As agents, we know that a client’s insurance needs rarely end with one product. Seniors, in particular, benefit from well-rounded coverage — yet many agents miss opportunities to protect clients more completely and grow their own revenue through cross-marketing.
Done correctly, cross-marketing is not only compliant — it’s one of the most effective strategies to build trust, increase retention, and create long-term value for both clients and agents.
Cross-marketing is the practice of offering complementary insurance products to existing clients. It’s not about selling more — it’s about solving more problems for the people you already serve.
When your clients trust you to guide their Medicare decisions, they also look to you for other coverage gaps — like hospital costs, dental care, or final expenses.
Cross-marketing helps you identify and fill those gaps while deepening your client relationships.
Before discussing any new Medicare-related product, agents must have a valid Scope of Appointment (SOA) on file that lists each product type to be discussed.
Key SOA reminders:
Always secure the SOA at least 48 hours before the appointment (unless it’s a walk-in or same-day request).
Clearly indicate which products you’ll cover — e.g., Medicare Advantage (MA), Part D, Medicare Supplement, Hospital Indemnity, etc.
If the conversation shifts to a product not listed, a new SOA must be obtained before discussing that product.
Keep all SOA records for 10 years, even if the client doesn’t enroll.
👉 Tip: Non-health products such as Life Insurance or Final Expense can be discussed after the Medicare appointment is complete — just make sure the Medicare portion of the appointment is officially closed first.
Cross-marketing isn’t about pushing extra coverage — it’s about aligning solutions that naturally fit together. Here are proven pairings that make sense for most agents and clients:
| Primary Product | Cross-Sell Opportunity | Why It Works |
|---|---|---|
| Medicare Advantage (MA) | Hospital Indemnity | Helps cover inpatient costs, ER visits, and high copays. |
| Medicare Supplement (Medigap) | Dental, Vision & Hearing | Addresses routine care not covered by Original Medicare. |
| Part D Prescription Plans | Discount Drug Programs / DSNP Referrals | Adds support for affordability and extra benefits. |
| Final Expense Life Insurance | Accidental Death or Short-Term Care | Rounds out end-of-life protection and caregiving costs. |
| High-Deductible Plan G | Hospital Indemnity | Bridges the deductible gap while maintaining flexibility. |
Cross-marketing works best when it’s planned and permission-based — not impulsive.
Here’s when to naturally introduce additional products:
After enrollment: Send a thank-you email and include educational content on common coverage gaps (e.g., “What Original Medicare Doesn’t Cover”).
At renewal or AEP check-in: Review needs and ask if clients have experienced out-of-pocket surprises.
During birthday rule windows (CA, OR, ID, IL, etc.) for Medigap changes.
Life events: Retirement, relocation, or loss of coverage are ideal triggers to revisit the conversation.
Automating these touchpoints through your CRM or email workflows ensures consistent outreach without extra effort.
Cross-marketing doesn’t have to be time-consuming. With the right systems, you can educate and follow up automatically:
Email Journeys: Create drip campaigns that educate clients about add-on products like Dental, Vision, or Hospital Indemnity coverage after enrollment.
Lead Nurture Sequences: For prospects who didn’t enroll, send educational content about Medigap or ancillary options year-round.
CRM Tags & Segments: Categorize clients by product type and automate tailored outreach (e.g., all MA clients get an annual Hospital Indemnity reminder).
Task Automations: Use reminders to prompt follow-ups at renewal or birthday rule dates.
PSM Brokerage offers agents ready-to-use cross-marketing materials through our Marketing Hub:
Customizable flyers, emails, and postcards for Hospital Indemnity, Final Expense, and more
Pre-approved compliance templates for follow-ups and educational outreach
CRM integration guides and automation strategies
One-on-one marketing consultations to build your personal brand and lead funnels
Whether you want to launch an email journey or design cross-sell mailers, our marketing team can help you execute it — at no additional cost to contracted agents.
Let’s say you enroll 100 Medicare Advantage clients this AEP.
If just 20% of them add a Hospital Indemnity plan with an average $300 annual commission, that’s an additional $6,000 per year — and that book renews.
Add Dental/Vision coverage for another 15%, and you’re easily looking at $8,000–$10,000 in extra annual income — all from existing clients you’re already serving.
Cross-marketing isn’t about selling more — it’s about serving better.
By helping clients fill gaps in their coverage, you:
Strengthen trust and satisfaction
Reduce the chance of losing clients to competitors
Build a more resilient, diversified book of business
With the right systems and marketing resources, you can make cross-marketing an effortless, compliant, and profitable part of your business.