Plan Advisors

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Disclaimers and Recording Rule Speculation

Marketing

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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.

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Every Medicare Sales Specialist dreams of that day when they no longer concern themselves with marketing because they are receiving so many Medicare client referrals.

As you probably know, this dream does not come true overnight. In the meantime, there are practices we can implement to increase our chances of receiving referrals from clients.

In an industry where referred prospects must first reach out to the broker, obtaining referrals can feel like an uphill battle.

We’ve got 6 tips to reduce the challenge of receiving referrals from your Medicare clients.

1. Create (and Deliver) Your Pitch for Medicare Client Referrals

Nearly every Medicare sales appointment will offer a seasoned broker the opportunity to discuss referrals. This typically starts by verbally prepping the client or prospect. Here’s an example:

Broker: Is there anything else I can help you with today, Ms. Smith?

Ms. Smith: Not that I can think of at the moment.

Broker: Do you feel comfortable with the decision you made today?

Ms. Smith: I do. I appreciate your help with everything.

Broker: This is the level of care I show to all my clients. If you have any friends or family that need Medicare advice, please let them know I am here for them. Do you know anyone that will be needing help soon?

This is just one way to help a client think of who they know that may need your services. And this works even if you didn’t get an enrollment. You still helped the prospect decide on the right Medicare choice, and you can still help their friends and family make informed decisions about their Medicare options.

2. Bring Extra Business Cards to Sales Appointments

Yes, this is simple and obvious. But sometimes it is the simple and obvious things we let slip.

Whether you obtain a Medicare enrollment or not after you’ve helped a prospect, leave an extra business card or two that the prospect can share with others. Consider the rest of the conversation in the example above:

Ms. Smith: I can’t think of anyone currently.

Broker: No problem. If anyone comes to mind, feel free to give them my card. Here are a couple of extras for you in case you run into someone who needs help with their Medicare decision.

3. Follow Up with New Clients

Completing 30/60/90-day calls with new clients are not just providing good service, they’re also providing opportunities to receive Medicare client referrals.

A broker doesn’t have to outright ask for referrals after every call. But keeping the idea of referring you in the client’s mind is important. Here are a few easy one-liners:

“If you run into anyone that needs help, please give them one of my cards.”

“Remember I’m just a phone call away, and that goes for your friends and family also.”

“Always a pleasure, Ms. Smith. If there’s anyone I can help, please send them my way.”

4. Follow Up with Older Clients

Clients will refer brokers when they know the broker cares. If you haven’t contacted your Medicare client in over a year, how do they know you care?

Just like following up with new clients, routinely calling older clients shows your concern and allows you to plant the referral seed all over again. Many seasoned brokers contact their clients up to four times per year. Consider implementing this into your activity schedule.

Not sure how to manage contacting all of your clients multiple times per year? Here’s a sample call schedule.

5. Go Above and Beyond in Customer Service for Existing Clients

Beyond simply keeping in touch with your clients, there are other ways you can show you care and provide exceptional service. Here are a few examples:

By going above and beyond enrollments and annual check-in calls you’ll make a lasting impression that will not only help you retain clients but will also encourage them to pass your information along to friends and family.

6. Thank Those who Refer You

Be appreciative of the referrals you receive from clients. A nice handwritten note, a considerate phone call, any gesture to show your gratitude can go a long way with a prospect or client.

Obtaining Medicare client referrals takes discipline and skill. It is a slow growth process. Think of it like a tree. You must first plant the seed.

Then it takes continual watering and nurturing for proper growth. But with enough time and effort, your referral tree will bear fruit. Then you too can save those marketing dollars for other uses.

Looking for more helpful tips for growing your book of business? Learn more about our Medicare marketing support opportunities.

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Employers are often an underutilized resource in the Medicare industry. If you’re not capitalizing on your relationship with local businesses to build your book of business then you’re missing out! Employers offer a direct pathway to people turning 65 or retiring soon. This space is ripe with potential to build your book of business. We put together a guide to help you connect with employers to educate employees nearing Medicare age.

[Read more…] about Pathways to Seniors: Tips to Reaching Your Target Market Through Employers