Centers of Influence Growth Center | Advantage Plus

Agent Growth Resource Center

Build a Local Referral Network That Compounds

Centers of Influence can become one of the strongest long-term growth channels in an insurance practice. The goal is not to walk into a business and ask for leads. The goal is to become a trusted, useful, dependable resource that community organizations are comfortable introducing to people who ask for help.

Start the 30-Day COI Plan Jump to Scripts & Templates

Relationship FirstEarn trust before asking for opportunities.

Value Every VisitEducate, assist, sponsor, support or solve.

Consistency WinsBuild a repeatable monthly contact rhythm.

YOU
Trusted
Medicare Resource

Medical Practices

Pharmacies

Senior Communities

Community Groups

Professional Partners

Local Organizations

Foundation

What Is a Center of Influence?

A Center of Influence, or COI, is a person, business or community organization that has an established relationship with people you may be able to help. A strong COI relationship is built on credibility, usefulness and repeated positive interactions—not a one-time request for names and phone numbers.

Trust Transfer

When someone already trusts the organization that introduces you, you begin the conversation with more credibility than a cold lead.

Compounding Growth

A paid lead is typically one opportunity. A productive COI can create recurring introductions, events, visibility and community connections.

Professional Positioning

The best COI strategy makes you known as the person who can explain Medicare clearly, solve problems and connect people to the right resources.

The Core Principle

Do not lead with “Can you send me referrals?” Lead with “How can I make your job easier and become a resource for the people you serve?”

Build Your Target List

Where Agents Can Build Centers of Influence

The original COI training focused on doctor offices, pharmacies, senior centers, senior housing, mobile home communities and food banks. Those remain useful categories, but a modern COI strategy can be broader.

Healthcare

Medical Practices

Best contact: office manager, practice administrator, community outreach lead.

Offer Medicare education and resource support.
Provide approved materials for permitted common areas.
Offer a clear process for patients who independently request Medicare help.
Never ask staff to share protected health information or pressure patients toward a plan.

Prescription Support

Pharmacies

Best contact: pharmacist-in-charge, pharmacy manager, owner.

Position yourself as a resource for Medicare and Part D questions.
Help explain plan-navigation resources when a customer asks.
Use facility-approved displays or educational opportunities.
Do not conduct marketing at the pharmacy counter where care is being delivered.

Community

Senior Centers

Best contact: site manager, program director, activities director.

Offer educational sessions and resource tables.
Ask what programs actually need sponsorship or volunteer support.
Build visibility by becoming a reliable recurring participant.
Keep educational and sales activities clearly separated when required.

Residential

Senior Living & 55+ Communities

Best contact: executive director, resident services, activities director.

Propose resident education, Q&A sessions and community resources.
Ask to support existing programming instead of creating extra work.
Be consistent throughout the year—not only during AEP.
Respect facility rules and resident privacy.

Neighborhood

Mobile Home & Manufactured Home Communities

Best contact: community manager, clubhouse coordinator, resident association.

Offer approved educational meetings or resource days.
Support resident events where appropriate.
Ask for permission before distributing or displaying materials.
Use an opt-in process for anyone who wants individual assistance.

Service

Food Banks & Nonprofits

Best contact: volunteer coordinator, outreach director, program manager.

Volunteer first; earn trust by helping the organization accomplish its mission.
Offer general Medicare education when appropriate and approved.
Avoid turning a service activity into aggressive prospecting.
Give people a clear way to request help from you later.

Professional

CPAs, Tax Preparers & Financial Professionals

Best contact: owner, advisor, client-service manager.

Offer to be their Medicare specialist for questions outside their scope.
Build a two-way professional resource relationship where appropriate.
Provide simple “when to call me” guidance for Medicare milestones.
Keep referral arrangements compliant with applicable laws and carrier rules.

Legal & Planning

Elder-Law & Estate-Planning Offices

Best contact: attorney, paralegal, client-care coordinator.

Offer Medicare expertise for clients transitioning into retirement.
Create a clean handoff process for clients who request help.
Do not give legal, tax or financial advice outside your license.
Refer questions back to the appropriate professional when needed.

Local Network

Churches, Chambers & Community Associations

Best contact: community-relations lead, organizer, membership director.

Offer practical educational content instead of a sales pitch.
Volunteer, attend consistently and support community initiatives.
Build relationships with multiple people—not one gatekeeper only.
Make your contact information easy to share when someone asks for Medicare help.

