As your partner in growth, AGA is always looking ahead—staying on the front lines of Medicare industry changes so you can stay focused on what matters most: serving your clients.

Just a few weeks ago, we wrapped up an incredible experience at Medicarians, where we had a front-row seat to the biggest shifts shaping our landscape—from regulatory changes and lead generation challenges to digital blind spots and funding updates.

If this event confirmed one thing, it’s this: licensed insurance agents and agencies who adapt early are the ones who scale.

Get ready, because we’re breaking down four key takeaways from Medicarians—what they mean for your business, and how to stay ahead of what’s coming next.

1. Prescription Drug Negotiations Could Lead to Plan Changes

Medicare is now negotiating directly with pharmaceutical companies to help lower prescription drug costs—a major step toward making medications more affordable for beneficiaries.

But here’s the concern: if those negotiations don’t lead to lower costs, some carriers may respond by adjusting plan coverage or restructuring PDPs to manage the financial impact.

What This Means For You:  Stay ahead of the curve. Monitor these developments closely, especially as we move toward 2026. Position yourself as a trusted resource now—so when changes hit, your clients already know who to turn to.

2.  Lead Vendors Showed Up—But Social Media Didn’t

One thing stood out at Medicarians: while lead vendors showed up in full force, social media-focused tools and strategies were noticeably absent. And yet, digital visibility is no longer optional—it’s foundational.

Today’s Medicare-eligible consumers are online. They’re Googling you, checking your reviews, and scanning your presence on platforms like Facebook, Instagram, and LinkedIn before they ever take a call. A strong social media presence and google business profile is now more important than ever.

What This Means For You:  If you’re not discoverable, you’re invisible. Building a digital footprint doesn’t require flashy branding—it just requires consistency, credibility, and a presence where your clients are already looking.

3. The Lead Acquisition Landscape Is Shrinking

Medicare lead generation has become more difficult and more regulated. Several lead vendors have exited the space due to compliance challenges, and many of the remaining ones are pivoting to other markets like ACA, long-term care, or annuities. This leaves fewer truly Medicare-focused, compliant lead sources.

What This Means For You:  Now is the time to vet vendors carefully. Don’t assume compliance—get every piece of marketing reviewed. And more importantly, lean into self-generated leads. Your personal brand, social content, and digital reputation can create a long-term pipeline of organic leads you fully control.

4. No Major Restrictions in the Final Rule—But Good News on Funding

There were no major new marketing restrictions in the Final Rule discussed at Medicarians—but there was good news: CMS is increasing carrier funding for 2026. This is the first funding increase in two years, and it could mean more competitive plan options and better carrier support in the year ahead.

What This Means For You:  Be ready to pivot. Competitive plans create opportunity—but only for licensed insurance agents who are prepared. Keep your contracts current, watch for plan updates, and stay connected with your upline support team.

Final Thoughts

Social media isn’t just about branding—it’s about survival. In an industry where lead access is tightening and client trust is harder to earn, your digital presence is your differentiator. Whether you’re an individual licensed insurance agent or leading a large downline, investing in your visibility today ensures you’re positioned for growth tomorrow.

At AGA, we’re committed to helping you navigate these shifts—compliantly, confidently, and with the support you deserve.