Agent Pipeline Blog

Communicating Compliantly & Effectively With Your Medicare Clients

Written by Jessica Adkins | Jan 24, 2024 5:33:52 PM

Trust is the foundation of any relationship, and as a Medicare sales agent, it is essential to prioritize compliance in all your client interactions, whether online or offline. Compliance should guide your every word and action. At Agent Pipeline, we have a team of Compliance & Marketing experts who are dedicated to providing support and guidance to our agents, especially during the initial stages of a client's plan.

No cross-selling permitted per CMS regulations

Agents are not allowed to promote or sell products that are unrelated to healthcare during any Medicare Advantage or Part D sales activity according to CMS regulations. Any such activity is considered cross-selling and is strictly prohibited. If a member inquires about non-healthcare products during one of these interactions, agents must inform the client or prospect that they are not permitted to discuss non-healthcare products during that particular interaction, as mandated by CMS. Agents can suggest that the member call back or schedule a separate appointment.

Medicare Advantage Open Enrollment Period CMS Restrictions

During the Medicare Advantage Open Enrollment Period, which takes place from January 1st to March 31st each year, it is important for agents to understand the restrictions on marketing the ability to make changes to plans. Agents are not allowed to actively promote this ability to beneficiaries. However, if a beneficiary expresses dissatisfaction with their current plan during the MA OEP, agents can discuss alternative election periods, such as the MA OEP or other Special Election Periods (SEPs), if the beneficiary is eligible. It is crucial that the beneficiary initiates the conversation and indicates their dissatisfaction with their current Medicare health plan. This information is specific to MA/MAPD plans, as members with stand-alone Part D plans are not eligible to drop or switch during the MA OEP.

Examples of the beneficiary initiating include, but are not limited to: "I really don't like this PPO plan I selected. Can I pick another?"

When and how often should you communicate?

Finding the right balance in your communication strategy is the key to success when it comes to reaching out to prospects and clients. It's a delicate line to tread - send too many communications, and you risk overwhelming your clients and prospects. Send too few, and you risk being forgotten in the background. At Agent Pipeline, we train agents on a proven method called the "Follow Up Framework" that perfectly balances staying engaged with your clients and avoiding communication overload. The Follow Up Framework is designed to provide just the right marketing outreach that supports your clients and improves your retention rates. It ensures that you are consistently present in your client's world without overwhelming them with excessive messages. By following this framework, you can maintain a strong presence and keep your clients engaged without crossing the line into spammy territory.

In addition to the Follow Up Framework, ongoing communication with your clients is essential for building trust and strengthening relationships. It's important to meet your clients where they are and leverage multiple channels to ensure effective communication. Posting regularly on your business page on social media, sending emails, and utilizing direct mail are all effective ways to stay connected with your clients. Making individual check-in calls on a quarterly basis adds a personal touch and shows your commitment to their well-being.

Proactive client communication not only helps to build trust but also adds value to your clients' experience. By keeping them informed and providing them with relevant resources, you empower them to make informed decisions about their healthcare. This level of engagement also helps to enhance your reputation as a trusted advisor, increasing the likelihood of referrals and recommendations.

By implementing the Follow Up Framework and maintaining proactive communication, you can optimize your time, energy, and resources while maximizing client engagement, loyalty, and retention.

Leading up to and after 3, 30, 60, 90 day check-ins

Communications should be done following your client's effective enrollment date. It is important to establish a systematic approach to communication to engage and support your clients effectively throughout their Medicare journey. The Follow Up Framework provides a blueprint for success, ensuring that you stay connected with your clients at key check-in points.

Before the scheduled check-in, sending one communication a month in advance serves as a gentle reminder and helps your clients prepare for the upcoming meeting. This proactive approach demonstrates your dedication to their needs and reinforces the importance of their healthcare decisions. It also allows them to gather any necessary documents or questions they may have. As the check-in date approaches, sending a communication a week before serves as a friendly reminder and ensures that your clients are fully engaged and prepared. This communication can include a brief overview of what will be discussed during the check-in and any additional information they may need to bring. On the day of the scheduled check-in, a personalized message can go a long way in making your clients feel valued and appreciated. This communication can express your excitement to meet with them and reassure them that their time is important to you. It can also serve as a final reminder of any documents or information they need to have on hand for the appointment.

Following up with a communication the week after the check-in is equally important. This allows you to maintain the momentum and address any lingering questions or concerns that may have come up during the meeting. It also provides an opportunity to express gratitude for their time and participation, reinforcing the importance of their healthcare decisions and their trust in you as their Medicare sales agent. By implementing the Follow Up Framework, you can create a seamless and proactive communication strategy that supports your clients and improves retention rates. This systematic approach ensures that you are consistently present in your clients' world without overwhelming them with excessive messages. It shows your commitment to their well-being and empowers them to make informed decisions about their healthcare.

Ongoing communications with your clients

Meeting your clients where they are is crucial for effective communication and building trust. In today's digital age, it is essential to leverage multiple channels to ensure your lines of communication are open to your clients in ways they prefer to receive information.

