Hosting educational events can be a great way to engage potential leads for the 2025 Annual Enrollment Period (AEP). However, the Centers for Medicare and Medicaid Services (CMS) have established specific rules governing these events. Here’s a breakdown of what’s allowed and what you need to avoid to stay compliant.
Planning Your Event
Before diving into event logistics, it’s important to clarify the purpose of your seminar. Educational events should strictly provide information to Medicare beneficiaries about Medicare Advantage, Part D, or other related programs. These events are not intended for marketing or promoting specific plans. If your goal is to discuss specific plans, you must instead organize a Medicare sales event and follow CMS guidelines for such occasions.
Event Location:
Educational events should be held in public venues—never in private homes or one-on-one settings.
Virtual Events:
Hosting a virtual educational event is an option depending on the carrier and state regulations. For the 2025 AEP, you may conduct these sessions using platforms like Zoom, Skype, or Facebook Live. Be sure to confirm and follow any specific rules from your carriers before proceeding.
Need Cost-Effective Ideas?
Explore budget-friendly options for workshops by checking out our tips for hosting T65 seminars.
Promoting Your Medicare Educational Event
Promotion of Medicare educational events can be done through a variety of channels, including newspapers, radio, flyers, and direct mail. However, there are important compliance guidelines to follow:
- Label Your Event Properly:
All promotional materials must clearly state that the event is educational in nature. - Include Required Disclaimers:
Ensure that all advertisements and invitations feature the following disclaimers:- “For accommodations of persons with special needs at meetings, call [insert phone and TTY number].”
- “This event is for educational purposes only, and no plan-specific benefits or details will be shared.”
Be cautious when hosting enrollee-only events. These may fall under CMS’ “marketing” category and could be considered sales events. These types of events are typically geared toward retaining current enrollees for a specific carrier, and any mention of plan benefits qualifies as marketing. Always follow the guidelines set by the carrier to remain compliant.
Delivering Your Presentation
During the event, your primary objective should be to provide attendees with unbiased, educational information. You must avoid steering attendees toward any specific plan or set of plans. Following CMS rules throughout your presentation will help ensure that your event remains compliant.
For more information:
You can review the full Medicare Communications and Marketing Guidelines on CMS.gov and the Medicare Advantage and Part D Communication Requirements on the Federal Register website.
By adhering to these guidelines, you’ll be better positioned to host a successful and compliant Medicare educational event.
Do’s and Don’ts for Medicare Educational Events
| Do’s | Don’ts |
|---|---|
| Distribute impartial and general educational materials covering Medicare Advantage (MA), Part D, and other Medicare-related programs |
Offer a sign-in sheet or collect attendee details (like names, addresses, and phone numbers), but remember that this does not authorize you to initiate contact
|
| Respond to inquiries from attendees | Distribute applications or marketing materials that include specific plan details, such as premiums or copayments |
| Offer general business reply cards to attendees | Provide information beyond the specific questions asked by attendees |
| Distribute your business card and contact information, allowing beneficiaries to reach out if they wish to initiate contact | Distribute cash or offer any form of monetary rebates |
| Distribute or collect (SOAs) or enrollment forms. | |
| Discuss specific carrier plans or benefits, or hand out any marketing materials related to particular plans | |
| Deliver an educational presentation in a one-on-one setting | |
| Arrange future appointments | |
| Host a marketing or sales event within 12 hours of the educational event in the same or nearby buildings | |
| Guide or attempt to steer attendees toward a particular plan or group of plans |
The Importance of Compliance
Compliance is a top priority for both CMS and carriers, and it’s just as important to us.
Remember, carriers may send secret shoppers to your educational events to ensure adherence to CMS guidelines. Any violation of these rules could result in serious consequences, including:
- Administrative hearings
- Fines and penalties
- Cease and desist orders
- Suspension or revocation of your license
Medicare beneficiaries rely on your expertise, and you depend on their trust and business. By following the rules, both you and your clients can have a successful AEP!
We provide all of our agents the support to host your own educational event.
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For more information, please contact our office at 347-971-3399 or send an email to rdashevskyy@essentialcare.info.
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