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