Medicare AEP 2025: What Publishers Should Expect

The Medicare Annual Enrollment Period (AEP) represents the biggest revenue opportunity for health insurance lead generators. Running from October 15 to December 7 each year, AEP is when Medicare beneficiaries can change their coverage.

Market Overview

Medicare lead demand continues to grow as the senior population expands. Over 10,000 Americans turn 65 every day, and the Medicare Advantage market has grown to over 32 million enrollees. The major carriers continue to dominate, but regional plans and new entrants are creating additional demand.

Pricing Trends

Expect Medicare lead pricing to increase 10-15% over 2024 levels. T65 leads will see the strongest pricing, with some buyers paying $50-75 for exclusive, compliant leads with verified eligibility.

Compliance Focus Areas

CMS has increased scrutiny of Medicare marketing practices. Ensure your landing pages don't make prohibited claims about benefits, avoid 'bait and switch' tactics, and clearly disclose the sales nature of follow-up contacts.

Scaling Strategies

Build your infrastructure before AEP begins. The 54-day enrollment window is too short to be making major operational changes. Traffic partnerships should be negotiated and tested by September.

Technology Investments

Consider investing in real-time lead scoring, fraud detection systems, and automated quality monitoring. Consent documentation systems must be robust—store complete records for every lead including timestamp, IP address, and full disclosure text.