Compliant Medicare Sales Events: A Guide for Agents
Hosting Medicare sales events is a powerful way to educate beneficiaries, build trust, and grow your Medicare business; but compliance must always come first. The Centers for Medicare & Medicaid Services (CMS) has strict rules about how these events are marketed, set up, and conducted. We go over how to conduct compliant Medicare sales events, Staying compliant protects you from regulatory issues, safeguards beneficiaries, and helps maintain carrier confidence in working with you.
Step 1: Choose the Right Type of Event
Start by deciding what kind of event best serves your audience:
- Formal Sales Events – Structured, scheduled presentations where you review plan-specific information with an invited audience.
- Informal Sales Events – More casual setups, like a table, booth, kiosk, or RV, where you only share plan information if a beneficiary asks for it.
Your choice will determine how you promote the event and the materials you’ll need.
Step 2: Select the Time and Location
After choosing the event type, decide when and where to host it. CMS requires that all sales events:
- Be registered with the carriers you are representing before adverting for it.
- Be held in a public setting where beneficiaries are not actively receiving health care services.
Approved locations include:
- Common entryways and vestibules
- Waiting rooms
- Hospital or nursing home cafeterias
- Community, recreational, or conference rooms
These locations are considered neutral spaces that allow beneficiaries to attend without disrupting care.
Step 3: Market Your Event the Right Way
How you advertise is just as important as what you present. CMS has specific rules for marketing Medicare sales events:
- No mandatory RSVPs – You cannot require attendees to provide personal contact information just to attend.
- Use accurate language – Don’t label the event “educational,” since educational events have different compliance rules. Instead, disclose which products or plans you’ll discuss.
- Include all required disclaimers – Every flyer, invitation, ad, or mailer must include:
- “Not affiliated with or endorsed by the government or federal Medicare program.”
- The accommodation statement: “For accommodation of persons with special needs at sales meetings call [insert phone and TTY number].”
If your event involves marketing Medicare Advantage or Part D plans, you must also include the appropriate TPMO (Third-Party Marketing Organization) disclaimer on all event materials:
- If you market fewer than all plans in the area: “We do not offer every plan available in your area. Currently we represent [insert number of organizations] organizations which offer [insert number of plans] products in your area. Please contact Medicare.gov, 1-800-MEDICARE, or your local State Health Insurance Program (SHIP) to get information on all of your options.”
- If you market all plans in the area: “Currently we represent [insert number of organizations] organizations which offer [insert number of plans] products in your area. You can always contact Medicare.gov, 1-800-MEDICARE, or your local State Health Insurance Program (SHIP) for help with plan choices.”
You can promote your event online, through direct mail, social media, or other media channels, just ensure all ads are carrier-approved and compliant.
Step 4: Handling Cancellations
Life happens. You may need to cancel an event due to a family emergency, weather conditions, or other business priorities.
While CMS does not require sales event cancellations to be submitted through HPMS, you should follow these best practices (and your carrier’s policies):
- Notify the carrier or FMO as soon as possible.
- Post a cancellation notice at the event location if feasible.
- If attendees preregistered, notify them promptly through phone, email, or mail.
- Reschedule when appropriate and advertise the new date clearly.
Clear communication helps maintain your professionalism and demonstrates respect for beneficiaries’ time.
Step 5: Run a Compliant Event
Once your event begins, compliance remains front and center:
- Use only CMS-approved materials – Benefit highlights, plan comparisons, and enrollment forms must be pre-approved.
- Stay unbiased and low-pressure – Present information clearly and allow attendees to make their own decisions.
- Provide optional sign-in sheets – Attendees must never be required to share personal information.
- Read required disclaimers at the start – Identify the plans you represent, note that other plans may be available, and clarify that attendance does not obligate enrollment.
- Document everything – Keep a record of your event details, materials used, and sign-in sheets (if any) in case of a CMS audit.
Visit our YouTube channel and review the Medicare AEP marketing rules
Why Compliance Matters
Compliance ensures beneficiaries receive accurate information without feeling pressured. It also protects you from regulatory violations and maintains your reputation as a professional, trustworthy agent.
Tips for a Successful Event
- Prepare and rehearse – A smooth, professional delivery builds credibility.
- Know your material – Be ready to answer common Medicare questions with confidence.
- Engage attendees – Allow time for Q&A and use simple examples to explain benefits.
- Follow up responsibly – Only contact beneficiaries who gave permission to be called.
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Compliant Medicare sales events not only meet regulatory standards — they build trust, improve client relationships, and set you apart as a professional. By marketing correctly, including the right disclaimers, handling cancellations professionally, and following CMS rules during the event, you’ll grow your business while staying protected.