Sales Events and Educational Events

Events to educate the public on Medicare Advantage and Part D can be a great way to make more sales and establish a presence in your community.

But there’s more to hosting an than the venue and perfecting your presentation. Agents also have the responsibility of complying with a of carrier and CMS requirements. Please read below for a run-through of the basic considerations you should take into account when planning your event, as well as a few helpful resource documents to help you get started and stay compliant throughout.

Structuring the Event
There are two types of events — sales events and educational events. CMS treats each event differently, and the type of event you are having determines how you advertise the event and what you can do marketing-wise at the event.

The main difference between sales and educational events is that no sales or marketing activities can take place at an educational event. An educational event is an event designed to inform Medicare beneficiaries about Medicare Advantage, Prescription Drug or other Medicare programs and does not include marketing. Conducting any type of sales activities such as distributing marketing materials, collecting applications or setting appointments is strictly prohibited. Lead generation is also disallowed. This includes sign in sheets, even if optional, and survey cards where the agent asks for a prospect’s contact information. The most an agent can do at an educational event is hand out his or her business card, if the customer requests it.

At a sales event, marketing activities and lead generation can take place, including discussing plan-specific information and collecting applications. As a rule of thumb, any time you want to partake in marketing activities, structure your event as a sales event.

Advertising the Event
CMS requires that educational events be advertised explicitly as “educational” and that sales event marketing materials include, verbatim, the following two disclaimers:

  • “A sales person will be present with information and applications.”
  • “For accommodation of persons with special needs at sales meetings call <insert phone and TTY number>”

Event Compliance
When the event is marketed as educational, ensure all guidelines for educational events are followed. When conducting a sales event, adhere to the guidelines for marketing/sales events and appointments. See CMS MMG Section 70.4 for information on both types of events.

Look at this checklist for a rundown on the dos and don’ts of educational events and sales events based on CMS rules. There are similarities and differences to both.

How Do I Register My Event? Which Carrier?
Both sales events and educational events must be registered with each and every carrier that you are appointed and certified with prior to the event. 

Please use the “Carrier Events Reporting Guide” as your reference, which includes the detailed processes for each of our carriers. It is a quick go-to guide that can answer the questions below.

How Do I Register?
The exact reporting requirements vary based on the carrier. Typically the reporting process involves filling out a spreadsheet providing event details and submitting the form to the carrier in the month prior to having the event. Before sending, verify that the event details are correct, such as formal or informal, start time, venue address, etc. Some carriers require that you go through your local market manager.

When Must I Register By?
You are responsible for the timely submission of the event request form. Each carrier has different deadlines. Become familiar them, so as not to miss a deadline and have to reschedule your event. For example, Cigna HealthSpring requires the event to be registered no later than the 13th of the month prior to the event. So a sales event scheduled for April 22 would need to be registered with Aetna-Coventry by March 13.
Remember, that both sales and educational events will be subject to secret shoppers from CMS and/or the carrier, so it is important to stay within the parameters of the type of event that you are putting on.