The Annual Enrollment Period (AEP) officially begins in mid-October, but the time leading up to it is where success is truly defined. For Field Marketing Organizations (FMOs) and insurance carriers, these weeks represent the final stretch before the enrollment floodgates open. They’re a critical window to finalize compliance, sharpen marketing campaigns, and make sure every agent is fully prepared.
August is for laying the final groundwork. By the end of August, much of the strategic planning should be complete. Now is the time to focus on readiness and alignment.
September: Marketing Countdown
As September begins, the focus shifts from preparation to activation and execution. This is the final window to ensure that campaigns, tools, and agents are fully equipped before the October 1 marketing preview period opens. This means:
Marketing materials should be ready: All creative assets—digital ads, social content, email sequences, landing pages, and direct-mail campaigns—should be finalized and queued for launch. This also includes ensuring compliance approval on all materials, so there are no last-minute bottlenecks. FMOs should double-check that branding is consistent, campaign tracking (UTMs, phone numbers, CRMs) is functioning, and content aligns with each carrier’s messaging requirements.
Lead generation campaigns should be planned: September is the time to push lead acquisition strategies into full gear. This may include securing direct mail drops, optimizing PPC and social campaigns for lead capture, finalizing partnerships with lead vendors, and training agents on how to nurture inbound inquiries. FMOs often run appointment-setting campaigns during this month to ensure agents have a full calendar of prospects ready to meet in October.
Agent toolkits should be distributed: This is when FMOs deliver the full suite of sales enablement resources: printed sales kits, compliance cheat sheets, product comparison charts, and digital tools like quoting or enrollment platforms. September is also the moment to reinforce compliance training and distribute talking points so agents are both confident and consistent in how they present new plans. Many FMOs also host refresher webinars or “mock appointment” sessions to help agents polish their delivery before AEP begins.
By the end of September, every marketing channel should be locked in, every agent should have a toolkit in hand, and the organization should be operating with complete readiness for October’s official launch.
Conclusion
For FMOs and carriers, September is the decisive month that makes or breaks AEP success. It is the final push to launch marketing and empower agents. By staying proactive during this critical window, organizations set themselves up for a strong, efficient, and profitable enrollment season.
Ready to accelerate your AEP success? Learn how Qualfon serves the healthcare industry with proven customer acquisition, lead generation, and direct mail marketing solutions that drive enrollment results.
