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Life Health > Health Insurance > Medicare Planning

FAQ: Cross-Selling During Medicare Appointment

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An agent from Minneapolis, MN asks…

Q: I read somewhere that there had been some updates to the cross-selling regulations that allowed the sale of health insurance and dental products during the Medicare sales presentation. Is this true? What can you cross-sell during the Medicare sale?

A: After a careful re-read of the 2011 CMS guidelines on selling/marketing multiple lines of business and scope of appointment, it seems that anything not included on the Scope of Appointment form is subject to the 48-hour rule:

“In conducting marketing activities, an MA or Part D plan sponsor may not market any health care related product during a marketing appointment beyond the scope agreed upon by the beneficiary, and documented by the plan, prior to the appointment. Distinct lines of plan business include Medigap, MA, and PDP products.”

I think the key statement is “documented by the plan.” And since no other products are on the SOA form besides Medigap, MA, and PDP products, they are consequently not documented by the plan.

The description of scope of appointment further makes the point, stating, “The sales person is bound to only discuss during that appointment those products that have been agreed upon by the beneficiary during that appointment.”

The full paragraph is below:

“The scope of appointment must be agreed to by the Medicare beneficiary prior to any face-to-face personal/individual marketing appointment. Agents and brokers can document the scope of appointment in writing via a scope of appointment form. If the scope of appointment is being documented by recording a phone call in advance of the appointment, the call should be placed by the plan sponsor and not the agent/broker. The sales person is bound to only discuss during that appointment those products that have been agreed upon by the beneficiary during that appointment. If other products need to be discussed at the request of the beneficiary, a second scope of appointment form must be completed for the new product type and then the marketing appointment may be continued. Upon CMS request, the plan sponsor must be able to produce documentation.”

Our Medicare expert is Jordon Scott, marketing coordinator for Senior Market Sales. He can be reached at 800-786-5566 ext. 3659 or [email protected].

If you would like to be considered for our Medicare FAQ expert panel to answer frequently asked questions, email associate editor Heather Trese.

Do you have a Medicare question that you would like answered? Email us and let us know! Please put “Medicare FAQ” in the subject line.


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