Two advisors call back the same requested-info lead from the same county. One books a review and warm-transfers a qualified senior to a licensed agent, while the other loses the caller before the first question.
The first 60 seconds usually decide how the call goes, so they need to be consistent, compliant, and easy to repeat on the next 200 calls. A good Medicare lead generation script gives every advisor those 60 seconds in writing, with the required disclosures built in so nobody has to improvise around a federal rule.
Below are seven scripts that cover the whole path, from the first callback to the hand-off to a licensed agent. Each one is ready to copy, each one flags where the compliance lines go, and the opening script carries the exact wording Medicare requires. For the strategy around these calls, our high-volume Medicare playbook picks up where the scripts leave off.
Key takeaways
Cold calls and texts about Medicare Advantage and Part D plans are prohibited, so every script here starts from permission.
The TPMO disclaimer goes in the opening, before you discuss any benefits.
A non-licensed rep can qualify and transfer. Only a licensed agent discusses specific plans.
A Scope of Appointment has to be on file before a marketing appointment.
What to include in a Medicare lead generation script
A Medicare lead generation script is a permission-based conversation that moves a requested-info lead or an inbound caller toward a qualified, transferable opportunity without tripping a CMS or TPMO rule along the way. For Medicare Advantage and Part D, cold calling is against the rules (more on that below).
Scripts that hold up in a compliance review share the same building blocks, in the same order.
Building block | What it does | Compliance note |
|---|---|---|
Intro + licensed-agent ID | Names who you are and who you’re not | Say you’re independent and not affiliated with the government or Medicare |
Permission to contact | Confirms the lead asked to hear from you | Outbound calls need the lead’s permission to contact (PTC) first |
TPMO disclaimer + recording notice | The disclaimer CMS requires, plus a heads-up that the call is recorded | Read the disclaimer before you discuss any benefits |
Discovery questions | Surfaces doctors, drugs, budget, and priorities | Optional for the beneficiary; keep it pressure-free |
Plan comparison framing | Sets up an honest, needs-first review | Don’t quote a specific plan premium before the SOA |
Clear next step or hand-off | Transfers or books, with consent | Capture permission to follow up |
Compliance note
Unsolicited calls or texts to Medicare beneficiaries about Medicare Advantage and Part D plans are prohibited under CMS rules, which is why real lead generation runs on inbound callbacks, requested-info leads, and opted-in turning-65 or Special Enrollment prospects. Referrals work too, as long as the referred person contacts you first.
Medigap is governed by state law, so the rules there differ, but the safe default for a mixed team is permission-first.
A script built once becomes a template that your whole floor can run. If you want a reusable shell for other call types, our call center script template works the same way.
The habits that separate strong scripts from the ones nobody follows show up in these call center script best practices.
7 Medicare lead generation scripts that convert
Each script has three parts: when to use it, the word-for-word dialogue, and a quick note on what to watch. Script 1 carries the full compliance opening. The later scripts point back to it at the spot where the disclaimer goes, so the dialogue stays short.
Swap anything in brackets for your own details. Directions in italic parentheses tell the advisor what to do and aren’t read aloud.
1. Inbound lead callback script
When to use it: Someone filled out a form, called in, or asked to be contacted, and you’re calling them back.
Script
Copy
Advisor: Hi, may I speak with [Mr./Ms. Last Name]? This is [Agent Name], a licensed insurance agent with [Agency]. You recently requested information about your Medicare options, so I’m following up to help. Before we get started, I have to share a couple of quick disclosures.
First, I’m an independently licensed agent, and I’m not affiliated with or endorsed by the government or Medicare.
We do not offer every plan available in your area. Currently we represent [number of organizations] organizations which offer [number of plans] products in your area. Please contact Medicare.gov or 1-800-MEDICARE to get information on all of your options.
(If your agency sells every Medicare Advantage plan in the area, read this version: “Currently we represent [number of organizations] organizations which offer [number of plans] products in your area. You can always contact Medicare.gov or 1-800-MEDICARE for help with plan choices.”)
This call is also recorded for quality and compliance. Do I have your permission to continue?
Lead: Sure, that’s fine.
Advisor: Great. To point you in the right direction, can I ask a few quick questions about your current coverage and the doctors you want to keep?
What to watch
The disclaimer belongs in the opening, before you discuss any benefits. CMS requires the recording itself, and saying so up front means the caller hears it from you first. This is the one script where the wording is not yours to improvise.
2. Outbound call to a requested-info lead
When to use it: The lead gave permission to contact (a form, a reply card, or a “call me back”), and you’re placing the outbound call.
Script
Copy
Advisor: Hi [First Name], this is [Agent Name], a licensed agent with [Agency]. You asked us to reach out about Medicare plan options when you [filled out the form / returned the card] on [date]. Is now an okay time for a few minutes?
Lead: Yeah, I’ve got a minute.
Advisor: Perfect. Quick housekeeping first, then I’ll make this useful. (Read the disclaimer and recording notice from Script 1.) Sound good?
Lead: Go ahead.
Advisor: Thanks. Rather than push a plan at you, I want to understand what you need. If it turns out a review makes sense, I’ll set up a time with one of our licensed agents.
What to watch
Keep the permission trail clean, and if the next step is a formal marketing appointment, you’ll need a Scope of Appointment on file first, covering only the plan types the lead agrees to discuss. More on that in the FAQ.
3. Annual Enrollment Period outreach script
When to use it: It’s Annual Enrollment, October 15 to December 7, and you’re reaching existing clients or opted-in leads for a yearly review.
