Manatt Health April 22, 2024
Half of Medicare beneficiaries are enrolled in Medicare Advantage (MA) plans. This extensive growth, which represents a doubling of MA enrollment since 2010, has been driven in part by an extensive network of insurance agents and brokers, field marketing organizations and lead generators that identify beneficiaries and assist them in selecting and enrolling in plans. Regulators have focused on some segments of this industry, citing marketing tactics that could mislead or confuse Medicare beneficiaries.
To address some of these practices, the Centers for Medicare & Medicaid Services (CMS) released a final rule on April 4 that puts substantial limits on the ability of a third-party marketing organization (TPMO), including lead generators, to share and sell Medicare leads to insurance carriers,...
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