2026 CMS Final Rule

2026 CMS Final Rule

2026 CMS Final Rule
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The Centers for Medicare & Medicaid Services (CMS) has released its final rule for Contract Year 2026, bringing significant updates to Medicare Advantage (Part C), Medicare Prescription Drug (Part D), Medicare Cost Plan, and Programs of All-Inclusive Care for the Elderly (PACE). This rule, rooted in provisions from the Inflation Reduction Act (IRA) of 2022, codifies cost-sharing improvements, enhances beneficiary protections, and imposes new requirements on plan sponsors and pharmacies.

While the rule encompasses various critical policy updates, marketing and communication practices receive a partial overhaul. Let’s dive into the changes with a deeper look at the updated marketing standards.

Key Provisions of the 2026 Final Rule

  1. Vaccine Cost-Sharing Reforms: CMS codifies that all adult vaccines recommended by the Advisory Committee on Immunization Practices (ACIP) must be offered under Part D with zero cost-sharing. This rule applies to both in-network and out-of-network settings, effective from January 1, 2023, and continuing forward.
  2. Codification of SSBCI Oversight: CMS has codified guidelines for Special Supplemental Benefits for the Chronically Ill (SSBCI), reinforcing that benefits must be medically appropriate and aimed at improving or maintaining health. Non-allowable items—such as tobacco, alcohol, and firearms—are now explicitly excluded, ensuring that SSBCI focuses on meaningful, health-related interventions. Plans must adhere to stricter documentation and compliance standards.
  3. Insulin Cost-Sharing Cap: Beginning in 2026, insulin costs under Part D will be limited to the lesser of $35/month, 25% of the drug’s Maximum Fair Price, or 25% of the negotiated price.
  4. Medicare Prescription Payment Plan: This provision allows all Part D enrollees, including those receiving subsidies, to pay their out-of-pocket costs in capped monthly payments rather than upfront at the point of sale.
  5. Enhanced Protections for Dually Eligible Beneficiaries (D-SNPs): New federal requirements mandate that applicable integrated D-SNPs issue integrated ID cards that cover both Medicare and Medicaid benefits and conduct a combined Health Risk Assessment (HRA) for both programs.
  6. Prescription Drug Event (PDE) Timeliness Requirements: Initial PDEs must be submitted within 30 days, adjustments and deletions within 90 days, and selected drugs have a 7-day window.
  7. Pharmacy Requirements in the Drug Price Negotiation Program: Pharmacies must enroll in the Medicare Transaction Facilitator Data Module (MTF DM) to ensure accurate pricing and claims for drugs with negotiated prices.

Spotlight: Marketing and Communication Reforms

One of the most impactful sections of this final rule is CMS’s ongoing effort to strengthen marketing oversight and ensure beneficiaries receive accurate, accessible, and meaningful information.

Integrated Member ID Cards: For CY 2027, all integrated D-SNPs must issue a single, integrated ID card that serves as the enrollee’s Medicare and Medicaid card. This aims to reduce confusion, enhance the member experience, and support seamless care navigation. Plans must incorporate these changes into marketing and communication materials starting October 1, 2026.

Medicare Prescription Payment Plan Communications: Marketing and outreach materials must now include eligibility criteria and enrollment details, monthly payment cap explanations, instructions for opting in or out, and changes in timing for renewal and election notices. Telephonic notices must meet revised content requirements, long-term care pharmacies are tasked with delivering a “Likely to Benefit” notice, and pharmacies are no longer required to provide OOP estimates at the point of sale.

Transparency and Clarity in Plan Information: Though not finalized in this rule, CMS reiterated its watchful eye on third-party marketing organizations (TPMOs). It continues to monitor misleading advertising, inadequate disclaimers, and aggressive marketing practices targeting seniors. CMS also emphasizes its commitment to promoting culturally and linguistically appropriate services, ensuring websites include up-to-date and accessible plan information, and educating pharmacists and physicians on reimbursement and direct member reimbursement (DMR) protocols.

