Vertical 02 / 11
Health & Medicare
Few verticals are policed as closely as Medicare. We build every ad, page and call flow around the CMS rules first, so the person your licensed agent speaks to knows exactly who is calling and why.
Quick read
- What we supply
- Medicare Advantage and Part D inquiries
ACA and under-65 inquiries
Inbound calls to licensed agents - How it arrives
- Calls, transfers, direct post
- Rules that bite
- CMS TPMO disclaimer; no implied government link; TCPA consent; agent licences
An older couple talk through health plan options on a speakerphone at home.
Who buys, and why
Buyers are insurance agencies, call centres with licensed agents and the carriers and field marketing organisations behind them. Under-65 and ACA buyers often prefer forms; Medicare teams usually want calls.
Volume follows the calendar. The Annual Enrollment Period is the peak, while turning-65 and Special Enrollment Period demand runs all year.
Pick a delivery model
| Point of comparison | Ping-post | Direct post | Live transfer / calls |
|---|---|---|---|
| You receive | The full record, once your bid wins | Every record that passes your filters | A consumer live on the phone |
| Price | Bid in real time on a partial record | A fixed amount set in writing | Per transfer or billable call |
| Consent must name | Every buyer who could win | You, or a short list | The team the caller reaches |
| Contact speed | Seconds, then your dialler | Seconds, then your dialler | Instant |
| Suits | Networks and buyer panels | One buyer, steady filters | Licensed teams on shift |
Health & Medicare programmes run on all three. Which one suits you comes down to how quickly your team picks up and how many buyers one record should reach. It is settled on paper before the first click.
Inside a good record
We capture
- Name, phone, email
- ZIP plus county, since plans differ by county
- Age or birth date
- Coverage today: Original Medicare, Advantage, employer, Medicaid or none
- Trigger: turning 65, moving, losing cover
- Household size and income for ACA subsidy estimates
- Best time to call
You can filter on
- State and county lists
- 64-plus or under-65
- No Medicaid or dual-eligible if you cannot serve them
- Exclusions by current coverage
- Calls only when licensed agents are on shift
Signs the intent is real
Use these to judge our traffic for yourself:
- Arrived from a plan-comparison or enrolment search
- County matches the ZIP
- Has a real trigger such as turning 65 or losing cover
- Picked a callback slot
- Called inside staffed hours
Your scorecard
The numbers health & medicare teams tend to judge a source by. During a test we ask for them per source and per day so we can tune. They are measures for you to fill in, not results we claim.
The rulebook
One consent standard, every vertical. Each funnel collects prior express written consent that names the business, or the short list of businesses, allowed to call or text. The FCC's 2023 one-to-one rule was struck down by the 11th Circuit in January 2025 and never came into force. We name sellers anyway: it reads more honestly to consumers, buyers often require it, and it holds up better under challenge.
CMS rules. Marketing of Medicare Advantage and Part D by plans and third-party marketing organisations (TPMOs) falls under 42 CFR Parts 422 and 423, Subpart V, and the yearly Medicare Communications and Marketing Guidelines.
The TPMO disclaimer, word for word. It tells the consumer the agent offers a limited set of plans, how many organisations and plans are represented, and points them to Medicare.gov and the official helpline.
No borrowed authority. No Medicare name, CMS logo or imagery that suggests a government endorsement, and no "free" benefits that are not open to everyone.
Scope of appointment. CMS requires a documented scope of appointment and, with limited exceptions, a waiting period before a personal marketing appointment. Buyers own that process; our lead flow never pushes them to cut it short.
Sharing contact data. CMS rules now restrict passing beneficiary details from one TPMO to a different one. Consent names the specific recipient, and we confirm the current position with buyer compliance teams every season.
Recording. TPMOs must record marketing, sales and enrolment calls. Recording is disclosed and all-party consent states are respected.
Where it goes wrong
The riskGiveback or grocery-card bait
What we doWe do not run benefit-bait ads. Creative describes a plan comparison service and nothing more.
The riskCallers who have no idea who you are
What we doThe recipient is named at consent, and every call opens with the TPMO disclaimer.
The riskWrong county or not eligible
What we doZIP-to-county checks and age questions happen before any transfer.
The riskTransfers into an empty queue
What we doRouting follows your agent hours; overflow never lands on an unstaffed line.
Ask any publisher this
- Does every ad and call flow carry the TPMO disclaimer?
- Do you keep Medicare logos and government-style imagery out of the creative?
- How do you handle AEP volume and the scope of appointment?
Our answers come in writing, before you commit to a test.
Ways to receive it
- Inbound calls with IVR qualification and buffers you choose
- Warm transfers to licensed agents
- Direct post or ping-post for under-65 and ACA forms
- Scheduled callbacks for appointment-led teams
Each record travels with its source, landing page, disclosure version, timestamp, IP and, if you need one, a consent-certificate reference. More on how it works.
Quick questions
Is this only an AEP programme?
No. Turning-65, Special Enrollment Period and supplement traffic runs all year; caps simply move with the calendar.
Who reviews the creative?
We check every ad and page against the current CMS guidelines, and add your own review step before launch if you need one.
What about Medicare Supplement?
Yes, where buyers want it. Medigap marketing is mostly regulated by the states, so we confirm the rules state by state.
Put us on a short leash.
Tell us the market, the states and how you take delivery. You get a written test back: caps, filters and return terms.
Start a capped test →