The Repeatable System

Turn COI Prospecting Into a Process

A productive COI program is not random networking. Use the same five-stage system every week.

Identify

Build a list of local organizations that regularly serve Medicare-age adults, caregivers or retirees.

Research

Know the decision-maker, their mission, their audience, current events and how you could actually help.

Approach

Ask for a short conversation. Position your expertise as a resource, not a request for leads.

Deliver Value

Educate, support an event, solve a problem, provide resources, volunteer or create a useful process.

Stay Present

Follow up, report back appropriately, thank the organization and create a dependable monthly rhythm.

What success looks like:
Staff know your name. They understand what you do. They know when you can help. They trust that you will respond quickly. Most importantly, they are comfortable giving your contact information to someone who has asked for Medicare assistance.

What does not work:
Dropping off cards once, asking for a referral list, disappearing until AEP, sending generic mass emails, or only contacting the organization when you need business.

The First Conversation

A Better COI Pitch

The original training correctly emphasized getting attention, proving value and asking for a short conversation. Here is a more natural version agents can use today.

30-Second Introduction

“Hi, my name is [NAME]. I’m a local licensed Medicare agent and I work with people in this community who need help understanding Medicare, plan changes and enrollment options. I’m not here to interrupt your staff or ask you for a list of clients. I wanted to introduce myself and see whether there are any Medicare-related questions your team runs into where having a reliable local resource would make things easier.”

The 10-Minute Ask

“If you have ten minutes sometime this week, I’d like to learn more about the people you serve and show you a simple way I can support your team when Medicare questions come up. If there’s no fit, no problem at all.”

Healthcare-Specific Strategy

Doctor Offices & Pharmacies: Know the Boundaries

Healthcare COIs can be powerful, but Medicare marketing rules distinguish between areas where care is being delivered and common areas. Your relationship with the facility does not override beneficiary-contact or marketing rules.

Situation	Better Approach	Avoid
Doctor office	Work through the office manager. Ask about facility-approved common-area materials, educational resources or a scheduled activity.	Marketing in exam rooms, treatment areas or patient rooms.
Pharmacy	Coordinate with the pharmacy manager and use an approved common-area location or communication process.	Marketing at the pharmacy counter where care is delivered.
Patient asks staff for Medicare help	Staff can provide your contact information or point the person to available resources. The beneficiary can initiate contact with you.	Receiving a name/number and cold-calling the person simply because someone “referred” them.
Facility wants an event	Define whether it is educational or marketing before promoting it. Follow the applicable event and carrier requirements.	Mixing educational positioning with unannounced sales activity.

Important: CMS regulations permit Medicare marketing activities and materials in certain common areas of healthcare settings, such as waiting rooms, cafeterias and community/conference rooms, while prohibiting marketing in areas where care is being administered. Separate beneficiary-contact rules also prohibit unsolicited approaches in places such as hallways and lobbies. Structure activities through the facility and follow current carrier/CMS requirements.

Protect the Relationship

COI Compliance: The Rules Agents Should Remember

A great relationship is never worth creating a compliance problem. Use these guardrails as part of every COI program.

1. A referral is not automatically permission to call.

For Medicare marketing, unsolicited telephone calls based on referrals are prohibited. A safer handoff is for the COI to give the beneficiary your information or for the beneficiary to expressly request contact through an approved process.

2. Do not request unnecessary private information.

Do not ask a medical office or community partner to send diagnoses, medications, medical records or other sensitive information just to create a lead. Keep the handoff minimal and beneficiary-driven.

3. Healthcare settings have location rules.

Marketing is not permitted in areas where care is administered, including exam rooms, hospital patient rooms, treatment areas and pharmacy counter areas. Common areas are treated differently.

4. Do not pay for Medicare enrollments or patient steering.

Do not create side agreements that reward a provider or organization for persuading patients to choose a specific Medicare plan. Provider marketing activities are subject to specific CMS restrictions.

5. Gifts and sponsorships are not a substitute for value.

Do not tie gifts, meals, sponsorships or anything of value to referrals or enrollments. Obtain agency/carrier approval when required and follow the rules that apply to beneficiaries, events and healthcare partners.

6. Educational and marketing activities are different.

Decide what type of event you are conducting before it is advertised. Use the correct materials, permissions, Scope of Appointment process and event rules for the activity.

