Mid-AEP Marketing Changeups Raise Questions for Brokers, Policymakers
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Nov 21, 2024
Just weeks into the 2025 Annual Election Period (AEP), several major insurers stopped paying broker commissions for new enrollments into certain Medicare Advantage products. Now, sources say more are following suit, including smaller regional plans that have performed well during the AEP. And that raises questions as to whether the consequence of outsized performance by one notorious carrier spooked the rest of the industry and whether such disruption should be allowed to continue.
It’s not unusual for MA plans to rethink their marketing strategy mid-AEP, especially after a general election. But even before the Nov. 5 election resulted in former President Donald Trump winning a second, nonconsecutive term, insurers like CVS Health Corp.’s Aetna, Cigna Healthcare and Elevance Health, Inc. were notifying brokers of their intentions, according to the National Association of Benefits and Insurance Professionals (NABIP).
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