As co-owner of an agency that specializes in Medicare products,I'm often asked by industry colleagues whether we have “made theswitch” to selling Medicare Advantage products. Certainly MedicareAdvantage plans have become popular among seniors in recent yearsdue to their low premiums and built-in drug cards. But we stillfind the Medigap market to be a thriving one, with nearly 70percent of our client base opting for these traditional andcomprehensive plans.

The obvious next question, then, is: How do we sell againstMedicare Advantage plans, which are so much cheaper? The answer isthat we don't sell against anything. We educate and then let ourclients decide.

Perhaps one of the best things about working the senior healthinsurance market is your role as an educator. We explain toprospective clients that for most beneficiaries there are twoprimary coverage choices: Medicare Supplements or MedicareAdvantage plans. Then we outline the benefits of each type ofinsurance and let them decide.