Medicare Sales Event Advertising: What You Need to Know


Holding a Medicare sales event is a great way to educate current and potential enrollees about plan options that could meet their needs while soliciting enrollments for the plans you represent. But there are rules to consider when advertising for Medicare sales events. We’ve outlined the disclaimers needed when advertising sales events as well as what brokers can do during the event (MMG, Section 70.4, Appendix 5).

Why Do I Need to Use Disclaimers for Medicare Sales Events?

The purpose of a Medicare sales or marketing event is to get potential enrollees interested in a particular plan or a limited number of plans. To help solicit enrollments, CMS allows you to discuss plan-specific information (such as premiums, copays, etc.) and distribute and/or collect enrollment applications. Because such activities are the nature of a Medicare sales event, you must communicate this in any marketing material you create (such as ads and invitations) to promote the upcoming event.

How to Use Sales Event Disclaimers

The sales event disclaimers you must use are:

  1. A sales person will be present with information and applications.
  2. For accommodation of persons with special needs at sales meetings call [insert phone and TTY number].

These disclaimers, listed in Appendix 5 of the MMG, are required on most types of advertising material with a few exceptions, including outdoor advertising, text messages, and social media. You can put these disclaimers as a footnote on your ads or invitations in a similar font size and style (described in MMG, Section 50) as the main texts. The main texts on marketing materials are required to be the equivalent of Times New Roman 12-point font or higher except for certain communications, such as television ads.

What Is Prohibited When Advertising an Upcoming Medicare Sales Event?

Of course, you want lots of people to come to your sales event. But do not require beneficiaries to provide contact information (such as an email address) as a prerequisite for attending the event or as a condition to RSVP online or through mail.

Prohibited Activities When Hosting a Medicare Sales Event

Compliantly advertising your sales event is half of the journey. To make it all the way, here are the activities you shouldn’t do during events for existing clients and prospective enrollees:

  • Don’t give attendees the impression that providing any contact information is necessary. You must clearly state on the event sign-in sheet that providing any personal contact information is optional.
  • Don’t use personal contact information provided by raffle participants for any other purpose besides to notify them of any winnings.
  • Don’t conduct health screenings or other similar activities that could give the impression of “cherry picking.”

What Else Do I Need to Know About Medicare Sales Event Advertising?

Did you know there are rules on providing food at Medicare events? See this and other guidelines in an easy-to-read format on our online resource center, where you’ll find other tips that can help you conduct Medicare sales and marketing activities compliantly. And you can get even more support—such as cross-selling training to help double, or triple, your income—from our senior market leaders. Contact us to learn more.


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References
https://www.cms.gov/Medicare/Health-Plans/ManagedCareMarketing/Downloads/CY-2018-Medicare-Marketing-Guidelines_Final072017.pdf

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