How to Comply with Medicare Testimonial Rules

Infographic on the Medicare Marketing Guidelines for Product Endorsements and Testimonials

One of the strongest ways to show potential enrollees the benefits of a Medicare plan or product is through endorsements by the people who currently benefit from using it. Testimonials are allowed by Centers for Medicare & Medicaid Services (CMS), but you must ensure that the endorsement is not deceptive and that all speakers and scripts adhere to the established guidelines.

Can Brokers Use a Testimonial to Help Sell a Medicare Plan or Product?

Yes. Endorsements and testimonials can be used as long as they are not misleading, according to CMS rules (Medicare Marketing Guidelines, Section 40.5 ).

Who Can Give a Testimonial About a Medicare Plan or Product?

The endorser must be a current enrollee of the plan he or she is endorsing and must identify the plan or Part D sponsor’s product by name.

Can You Pay Someone for a Medicare Plan or Product Endorsement?

Yes, but it must be clearly stated that the speaker was paid. For example, this could appear on the advertisement: “paid endorsement.” If the speaker is an actor, the ad must clearly state that it is a “paid actor portrayal.”

Can an Endorser Use Quotes From a Physician or Other Healthcare Provider?


Can a Physician or Healthcare Provider Give a Medicare Plan or Product an Endorsement or Testimonial?


Can a Medicare Endorsement or Testimonial Say Negative Things About a Competing Plan or Product?


Can Brokers Use an Endorsement About Themselves From an Enrollee?

Yes. A broker may use a client’s endorsement of their services as a broker in testimonial form as long as the statement is true.

Can Brokers Share Medicare Plan Testimonials That Are Given on Social Media?

Yes, but the testimonial or endorsement must adhere to all the guidelines outlined above.

Where Can I Get More Medicare Marketing Guidance?

Excelsior’s resource center is available 24/7 to give you the help you need with Medicare guidelines, sales advice, and more to keep your business on track. Contact us to learn more about the Excelsior team and how we can help you double, or triple, your income.

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



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