Financial Impact Summary

  • Vaccines: No expected financial impact.
  • Insulin: Estimated $1.2B increase in transfers from 2026-2035.
  • Payment Plan: No significant financial impact expected.
  • D-SNP Integration: Minor administrative costs only.

 

Conclusion

CMS’s 2026 final rule represents a significant step forward in improving affordability, access, and accountability across Medicare Advantage and Part D programs. For insurance professionals, these updates, especially the enhanced marketing and communication requirements, underscore the critical responsibility you hold in ensuring beneficiaries receive clear, accurate, and timely information.

As trusted advisors, your expertise will be pivotal in helping individuals navigate the evolving landscape, understand their options, and choose plans that best align with their unique health and financial needs. The introduction of features like the Medicare Prescription Payment Plan and integrated member ID cards present new opportunities to streamline the enrollee experience but also demand precise communication and personalized support.

Stay engaged as further guidance is released, particularly around implementation timelines and materials, so you can continue to deliver exceptional service and uphold your role as a key resource in the Medicare journey.

For more information, contact a Pinnacle Financial Services representative today

1 (800) 772-6881 x7731 | sales@pfsinsurance.com

Bob Brzyski

Bob Brzyski

Vice President Marketing

x7742 | bbrzyski@pfsinsurance.com

Contact a Pinnacle Representative if you have any questions.

1 (800) 772-6881
support@pfsinsurance.com

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Succession Planning for Insurance Agents

Succession Planning for Insurance Agents

Succession Planning for Insurance Agents
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Why I Believe in Succession Planning and Strategic Acquisitions (with Christian Brindle)

:In the ever-changing world of insurance, especially within the Medicare space, staying ahead means thinking beyond just the day-to-day. Recently, Rob and I had the pleasure of sitting down with Rob and Christian Brindle for a conversation that really resonated with me: succession planning and business acquisition.

This wasn’t just another episode of Insurance 360; we got personal, we got practical, and we touched on topics that every agent, especially those who’ve been in the game a while, needs to consider seriously.

My Take on the Industry Today

As someone who’s seen this industry evolve, I’ve noticed a shift. More young agents are entering the field, and the dynamics of agency ownership are changing rapidly. In our conversation, Christian shared his own story of how he got into the business, built his agency, and started thinking long-term from early on. His perspective on generational succession really stuck with me. He’s not just talking theory, he’s living it.

Succession Planning: Not Optional Anymore

One of the biggest takeaways from this episode was the importance of having a clear succession plan. Christian laid it out in a way that makes complete sense. He talked about the risk of leaving your book of business vulnerable if you haven’t incorporated or created a transition strategy. His advice? Get your business structured. Consider getting your spouse licensed. Take steps now so your life’s work doesn’t disappear overnight if the unexpected happens.

What Christian Taught Me About Buying a Book of Business

When we shifted gears to talk acquisitions, Christian really brought the goods. He’s done it; he’s bought books of business and knows what to look for. He walked us through what makes a book valuable: client demographics, policy types, policy age, and more. What stood out to me was how methodical he is; he’s not just grabbing whatever’s available. It has to align with his business model and location. That’s smart business.

Timing (and Tech) Is Everything

I asked Christian about the best time to make a move on a book of business. He prefers the first two quarters of the year- smart move, considering the chaos that is AEP. We also dove into how technology has made all of this easier. With better CRMs and digital tools, the acquisition process is way more efficient than it used to be.

Advice for Fellow Agents

We wrapped up the episode with some real-world advice. Christian stressed the importance of staying plugged into the industry, going to events, networking, and building relationships. That’s how doors open. He also emphasized using tech not just for operations but to stay connected with clients year-round. If you’re not doing that yet, you’re already behind.

