How to Market Other Health-Related Lines of Business

infographic about the Medicare Marketing Guidelines for Health-Related Lines of Business

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:

  1. 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.
  2. 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

Knowing how to compliantly cross-sell other health-related products to Medicare beneficiaries can be the key to keeping your business profitable. Excelsior’s exclusive and low-cost lead program offers more opportunities to cross-sell to the right prospects.* Join Excelsior today, and get access to a senior Medicare expert.

Note: For the most current information, see the CMS Medicare Marketing Guidelines.



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