Retaining your existing clients should be a priority during AEP. A client retention letter is the ideal way to reach out to clients prior to AEP to remind them that this important enrollment period will be here soon. It’s a great opportunity to proactively remind your clients that you are here to assist them with their Medicare coverage decisions.
When to Send Your Letter
Now is the time to prepare your retention letter. It’s best to send it to clients before AEP. Even better if you can get it out before ANOCs are mailed by carriers. After October 1, your clients will be overwhelmed with mailers and TV ads from your competitors. You want to remind your clients that you are here to help them review their current coverage and find a new plan if their current one is no longer a good fit.
What Your Letter Should Say
Your letter should provide all the important information your clients need to know as AEP approaches. It should be clearly written and easy to understand.
- Remind them that AEP runs from October 15 to December 7.
- Review what changes can be made during this time.
- Encourage them to review their ANOC for changes to their plan and how it might impact them. Ask if they had any changes with doctors or medications. Remind them if they need to make a plan change and don’t do it during AEP, they will most likely not be able to make a change again until next year’s AEP.
- Provide your contact information and a call to action. Ask clients to contact you to set up an appointment on or after October 1. Do not set any appointments before this date.
- Ask for referrals. Your existing clients are your best source for referrals. Ask them to share your contact information with family and friends who need assistance with their Medicare coverage. Remember, you cannot cold call prospects. They must reach out to you.
- Say thank you. Let your clients know how much you appreciate their business. You should never take their business for granted.
Once your letter has gone out, make sure you are accessible and easy to reach. Respond quickly to any messages your clients leave for you. Customers value a quick response time and if they don’t hear from you, they might be easy pickings for another agent.
Follow CMS Marketing Guidelines
CMS requires your letter to be written in a minimum 12 point font. You cannot mention any specific plan information or include any carrier names or logos.
Remember to include TTY: 711 after your phone number and the following disclaimer:
“We do not offer every plan available in your area. Currently we represent [insert number of organizations] organizations which offer [insert number of plans] products in your area. Please contact Medicare.gov, 1-800-MEDICARE, or your local State Health Insurance Program (SHIP) to get information on all of your options.”
Be Diligent
You must be diligent in maintaining your client base during AEP. They are important to your business and income. This is a crucial time of year for reinforcing your value to your clients as a trusted partner in their Medicare coverage decisions.
Need help getting ready for AEP? The dedicated team at PTT is here to support you. Contact us today.