Final Thoughts

Look, succession planning and strategic acquisitions aren’t just buzzwords, they’re essential if you want your agency to outlive you. This conversation wasn’t just helpful, it was a wake-up call. Christian Brindle is a guy who gets it. He’s walking the walk and proving that with the right mindset and moves, you can build something lasting.

If you haven’t heard the episode yet, I highly recommend giving it a listen. Whether you’re thinking about the next stage of your career or just trying to build smarter, Christian’s insights are pure gold.

Let’s start planning not just for today but for the legacy we want to leave behind.

Stay informed, stay connected, and keep exploring the dynamic world of insurance.

Succession Planning:  Whitepaper

 Watch here: YouTube

Listen here: Insurance 360 Podcast

For more information, contact a Pinnacle Financial Services representative today

1 (800) 772-6881 x7731 | sales@pfsinsurance.com

Bob Brzyski

Bob Brzyski

Vice President of Marketing

x7742 | bbrzyski@pfsinsurance.com

Contact a Pinnacle Representative if you have any questions.

1 (800) 772-6881
support@pfsinsurance.com

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Maximizing Medicare: Unlocking Opportunities in Ancillary Insurance

Maximizing Medicare: Unlocking Opportunities in Ancillary Insurance

Maximizing Medicare: Unlocking Opportunities in Ancillary Insurance
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Welcome to Insurance 360!

Hey there, and welcome back to another exciting deep dive into the world of insurance! Today, we’re peeling back the layers of Medicare Advantage and exploring the game-changing role of ancillary products. And trust me—you don’t want to overlook these hidden opportunities.

Joining us is the ever-knowledgeable Jamie Sarno from AmeriLife, who’s here to break it all down: where Medicare Advantage plans fall short and how smart insurance professionals can step in to bridge the gaps.

A City Still Buzzing

First off, let’s take a moment to soak in the energy—because here in Philadelphia, the excitement is still in the air. The Super Bowl may be behind us, but the celebrations remind us of something important: community, strategy, and making the most of every opportunity. And that’s exactly what we’re talking about today—opportunity—in the world of Medicare Advantage and beyond.

The Medicare Advantage Playbook: Finding the Gaps

If you’re an insurance agent, you know the Open Enrollment Period (OEP) is a hectic time. But many overlook just how many coverage gaps exist in Medicare Advantage plans. Hospital stays? Surprise copays? Uncovered dental, vision, or hearing expenses? These can be major pain points for clients.

Jamie emphasizes one key takeaway: Being proactive is everything. Medicare changes constantly, and those who stay ahead of the game are the ones who win—both for their clients and their own businesses.

The Smart Way to Sell Ancillary Insurance

Let’s be real—no one likes feeling blindsided by medical expenses. That’s why the best agents don’t just sell Medicare Advantage plans; they set their clients up for success from day one.

Jamie shares a simple strategy: Make ancillary products a natural part of the conversation. Instead of treating them as optional add-ons, introduce them as essential solutions that make the entire insurance plan more complete and stress-free.

Think of it like this: If you were buying a car, you wouldn’t skip out on insurance, right? The same logic applies here—a solid insurance plan should protect against unexpected costs, not just the basics.

Why Ancillary Products Are a Bigger Deal Than Ever

Ancillary products used to be the underdogs, but not anymore. With more guaranteed issue periods and expanded product offerings, they’re becoming must-have components of well-rounded insurance plans.

Some of the most valuable ancillary products include:
✔ Hospital indemnity plans – Cover those sneaky hospital copays.
✔ Dental, Vision, and Hearing (DVH) insurance – Because Medicare doesn’t fully cover these essentials.
✔ Critical illness plans – Extra financial protection for major health events.

And here’s the kicker: Not only do these products protect clients, but they also help agents build stronger, long-term relationships—increasing retention and trust along the way.

Tech Tools Are Changing the Game

Good news—technology is making all of this easier than ever. With digital tools for rate comparisons, policy management, and claims processing, agents can spend less time on paperwork and more time helping their clients make smarter choices.

