Best practices for hosting a Medicare Sales or Educational event

Looking for more Medicare clients? It's a great idea to think about hosting a Medicare Sales or Educational Event. But, diving headfirst into event planning without considering certain key elements can be a misstep. It's essential to ensure that your event not only adheres to compliance standards but also offers real value to those who attend.

In today's landscape, shaped significantly by post-Covid preferences, the appeal of virtual engagements over traditional face-to-face meetings has surged. This shift opens up the possibility for many to opt for hosting these events online as opposed to in-person.

To navigate this effectively, it's imperative to connect with your carriers early on to confirm your available options and grasp any specific requirements they have in place for conducting a compliant virtual event.

There aren't too many limitations when it comes to advertising your educational event. You can advertise in newspapers, magazines, flyers, social media, and just about any other channel you feel is relevant.

Of course, CMS Guidelines continue to change, so be sure to double check CMS MCMG Sections 50.1 & 50.2 for information on events.

Here are a couple of guidelines to keep in mind:

• Your marketing materials must clearly label your event as “Educational”
• Your marketing materials must also contain the disclaimer: “For accommodations of persons with special needs at meetings call <phone number and TTY number>”
• Need Help creating professional compliant marketing materials for your event? Check out the PSM Marketing Hub for collateral designed by our in-house design team just for your event.

There are 2 different types of Medicare Sales Events: Formal and Informal. Let’s start by defining the 2 types.

• Formal Sales Event: In this type of sales event an agent can present a carrier specific presentation to invited attendees.
  
  
• Informal Sales Event: In this type of sales event an agent would offer plan specific information only by request while at a table, booth, kiosk, or RV.

For both types of sales events agents will need to submit their presentation or talking points for approval to CMS and the applicable carriers.

CMS Guidelines continue to change, so be sure to double check CMS MCMG Sections 50.1 & 50.2 for information on events.

• You cannot require potential prospects to fill out contact information to RSVP to your sales event.
• Your marketing materials must also contain the disclaimer: “For accommodations of persons with special needs at meetings call <phone number and TTY number>".

As always, consult your carriers’ guidelines to ensure you remain compliant.

You May

• Name all plan types you’ll be discussing up front.
• Let beneficiaries approach you first at all events.
• Use only carrier- and CMS-approved presentations and talking points.
• Give away promotional items that include plan name, logo, toll-free number, and/or carrier website.
• Use sign-in sheets that clearly indicate providing contact information is optional.
• Provide refreshments or light snacks. (Max $15 combined nominal retail value, when combined with any other gift, must not exceed $15 on a per person basis).
• Distribute Star Ratings information, Summary of Benefits, Pre-Enrollment Checklist, and the Multi-Language Insert with any enrollment form.
• Invite a provider to speak at the event.
  Collect lead cards and business reply cards.
• Hand out your business card.
• Arrange follow-up appointments.
• Collect enrollment applications as long as the enrollee has a valid election.
• Call attendees who attended your sales event as long as they gave you written permission at the event.

You May Not

• Compare one carrier’s plan to other by name without first getting written consent from all carriers involved in the comparison or without having careful studies or statistical data to back up comparisons.
• Provide meals for attendees.
  Discuss or cross-sell non-health care related products (e.g., annuities, life insurance).
• Use contact information provided by attendees for any other purpose.
  Give away cash, gift cards or other monetary rebates.
• Require attendees to fill out a Scope of Appointment forms, enrollment forms, or sign-in sheets.

First, you should avoid canceling an event at all costs, but we know some things may be out of your control. If you have to cancel an event, there are best practices you should be aware of.  

• You should strive to give your attendees at least 48 hours notice of the cancellation
• Notify your carrier(s) and your upline as early as possible
• Notify the venue. Some venues may have specific cancellation policies. (Ask about those policies when you book your event.)
• Contact your attendees in the same way you contacted them initially, if possible, to let them know of the cancelation. If you can’t do so, your carriers may require an explanation of why you could not do that.  

If you cannot provide at least 48 hours notice of cancellation:

• Notify your carrier(s) and your upline as early as possible
• Notify the venue. Some venues may have specific cancellation policies. (Ask about those policies when you book your event.)
• Be present or have a rep present at the venue at the original event start time, and provide relevant plan information. You or your rep must remain their until at least 30 min. after the original start time.

Remember, both CMS and your Carriers will sometimes send out “secret shoppers” to your event, to see if you are in compliance with Medicare regulations. As long as you plan it properly and review the regulations involved, you should have no problems.

There are a lot of things to consider when holding a Medicare event, but don’t let that scare you away from them. They can be of great benefit to agents and attendees alike when done properly. Try to focus on simply being a helpful resource for your attendees. If you approach it with that intent and prepare with an understanding of what is needed to remain compliant, then you will benefit from the event.