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365-Day Client Retention

The 365 Day AEP Client Retention Strategy

December 15th, 2020

With the AEP season completed, Now is the time to start planning for next year. I know that we just ended AEP, but I think this is a great time to start planning for 2021. The next quarter is critical for setting the tone for 2021. I have a few ideas to share with you that I hope will help you start 2021 off strong, and help you retain the clients you have worked so hard to procure during AEP.

Rick Picture

Rick Roberts

Health Marketing Manager

The 3-Day Call

The last thing a new member needs is a surprise. So, three days after enrollment, call them. Thank them for enrolling and explain exactly what materials they’ll be receiving from the carrier. Here’s how the conversation could proceed:

  1. Introduce yourself and your agency
  2. Thank the member for choosing their plan (and your Agency),
  3. Remind/Review the plan they chose and indicate the day of the week they enrolled; outline exactly what the member will receive from the plan and when it’ll arrive:
      • Enrollment Letters
      • ID Cards
      • Plan Coverage Package
      • Encourage members to create their online accounts

    4. Lastly, thank the member AGAIN

The 30-Day Call

A month goes by pretty fast, but a lot happens that sets the stage for the coming year. So, 30 days after enrollment, call your member.  Walk them through some simple actions they can take to make the most of what their plan has to offer. To ensure this call makes an impact, follow this outline:

  1. Introduce yourself and your agency,
  2. Follow-up on the topics you covered at the 3 Day Call,
  3. Dive into benefits to take advantage of immediately, and

4. Lastly, finish the call with clear/concise ‘Next Steps’, including:

      • Encouraging your members to make contact with their personal care physician. This will give you an opportunity to review the importance of using network providers and finding specialists. Demonstrate how to utilize ‘Physician Finders’ to locate participating providers, explain how to access the directory
        (or get them a hard copy), and provide any resource you discussed.


The 90-Day Call

Client retention is a year-round investment. The more value you add to your relationships, the more it improves your credibility. (And the more likely your clients will talk about you with friends and family!) It’s the retention circle: when members are more engaged in their plan, they’re happier with the plan. And the happier they are, the more likely you are to retain them as clients.

  1. Introduce yourself and your agency,
  2. Follow-up on the topics you covered at the 60 Day Call,
  3. Begin with “Good health starts with preventive care”,
  4. Ask if there are others who need your help:
      • Remind the member of SEP opportunities that might help friends and family. (Remember, a beneficiary must ask about changing plans or indicate dissatisfaction with their plan for agents to discuss the Open Enrollment Period.) More to follow about OEP below…
      • Ask for referrals, including names and addresses, but don’t request email or phone numbers.
      • Schedule a sit down with the member to discuss what other needs they may require attention/discussion. There are many products that can help your clients fill gaps in coverage by Medicare. Many agents know dental is a benefit not covered by Medicare or a Medicare supplement but is something most members don’t know and could be interested in discussing. For those agents that sell Medicare advantage plans, hospital indemnity plans help cover those out-of-pocket costs for a hospital stay. Of course, you can always talk to your clients about the need for cancer insurance, life insurance, long-term care, and annuities. If you would like to learn some techniques in cross-selling other products with your Medicare beneficiaries, please let us know we would love to help you.

After 90 Days

  1. 91-365 Day Checklist:
      • Send Birthday Cards
      • Send Holiday Cards
      • Ask for Referrals
  1. October and November are a special opportunity. Be sure to call members to discuss plan changes and enhancements. Beginning October 1st, schedule reorientation seminars that ensure are seniors are up-to-speed on what’s to come in the upcoming year.

Open Enrollment Period (OEP) January 1st through March 31st.


What is the Medicare OEP?

The OEP allows beneficiaries who are enrolled in a Medicare Advantage Plan to make a one-time change. Beneficiaries can use the Medicare OEP to:

  • Switch from one Medicare Advantage plan to another Medicare Advantage plan
  • Disenroll from a Medicare Advantage plan and return to Original Medicare, with or without a Part D drug plan.

The Medicare OEP does not, however, allow a beneficiary to change from one Part D plan to another.


IMPORTANT—Agents may not market the ability to make plan changes during the Open Enrollment Period. If the member indicates dissatisfaction with the plan they’ve selected AND it’s within the OEP of January 1-March 31, you may discuss all applicable election periods with the beneficiary, such as OEP or SEP, if the member qualifies for an SEP. The beneficiary must initiate the conversation!


We get that OEP comes with a lot of uncertainty. It’s more crucial than ever to try new ways to invest in client retention so you don’t lose the book of business you worked so hard to grow during AEP.

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