Senior

Yes, lots of new things are happening. Medicare now regulates all marketing materials and all marketing activities. In practice, this means that not only branded marketing materials but generic materials will be registered with either CMS or a carrier and CMS. This affects you in many ways, but there are at least 2 things new that you will want to seriously consider doing this year: (1) You will want to be sure that every piece of marketing material exhibits an SMID (Standardized Material IDentification). This means that the marketing piece has been registered with CMS. Unregistered marketing pieces, which are now identified by both content and intent, will be pursued by carriers on behalf of CMS. The distributor of unregistered marketing pieces will wind up dealing with compliance risk. (2) CMS is now monitoring the "chain of enrollment": marketing materials, lead generating activities, sales presentations, and enrollments forms in addition to the permissions to contact and scopes of appointment. In other words, you will want to consider recording information from each of your sales about the chain of enrollment, in particular, the original source of the lead: marketing piece or marketing activity.

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