Strengthening Medicare Through a More Engaged Beneficiary Exploring the Role of Licensed Agents (Brokers) in the Medicar

This project aims to understand the role that brokers play in Medicare plan selection, focusing on the digital ecosystem, and their impact on beneficiary experience. The project will 1) identify the financial incentives and policy framework that governs brokers using Centers for Medicare and Medicaid Services (CMS) 2020 data, CMS marketing guidelines, and industry interviews; 2) quantify the size of the broker voice in the online Medicare shopping experience using digital marketing data tools and Google Analytics; and 3) simulate an online plan shopping experience in the Medicare Advantage, stand-alone Part D plan, and Medigap marketplaces to quantify how brokers reduce the choices available to beneficiaries.