Develop a Marketing plan for AEP in 5 easy steps. Even though Annual Enrollment Period 2024 is fast approaching, agents cannot actually begin marketing or selling Medicare Advantage products to clients until October 1st. However, there are plenty of things a savvy agent can do while they’re waiting to prepare themselves for what can be the most fast-paced time of the year. One way to get ahead is to develop a marketing plan. Here are five easy steps to creating your individual strategic AEP plan.
Get specific about your target market
The more specific you can be about who you want to reach, the better. Too often, the target is just “people over 65.” But who, really, are your key demographics? Are they married? Urban? Do they have any health conditions you can help them find specific coverage for? Are they from an area with fewer in-network providers? Essentially – who are the people you can most effectively help?
AEP Plan – Know your audience
It’s always valuable to get to know the people you’re selling to. This not only builds human connections and relationships between you and your clients, but it will help you integrate their unique needs and worldviews into your recommendations for their healthcare coverage. So, what kind of people are these? What do they watch, or read, or listen to? Who are their trusted news sources? Etc.
AEP Plan – Get to know your competition
This is an obvious one, but it’s important to find out what other agents and Field Marketing Organizations (FMOs) are doing in your area. If they have a specific niche covered successfully, you may want to develop a separate one. It is also worth asking if there is something you do well that they do not or cannot do. This will help you stand out from the crowd.
AEP Plan – Make sure marketing is compliant
Before October 15th, every marketing material, channel, video, website, and handout needs to be in compliance with all of the new regulations from CMS. That way, nothing will cause delays when AEP starts in earnest.
AEP Plan – Check on returning clients
Although you can’t talk about anything but their current year plans, it will be helpful to find out now what their experience of their Medicare Advantage plan has been like this year so that you can use that information to predict what kind of changes, if any, they’ll need to make in their coverage during AEP.
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