Communications vs. Marketing: Do you know the difference?

As an agent, your marketing and communications materials drive your interactions and success. Understand the difference between the two and learn how JAR works with you to manage material compliance. 

At JAR, we know that as an agent, compliance is essential to the longevity of your business. When interacting with your clients and generating enrollments, communications and marketing materials are subject to rules and regulations to ensure they are compliant with the Centers of Medicare & Medicaid Services’ standards.

By CMS definitions, communications and marketing are closely related, with marketing existing as a type of communications. Although they’re similar, do you know how to identify their differences?

“Communications” refers to any activities or materials you may use to share information with current or prospective enrollees and anyone who may act on their behalf, such as their families and caregivers.1

Communications may look like a brochure sent to prospective enrollees containing general information about the Open Enrollment Period. Communications may also be letters sent to enrollees sharing information with them about the benefits they receive through their plan. 

“Marketing” refers to materials and activities that meet intent and content standards. Marketing “intent” includes getting the recipient to pay attention to a plan, influence their decision to choose a plan, or encourage them to stay enrolled in a specific plan. 1 Intent is expressed through “content,” that includes information about plan benefits and benefits structure, premiums, and cost-sharing, comparing plans or conveying ranking standards, or rewards and incentives for their engagement. 1 

Marketing may include a television advertisement that compares the benefits of two plans and prompts the viewer to contact one of the two plans to enroll. Likewise, a pamphlet sent directly to a current enrollee that shares cost-sharing and coverage perks with the recipient, incentivizing them to contact an agent to re-enroll to keep their benefits, is marketing. 

Both communications and marketing are subject to communications regulations at CFR parts 417, 422, and 423. 1

The specific ins and outs of communications regulations are a lot for any one agent to juggle on their own. As a JAR agent, you have a team of supportive back-office staff at the ready to take on the work of navigating CMS compliance and regulations,  so that you can stay nimble and focused on the bigger picture: building your business. Ready to see what can be achieved when you’re given the opportunity to capitalize on your independence? Contact our support team today to get started down your path as a JAR agent.

1. Centers of Medicare & Medicaid Services. Medicare Communications and Marketing Guidelines. 2022:2. Available here.