Medicare Marketing vs Communication Materials (1)

Created

Jun 30, 2025 1:50 PM

What’s the difference?

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.

Communication materials, on the other hand, are educational and informational in nature.
They provide general information about Medicare and coverage options. This could be explaining the Parts of Medicare, or telling the prospect the services you offer.
Market yourself rather than the products! Offer your knowledge, experience, and services; focusing on how you can help the prospect find the right plan for their needs.