Medicare Advantage Open Enrollment Period (MA OEP): How Agents Can Maximize Growth, Retention, and Revenue

Jamie Byrd
Jan 30
4 min read

A Strategic OEP Playbook for Medicare Agents

The Medicare Advantage Open Enrollment Period (MA OEP) - running annually from the 1st of January to the 31st of March is one of the most underutilized areas for growth for Medicare agents.

While many Medicare agents view OEP as a "cleanup season" after AEP, high-performing advisors know better. When approached strategically, OEP becomes a powerful opportunity to retain clients, fix plan mismatches, generate referrals, and strengthen long-term books of business.

At The Bedrock Group Advisors, we help agents turn OEP into a structured, compliant, revenue-protecting season - not a scramble.

This guide breaks down exactly how agents can maximize OEP, stay compliant, and set themselves up for stronger renewals and referrals throughout the year.

What is the Medicare Advantage Open Enrollment Period (OEP)?

The Medicare Advantage Open Enrollment Period (OEP) allows individuals already enrolled in a Medicare Advantage plan to:

Switch from one Medicare Advantage plan to another
Drop a Medicare Advantage plan and return to Original Medicare
Add a stand-alone Part D plan if returning to Original Medicare

What cannot happen during OEP:

No switching from Original Medicare into Medicare Advantage
No multiple plan changes (only one allowed)
No marketing to beneficiaries who are not currently in Medicare Advantage

Understanding these rules is critical - and compliance missteps during OEP can be costly.

Why the Medicare Advantage Open Enrollment Period Matters for Medicare Agents

Many agents focus so heavily on AEP that they lose steam and go dormant in January. That is a giant missed opportunity.

OEP is where top agents:

Protect retention by fixing AEP mistakes
Reduce complaints and disenrollments
Strengthen client trust through proactive outreach
Identify cross-selling opportunities (dental, vision, hospital indemnity, life)
Generate referrals from satisfied clients
Engage new clients if they enrolled in the wrong plan

At TBGA, we coach agents to treat OEP as a client experience season, not a sales push.

Step 1: Build a Targeted OEP Outreach Plan

OEP Success starts with intentional outreach, not mass messaging.

Best clients to prioritize:

New AEP enrollments from Q4
Clients who expressed uncertainty or hesitation
Members with provider or prescription concerns
Dual-eligible or chronic condition clients

Bedrock Tip: Agents who proactively check in during OEP experience higher retention and lower compliance risk than those who check in reactively.

Step 2: Position OEP as a Medicare Review, Not a Sale

Language matters, especially during OEP.

Compliant positioning includes:

"Complimentary Medicare Plan Review"
"Let's confirm your plan is meeting your needs."
Have your prescriptions/doctors changed?

Avoid aggressive plan-switch messaging. The goal is education, verification, and problem-solving.

At The Bedrock Group Advisors (TBGA), we provide agents with CMS-aligned scripts, talking points, and review frameworks to keep every interaction compliant and professional.

Step 3: Conduct a Structured OEP Review Appointment

High-performing agents follow a repeatable process.

A strong OEP appointment includes:

Confirming doctors, prescriptions, and pharmacies
Reviewing benefits actually used vs. unused
Identifying pain points since January 1
Validating network and formulary alignment
Determining if a plan change is truly in the client’s best interest

If no change is needed — that’s a win. Trust is built when clients feel protected, not pushed.

Step 4: Use OEP to Strengthen Client Relationships

OEP is not just about Medicare Advantage - it's about becoming the client's long-term advisor.

Natural OEP follow-ups include:

Dental, vision, and hearing gaps
Hospital indemnity or cancer coverage education
Life insurance and final expense conversations
Referrals to friends or spouses are also on Medicare Advantage

When clients feel supported during OEP, referrals follow organically.

Step 5: Stay Compliant - Always

OEP is one of the most closely monitored enrollment periods by CMS.

Key compliance reminders.

Only market to individuals already enrolled in Medicare Advantage
One plan change per beneficiary during OEP
No unsolicited marketing or misleading language
Proper documentation of Sthe cope of Appointment (when applicable)

Bedrock advisors, brokers, and agencies never go it alone. We provide ongoing compliance guidance, marketing reviews, and CMS updates so agents can operate confidently,

Final Thoughts: OEP Is a Relationship Season - Never a Slow Season

Agents who treat OEP as an afterthought lose momentum. Agents who treat it as a retention and trust-building season gain loyal clients, cleaner books of business, and stronger renewals.

How The Bedrock Group Advisors Help Agents Win During the Medicare Advantage Open Enrollment Period

As a Medicare FMO geared to empower agents, brokers, and agencies, we equip you with:

OEP- specific training and strategy
CMS-Compliant marketing language and scripts
One-on-one support for complex cases
Retention-focused growth coaching
A partner mindset - not just contracts

Our mission is simple: Help you build a sustainable, compliant, and profitable Medicare business year-round.

At The Bedrock Group, we are always seeking self-motivated, enthusiastic, and goal-oriented individuals who want to make a positive impact in the Medicare insurance industry. If you think this is you, we'd like to talk.

We're a top-ranked Medicare FMO in the industry and provide all of the tools and assets you need to be successful. To learn more about joining our team, click on one of the buttons below.

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