10 Medicare Sales Event Tips for a Smooth, Compliant Seminar

 Medicare sales events are a fantastic way to educate a group of individuals about a Medicare Advantage plan. You can enroll multiple people in the same plan at one time. That's a huge time saver, especially if you have a lot of clients to see during AEP. 

What is a Sales Event?

A sales event, or marketing event as they are sometimes called, is an event where all allowable types of marketing activities can occur. It's designed to steer, or attempt to steer, potential enrollees toward a plan or a limited set of plans.

Agents may educate beneficiaries just like at an educational event, but they can also market specific plans and discuss plan specific benefits, along with other compliant marketing activities. They must have clearly identified the event as a sales/marketing event, not an educational event.

Keep in mind, there are two different types of sales events:

1. Formal Sales Events are a more structured event using an audience/presenter type format.
2. Informal Sales Events utilize a less structured format; for example, a table, kiosk, etc. that is staffed by a sales representative where consumers must initiate the conversations.

• Helpful resources:

  • The actual law about event rules - 42 CFR Part 422, subpart V and 42 CFR Part 423, subpart V (you can do a search for "Events with beneficiaries" to jump to that section
  • 2024 Agent Compliance Guide

1. You do not need Scopes of Appointments for attendees

We’ll start with something you don't have to worry about – scope of appointment forms, or SOAs.

When hosting a Medicare sales event, you are not required to collect SOAs for the attendees because they are not personal/individual appointments.

2. Host the sales event at a public venue

You will need to pick a venue for your sales event.

Sales events must be hosted at a public venue, such as a senior center, your local library, at a retirement community, or a conference room in a hotel.

You can hold sales events in a healthcare setting, but it has to be in a common area, like an entryway, hospital cafeteria, conference room, or waiting area.

You cannot hold sales events in restricted areas where care, treatment or provider interaction occurs, such as exam rooms, hospital patient rooms, and pharmacy counter areas.

3. Keep gifts under $15

If you want to provide any snacks or promotional items for attendees, make sure the value doesn't exceed the "Nominal Gift" limit of $15.

Keep it to a bottle of water and a cookie!

4. Do not require contact information

 You can have a sign-in sheet at your sales event, but it has to be optional. You cannot require attendees to provide contact information.  

5. Report your event to the carriers you are representing

Always verify in your carrier portal or with your market rep, because carriers adjust their processes frequently.

When you have everything planned out, you'll need to report your sales event to each applicable carrier you're representing. Those carriers will file your event with CMS.

Every carrier has their own process for this as well as timeframe requirements, though 21 days in advance of your event is a safe bet. We'll outline the process for some of our biggest carriers, but still recommend you verify with them directly.

 It's a good idea to start planning your sales events for AEP as early as August to make sure you're all set by October and always confirm your state‑specific process.  

Aetna (CVS Health)

1. Aetna still requires agents to report all sales events, but the current workflow goes through Producer World or your Aetna broker manager, not the older Coventry processes.
   Typical steps include:

2. Request the current Seminar/Event Reporting Template from your Aetna Medicare broker manager.

3. Submit according to the manager’s instructions; Aetna markets differ.

4. If your market still uses the Agent Oversight mailbox, the address is MedicareSemi@aetna.com, as referenced in FMO compliance resources.

5. Lead Time is typically ≥10 days, or before advertising begins.

Anthem (Elevance Health)

1. Anthem continues to require agents to enter events in their Sales Event Tracker after completing required certification.
   Steps typically include:

2. Log in to your Anthem Medicare Certification Training Center.

3. Open the Sales Event Tracker.

4. Click Create Event, enter event/venue/marketing details, and submit.

5. Update or cancel events in the tracker as needed. [member.hea...spring.com]

6. Lead Time: Historically ≥10 days, before advertising or whichever comes first.

HealthSpring (formerly Cigna Healthcare)

1. Cigna requires sales/marketing events to be reported using the Sales Event Log Template, available through your Cigna Broker Sales Representative (BSR).
   Typical process:

2. Request the current Sales Event Log Template from your BSR.

3. Submit the completed form at least 10 days prior to the event.

4. If you are using a Cigna Formal Sales Presentation, you must also:

   1. Complete the Sales Event Form

   2. Email it to salesevents@healthspring.com (still used in compliance resources)

   3. Complete the required Sales Event Training Attestation module.

   4. Note: Cigna branding has consolidated under Cigna Healthcare, but legacy HealthSpring emails are still referenced in recent compliance materials.

Humana

1. Humana requires agents to report events through their local Market Support Staff (MSS).
   Standard workflow includes:

2. Obtain Humana’s Excel Event Reporting Template (via MSS or your upline).

3. Email the completed form to your local MSS contact.

4. MSS will enter your event into the Humana reporting system and send a confirmation.

5. Lead Time: Approximately two weeks with the exception of AEP. During AEP, expect approximately three weeks.

UnitedHealthcare (UHC)

1. UHC requires agents to complete the annual Events Basics module before scheduling or reporting any events.
2. Then:
3. Log into Jarvis.
4. Download the NEW Event Request Form under
   Sales & Marketing Tools → Materials → Compliance Documents.
5. Fill out the “New Events” tab of the Excel form.
6. Submit by clicking Validate and Submit (MACROS must be enabled).
7. If the submit button fails, contact your UHC Agent Manager for alternative submission instructions.
8. Lead Time: At least 7 days before the event—recommended 14 days.

WellCare (Centene)

1. Wellcare (Centene)

   1. Wellcare requires agents to:
   2. Log in to Agent Connect.
   3. Download the Event Request Form.
   4. Submit the completed form to your local Wellcare District Sales Manager. [tcpaworld.com]
      1. Lead Time: Typically 7–10 business days before the event.

6. Follow the cancellation rules

If you decide to cancel your sales event, make sure you know each carrier's process and timeframe requirements.

If you cancel within the minimum required timeframe, a representative should still be present to notify potential attendees of the cancellation. That person needs to stay at least a half an hour past the scheduled start time.

7. Know what you can do

At a sales event, you can do the following:

• Conduct lead generating activities
• Distribute and collect enrollment applications
• Provide business cards
• Distribute marketing materials
• Discuss plans offered
• Distribute sales and plan materials
• Provide giveaways displaying agent contact information

You have a lot of leeway when you do a sales event right – take advantage of that and make sure you market yourself and the plans you offer.

8. Keep the 12-hour rule in mind