As the Annual Enrollment Period (AEP) for 2025 plans unfolds, agents across the country are in the thick of it—fielding calls, answering questions, and finding solutions for their clients.
This season, we wanted to go straight to the source and hear what agents are experiencing firsthand. What challenges are they facing? What trends are emerging in client questions and concerns?
From unexpected plan changes to creative problem-solving, here’s what they had to say about navigating this busy AEP season.
Formulary and Premium Changes Across Popular PDPs
This year, many agents report receiving an influx of calls related to changes in popular prescription drug plans (PDPs).
“I’m getting a lot more calls—mainly from people who have SilverScript PDP,” shared Russell M. “The premiums went from $7 to $44, and some clients with Mutual of Omaha received letters saying they need to find a new plan.”
For agents like this, the sudden plan shifts have meant extra time spent walking clients through alternative options.
“For blood thinners, Humana or AARP tends to come up,” he noted, adding that “Never once has SilverScript come back as the lowest cost option.”
Michael S., another agent, has observed a similar trend and shared a personal story about his mother’s experience with SilverScript.
“My mom’s premium jumped from $9.90 to $44.90, and we were able to move her over to a different plan with no monthly premium,” he explained.
Steve S. highlighted the impact of formulary changes on specific medications, sharing a story about a client’s experience with Januvia.
“I had a client complain about the cost of Januvia in 2024; it cost her $400-$500 over the course of the year. In 2025, the same product she has now changed the formulary and doesn’t cover Januvia anymore,” he said.
Steve pointed out that if they hadn’t caught the formulary change, her costs could have reached tens of thousands of dollars in 2025.
As agents help clients navigate these changes, they are finding new ways to ensure clients feel informed and supported. “I help clients navigate the Medicare website over the phone, making it as easy as possible for them,” one agent shared.
Medicare Advantage Conversations on the Rise
For some agents, client interest in Medicare Advantage plans is reaching new heights.
“This year, more than ever, everybody is asking about Medicare Advantage,” said Luke H., who attributes this rise in interest to increased advertising and word-of-mouth.
“There’s been more shifting from Original Medicare and Supplements into Medicare Advantage plans than in previous years," he shared.
Russell M. added that he definitely has experienced an increase in calls about free groceries and other perks often mentioned in commercials and advertisements.
At the same time, several agents have observed an increase in plans not renewing for the upcoming year.
“We’ve been able to help some clients move back to Original Medicare and qualify for a supplement with a guaranteed issue,” shared one agent.
The End of the Part D Donut Hole: A Welcome Change
A notable topic of conversation this year is the upcoming cap on out-of-pocket drug costs, which effectively ends the Part D “donut hole” for clients.
Michael S. shared that even clients who haven’t been affected by the donut hole in the past are eager to learn about this change. “Explaining that there’s now a $2,000 cap as long as their drugs are on the formulary is great for clients on expensive medications,” he said.
“People who would normally hit the donut hole around May can look forward to zero copays for the rest of the year,” Michael noted.
The elimination of the donut hole has become a significant relief point for clients, and agents are finding it a positive conversation starter during this AEP.
The Importance of Preparation and Systems
While some agents are dealing with new challenges, others credit their organizational habits for keeping AEP manageable.
“The first thing I do before AEP is buy 2,000 Post-It notes,” said Russell M., describing how he jots down notes on each client file during calls.
He stressed that preparing ahead and staying organized throughout the year can prevent chaos when AEP hits. “I call clients in early October, touch base, and ask if they want help later. If you manage your business all year long, AEP isn’t all that different,” he explained.
This preparation even allows him to take a vacation during AEP. “We’re going to Wales next week!” he added, demonstrating that with the right planning, it’s possible to maintain balance during the busy season.
Chase G., another agent, echoed this sentiment and highlighted the importance of systematizing workflows.
“With massive change comes massive opportunity,” he said, emphasizing the need to approach AEP as a time for opportunity rather than stress. “Our clients are mentally programmed to make a change during this period, and our team goes into every appointment ready to make a recommendation confidently.”
Chase also mentioned that client needs are constantly evolving, saying, “Just because a client said no to coverage last year doesn’t mean they’ll say no this year. Many clients have experienced major life events that change their outlook.”
Related: 15 Cross-Selling Strategies for Senior Market Insurance Agents
Balancing Change and Opportunity
As AEP progresses, agents are finding ways to adapt to the new challenges while taking advantage of opportunities to provide added value to their clients.
“With so many clients open to making a change, this is a great time to cross-sell other solutions and conduct full client assessments,” Chase G. said.
He highlighted the importance of confidently recommending options and educating clients on gaps in coverage, such as skilled nursing care, which many clients may not realize is only partially covered by Medicare.
While AEP brings unique demands, agents are finding that a proactive, organized approach and open communication with clients can turn this busy period into a time for growth and meaningful service.
Whether it’s navigating SilverScript changes, discussing Medicare Advantage options, or explaining new drug cost caps, agents seem ready to help clients navigate the changing Medicare landscape.
Conclusion
This AEP season, agents are managing a mix of rising costs, formulary changes, and heightened interest in Medicare Advantage.
But by staying organized, embracing opportunities, and confidently guiding clients through plan changes, they're making this AEP both manageable and meaningful.
They're proving that even in a complex landscape, proactive strategies can turn challenges into big wins.
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