What You Need to Know About the Medicare Marketing Guidelines

January 21, 2021

The Purpose of the Medicare Marketing Guidelines

The Medicare Marketing Guidelines were formed to allow organizations to offer Medicare Advantage and Prescription Drug Plans. They represent CMS' definition of the marketing requirements. Furthermore, they mirror the rules of the Medicare Advantage and Medicare Prescription Drug Benefit. You can read more about that in Chapter 42 of the Code of Federal Regulations. Zeller Media’s Medicare Marketing package aligns with these guidelines and regulations.

The Role of Landing Pages

While landing pages have been approved by attorneys, they do not provide potential customers with any Medicare insurance plan information. They are meant to be utilized to combine information into one central location. A landing page should be optimized in a way so that you generate more Medicare leads. Zeller Media is a great place to find resources to help you generate the leads that you need. Experts use search engine marketing to help boost your leads and they help you create custom landing pages.

Digital advertising is a popular method that is used to help increase your Medicare leads. Medicare Marketing involves a long process of optimizing and managing your media, building a compelling website, and automating communication. In order for your website to follow the Medicare Marketing Guidelines, you have to make sure that it asks website visitors for consent to receive communications such as email or text. Using email is a great way to achieve automated communication once consent is given.

Developing a Marketing Plan

Having a digital strategy is crucial for coming up with a marketing plan that follows the Medicare Marketing Guidelines. You can’t just rely on prints such as magazines or postcards to advertise your services. Having an experienced partner like Zeller Media to help you is highly important to make sure you meet your revenue goals while following the proper guidelines. The guidelines give you access to one document when you are creating your marketing materials. They can be used by Medicare Advantage Plans, Prescription Drug Plans, and Medicare Advantage Prescription Drug Plans.

According to the guidelines, here is a list of a few materials that are considered marketing materials:

• brochures

• direct mail

• newspapers

• the Internet

• radio

• slides/charts

• communications about contractual changes

• scripts or outlines for telemarketing

• subscriber agreements

Terms and Conditions

The guidelines agree to ask for consent and require that PFFS plans provide CMS with their terms and conditions that involve payment contact and website information. The plans have to enter data inside of the HPMS database and update it when needed. After every client submission is made, an insurance broker is responsible for following all MCMG rules.

Security and Privacy Policy

In order to provide customers with adequate privacy and security, the Medicare Marketing Guidelines require that consent be given before any form of communication is received. The privacy policy included in the guidelines makes it clear what kind of information will be collected from customers and why. The Centers for Medicare and Medicaid Services manages the various websites that deal with medical insurance policies. This is done by providing one cohesive privacy policy that follows the guidelines. All PHI (protected health information) is transferred to you securely via TLS 1.2 protection. What’s more, companies are not allowed to retain any customer information through landing pages or transmission programs.

All information pertaining to the CMS privacy policy and be found on their website. No personal information is collected by the websites run by CMS unless customers provide it. This ensures that customers have a choice on whether or not they want to hand their information over to insurance companies. In order to provide website visitors with the best experience possible, minor information is collected. The information that is automatically collected isn’t personal and is very limited in detail. All details pertaining to the information collected can be found on the CMS website as well.

Information is considered personal when it falls under the category of personally identifiable information (PII). That consists of materials that give away an individual’s identity such as their name, Medicare Number, and biometric records. All PFFS plans are considered protected health information (PHI) because it falls under the regulations of the Health Insurance Portability and Accountability Act (HIPAA).

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Zeller Media has extensive experience with Medicare digital marketing that follows all CMS compliance. Get in touch with us today!

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