How Should I Place Plan Names on my Medicare Marketing Materials?

infographic reviewing the Medicare Marketing Guidelines for Plan Names on Marketing Materials

If you are planning to include plan names in your Medicare marketing materials, there are rules from the Centers for Medicare & Medicaid Services (CMS) you’ll have to follow.

What Are CMS’ Rules for Plan Names on Medicare Marketing Materials?

While CMS has a handful of rules that dictate how plan names should appear on marketing materials, they don’t all apply to brokers. These are the plan name rules that do apply to brokers.

  1. Brokers are required to include the plan type on all marketing materials when the plan name is mentioned.
  2. Brokers must place the plan type label at the end of each plan name.
    • If the plan type is part of the plan name, and the plan type appears at the end, brokers are not required to repeat the plan type.
  3. Brokers are not required to include the plan type throughout the entire marketing material if it is multiple pages.
    • The full plan name and plan type only have to appear on the front page (or the beginning) of the marketing document.

For example: You have a five-page marketing document you like to show enrollees. The following example plan name should appear on the front page (or at the beginning) of your marketing document: “Golden Medicare Plan (HMO).”

The following example plan name should not appear at the beginning of your marketing document but can appear on later pages: “Golden Medicare Plan.”

What Are the Other CMS Rules About Medicare Marketing Materials?

Excelsior’s resource center breaks down the Medicare Marketing Guidelines, focusing on the rules that apply to brokers. You’ll find other topics about marketing materials, ranging from phone numbers to font size. Learn more about the Excelsior team and how we can help you by contacting us.

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



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