 

One of the key channels to connect with your clients is through social media. By posting 2-3 times per week on your business page, you can provide valuable content, updates, and relevant information that keeps your clients engaged and informed. Social media platforms such as Facebook, Instagram, and LinkedIn allow you to reach a wide audience and create a sense of community where clients can interact with you and each other.

Email is another powerful tool for communication. Sending 1-2 emails per month allows you to share personalized messages, important updates, and educational resources directly with your clients. Email newsletters, for example, can provide valuable information about changes in Medicare policies (e.g., potential rate increases), tips for staying healthy, or reminders about upcoming enrollment periods. By tailoring your emails to your clients' specific needs and interests, you can ensure that your messages resonate and provide value.

Direct mail can also be an effective way to communicate with your clients. Sending 1 direct mail piece per quarter allows you to stand out from digital clutter and deliver a tangible, personalized message. Direct mail can be used to share important updates or send personalized birthday and holiday greetings. By incorporating direct mail into your communication strategy, you provide a physical reminder of your presence and show that you value your clients' time and attention.

While digital and traditional channels are essential, don't underestimate the power of personal connection. Making 1 individual call check-in per quarter allows you to have one-on-one conversations with your clients, where you can address their specific concerns, answer questions, and provide personalized guidance. These calls demonstrate your commitment to their well-being and allow you to build a stronger relationship based on trust and understanding.

By leveraging multiple communication channels, you ensure that your clients have options for receiving information and staying connected. Meeting them where they are, whether it's on social media, through email, via direct mail, or with personal calls, shows that you value their preferences and are committed to providing the best possible service.

Remember, effective communication is not just about conveying information; it's about building trust and fostering relationships. By consistently engaging with your clients through various channels, you demonstrate your dedication to their needs, empower them to make informed decisions, and position yourself as a trusted advisor. 

Communication and trust

Proactive client communication is not just a way to keep your clients informed and engaged, but it is also a powerful tool for building trust and strengthening your relationships with them. By being proactive in your communication efforts, you demonstrate your commitment to their needs and show that you value their time and attention.

Insufficient communication, on the other hand, can have a negative impact on trust. When clients feel that they are not being kept informed or that their needs are not being addressed, they may begin to doubt your reliability and expertise. This can lead to a breakdown in trust and ultimately result in clients seeking out other options, or insurance agents who may be more visible & communicative. To prevent this from happening, make proactive client communication an essential part of your workflow at all stages of the sales cycle. It is especially important during client onboarding and retention. During these critical stages, clients are forming their first impressions of you and your agency, and you want to ensure you're making a positive and lasting impact.

By proactively reaching out to clients during the onboarding process, you can ensure that they feel supported and informed from the start. This can include sending welcome emails or making personal calls to check-in and answer any questions they may have. By taking the initiative to communicate with them during this time, you establish yourself as a reliable and trustworthy resource.

Once clients are onboarded, it is important to maintain consistent communication to ensure their needs continue to be met. Regular check-ins, whether through emails, phone calls,  show that you are invested in their well-being and are always available to assist them. These interactions also provide opportunities to address any concerns or challenges they may be facing, further demonstrating your commitment to their success. This is a great opportunity to ensure they've received all of their health plan materials from their carrier, or that they understand how to maximize the benefits of their health plan. In addition to being proactive in your communication, it is equally important to listen to your clients and respond to their needs. Actively seeking feedback and incorporating their input into your services not only builds trust but also shows that you value their opinions and are dedicated to providing the best possible experience.

By making proactive client communication a priority, you can create a positive and trusting relationship with your clients. This level of trust not only leads to increased client loyalty and retention but also opens doors for referrals and recommendations. When clients feel valued and supported, they are more likely to share their positive experiences with others, further boosting your reputation and success.

Here's why proactive communication matters to you and your business goals:

  • Add value to your clients
  • Reduce activity from "surprises"
  • Empowers your clients with information & resources
  • Helps build your reputation 
  • Gives you an opportunity to earn more referrals
  • Optimizes your time, energy and resources
  • Increases your engagement, customer loyalty, and retention

Leveraging the Agent Pipeline team

Agent Pipeline understands the importance of effective and compliant communication during the Medicare Advantage Open Enrollment Period (OEP) and throughout the year. That's why we provide a wide range of resources to help you communicate compliantly and effectively with your prospects and clients. Our goal is to help you build strong relationships and achieve your business goals.

If you're looking for more compliant marketing tips, we have you covered. Our team of experts is here to provide you with valuable insights and strategies to ensure your marketing efforts are compliant and effective. We understand the regulations and guidelines that govern the Medicare industry, and we can help you navigate them successfully. In addition, if you need assistance with filing your communications and marketing pieces, we are here to support you. We can help you ensure that all your materials meet the necessary compliance standards and regulations. With our expertise, you can have peace of mind knowing that your communications are in line with CMS and carrier requirements.

Don't hesitate to reach out to your marketer for additional support. We are committed to your success and are here to help you every step of the way. Together, we can ensure that your communication efforts are effective, compliant, and ultimately drive client engagement, loyalty, and retention.