Nicole will be sharing actionable insights on how to stay active in the market and keep your momentum going. If you have any questions during the presentation, feel free to drop them in the chat. Nicole will answer them as we go along, and we’ll also leave time at the end for open discussion.

With that, I’ll turn things over to Nicole. Thanks again for being here.

Thank you, Ben, and good morning, everyone. As Ben mentioned, I’ll be going over a number of helpful strategies—some that you can begin using in your business immediately, and others that may be useful to integrate over time. For some of you, this might be new information; for others, it’ll serve as a good refresher. Either way, I hope you find it valuable and take away some actionable insights from today’s session.

I like to keep these sessions interactive, so please don’t hesitate to ask questions throughout. We’ll also have a Q&A segment at the end.

To start, I’ll give a bit of background on Devoted Health. This is our eighth year operating nationally, and our fourth AEP in the state of Pennsylvania. While we’re still a relatively new carrier in the Medicare space, we’ve experienced tremendous growth—currently recognized as the fastest-growing Medicare Advantage plan in the country. That growth is largely thanks to our grassroots marketing strategy.

At Devoted, we focus heavily on being out in the community, engaging directly with people and members. You won’t see us investing in commercials or billboards in most markets—our approach is largely word-of-mouth. In fact, 86% of our growth can be attributed to referrals from our members to their friends and family.

As of January last year, our membership had grown to over 226,000. And with our expansion into 20 states as of this January, that number has only continued to rise. It’s a testament to the power of grassroots outreach and the relationships we’ve built in local communities.

Grassroots marketing is all about building awareness and becoming a trusted resource in your community. When you position yourself as a subject matter expert and a helpful, familiar face, people start to associate you with trust and reliability—which is critical in the Medicare space.

There are a few core elements that make grassroots marketing effective. First, know your community. Do your research. Understand the demographics, needs, and key locations where people gather. Relationship building is also essential, but it’s not just about making connections—it’s about nurturing those relationships over time. People in this market need to feel like they can trust you. Once they do, they’re far more likely to become long-term clients.

It’s also important to have a solid lead generation plan, prepare ahead with marketing materials, and schedule events consistently. Consistency is key. You can’t expect to show up to one community event and walk away with a pile of leads. It takes time and repetition. People need to see you more than once before they start engaging with you.

Grassroots marketing helps build trust and credibility. Medicare is personal. Clients are giving you sensitive information like their Social Security number, MBI, date of birth, and address. They need to feel comfortable. They need to like and trust you.

By going into the community—whether it’s a food pantry, church, senior center, or local event—you meet people where they are. These are familiar, comfortable settings for them, and it helps make the sales process feel more human. Face-to-face interaction goes a long way in building that rapport.

When people see you regularly—at events, or even in the grocery store—they start to remember you. And when they’re with a friend or family member who has a question about Medicare, they may just introduce you right then and there.

Grassroots marketing also lets you tailor your message to the specific cultural and regional needs of your audience. You’re not using a one-size-fits-all approach—you’re adapting to the community around you. This allows you to build lasting relationships, not just quick sales. In this market, a single appointment might not be enough to close a deal. It may take two or three meetings before someone is ready to move forward, because everyone’s comfort level with these decisions is different.

Long-term success in grassroots marketing comes from shifting your mindset from transactional to relational. You’re not just trying to make a sale—you’re building a network of trust.

Another important element is building local partnerships. These relationships should be mutually beneficial. When you’re creating your COIs—your centers of influence—you should be asking yourself, “How can I add value to this community?”

Here’s a quick example: Many Medicare Advantage plans offer grocery benefits—monthly allowances for food purchases. If you’re visiting a food pantry or food bank, let them know that you can educate their community on programs that help provide financial assistance for groceries. That directly supports the pantry’s mission, and it shows that you’re there to contribute, not just promote yourself. That kind of value opens doors and makes people want to work with you.

When it comes to key tactics for success, these are a few areas to focus on: building your business plan, preparing marketing assets, participating in community events, generating referrals, forming partnerships, and hosting educational workshops.

Start with building your plan. Set realistic objectives that you know you can meet. It’s great to aim high, but your goals should be achievable. It may help to break them into smaller segments throughout the year—plan quarterly rather than trying to tackle everything at once.

Next, determine your geography. What specific area do you want to focus on? As I mentioned earlier, don’t feel like you have to travel far. Your own community, your own zip code, is often the best place to start. People know people—they can refer friends, neighbors, and family members to you.

Then, define your target audience. For example, are you going to focus on people turning 65?

When identifying your target market, it’s important to focus rather than spread yourself too thin. Are you looking to serve individuals entering Medicare? Those with limited income? People living in specific geographic areas? Narrowing your focus allows you to connect more meaningfully and efficiently with your audience. Rather than trying to be everywhere at once, concentrate on where you’ll have the most impact.