Final Thoughts: The Future is Bright

We’re in an exciting time for insurance professionals. The industry is evolving, and those who adapt, diversify, and educate their clients are the ones who will thrive.

A huge thank you to Jamie Sarno for sharing his expertise! If you’re looking to level up your approach to Medicare and ancillary products, now is the time to dive in.

Let’s keep the conversation going because when we work together, we can truly make a difference in our clients’ lives.

Got questions? Need resources? Reach out, and let’s make sure no client is left unprotected.

 

For more information, contact a Pinnacle Financial Services representative today

1 (800) 772-6881 x7731 | sales@pfsinsurance.com

Bob Brzyski

Bob Brzyski

Vice President marketing

x7742 | bbrzyski@pfsinsurance.com

Contact a Pinnacle Representative if you have any questions.

1 (800) 772-6881
support@pfsinsurance.com

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Navigating Change: A Chat with Assistant VP Nick Palo on Insurance 360

Navigating Change: A Chat with Assistant VP Nick Palo on Insurance 360

Navigating Change: A Chat with Assistant VP Nick Palo on Insurance 360
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Hey there, insurance pros! It’s Bob Brzyski here, your host of the Insurance 360 podcast and VP of Marketing at Pinnacle Financial Services. I get to have some pretty amazing conversations with industry experts, and in our latest episode, I sat down with none other than Nick Palo, our Assistant VP. Nick has been part of the Pinnacle family for a whopping 18 years and works with some of the top producers in the Medicare industry.

We covered everything from navigating industry changes to making the most of new opportunities. So, let’s dive into some highlights?

Planning and Strategy: The Name of the Game

Nick and I had a great chat about how critical strategic planning is in our ever-changing industry. With new rules rolling out, agents and agencies need to be a step ahead—especially when it comes to Special Enrollment Periods (SEP). Nick stressed that staying focused on both retaining clients and bringing in new business is key. A little planning goes a long way!

Tech to the Rescue!

Let’s talk tech. If you’re not using the latest tools, you’re missing out. At Pinnacle, we’ve got our own CRM system, Boss, and let me tell you—it’s a game-changer. Managing leads, automating communication, tracking client interactions—it does it all. Plus, with AI giving us deeper insights into market trends, agents can make smarter moves and expand their reach. If you haven’t embraced technology yet, now’s the time!

The Challenges (and How to Tackle Them)

Nick shared some real-world stories about the hurdles agents face, from recruiting to running successful in-person events. Not surprisingly, the agencies that adapt, plan and use tech wisely are the ones that thrive. Whether you’re trying to boost recruitment or fine-tune your marketing, having a solid game plan makes all the difference.

Community and Networking: Your Secret Weapon

One of my favorite parts of our chat was about the power of networking. Events like Pinnacle’s Championship Series aren’t just about shaking hands—they’re about learning, growing, and making connections that matter. If you’re skipping industry events, you’re leaving serious value on the table. Get out there and make those connections!

Looking Ahead: SEPs, AEP, and What’s Next

Before wrapping up, Nick and I took a peek into the future—what’s coming with SEPs, how to prep for the Annual Enrollment Period (AEP), and why being proactive is everything. The insurance world never stops evolving, and those who stay agile and open to learning will always stay ahead.

Want to hear the full conversation? Tune into Insurance 360 for the complete episode featuring Nick Palo. And if you’re looking for tools to level up your agency, check out Pinnacle Financial Services for all the latest resources.

Stay tuned, more expert insights are coming your way soon. Don’t forget to subscribe to Insurance 360 and swing by our website for the latest updates in the insurance world!

Listen to full podcast on Apple Podcasts, Spotify and more! https://insurance360.buzzsprout.com/

Watch the full Insurance 360 podcast episode here: https://youtu.be/IyM2eE90eBc

For more information, contact a Pinnacle Financial Services representative today

1 (800) 772-6881 x7731 | sales@pfsinsurance.com

Bob Brzyski

Bob Brzyski

Vice President, Marketing

x7742 | bbrzyski@pfsinsurance.com

Contact a Pinnacle Representative if you have any questions.

