CMS Protects Seniors from Renegade Marketers

By Samantha B. Lansdowne, MSJ, CCMEP

People's Home Journal Advertisement, Oct. 1899

On December 8, 2003, the Medicare Prescription Drug, Improvement, and Modernization Act (MMA) was enacted creating the Medicare Prescription Drug Benefit Program, better known as Part D, while revising the Medicare Advantage (MA) program, or Part C.  Since Medicare’s establishment by the Social Security Act of 1965, the creation of Part D is considered to be the most significant change to Medicare.  With the new regulations also came new rules relating to contracts, applications, bidding processes, and marketing.  The initial set of rules became effective March 22, 2005, and as the Centers for Medicare & Medicaid Services (CMS) gained more experience with the Part D program, a necessary revision was made to some existing marketing policies utilized by plans and their representatives in attracting seniors to their program.  On May 16, 2008, by way of its authority to establish marketing rules through rulemaking, CMS proposed new marketing regulations.

Subsequently, Congress passed the Medicare Improvements for Patients and Providers Act (MIPPA) on July 15, 2008, establishing new statutory marketing regulations for both the MA and Part D plans, which were similar or in some cases identical to the CMS regulations of May 16, 2008.  The MIPPA provisions enacted into statute the provisions that CMS had previously proposed, superseding the CMS regulatory proposals.  The new MIPPA regulations were to begin on January 1, 2009; however, CMS felt that some of the rules provided important protections for Medicare beneficiaries and should instead be in effect before the 2009 plan year marketing campaign began on October 1, 2008.  So in its authority to establish rules, CMS finalized on September 18, 2008 six new marketing provisions, in addition to modifying the disclosure and dissemination of Part D information provisions, and the file and use provision.

At the same time each year, senior citizens are barraged with information on which Medicare program they should enroll in.  They have several options to choose from: 1) the Original Medicare — a fee-for-service plan managed by the Federal Government, 2) Medicare Health Plans — health plan options that are approved by Medicare but run by private companies, 3) Medicare Prescription Drug Plans — plans that add prescription drug coverage to Original Medicare, some Medicare Cost Plans, some Medicare Private Fee-for-Service Plans, and Medicare Medical Savings Account Plans, and 4) Medigap (Medicare Supplement Insurance) Policies — health insurance policies sold by private insurance companies to fill “gaps” in Original Medicare coverage.  All of these options are “sold” through representatives of the various Medicare health plans.

During Senate hearings held in February 2008 on the topic “Selling to Seniors: The Need for Accountability and Oversight of Marketing and Sales by Medicare Private Plans,” state and federal regulators, plan sponsors, and consumers testified to “overly-aggressive, inappropriate, and sometimes deceptive practices used to market, sell, and enroll seniors into Medicare private plans.”  Therefore, CMS was concerned that plan representatives were engaging in sales and marketing activities that pressured beneficiaries to make plan selections for reasons other than those that best meet their healthcare needs.

The September 18, 2008 rule (CMS-4131-F) prohibited plans and their representatives from using the following “pressure techniques”: 1) contacting potential enrollees directly without the potential enrollee first initiating contact (examples include door to door solicitation, outbound telemarketing, or approaching an individual in a parking lot); 2) cross-selling of non-healthcare related products during Medicare sales or marketing activities; 3) providing of meals to prospective enrollees at promotional and sales events; 4) conducting sales presentations or distributing and accepting plan applications in provider offices or other places where healthcare is delivered, except in the case where such activities are conducted in common areas such as a conference room or cafeteria, and 5) conducting sales presentations or distributing and accepting plan applications at educational events, such as health information fairs or state or community-sponsored events.

In addition to the above changes in marketing, plans were now to hire and use only state-licensed representatives to conduct marketing activities in accordance with applicable State appointment laws.  This requirement helps to ensure that beneficiaries do not fall prey to under-educated, unscrupulous and or otherwise substandard representatives.  Further, plans are now to disclose certain beneficiary information at the time of enrollment, and fifteen days before the annual coordinated election period.  Disclosure of plan information continues to be an important feature that gives beneficiaries the necessary information in order for them to make an informed decision about their healthcare plan.

Lastly, CMS would no longer allow plans to file and use marketing materials within 5 days of submission (instead of the normally required 45 day period) based on their previous track record of consistently meeting all of the marketing standards set forth by CMS.  Instead, a uniform file and use policy will be applied to marketing materials that either use model language without substantive modification, or materials that are indentified by CMS as not containing substantive content warranting CMS review.  This will allow CMS to focus resources on materials that contain content that warrants further scrutiny.

As part of the rulemaking process, CMS received comments from managed care organizations and other insurance industry representatives, members of Congress, representatives of health care providers, beneficiaries, and many others.  While most comments were supportive, some of the proposed rulemaking was greeted with great opposition.  One concern was the time frame for implementation of certain provisions prior to the 2009 open enrollment period.  Critics wanted the new rules to go into effect after the 2009 period and others even argued for no sooner than 2010.  Another area that drew concern was the new uniform application of the file and use policy.  Opponents asked for additional clarification and even commented that there would be additional burden on CMS.  The new marketing rules attracted the most resistance.  CMS received many comments that the rules were overly restrictive, would prevent beneficiaries from learning about the full range of healthcare options available to them, and that further clarification was needed.  It is clear from reading the final rule though that CMS put a lot of thought into the changes being made.  Plans and their representatives will have no choice but to comply with the new regulations as both Congress and CMS favor the change.