For a lot of Medicare agents, AEP is the most stressful time of year. You're trying to service your entire book of business in less than 8 weeks, all while managing to keep some sort of work-life balance.
This year, AEP may feel even more stressful with another round of CMS compliance changes. As we head into CY2027, agents should stay current on TPMO requirements, marketing regulations, and updates to Scope of Appointment (SOA) rules. One of the biggest changes is the removal of the 48-hour SOA waiting period beginning October 1, 2026, although SOAs are still required before discussing plan-specific information.
No matter how many clients you have, here are some ideas to lighten your load, automate some tasks, and ensure you service all your clients during enrollment season.
Tip #1: Have a Compliance Game Plan
Several compliance updates are going into effect as we begin marketing and selling health and drug plans for CY2027. Ensure you have a solid understanding of current CMS requirements before AEP begins. Here are a couple to note:
Know the Current TPMO Disclaimer
For most agents and brokers, the TPMO disclaimer remains:
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 your options.
Understand the Updated SOA Rules
Another major change for CY2027 involves Scopes of Appointment (SOAs). Beginning October 1, 2026, CMS is eliminating the 48-hour waiting period between obtaining an SOA and conducting a marketing appointment. The SOA itself is still required, but agents no longer need to wait two days before discussing plan options. The SOA must still be completed before any plan-specific marketing discussion begins.
As always, make sure you're following any additional carrier-specific requirements and keeping up with current CMS guidance throughout AEP.
You can get the latest compliance information by reviewing current CMS resources and carrier guidance before AEP begins.
Also, be sure to pay attention to compliance updates throughout the year. Small changes can have a big impact during enrollment season.
Tip #2: Personalize Your Approach (If You Can)
If you have a smaller book of business, say 250 clients or less, we'd recommend a more intimate approach. A few hundred clients are still manageable, so you can keep things personalized without needing to schedule spa appointments to keep your head on your shoulders (not that you’d have time to do that during AEP anyway!).
Keep in mind that 250 clients is just an estimate. Some agents feel more comfortable with 50 clients, and beyond that, they need some strategies for scaling up and automating some of their processes.
Other agents are perfectly comfortable handling 500 clients or more without any extra help. Agents who can handle that many with no support are pretty rare, but it happens!
Here are a few things agents with smaller books of business can do to offer personalized service before and during AEP:
Sarah: "A few years ago, I had the office assistant print off a list of all my active, existing clients. I went through and personally connected with all of those folks."
Clint: "When my book of business was smaller, I had the office assistant send out a postcard to all my current clients saying, 'Hey, it's AEP season, if you want me to reevaluate your MA plan, contact me.' I had an Excel sheet, and I marked off who I contacted and just made sure I at least reached out to everyone once or twice throughout the season."
Being able to personally handle each and every client is a great way to nurture your relationship and ward off any other agents who might try to steal your business from you.
Tip #3: Start Communicating in September
We like using the last half of September and the beginning of October to communicate with clients. Encourage them to create a Medicare.gov account, if they haven't already.
Having their current medication list available increases efficiency tenfold. We've even seen some agencies require their clients to have a Medicare.gov account in order to receive service.
It's up to you how strict you want to be, but being efficient during AEP is critical and having your clients do a little prep can go a long way.
During September, it also helps to lighten your workload where possible. October and November are going to be very busy, so it helps to scale back on non-essential projects and prepare for the rush ahead.
Tip #4: Hire Seasonal Help/Interns
At many agencies, seasonal staff and interns assist with drug comparisons, administrative work, and answering phones during AEP. Their help can be critical during enrollment season.
If you're interested in hiring seasonal help or interns, think about the tasks that consume the most time but don't require a licensed agent. Those responsibilities can often be delegated so you can spend more time serving clients.
Tip #5: Use a CRM
A CRM, like IntegrityCONNECT (provided an no-cost to our agents), makes it much easier to access information about your clients and run reports when you need them.
Say a certain plan is having a major change this fall and many clients are going to see higher premiums. A CRM can help you quickly identify those clients and prioritize outreach.
You can also use CRM data to organize educational meetings, schedule follow-ups, and create more efficient workflows.
If you're in the market for a CRM, there are several excellent options available today. The most important thing is finding a system you'll actually use consistently.
To streamline your tasks, set reminders and follow-up schedules to ensure nothing falls through the cracks during AEP.
Tip #6: Prep for AEP All Year Long
AEP is all about service. It's ensuring your clients are in the best plan for the following year.
However, over the years, many agents have noticed that some clients feel like they're being sold something every time AEP rolls around.
Not everyone wants multiple phone calls or repeated outreach. To avoid that, it's helpful to set expectations throughout the year. During renewal calls, remind clients that AEP is coming and encourage them to reach out if they would like a plan review.
That way, you're focusing your time on the people who want and value the help.
Tip #7: Have a System for Your SOAs
During AEP, you need to have a system for your Scope of Appointments (SOAs).
Even though CMS is removing the 48-hour waiting period beginning October 1, 2026, SOAs are still required and should be collected before discussing plan-specific information. Having a consistent process in place can save time and help prevent compliance issues during enrollment season.
Whether you send SOAs by text, email, e-signature platform, CRM, or paper forms, consistency is key.
Either way, ensure you have a systematic approach for handling your scopes.
Tip #8: Consider an Online Scheduling System
If it makes sense for your business, consider giving your clients the chance to schedule their own appointments online.
You can integrate scheduling software with your calendar to ensure you're available at the listed times. This can save you a lot of time and give clients an easier way to get appointments on the schedule.
There are many options out there, but popular choices include Calendly and IntegrityCONNECT.
Tip #9: Use Pre-Created Marketing Materials
Take advantage of marketing materials that have already been created. Many organizations and carriers have gone through the process of developing compliant marketing materials that agents can use right away.
It's also worth identifying which Medicare Advantage and Part D carriers are generally the most competitive in your area and seeing what resources they have available.
Most carriers offer social media content, flyers, postcards, and other marketing pieces that can help save time.
Keep in mind that CMS treats communications and marketing materials differently. Before using any material, make sure you understand how it is classified and whether carrier review or approval is required.
Communications vs. Marketing
You are generally free to use materials that provide information to current or prospective enrollees. However, if there's any intent to draw a beneficiary's attention to a plan or influence their decision-making process, it's considered marketing.
Content that's considered marketing includes information about plan benefits, rankings, premiums, rewards, or incentives.
Example: An agency commercial or mailer states:
"Call us to hear about plans that can provide hearing and dental benefits, zero-dollar monthly premiums, and can even lower your Medicare Part B costs."
Marketing or Communication?
Marketing.
While a specific plan is not mentioned by name, the intent is to draw the beneficiary to Medicare Advantage plans, and the content references plan benefits and cost-related information.
Tip #10: Get Some Exercise!
Our last tip is to try to stay active during AEP. A few years ago, one agent told us that AEP had become so stressful that his wife bought him a treadmill just to make sure he got moving during the day.
Whether it's a walk around the block, a trip to the gym, or just a few minutes away from your desk, exercise can help reduce stress and improve your mood.
Even if it's just a 20-minute walk in the middle of the day, try to get some movement in during AEP.
Conclusion
AEP can be stressful, but every year presents an opportunity to improve your systems and find new ways to serve clients more efficiently.
The agents who seem to handle AEP the best aren't always working harder than everyone else. They're often simply more prepared. They communicate early, stay organized, use technology to their advantage, and have clear processes in place before October arrives.
Focus on serving your clients, staying compliant, and finding ways to streamline and delegate where possible. A few small improvements before AEP starts can make a huge difference once enrollment season is underway.
Comments