Some Medicare recipients may benefit from other health-related products that are not available through the Medicare program. These products are not regulated under CMS and include Medicare Supplements (Medigap). Before you market and cross-sell other health-related plans, know CMS’ rules as outlined in the Medicare Marketing Guidelines, Sections 40.8 and 40.8.1.
What Are Health-Related Plans?
Health-related lines of business vary but can include:
- Medicare Supplements (Medigap)
- Supplemental plans for cancer, hospital indemnity, and/or long-term care (LTC)
- Dental insurance
- Vision policies
When Can I Market Other Health-Related Plans to Prospective Enrollees?
You cannot market nonhealth-related plans to prospective enrollees while conducting a sale for a Medicare Advantage (MA) or Medicare Part D plan—these are among the health products that CMS regulates. You can market health-related plans to prospective enrollees while conducting a sale for Medicare Advantage or a Medicare Part D plan, provided that the information is being requested on the Scope of Appointment.
How Can I Market Other Health-Related Plans to Current Enrollees?
You can send current Medicare enrollees marketing materials about other health-related lines of business as long as these requirements are met:
- You include instructions on how to opt out of receiving such communications. You must make sure that individuals who ask to opt-out are not sent future communications about health products that are not regulated by CMS.
- You follow the Health Insurance Portability and Accountability Act (HIPAA) requirements outlined generally in Appendix 2 of the MMG and CMS’ rules on the use of Medicare beneficiary information listed in Section 160 of the MMG.
Cross-Selling Other Health-Related Products
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Note: For the most current information, see the CMS Medicare Marketing Guidelines.