Photo by Lukas from Pexels
With over 10,000 Baby Boomers aging into Medicare daily, insurance agents have an unprecedented opportunity to grow their business. This isn’t just anecdotal. CMS reports that Medicare Advantage enrollment has doubled in the past decade, now covering 51% of all Medicare beneficiaries. The decision to specialize in one Medicare product or diversify across multiple offerings can significantly impact an agent’s earning potential and long-term success.
The question isn’t whether you should sell Medicare—it’s how to structure your offerings for maximum growth. Should you specialize and dominate one product line? Or diversify to capture every opportunity? There are three primary Medicare products sold by agents: Medicare Supplement plans (Medigap), Medicare Advantage plans, and Medicare Part D Rx plans. While some agents sell all three, others specialize in just one product type.
Many agents avoid selling Part D and Medicare Advantage plans to bypass annual AHIP training, product certifications, and CMS oversight—opting instead for Medicare Supplements only. However, broadening your portfolio is often the smarter play. Both specialization and diversification have distinct advantages. Below we break down 3 Medicare sales strategies to help you decide what works best for your business.
Medicare Sales Strategy 1: Selling All Three Plan Types
Agents offering all three products can meet every client’s needs. Just as Medicare Advantage isn’t right for everyone, Supplements and Part D plans aren’t always the perfect fit either. Agents who offer Medicare Advantage, Medicare Supplements, and Part D prescription drug plans position themselves as a one-stop shop where their clients can review all their options.
Why It’s a Good Strategy
- More Clients, More Sales: Since different people need different types of Medicare plans, you can reach 100% of Medicare-eligible customers in your area. (As long as they have an appointment that is!)
- Stay Flexible as the Market Changes: Medicare trends shift over time. If more people start choosing Medicare Advantage, you can adjust your focus while still offering Supplements and Part D when needed.
- Boost Sales with Bundles: Selling multiple plans lets you combine options, like pairing a Supplement with a Part D plan, giving clients added coverage while increasing your sales.
Challenges to Keep in Mind
- Ongoing Training: To sell all three plans, you have to complete certifications every year, including AHIP and company-specific courses.
- Different Rules for Each Plan: The Centers for Medicare & Medicaid Services (CMS) has different rules for each type of plan, requiring agents to understand and comply with various regulations. Staying updated on policy changes is critical to ensuring proper plan recommendations. Empower Brokerage is here to help keep you up to date.
- Learning Takes Time: Each plan has its own set of benefits, limitations, enrollment periods, and eligibility requirements. Agents must commit to ongoing education to provide accurate and valuable guidance to their clients.
By embracing a full-service approach, agents position themselves as trusted advisors who can offer unbiased guidance based on client needs. The ability to present a variety of Medicare solutions ensures that prospects receive personalized recommendations, leading to better customer satisfaction and business growth.
Medicare Sales Strategy 2: Selling Both Medicare Supplements and Part D Rx Plans
For agents looking to grow their business without diving into Medicare Advantage, adding Part D plans alongside Supplements is a smart move. Since Original Medicare doesn’t include drug coverage, most clients will need a Part D plan to avoid high medication costs. Pairing Part D with Medicare Supplements creates a well-rounded solution that protects both medical and prescription drug needs.
Why It’s a Good Strategy
- Complete Coverage: Medicare Supplement plans help with medical costs, while Part D covers prescription drugs. Offering both ensures your clients have complete protection, leading to higher satisfaction and retention.
- Increase Earnings Per Client: Bundling a Part D plan with a Supplement boosts revenue per sale, allowing agents to grow their income without the complexities of selling Medicare Advantage.
- Simpler Compliance: Unlike Medicare Advantage, Part D and Supplements have fewer marketing restrictions and don’t involve strict Special Enrollment Period (SEP) rules, making them easier to manage legally.
Challenges to Keep in Mind
- Annual Certification is Required: To sell Part D plans, agents must complete the AHIP certification and carrier-specific training every year, just like they would for Medicare Advantage.
- Comparing Plans Takes Time: With multiple Part D options available, finding the right plan requires research. Medicare.gov Plan Finder is an essential tool for comparing costs and drug coverage.
- Lower Commissions on Part D Plans: Compared to Supplements, Part D commissions are smaller, making them less profitable to sell on their own.
By offering both Medicare Supplements and Part D, agents create a balanced and full-service approach without the regulatory compliance of Medicare Advantage. This strategy ensures clients get the coverage they need while allowing agents to increase sales.
Medicare Sales Strategy 3: Selling Medicare Supplements Only
For agents looking to avoid the complexity of CMS regulations, focusing only on Medicare Supplements (also known as Medigap) is a straightforward and low-maintenance way to grow a business. Since Medicare Supplements don’t include prescription drug coverage, agents who follow this strategy refer clients to Medicare.gov to enroll in a Part D plan on their own. This approach is ideal for those who want a business model with fewer compliance hurdles, while still providing valuable coverage options to seniors.
Why It’s a Good Strategy
- No Certification Hassles: Selling only Supplements means agents don’t need to complete annual AHIP training or carrier-specific certifications, unlike those selling Medicare Advantage and Part D plans.
- Higher Earnings Per Policy: Medicare Supplements typically pay higher commissions per policy compared to Part D plans.
- Long-Term Income Stability: Medigap policies stay active for years meaning agents receive renewal commissions and build a steady income over time.
Challenges to Keep in Mind
- Missed Sales Opportunities: Since this strategy doesn’t include Part D or Medicare Advantage, agents lose potential revenue from those markets.
- Clients May Need Extra Help: Some clients find Medicare confusing and may need guidance when choosing a Part D drug plan—which could lead to frustration if you’re unable to assist directly.
- Market Shifts Can Impact Sales: If Medicare Advantage plans become more popular in your area, fewer people may choose Supplements, making it harder to maintain steady business growth.
Medicare Supplement agents tend to do best in high-income areas, where seniors prefer predictable costs and comprehensive medical coverage over the $0-premium Advantage plans that may have more restrictions. For agents who want a simple business model with fewer compliance headaches, specializing in Medicare Supplements can be a great business model. Keep in mind that it is important to stay aware of market trends and client needs.
Final Thoughts on Medicare Sales Strategies
Choosing the right strategy depends on various factors, including market demand, business capacity, and long-term goals. Different regions may favor specific Medicare products, making it essential to understand local trends. Your ability to manage certifications and compliance requirements also plays a role in determining which approach is sustainable. Additionally, the direction of your business—whether focused on stability, growth, or diversification—will guide your decision. A thoughtful balance between market opportunities, operational efficiency, and revenue potential will help shape a successful approach tailored to your strengths and objectives. Empower Brokerage is here to help you find the right Medicare sales strategies for your business to ensure you are successful in growing your business. Give us a call today or comment below. We look forward to hearing from you.
Agents
We hope that this information on Medicare sales strategies is useful to you. This article was updated on May 15, 2025.
Empower Brokerage is dedicated to helping you make informed decisions about your health and finances. Whether it’s through webinar training, one-on-one calls, seminars, or marketing plans, we want you to be successful!
Give us a call at 888-539-1633 or leave a comment below if you have any questions.
Quick links:
