The Challenge

Carriers and brokers depend on the Annual Enrollment Period (AEP) to drive the majority of their annual enrollments. But increasingly stringent CMS regulations (limiting creative messaging, slowing approvals, and exposing providers to penalties) made traditional campaigns harder to scale. Providers needed a solution that could deliver compliant, high-quality inbound leads at a national scale, without the costly delays and risks of non-compliance.

The Solution

BMG360 built a model designed to deliver both speed and scale under CMS oversight:

• Developed creative concepts aligned with CMS guidelines from the start, reducing review risk.
• Leveraged direct CMS review channels to move campaigns through approvals faster than industry norms.
• Launched 12 unique concepts and 70 ad variations, designed to educate and engage seniors without compliance red flags.
• Placed $40M+ in Medicare Advantage media across 400+ networks and dayparts, optimized weekly for maximum performance.
• Routed every consumer-initiated call in real time through our proprietary call-routing tool for efficiency and control.

The Results

During the 2023 AEP (October 15, 2023 - December 7, 2023)P

• 385K+ inbound, CMS-compliant leads generated.
• 84% share of Medicare Advantage TV media spend, making BMG360 the largest TV buyer in Medicare Advantage since 2020 (DRMetrix)
• Top 10 national TV advertiser (#6) across all categories — ahead of brands like Geico and Domino’s.
• Zero compliance flags or delays across 17,000+ ad airings.
• Delivered a 2% lift in lead conversion year-over-year despite stricter regulations.

Why It Matters

Cheap leads aren’t safe leads, and compliance pays off. By embedding compliance into every step, from creative to call routing, we help carriers launch faster, scale bigger, and grow enrollments with confidence.