that you are paid what you have earned.

We think that these qualities of a great FMO are so important that we’ve made them the pillars of our organization. These are the key ways we serve our agents across the country. So if you’re an agent who needs more support to grow your Book of Business, reach out to Plan Advisors today!

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There are a lot of ways to market your Medicare Agency. However, in today’s internet-driven landscape, social media can often be the best way to advertise the experience that you bring to the table. You may already be aware of this reality and have created a profile on the most popular social media platforms.

While having a large online presence can feel like a major win, if you have no idea how to use that presence, you aren’t gaining any traction for your agency! You might post daily on Facebook and Instagram, but have yet to see any results. Here are 5 great tips on how to optimize social media for your agency:

Understand the Purpose Social Media Serves for Your Agency

If you think that once you create a social media page and run an ad or two, you’ll immediately see new leads flood in, you are unfortunately mistaken. When it comes to Medicare Agencies, social media is primarily used as a way to verify that you are who you say you are. Your content online can help to prove the experience you have and your dedication to client engagement. Very rarely will someone see a Medicare agent ad, click on it, and immediately decide that they will work with you. Rather, that ad presence has put you on their radar as a potentially trustworthy ally they can consider once they’ve weighed all their options. 

Use Social Media to Engage

One of the greatest opportunities that social media has given the world is a chance to connect with people we might not otherwise engage with regularly. Facebook provides the best chances for these kinds of connections. On Facebook, you can create events, create groups, join groups, and share about your agency. This creates an easy opportunity to engage with your community and be involved in a meaningful way. Posting a lot of photos and funny videos can be fun for your audience, but they are much more likely to trust you if they can see how deeply you care for the community you claim to represent.

Sometimes Less is More

Contrary to popular belief, you don’t have to have an account on every social media platform! You have to understand your product, your audience, and how you want to engage with that audience. Chances are, most of your primary Medicare audience is not extremely active on TikTok and Snapchat. However, Facebook and Instagram, especially Facebook, are different stories. If there is one social media platform your agency should definitely use, it’s Facebook. However, Instagram also offers a great opportunity to show who your agency is and how you engage with your community.

Post Engaging Content

Sometimes it’s great to share a link to your website or a blog that your agency wrote. However, no one is very interested in scrolling through a profile made up of a bunch of links. Instead, people want to engage with your team and see what it’s like to work with you. This means that you should share posts about your team, specifically who they are and what they do. Consider how much more likely you are to work with someone you feel like you know versus a faceless brand that feels like a gamble. Share photos, videos, polls, events, and anything that helps you to connect to the audience you’re attempting to reach.

Resources, Resources, and More Resources

One of the best ways to show authority on a topic is to share useful resources with your audience. Think about the people who influence you most. They probably influence you because they offer you something in some small or large way. Perhaps it’s a physical resource or maybe even an emotional one. Whatever it is, it’s important to leverage your social media as a place to market your expertise by sharing news updates, tips and tricks, guides, and other resources that can better your audience.

At the end of the day, social media is less of a sales tool and more of an engagement opportunity. Building a great profile will help potential clients to see who you are and how you can help them. Even if they don’t end up working with you, you might be the place where they see how much help they really need. That’s the kind of trust that continues to build over time and does not go unnoticed. Here at Plan Advisors, we want to offer you the resources to effectively engage with your clients in a meaningful way.

Check out our website to see other resources we offer and why we’re one of the best FMOs in the business!

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Plan Advisors understands that the buzz around disclaimers and the recording rule speculation surrounding each and every enrollment is ever-present. In fact, we continue to receive more guidance on what creating compliant marketing materials should look like and how to do it. With all of the new information we continue to receive, we feel it is worth mentioning. 

The following disclaimers are, in fact, final and required for all marketing materials from this point forward. So, how do we know what disclaimers apply to us and what disclaimers are necessary? Humana has created a spectacular guide that you can view here.

Marketing or Communication Disclaimers?

Marketing. The commercial’s intent is to draw the beneficiary to a Medicare Advantage plan(s) since name-specific plans remain unacknowledged. The content addresses plan premium, cost-sharing, and benefit information for plans represented and sold by the third party.