This resource is for agent training and operational guidance. It is not legal advice and does not replace current CMS regulations, carrier-specific requirements, state law, agency compliance guidance or the terms of an agent’s carrier contract.

Use These in the Field

COI Scripts & Templates

Copy, personalize and make them sound like you. Keep the message focused on service and simplicity.

Email to a Doctor Office Manager

Subject: Local Medicare Resource for Your Patients & Staff

Hi [NAME],

My name is [AGENT NAME], and I’m a local licensed Medicare agent. I regularly help Medicare beneficiaries and families understand coverage, enrollment periods and plan-related questions.

I’m reaching out because medical offices are often the first place patients ask questions when they are confused about Medicare. I would love to introduce myself, learn what your team is seeing, and see whether I could become a useful resource when those questions come up.

I am not asking your office to provide patient lists or confidential information. My goal is simply to create an easy, professional resource your team can share when a patient independently asks for Medicare assistance.

Would you have 10–15 minutes next week for a quick introduction?

Thank you,
[NAME] | [PHONE] | [EMAIL]

Email to a Senior Center / Community Director

Subject: Medicare Education & Community Support

Hi [NAME],

I’m [AGENT NAME], a local licensed Medicare agent. I’m looking to become more involved with organizations serving seniors in our community and wanted to introduce myself.

I can help with educational Medicare sessions, Q&A opportunities and general resource support. I’m also interested in learning what events or programs your center already has planned and where an additional community partner could be useful.

My goal is to support your existing programming—not create more work for your team. Would you be open to a short call or meeting?

Best,
[NAME] | [PHONE] | [EMAIL]

Beneficiary-Initiated Handoff Language for a COI

“We work with a local licensed Medicare agent, [AGENT NAME], who may be able to help with Medicare questions. If you would like to speak with them, here is their contact information. You can contact them directly.”

A simple handoff can help avoid creating the expectation that the agent will cold-call a person who never requested contact.

Follow-Up After the First Meeting

Subject: Thank You — Next Step

Hi [NAME],

Thank you for taking the time to meet with me today. I appreciated learning more about [ORGANIZATION] and the people you serve.

Based on our conversation, I’m going to [SPECIFIC ACTION: send approved educational materials / propose two dates / provide a Medicare resource sheet / connect you with our events team].

I’ll follow up by [DATE]. My goal is to make this easy and useful for your team.

Thanks again,
[NAME]

Monthly Relationship Check-In

“Hi [NAME], I wanted to check in and see what Medicare questions your team has been hearing lately and whether there’s anything I can help with this month. I also wanted to confirm you still have my current contact information and materials.”

Event Proposal

Proposed Topic: Medicare Basics & Enrollment Questions
Audience: Residents / members / caregivers
Format: [Educational / Marketing — select before promotion]
Length: 30–45 minutes plus questions
Facility Provides: Room, seating, event approval
Agent Provides: Approved presentation/materials, sign-in process if applicable, follow-up process compliant with event type
Goal: Give attendees clear, practical information and a way to request individual assistance if they choose.

Action Plan

Your First 30 Days

Do not wait until AEP. Build the infrastructure now so the relationships are already established when enrollment activity increases.

Week 1

Build a 25-COI List

Choose 5 healthcare, 5 senior/community, 5 professional, 5 nonprofit/faith and 5 neighborhood organizations.

Week 2

Make 10 Introductions

Use phone, email and in-person outreach. Your goal is a short meeting—not a referral on day one.

Week 3

Deliver 3 Pieces of Value

Provide an approved resource, event idea, educational session, volunteer time or useful connection.

Week 4

Set the Follow-Up Rhythm

Schedule the next touchpoint for every promising relationship and record the next action in your CRM.

Minimum weekly activity: 5 new COI outreaches, 3 relationship follow-ups, 1 in-person visit, and 1 concrete value-delivery action. Adjust the numbers to your market, but do not allow a week to pass with zero COI activity.

Measure What Matters

COI Scorecard & Tracking System

Track relationship progress—not just enrollments. A new COI may take months to become productive.

COI Milestone

New

Warm

Active

Champion

Decision-maker identified

✓

First conversation completed

✓

Value delivered / activity completed

✓

Recurring contact rhythm established

✓

Organization proactively introduces or recommends you when asked

✓

CRM Fields to Track

Organization and category
Primary contact and role
Date of last contact
Relationship stage
What matters to the organization
Value you have provided
Next action and due date
Events / presentations completed
Beneficiary-initiated opportunities

Better KPIs Than “How Many Leads?”

New COI conversations per month
Second meetings booked
Active recurring relationships
Approved events or education sessions
Introductions initiated by the community partner
Response time to a beneficiary request
Retention of active COIs quarter over quarter

Field Tips

What Top Relationship Builders Do Differently

They learn names.

Do not only know the manager. Build professional rapport with the front desk, activities team, outreach staff and other people who interact with the community.

They respond fast.

If someone requests help, follow up promptly. The COI is judging your reliability every time they send someone your way.

They give useful feedback.

Without sharing private information, thank the partner and confirm that you connected or that the request was handled appropriately.

They stay visible year-round.

Trust built only during AEP feels transactional. Strong COIs know you before the busy season begins.

They solve small problems.

The relationship often grows because you helped with one confusing question, one resource, one event or one difficult situation.

They never overpromise.

If you do not know, say you will find out. If something is outside your license or authority, connect them with the right resource.

Questions Answered

COI Frequently Asked Questions

How long does it take for a COI relationship to produce results?

There is no fixed timeline. Some relationships produce opportunities quickly; others require several months of consistent interaction. Measure progress by access, trust, repeat contact and willingness to work together—not only immediate sales.

Should I ask directly for referrals?

You can explain that you are available to help people who ask for Medicare assistance, but avoid making the relationship feel like a transaction. A stronger approach is to create a simple, compliant handoff process and let the partner know exactly when you are useful.

Can a doctor office give me a patient’s name and phone number?

Do not build your COI process around receiving patient data. Medicare beneficiary-contact rules prohibit unsolicited telephone calls based on referrals, and healthcare organizations also have privacy obligations. A cleaner process is for the patient to initiate contact or expressly request that you contact them through an approved method.

Can I leave Medicare marketing materials in a doctor office?

CMS distinguishes between healthcare common areas and areas where care is administered. Marketing materials may be permitted in certain common areas, while marketing in exam rooms, patient rooms, treatment areas and pharmacy-counter areas is prohibited. Always coordinate with the facility and follow carrier requirements.

Can I sponsor bingo, birthdays, lunches or community events?

Possibly, but sponsorship does not remove Medicare marketing requirements. First determine whether the activity is educational, marketing, community outreach or something else, then follow the applicable CMS, carrier, state and agency rules. Never make sponsorship contingent on referrals or enrollments.

Should I bring food, gifts or gift cards to staff?

Relationship appreciation should never be tied to referrals, patient steering or enrollments. Before providing anything of value, consider employer policies, anti-kickback concerns, beneficiary gift rules if beneficiaries are involved, and agency/carrier approval requirements. A handwritten thank-you, useful resource or reliable service is often more effective anyway.

What if the COI says, “Just call this person; I already told them about you”?

For Medicare marketing, a third-party referral by itself is not the same as permission for you to make an unsolicited marketing call. Ask the COI to have the beneficiary call you, give the beneficiary your contact information, or use an approved permission-to-contact process.

What should I do if I receive no referrals after several visits?

Evaluate whether you have created real value, whether staff understand exactly what you do, whether you are speaking with the right contact, and whether the audience is a good fit. Ask what would be more helpful. If there is still no progress after consistent effort, keep the relationship positive but allocate more time to higher-potential COIs.

Reference Desk

Official Compliance Sources

Rules change. Agents should confirm current CMS, carrier and agency requirements before conducting Medicare marketing activities.

42 CFR § 422.2264

Medicare Advantage beneficiary-contact rules, including restrictions on unsolicited calls, calls based on referrals, door-to-door solicitation and unsolicited approaches.

View current eCFR section

42 CFR § 422.2266

Rules for activities with healthcare providers and in healthcare settings, including areas where marketing is prohibited and permitted.

View current eCFR section

CMS Managed Care Marketing

CMS marketing resources, model materials, guidance and agent/broker information for Medicare Advantage and Part D.

Visit CMS marketing resources

Page training concept updated from Advantage’s prior “Developing Centers of Influence” training. Last reviewed for regulatory references: August 2026. Because rules and carrier interpretations can change, agents should verify current requirements before use.