As a direct marketing partner for health insurance companies, we’re in the midst of the 2016 AEP for Over 65 products (Medicare Supplement or Medigap, and Medicare Advantage). So we’re accustomed to basically sleeping with the Center for Medicare & Medicaid Services (CMS) Marketing Guidelines by our bedside.
Amidst the fun and games of copy and submittals and approvals, we’ve had some downtime to think about what we think is missing from the CMS manual.
Here are five things we’d like to see in the next reissue:
Graphic Humor Warning: the silly stuff below is the result of our being loopy at the end of the season.
- Frank appeals. Currently NOT allowed are some of our personal favorites, including “Let’s face it, Medicare sucks.”
- Urgency that cuts through the clutter. We believe that “Act now, before the thought crosses your mind” or “Enroll now, you’re getting older” would definitely spur faster action.
- Testimonials from unhappy competitive customers. Imagine how great it would be for a client if we could include negative reviews of other plans from their market! Kind of a Yelp for O65 products. We can see it now: “Don’t even bother with the Bargain Budget Plan from Bob’s Insurance. No cards, no coverage, no respect!!!”
- Testimonials from actual happy members. What’s wrong with sharing the love, CMS? In this age of social media, nothing matters more than peer endorsements. The more organic and unfiltered, the better: “You’re outta your mind if you don’t get this Medigap plan! Between this and my Medicare, I’m actually MAKING money on the deal every time I hit the hospital!” You know, something to that effect.
- 100% Return/Exchange Guarantee. Don’t like your MedAdvantage plan at any point? Bring it back in for a full refund or exchange—no questions asked! (Unless, of course, it’s been washed already.)
OK, back to work.
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn