Strategies for Excelling in AEP/OEP Season Amidst Changing CMS Regulations

By Fadi Agour

The Annual Enrollment Period (AEP) and Open Enrollment Period (OEP) of 2023 pose distinct challenges and opportunities for performance marketers in the health insurance industry. Navigating through evolving regulatory landscapes, dynamic consumer behaviors, and the imperative to distinguish oneself in a competitive market necessitates proactive and thorough preparation. Here, we delve into the top five strategies recommended by RPM’s internal Compliance team, emphasizing that these insights are not legal advice, and it is prudent to consult with your legal team to define your best practices.

1. Early Preparation and Adaptive Agility

To ensure a successful AEP/OEP season, commence planning well in advance, aligning strategies with regulatory changes and internal requirements. The CMS review timeline may extend up to three months or more, emphasizing the need for proactive submission of materials. Collaboration with compliance teams and legal experts is paramount to aligning efforts with new guidelines. Stay agile by anticipating and adapting to changing trends and consumer behaviors. Testing various audiences and marketing strategies enables flexibility, providing a competitive edge through data-driven decision-making.


2. Data-Driven Targeting for High-Intent Audiences

Harness the power of data-driven targeting to effectively reach your audience. Collaborate with experienced performance marketing professionals who understand compliance requirements and possess direct carrier relationships. Comprehensive tracking and visibility into lead performance are crucial for optimizing campaigns. Test campaigns well in advance to establish baselines for performance and volume, ensuring a seamless transition into the critical AEP and OEP dates.


3. Strategic Diversification for Market Success

Differentiate yourself in a crowded marketplace through strategic diversification. Explore exclusive lead and call flows to acquire high-intent leads and increase inbound calls. Leverage Owned and Operated (O&O) sites to control the consumer experience comprehensively, fostering trust with both consumers and carriers. Transparency and compliance wrapped around every product are vital components of successful market standing.


4. Stay Informed About Regulatory Changes

The Medicare space is subject to regulatory changes that can significantly impact marketing strategies. Diligence, proactivity, and close alignment with compliance teams are essential. Keep a vigilant eye on CMS updates, such as the 48-hour rule prohibiting policy writing until 48 hours after setting an appointment with the beneficiary. Stay informed about final clarifications on such rules and adjust marketing plans accordingly.


5. Collaborate With Experienced Partners

Forge partnerships with experienced marketing professionals possessing in-depth knowledge of compliance requirements and CMS regulations. Direct carrier relationships provide a competitive edge in compliance and marketing strategies. Leveraging the industry expertise of RPM can effectively navigate the complexities of Medicare marketing, ensuring successful AEP and OEP campaigns.


Conclusion: Set Yourself Up for Success in AEP/OEP Season

Success in the AEP and OEP seasons of 2023 hinges on proactive measures, agility, and thorough preparation. By commencing early, diversifying strategies, leveraging data-driven targeting, and collaborating with experienced partners, businesses can navigate regulatory changes and stand out in a competitive marketplace. Staying informed, remaining compliant, and delivering accurate and compelling marketing messages are keys to success during the AEP/OEP season. With these five strategies, performance marketers can seize opportunities and achieve outstanding results.

Are You Looking To Maximize Your AEP & OEP Campaigns? Connect with RPM, linking leading health insurance providers and agents with high-intent health insurance shoppers. Explore how RPM’s first-party data asset, proprietary technology, and expansive digital media reach can maximize your health insurance campaigns. Contact DMS today for unparalleled support in navigating the complexities of AEP and OEP.