Let’s Break it Down…

It is important to note that if your material aligns with what marketing is, then these additional disclaimers apply: 

  • Federal Contracting Statements must be present on all “marketing” materials, except banners, banner-like advertisements, outdoor advertisements, text messages, social media posts, and envelopes.
    • Example Text: “Plans are insured or covered by a Medicare Advantage organization with a Medicare contract and/or a Medicare-approved Part D sponsor. Enrollment in the plan depends on the plan’s contract renewal with Medicare.”
  • Third-Party Marketing Disclaimers must exist on all third-party websites, marketing materials, and television/radio advertisements that meet the definition of “marketing”. (Note: For those that truly offer every option in a service area, this disclaimer is not imperative.)
    • Required Text: “We do not offer every plan available in your area. Any information we provide is limited to those plans that we do offer in your area. Please contact Medicare.gov or 1-800-MEDICARE to get information on all of your options.”
  • Benefits Disclaimers apply if plan benefits include additional coverage (i.e. Dental, Vision, Hearing, OTC, Transportation, Fitness, etc.).
    • Example Text: “Not all plans offer all of these benefits. Availability of benefits and plans varies by carrier and location. Deductibles, copays and coinsurance may apply.”
  • Part B Give-Back Disclaimers must be present on all materials when Part B give-back info is written.
    • Required Text: “Part B Premium give-back is not available with all plans. Availability varies by carrier and location. Actual Part B premium reductions vary.”
  • When mentioning STAR Ratings Disclaimers, it is necessary to convey that Medicare performs yearly evaluations, and that a 5-star rating system is active.
    • Example Text: “Every year, Medicare evaluates plans based on a 5-star rating system.”

Recording Rule Speculation

At Plan Advisors, we want to emphasize that the rumors surrounding recording every meeting and enrollment is simply a proposed rule. It is up for discussion and open for comment. Additionally, the Medicare industry will receive more guidance on this information within the next few weeks. The National Association of Health Underwriters (NAHU) and American Political Advocacy and Trade Association of Health Insurance Companies (AHIP) are actively working to ensure that this exists solely for call centers instead of the on-the-go agent.

It is important to note that we will continue to update our brokers as we move forward and learn more of the final decisions surrounding the changes to marketing disclaimers and the recording rule speculation surrounding each and every enrollment.

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For well over a year, Medicare sales specialists in many parts of the country have been handcuffed to virtual meetings and events, with the pandemic preventing them from hosting or taking part in community-based marketing events. This has created a tremendous shift away from the community towards online events and marketing. But as areas begin to relax and start to strive for the good old days of public gatherings and festivities, let’s remember that there is nothing quite like quality, local, face-to-face marketing. We’ve got some tips to help you market your Medicare business locally.

How to Get Recognized Locally

To be known, you must market yourself. Whether it’s time or money or both, there is always a cost associated with marketing. The beauty of community-based marketing is that you can spend more time and less money becoming known as a resource in your area.

Therefore, think about your week and how much time you can commit to local outreach. Structure your week to allow for these opportunities and be consistent and committed. In due time, you will reap a return on your time and energy invested.

Best Places to Market Your Medicare Business Locally

First, to state the obvious, if you have experience with marketing in your community, try going back to what worked before. Reintroduce yourself to all your local networking contacts and find out if the events with which you participated in the past are resurfacing. And once you have exhausted those efforts, see if anything new has popped up.

Here are some of the best locations for marketing your Medicare business:

Mom & Pop Diners

Do you have any locally owned breakfast spots that seniors like to frequent in your area? Many restauranteurs are hungry (pardon the pun) for help on all fronts. Try introducing yourself and asking the owner if they’d like a supply of free coffee mugs. You just request that your branding and phone number be placed on the mug. You can have a supply of these that cost you around $2 per mug. If you need help with this process, just reach out to our team here at Plan Advisors! Also consider hosting a coffee club once a week where you can answer senior-related questions for an hour or two.

Community or Senior Centers

As senior centers begin to reopen in your community, try to be an asset they can rely on. Introduce yourself to the center manager and let them know the various ways you’re able to provide support. Try hosting their weekly bingo session and provide a few prizes for the winning cardholders. Have a weekly Medicare Question and Answer session scheduled so that seniors will always know where they can find you for help. Consider hosting a monthly birthday party. There are endless ways to show your support at these community centers.

Farmer’s Markets

Additionally, it’s warming up all across the country. As people get outside to do some weekend shopping, try to secure a space at your local farmer’s market. The cost is typically very reasonable, and you could have weekly exposure to shoppers in your community. All you need is a branded tablecloth, some Medicare related literature to hand out, and some affordable freebies, such as pens or sticky pads.

Discount Pharmacies

Finally, is there a discount pharmacy in your community? Many of these are locally owned and operated. They struggle to compete with national pharmacies and could use support. Introduce yourself and ask the pharmacist if they are familiar with the Part D Senior Savings Program. Educate them on how this program helps diabetic Medicare beneficiaries and let them know you would be happy to educate their customers. Leave your contact info on display and consider setting up a small kiosk a couple of hours per week, if they are agreeable to it.

For more information and ideas about community-based marketing, download our Community Marketing Guide.