Effectively Managing Medicare Advantage Broker Networks

Independent brokers are key to the sales channel mix for Medicare Advantage Organizations (MAOs). According to  Commonwealth Fund analysis, nearly 1 in 3 beneficiaries “used insurance agents or brokers to choose a plan.”

However, the recent surge of Third Party Marketing Organizations (TPMOs) in the Medicare Advantage space has included some unscrupulous entities and created a new pathway for fraudulent robocalls and scams. 

The substantial uptick in beneficiary complaints has rightfully garnered scrutiny from the Centers for Medicare & Medicare Services (CMS), and prompted new marketing regulations that take effect prior to the upcoming AEP. 

As the Commonwealth Fund report notes, CMS has made it clear that “insurers are accountable for misleading marketing, even if an agent, broker, or online subcontractor was directly responsible.”

Note that the majority of Medicare Advantage search records and share of advertisements link to agents, brokers, and 3rd parties. Source: Commonwealth Fund.

Since 2006, MedicareCRM has served as the platform that successfully enables broker management and sales strategies for many of the nation’s most successful Medicare Advantage Organizations (MAOs). When we’re engaged by potential new clients, here are three common problems that we typically encounter and solve:

1. Broker Sales Metrics are Cumbersome to Track

MAO’s lack the macro to micro data insights required to evaluate and proactively manage broker performance. This stratification of data has grown more challenging as broker hierarchies expand to include FMOs, MGAs, GAs down to individual agents. At all times, it’s important to know who the top and bottom performers are at each level of these hierarchies.

2. No Holistic View of Agent Management 

Very rarely do we encounter a potential client with capabilities to display errors & omissions insurance, licensing, training requirements & scores, and complaint tracking in a single view. MAOs may have agents with lapsed licensing who are submitting applications. Without this visibility, they’re unable to identify issues and provide additional training. As a result, sales and member experience suffers. 

3. An Inability to Track & Monitor An Agent's Book of Business

MAOs often cannot track rapid disenrollments over time and tie them back to an individual agent. Rapid disenrollment is a key indicator of a problem with an agent’s sales process or knowledge of your product and benefits. Having this ever-present insight enables MAOs to intervene and provide appropriate coaching.

Similarly, on an ongoing basis, MAOs can’t observe that a book of business is being moved away from the organization. It’s often not in the best interest of beneficiaries and may be motivated by commission or other interests. 

If you’d like to learn more about our Medicare Advantage broker sales management capabilities, don’t hesitate to start a conversation with us at info@cavulus.com or 1-800-760-6915.

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