What Disclaimers Should Brokers Put on Direct Mail and Email Messages?


Direct mail and email are two ways of reaching potential and current enrollees. But, before you send anything, make sure you have the proper CMS-required Medicare disclaimers on the message. These disclaimers ensure that you are following CMS’ guidelines and that beneficiaries can easily identify the mail they receive (Medicare Marketing Guidelines, Appendix 5). Below are the statements you will need for all direct mail and email marketing activities.

What Statements Do Brokers Need for Direct Mail?

One of the following disclaimers must be prominently displayed on any direct mail sent to prospective or current beneficiaries.

  • For advertising pieces: “This is an advertisement”
  • For nonhealth or nonplan information: “Nonhealth- or nonplan-related information”
  • For health and wellness information: “Health and wellness or prevention information”

The disclaimers must be displayed on the front of the mailing envelope when sent through traditional mail. If a physical mailer does not have an envelope (such as a postcard), the disclaimer must be on the mailer itself. Additionally, the disclaimers may be in preprinted statements, ink stamps, or stickers.

Here is another disclaimer brokers need to use on both print materials and email, although it may not apply to your business.

  • For health and wellness information: “Health and wellness prevention information.”

What Statements Do Brokers Need for Email?

CMS requires certain disclaimers for emails sent to potential Medicare beneficiaries.

  • For advertising pieces: “This is an advertisement”
  • For nonhealth or nonplan information: “Nonhealth- or nonplan-related information”
  • For health and wellness information: “Health and wellness or prevention information”

The following disclaimer must be displayed at the very beginning of subject lines when emails are sent to prospective beneficiaries.

  • For emails to potential enrollees: “Marketing”

Grow Your Business With Excelsior

Excelsior offers brokers offers insight through our resource center, where we break down other MMG topics ranging from mailings for multiple lines of business to disclaimers on marketing materials. As a broker, you are your own small business. We want to help you grow that business. To learn more about how the Excelsior team can help you double, or triple, your revenue, contact us.


EXCL000134

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

Read this Next

Ready to engage with Excelsior?

Contact us