1 (800) 772-6881
support@pfsinsurance.com

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Navigating Medicare Changes in 2025: Key Insights for Agents

Navigating Medicare Changes in 2025: Key Insights for Agents

Navigating Medicare Changes in 2025: Key Insights for Agents
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In the ever-evolving landscape of Medicare, staying informed and adaptable is essential for agents aiming to provide the best possible service to their clients. As we move into 2025, significant changes are on the horizon, particularly concerning Special Enrollment Periods (SEPs) for dual eligible and low-income subsidy (LIS) populations. Let’s dive into what’s new, how it impacts the market, and what strategies agents can employ to navigate these changes effectively.

Welcome to 2025: Embracing Change in Medicare

The first episode of Insurance360 in 2025 brings to light the slew of changes set to impact Medicare agents, especially those dealing with dual-eligible plans. Traditionally, the Medicare landscape has been dynamic, with new regulations continuously reshaping how business is conducted. This year is no different.

Key Changes to SEPs

One of the most significant changes is the elimination of the quarterly SEP for dual eligible and LIS beneficiaries. In 2025, beneficiaries who qualify for LIS or dual special needs plans (DSNP) will no longer have the quarterly SEP option. This is a substantial shift that agents must adjust to, as it alters how they plan their business strategies throughout the year.

Additionally, the monthly Integrated Care SEP has been introduced. This is available to full dual eligible beneficiaries in areas where Fully Integrated Dual Eligible (FIDE) or Highly Integrated Dual Eligible (HIDE) plans are offered. Although not applicable in all states, agents need to understand the specifics of this SEP, as it provides monthly enrollment opportunities for eligible individuals.

Impact on Marketing and Strategy

For agents, these changes mean reassessing how they build and retain their client base. The absence of the quarterly SEP makes retention strategies even more crucial. Educating clients on these changes, ensuring they understand their options, and reminding them to consult their agent before making any changes are key components to maintaining a stable book of business.

Special Guest Nikki Skubal from Aetna emphasizes that while these changes seem daunting, they offer a chance for agents to focus on retention and strategic growth. She suggests leveraging tools like the Benefits Checkup program at https://benefitscheckup.org/, which helps identify clients eligible for LIS or other benefits, potentially opening new SEPs for enrollment.

Adapting to a New Normal

The landscape of Medicare is one where agents must always be ready to adapt. While these new rules present challenges, they also offer opportunities to redefine business strategies, deepen client relationships, and refine marketing tactics. With services like Aetna’s Benefits Checkup and support from both carriers and agencies, agents can navigate these waters effectively.

As Nikki advises, contacting support teams such as Pinnacle or Aetna broker managers is crucial when questions arise. Staying informed, being nimble, and maintaining a commitment to client service are the best ways to ensure success in this ever-changing market.

Looking Forward: Embracing 2025 and Beyond

The Medicare landscape continues to be one of complexity and opportunity. Embracing these changes with a proactive mindset will equip agents to meet the challenges of 2025 and excel within them. As always, the ultimate goal remains the same: providing the best possible service to those in need.

Follow Pinnacle’s YouTube channel and social media for ongoing updates and best practices. While the influx of information may seem overwhelming, leveraging these resources will help streamline and simplify the process for both agents and their clients.

 

Watch the full Insurance360 podcast episode here: https://youtu.be/x-aaj2sL_xM

For more information, contact a Pinnacle Financial Services representative today 1 (800) 772-6881 x7731 | sales@pfsinsurance.com
Bob Brzyski

Bob Brzyski

Vice President of Marketing

x7742 | bbrzyski@pfsinsurance.com

Contact a Pinnacle Representative if you have any questions.

1 (800) 772-6881 support@pfsinsurance.com

Contact Us

Contact a Pinnacle Financial Service representative today for assistance.

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