At first, a service area reduction can feel a little chaotic. Beneficiaries receive notices, phones start ringing with worried clients on the other end, and schedules fill up quickly. During AEP, it creates extra work at a time when you already have plenty to do. However, service area reductions create something that's actually pretty rare in our business: A reason for people to call you.
Suddenly, beneficiaries know their current plan won't be available and they want help understanding what comes next. Instead of trying to convince someone to review their coverage, you're talking to someone who is already looking for advice.
In this quick read (because we get it—it’s AEP and you’re busy), we want to touch on three opportunities within service area reductions that can actually boost your business and help your clients.
The Opportunity to Strengthen Client Relationships
When beneficiaries receive a notice saying their plan is leaving their area, many don't know what to do next. They may wonder whether they'll lose access to their doctors or if costs will increase. Some may worry that they are unable to qualify for a new plan.
When clients hear from you and realize you're aware of the change and already working on solutions, it’s a weight off their shoulders. They know they don't have to navigate the situation alone and you are ready to help them find a solution.
These are the situations that really give you an opportunity to add value and strengthen your client relationship. People remember who helped them when they were confused, frustrated, or worried. Long after you’ve helped them find a new plan, they'll remember the agent who called before they even had to ask for help.
That leads us to our next point: being proactive.
The Opportunity to be Proactive
Whenever there's a market disruption, we recommend a proactive approach.
Identify affected clients early, start scheduling appointments, and research replacement options in advance. Communicate frequently and keep clients informed throughout the process. Consider something like this:
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Create a report of the clients affected by the service area reduction(s) as quickly as possible
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Send a letter in the mail and draft an email alerting your clients to the change in their coverage
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Call through the list of affected clients to discuss the situation and set an appointment to review their options
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Research replacement plans ahead of the appointment and be ready with recommendations
- Follow up after you have replaced their policy to ensure it is meeting their needs
Your clients will notice the organization. When friends, neighbors, or family members mention they're facing similar Medicare decisions, satisfied clients are often quick to recommend the person who made the process easier and less stressful.
The Opportunity to Be Visible to New Clients
When a plan leaves part of a market, thousands of beneficiaries are suddenly forced to pay attention to their coverage and will be looking for someone who can explain their options in plain English.
Agents who consistently send emails, post on social media, host educational events, or stay connected with referral partners are often the first people consumers think of when they need help.
The beneficiaries affected by service area reductions aren't only looking for another plan. They are also looking for someone they can trust to help them sort through the choices.
If you are consistently visible, you will be the first person they think of when they find themselves in need of guidance.
Conclusion
Service area reductions are inconvenient. They create additional work and require agents to have conversations they weren't expecting to have.
However, they also create engagement. They create appointments. They create meaningful discussions with current clients, prospective clients, and referrals for future clients.
Most importantly, they create opportunities to help Medicare beneficiaries understand their coverage options and select the plan that will be the best for them in the coming year.
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