Did You Know: Marketing vs Communication

There is a big difference between communication and marketing in Medicare. It’s all about what they want to do and what they say.

Communication:

You can’t treat insurance premiums as qualified medical expenses unless the premiums are for any of the following:

Communication:

• Gives facts about Medicare plans.

• Goal: To inform and educate.

• Does not try to make you choose a specific plan.

• Examples:
  
  • A brochure that explains different types of Medicare plans (like Advantage vs. Supplement) without naming any companies.
  • A letter telling you what services an agent can provide.
  • A reminder letter to set up an appointment.

Marketing:

• Tries to make you choose a specific Medicare plan.
  
  
• Goal: To persuade and promote a plan’s features and benefits.
  
  
• Includes details about costs (like premiums, deductibles, copays) and plan highlights.
  
  
• Examples:
  • A TV ad promoting a plan with $0 premiums.
  • A flyer comparing benefits of two different plans.
  • A sales agent talking about the advantages of a specific plan.

Marketing is a part of communication. All marketing is communication, but not all communication is marketing.

Also: 

• CMS has strict rules for Medicare marketing materials to make sure the information is fair and accurate.
• Marketing materials must be reviewed by CMS before use. Communication materials do not need approval.

Clear communication helps people make good decisions about their Medicare coverage.