Tricia Beckmann Speaks to AIS Health About Finalized Rule from CMS Regarding Marketing Changes

In AIS Health’s Radar on Medicare Advantage blog, the publication reported that Centers for Medicare & Medicaid Services (CMS) finalized multiple provisions aimed at ensuring continuity of care for Medicare Advantage members, improving health equity and easing behavioral health access. The publication turned to Faegre Drinker Consulting Principal Tricia Beckmann for insight on CMS’s finalized rule.

Beckmann pointed out that the final rule does not include responses to comments on the removal of the prohibition on beneficiary contact information sharing. “I think that’s interesting to note just because I think CMS is trying to not to tip their hand around how they’re thinking about this given how a lot of these entities will respond to the guidance that CMS issues and kind of find the gray areas.”

She expanded, noting “CMS isn’t boxing itself in, and is kind of waiting to see how the marketing landscape changes based on what’s finalized.” Nevertheless, “they will have to work out how they’re going to deal with offshore leads generators, if there’s anything they can do and how they coordinate enforcement with the [Federal Trade Commission] and some other entities that have maybe better authority than CMS does,” she suggested, referring to lead generators that have been blamed for luring beneficiaries into other health plans without their knowledge.

The full article is available for Radar on Medicare Advantage subscribers.