Understanding your own preferences is also essential. Not everyone is comfortable speaking at senior centers or working with food pantries. And that’s okay. You need to find your niche—the spaces and audiences where you feel most comfortable and where your efforts are producing results. Ask yourself: Where am I connecting best with people? Where am I most confident? That’s where you’ll thrive.

Another key consideration is your budget. Are you in a position to invest financially in your business? Whether it’s buying leads, placing ads in local newspapers, purchasing a billboard, or simply printing business cards, every dollar counts. Some community events require a fee—perhaps $50 for a tabletop setup or $150 for a spot at a senior health fair. Decide how much you’re willing and able to spend each month on outreach. Remember to factor in the cost of materials like tablecloths, banners, and flyers.

At Devoted, we create events every month, often multiple times per week. We’re always looking for agents to staff these events. If you’re interested in gaining grassroots experience without investing heavily upfront, partnering with us is a great starting point. We provide all the marketing materials you need—tablecloths, banners, flyers—and even join you at your first couple of events to help you feel confident and prepared. You may find that it’s not your ideal setting, but that discovery alone is valuable. It allows you to pivot toward what’s right for you, with support along the way.

Compliance is non-negotiable in our industry. Make sure all your training is up to date and that you’re conducting appointments and presentations within CMS guidelines. If you're ever unsure about whether a marketing piece or activity is compliant, reach out to URL or to our compliance team. We’re here to help guide you through that process and ensure you’re protected.

When it comes to scheduling, plan ahead. Preparation is key. For example, if you’re currently in March, your calendar for April should already be booked. Now is the time to start planning May, June, and July activities. Once May arrives, your focus should shift toward strategizing for AEP. What kind of community outreach do you want to pursue? What events will help you generate sales? Advance planning prevents last-minute stress and allows you to execute with confidence and ease.

Devoted also offers a wide range of marketing assets through our storefront. If you’re just getting started, we can provide everything you need to host an event—from a branded tablecloth and banner to brochures and flyers. We call it our “Event in a Bag,” and it’s designed to help you hit the ground running. While these materials are Devoted-branded, they’re a great resource if you're not ready to create your own materials. Once you're established and want to use your own branding, you can invest in custom assets that reflect your personal business identity.

There are many types of community events you can get involved with, such as health fairs or wellness expos. To find these, sign up for newsletters from local libraries, senior centers, or community centers. Even simple things like checking the bulletin board at your library or joining local Facebook groups can keep you in the loop. In my own area—Lower Providence—we have a very active community Facebook group where people regularly post about upcoming events, new businesses, and local initiatives. It’s a great way to stay connected.

Don’t hesitate to introduce yourself to local churches, community leaders, and senior centers. Just walking in, introducing yourself, and learning what they do can open doors. You never know what opportunities might arise from one simple conversation.

Educational workshops are another effective tool. Hosting Medicare 101 sessions or presentations on LIS (Low Income Subsidy) can position you as a trusted expert. At Devoted, we have CMS-approved presentation materials available to save you time and ensure compliance. There’s no need to create everything from scratch—we’ve done the work for you.

Local sponsorships are also worth exploring. You can support initiatives that align with senior health, such as walking groups, nutrition programs, or meal delivery services. Even volunteering at these types of organizations can help build your presence and credibility in the community. Remember, it’s all about relationships. The more people see you contributing, the more they’ll trust and refer you.

Client referrals are a powerful driver of business, and maintaining strong client relationships is crucial. Don’t treat interactions as one-time transactions. Stay in touch. Plans change, and so do people’s health needs. Keeping that ongoing connection not only helps with retention but also increases the likelihood of referrals. Happy clients refer friends and family.

If you're comfortable, don’t be afraid to ask for referrals directly. But even if you’re not, being visible and accessible will naturally build advocates for your business. Emphasize your role as a helper, not a salesperson. Let people know, “I help folks navigate Medicare,” rather than simply saying, “I sell insurance.”

Testimonials are another powerful tool. If you have a website or business Facebook page, consider collecting reviews from satisfied clients. People often base purchasing decisions on reviews and ratings—so let others speak on your behalf.

Simple gestures can also go a long way. Send thank-you cards after each sale, or include a small item like “Forget Me Not” seeds or a refrigerator magnet with your contact information. Unlike business cards, magnets tend to stay visible. They’re a one-time investment that keeps you top of mind.

Birthday cards are another nice touch, though be mindful that not everyone celebrates birthdays or holidays. Use your discretion, and always prioritize the client’s comfort and preferences.

