This article is a contribution from Graylon Perkins, VP of Performance Marketing at Qualfon.
The first quarter of the year is often misunderstood in our industry.
After the intensity of Annual Enrollment Period (AEP) and Open Enrollment Period (OEP), it can feel like a natural slowdown. But in reality, Q1 (January–March) is where the smartest organizations set themselves up to win the entire year.
From my seat overseeing performance marketing for an organization that supports insurance and Medicare carriers with leads and direct mail, I can tell you this with certainty: Q1 is not about selling harder. It’s about analyzing smarter, retaining better, and recalibrating faster.
If you’re a Field Marketing Organization (FMO), Independent Marketing Organization (IMO), or independent agent, this is the quarter where discipline pays dividends.
Below is the Q1 checklist we use internally and the same framework we see top-performing partners execute every year.
Q1 Priorities: Analyze, Retain, and Recalibrate
1. AEP Performance Review
Before you plan your next campaign, you need to understand what actually happened.
Q1 is the time to:
- Review lead source performance (digital, direct mail, inbound, outbound)
- Compare agent-level close rates and talk time
- Identify geographic or demographic enrollment trends
For FMOs and IMOs, this is where marketing budgets get justified or corrected. For agents, it’s how you identify which lead types and scripts truly worked during AEP versus what simply “felt busy.”
Data clarity now prevents wasted spend later.
2. Churn Analysis
Retention begins with honesty.
Look closely at:
- Members who switched plans during AEP
- Members who disengaged or never used benefits
- Complaints tied to network, formulary, or cost confusion
Churn analysis isn’t about blame. It’s about opportunity. Every lost member represents a future save, cross-sell, or referral if you understand why they left.
This insight should directly inform your Q2 and Q3 outreach strategy.
3. OEP Strategy Execution
OEP may be shorter, but it’s no less important.
Strong organizations actively support agents during OEP by:
- Providing updated retention and save scripts
- Running targeted call campaigns for at-risk members
- Deploying educational mail or email explaining plan options and eligibility
This is where marketing and sales alignment matters. The best outcomes happen when agents aren’t left guessing and when outreach is supported by compliant, well-timed marketing touchpoints.
4. Compliance Review
Compliance doesn’t end when AEP does.
Q1 is the right time to:
- Audit AEP calls and enrollment practices
- Address any CMS or carrier feedback
- Update internal SOPs and agent guidelines
For FMOs and IMOs especially, tightening compliance early in the year reduces risk during the next selling season and builds trust with carriers and agents alike.
5. Plan Year Transition Support
Many member issues in Q1 come down to one thing: confusion. Networks change, formularies shift and benefits reset.
Organizations that proactively support plan year transitions:
- Reduce inbound complaints
- Improve member satisfaction
- Increase retention and referrals
Educational outreach, whether through direct mail, email, or outbound calls, goes a long way in reinforcing confidence and preventing unnecessary disenrollment.
6. Training & Development
The best agents don’t stop learning after AEP. Q1 is ideal for launching or refreshing training focused on:
- Retention and save conversations
- Compliance best practices
Customer service and long-term relationship building
From a performance marketing standpoint, better-trained agents convert leads more efficiently and retain members longer, making every future lead dollar work harder.
Final Thoughts
Anyone can spend more on leads during AEP.
The organizations that outperform year after year are the ones that slow down in Q1, study the data, fix the gaps, and invest in retention.
If you treat Q1 as a reset, not a recovery, you’ll see the impact in lower churn, stronger agent performance, and more predictable growth heading into the rest of the year.
And that’s how you turn last season’s enrollments into this year’s momentum.
How Qualfon Can Help
Qualfon supports insurance organizations with compliant, data-driven strategies that improve member retention and agent performance. Our lead generation solutions help FMOs, IMOs, and carriers connect with the right prospects at the right time throughout the year.
