Marketing Material Deep Dive

Created

Mar 19, 2025 4:56 PM

Marketing Materials Requirements (1).pdf111.5KB

PY 2025 Humana Guardrails for Medicare Communication and Marketing Materials and Activitiespdf (1).pdf521.3KB

PY 2025 Required Medicare Disclaimers for Third Party Marketing Organizationspdf.pdf222.0KB

Devoted Sales_Partner_Marketing_and_Communication_Guide (1).pdf1369.4KB

In 2023 CMS expanded and clarified the definition of marketing material. In short, any material that mentions any benefit will be considered marketing. Even mentioning that beneficiaries can receive benefits such as dental, vision, cost-savings, and/or hearing services is sufficient information to meet the definition of marketing.
This means agents are no longer able to mention widely available benefits, such as dental, vision, hearing, premium reduction, and more unless the marketing materials are filed and approved by CMS.
CMS also considers intent and defines marketing intent as materials designed to influence a beneficiary’s decision when selecting a plan, or influence a beneficiary’s decision to stay enrolled in a plan.

Do’s and Don’ts