Collaborating with trusted local institutions like pharmacies and primary care providers can also be a great way to reach new clients. These professionals often don’t want to discuss insurance with patients—and that’s where you come in. By positioning yourself as a knowledgeable resource, you relieve some of their burden and become a helpful ally.

Pharmacies, in particular, offer untapped potential. While setting up a table at a pharmacy may not seem glamorous, it’s an excellent opportunity to connect with people. Many customers discuss their prescription costs with the pharmacist, and if the pharmacist knows you can help lower those costs through proper Medicare education, they’ll likely refer clients to you.

I’ve worked with brokers who set up in CVS locations regularly, and even years later, they continue to receive steady referrals. Over time, as trust is built, they don’t need to be in the store as often. Once that relationship is strong, it sustains itself with minimal effort.

The same goes for primary care providers. If you have a good relationship with your doctor or local clinic, consider offering a Medicare 101 session or a lunch-and-learn for patients. Even something as simple as placing brochures in the waiting room can spark interest. People often read while they wait, and your information could be exactly what they need.

Retirement communities and senior living centers are also great venues for tailored presentations and Q&A sessions. The opportunities are plentiful—it’s just a matter of finding what works best for you and staying consistent.

Now let’s shift gears and talk briefly about AI.

Artificial intelligence has been gaining traction over the past few years as a tool to help agents run their businesses more efficiently. Personally, I haven’t fully integrated it into my process yet—I'm still learning myself—but I know brokers who use AI daily and swear by it. They’ve found creative ways to streamline tasks, improve communication, and even enhance marketing efforts through AI platforms.

Artificial intelligence is becoming more integrated into how businesses operate, and while it can feel a bit intimidating at first, the opportunities it presents are incredibly valuable. Let’s explore how AI can support your Medicare business in practical ways.

One of the most powerful uses of AI is identifying local needs and trends. Instead of spending hours researching demographics or health concerns in your area, AI can do the heavy lifting. It can analyze data related to health patterns, socioeconomic factors, and regional disparities—highlighting areas where seniors might benefit most from services like dental, vision, hearing, food assistance, or home care.

AI can also support what’s called “social listening.” It can monitor public conversations on platforms like Facebook or local forums to identify common concerns and questions related to healthcare and insurance. That’s why being part of local Facebook groups, especially those centered around your community or township, can be so valuable. If you’re not already plugged into those spaces—or even LinkedIn—it’s worth taking that step.

Another useful feature of AI is its ability to help you personalize your outreach. It can segment your audience by location, health needs, income levels, and more, enabling you to create focused campaigns that speak directly to each group’s concerns. One broker I recently spoke with wasn’t comfortable being on camera for his marketing videos. So, he used AI to generate a video character that looked and sounded like him to deliver the message. It might sound a little futuristic, but it worked for him—and it allowed him to maintain a presence online in a way that felt more comfortable.

AI tools like natural language processing can even tailor messaging to be culturally and regionally sensitive. This means the content you share won’t just be informative—it will also feel more relatable to the people you're trying to reach.

Beyond messaging, AI can suggest ways to promote supplemental benefits in the right areas and even identify potential local organizations you might partner with. It becomes an assistant that can scan and suggest partnerships without you having to do all the outreach yourself. It can optimize event planning too, helping you decide when and where to host events based on foot traffic patterns, timing, and community engagement data.

AI can also assist with identifying and connecting with local influencers—people in your community who already have a voice and following. It can track trends, engagement levels, and help you time your outreach to make the most impact.

Ultimately, think of AI as a support system. It doesn’t replace your expertise or relationships, but it can certainly save you time and provide insights that help you work smarter.

Now let’s shift into one of my favorite areas: client retention.

Retention is not only critical—it’s the foundation of long-term success in this business. And just like grassroots outreach, it requires strategy and consistency. You can’t just make a sale and walk away. Your clients need to know that you’re still in their corner long after enrollment.

One reason to focus on retention is simple: it’s much easier to keep an existing client than to find a new one. And happy clients are naturally inclined to refer friends and family. Think about your own behavior—when you discover a great restaurant, hair stylist, or mechanic, what do you do? You tell people about it. That same dynamic applies here. If you’ve guided someone through a confusing process with patience, care, and expertise, they’ll remember you—and they’ll talk about you.

To stay top of mind with your clients, build a follow-up schedule. For example, if you enroll 100 people during AEP, send all of them a thank-you card by January 1st. A month later, in mid-February, give them a quick call to check in—ask how their plan is working for them and if they’ve had any trouble using their benefits.

Mid-year, in June, you could host a small appreciation luncheon to reconnect with your clients face-to-face and check in on any changes to their health or circumstances. By late summer or early fall—around August or September—you’ll want to begin doing plan reviews in preparation for AEP. As ANOCs are released, you’ll be able to see whether their current plan has changed and whether they may need to consider a new option.

Having a simple, consistent process in place keeps you organized, makes your clients feel cared for, and positions you as a trusted, long-term resource.

Retention also helps build your professional reputation. Clients who feel supported will naturally speak highly of you. And it starts at the very beginning of the relationship. As soon as you make a sale, make sure the client has your business card—and consider sending them a refrigerator magnet too. Unlike a card that might get lost or thrown away, a magnet stays visible and becomes a daily reminder of who to call with questions.

You can also take advantage of the HRA—or Health Risk Assessment—which benefits both you and your client. At Devoted, completing an HRA provides a $50 payout for the agent. For DSNP members, the client also receives a $20 Visa gift card, and if they remain enrolled, they’ll continue to receive that incentive every year. But beyond the financial benefits, the HRA allows Devoted’s care team to better understand the member’s health needs and coordinate more personalized support.

Another important step is making sure your client knows how to contact the people who can help them. At Devoted, we don’t call it “customer service”—we call them Member Guides. These are trained professionals dedicated to supporting our members, and their exceptional service has been a key factor in our company’s growth and retention success. It’s not just about the plan—it’s about the experience. And when members know they have someone reliable to turn to, they stay.

So to sum up, effective retention starts from the first interaction and continues throughout the year. Stay present. Follow up. Offer real support. And use the tools—whether it's AI or a simple thank-you card—to make the process easier and more personal.

In case you didn’t already know, our Member Guides are all based in the United States—there are no overseas call centers. When members call, they speak to a live person in under 30 seconds, and they’re not transferred from department to department. You might be wondering how that’s even possible. The answer lies in our technology.

Devoted uses a proprietary platform called Oroco, developed in-house by our founders, Todd and Ed Park. This system was built entirely from scratch, and it’s exclusive to Devoted. No other companies have access to it. Everything related to the member’s profile and experience is housed within this single system, which means our Member Guides don’t need to bounce between different software or departments to get answers. That’s why there’s no need for call transfers.

What’s even more unique is how our Member Guides are trained. In many organizations, call center agents are on a timer and pressured to wrap up quickly. That’s not the case at Devoted. Our Member Guides are encouraged to spend as much time as needed on the phone. If a member just wants someone to talk to, that’s perfectly okay. Calls can last 15 minutes or an hour—it doesn’t matter. What matters is the quality of the experience, and this approach has proven to be incredibly effective in strengthening member satisfaction and retention.

Now let’s circle back to a few additional retention strategies. One option is sending birthday cards, though it's important to recognize that not everyone celebrates birthdays or holidays. That’s where you’ll need to exercise some discretion. On the other hand, thank-you cards are always appropriate. Taking the time to thank your client for trusting you with something as personal as their healthcare goes a long way in solidifying the relationship.

Follow-up is essential. Without it, your name fades from memory. With it, you remain top of mind. Beyond cards and calls, you might consider hosting a new member meeting after the first quarter—after OEP has wrapped up. It’s a great opportunity to reconnect, answer questions, and make sure your clients are getting the most from their plan.

These gatherings don’t have to be elaborate. Keep in mind that compliance rules allow only light refreshments, so think simple. You could do a casual event at a community center, even tie it into something like bingo, shuffleboard, or pickleball. For instance, if the local center already has pickleball scheduled on Thursdays, you could book the space 30 minutes beforehand for your member appreciation time. It doesn’t have to be complicated—it just has to be meaningful.

To build lasting relationships, focus on clear communication, consistent engagement, and adding real value. Help clients understand their benefits, simplify what can be an overwhelming process, and be a resource they know they can trust. That’s what turns a sale into a lifelong client.

If you’re not sure where to begin or how to organize your plan, know that you're not alone. The team at URL is there to support you, and so are we at Devoted. Whether it’s building a strategy, developing marketing materials, or learning to use technology more effectively, we’re here to help you succeed.

As we wrapped up the session, there were no immediate questions, which is always a good sign—it usually means the information was clear and thorough. A few participants shared kind words and thanked us for the session, and it was great to hear that the content felt practical and actionable. One of the attendees pointed out how refreshing it was to have a carrier presentation that focused not just on plan details, but on real strategies to grow your business.

Before signing off, we expressed our thanks to everyone for joining so early in the day, and we reminded attendees that the session was recorded. If anyone needs access to it, they can reach out. We also shared that Devoted will be doing more events and training sessions in the future, especially as we get closer to the 2026 season. There’s definitely more to come.

In closing, the overall tone was one of support, encouragement, and partnership. We’re all in this together—working to build businesses that last, helping our clients navigate their health coverage, and staying ready for what’s next.

Let me know if you'd like this as a compiled PDF or if you’re ready for the next step—happy to help however you need.