Script
Copy
Advisor: Hi [First Name], it’s [Agent Name] at [Agency]. It’s Medicare’s Annual Enrollment window, which runs through December 7, so I’m reaching out to the people I work with to offer a quick plan review. Plans can change their costs and networks every year, and sometimes those changes sneak up on people.
Lead: Oh, I didn’t know they could change.
Advisor: They can, honestly, and it’s easy to miss. Can we take 10 minutes to check that your current plan still covers your doctors and prescriptions for next year? (Read the disclaimer and recording notice from Script 1 before the review starts.)
What to watch
AEP is your highest-volume window, so the script has to be tight and the follow-up has to be fast. Changes made now take effect January 1.
4. Turning-65 outreach script
When to use it: The lead is approaching 65 and has opted in to hear from you about first-time enrollment.
Script
Copy
Advisor: Hi [First Name], this is [Agent Name] with [Agency]. You’re coming up on an important birthday, and with it, your Medicare eligibility. A lot of people tell me this part feels like homework nobody assigned them.
Lead: That’s exactly how it feels.
Advisor: You’re in good company. My job is to walk you through your options in plain English, no pressure and no cost to you. Want to start with how you use your current coverage and which doctors you’d like to keep? (Read the disclaimer and recording notice from Script 1 before you discuss any plan benefits.)
What to watch
Turning-65 prospects are new to all of this, so slow down and teach. The advisor who explains clearly now tends to keep the client for years.
5. Qualify-and-transfer to a licensed agent script
When to use it: A non-licensed lead-gen rep (or an intake advisor) is working a lead and needs to hand a qualified, interested senior to a licensed agent.
Script
Copy
Rep: Thanks for those answers, [First Name]. Based on what you’ve shared, it sounds like it’s worth having a licensed agent walk through specific plans with you. I’m not licensed to discuss plan details myself, so I’m going to transfer you to [Agent Name], a licensed agent who can enroll you in a new plan if you decide to. Is it alright if I stay on the line while I introduce you?
Lead: Sure.
Rep: Wonderful. [Agent Name], I have [First Name] on the line. They’re [age/eligibility], they want to keep [doctor/pharmacy], and they’re looking at [need]. I’ve shared the recording and representation disclosures. Over to you.
What to watch
The hand-off is where leads leak. Keep the warm transfer under a few seconds of dead air, and make sure a non-licensed rep never crosses into discussing specific plan benefits. If a licensed agent will call the lead back later, say so on this call: their information goes to a licensed agent who will contact them.
6. Needs and plan-fit discovery questions
When to use it: Any call where you’re qualifying the lead before a review or transfer. Treat this as a list of questions to work through with the lead.
Script
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Advisor: To make sure we only look at plans that actually fit, can I ask a few quick questions?
Which doctors or specialists do you want to keep seeing?
What prescriptions are you taking, and which pharmacy do you use?
Roughly what are you comfortable spending each month?
Do you travel or spend part of the year in another state?
What matters most to you: lower monthly cost, specific coverage, or keeping your current doctors?
What to watch
These questions are optional for the beneficiary, so frame them as a way to find plans that fit. Good discovery is what lets the licensed agent close without a second call.
7. Follow-up script
When to use it: You left a voicemail, had a first call that didn’t wrap up, or sent information the lead asked for and they agreed to a follow-up call.
Script
Copy
Voicemail: Hi [First Name], this is [Agent Name] at [Agency], following up on the Medicare information you requested. I’ll try you again [day], or you can reach me at [number]. Thanks!
Live follow-up: Hi [First Name], [Agent Name] again. You’d asked me to send some information over, and I did. I find it lands better when I can walk you through it for five minutes so you’re not reading it cold. Do you have a few minutes now, or should I grab a time that’s easier? (If they say yes, read the disclaimer and recording notice from Script 1 before you walk through any plans.)
What to watch
Capture permission to keep reaching out, and keep the voicemail short enough that people listen to the end.
Rebuttals for the 3 most common Medicare objections
A good rebuttal is a second honest question that keeps a useful conversation from ending too early. Here’s how to answer the three you’ll hear most, without pressure and without crossing a line.
They say
“I’m not interested”
Copy
You say
Acknowledge it, then offer something small and free.
“Totally fair, [First Name], and I’ll keep it short. A lot of people just want to know their current plan still covers their doctors next year. Want me to check that one thing for you?”
They say
“I’m happy with my plan”
Copy
You say
Agree, then plant one reason to look.
“That’s great to hear, and I’m not here to talk you out of it. Plans can change their networks and costs every year, though. Would it be worth two minutes to confirm yours still covers your prescriptions for next year?”
They say
“Just send me something”
Copy
You say
Say yes, then book the walk-through.
“Happy to send it right over. These plans get dense fast, so I’d like to set aside five minutes to walk you through it so nothing gets lost. Is [day] or [day] better for you?”
The responses only lift your numbers if every advisor uses them the same way. For other lines of business, our insurance sales scripts cover discovery, quoting, and closing, and these sales scripts for cold calling add more objection handling. Medicare outreach still stays permission-first.
How Alpharun keeps every advisor on-script
The Alpharun dashboard, showing a rep’s weekly coaching goal, playbook and win-rate scores, and the Ask Alpharun chat panel.
A script has to hold up on the hundredth call, when the attention has worn off. On a high-volume Medicare floor, advisors run hundreds of calls a month, and a manager can listen to maybe a handful of them. So the disclaimer gets rushed, the discovery gets skipped, and nobody notices until a QA audit or a complaint surfaces it.
Writing a good Medicare lead generation script takes an afternoon, but getting every advisor to deliver it the same way on every call takes steady coaching and call review.
Alpharun sits on top of your existing call system and coaches that consistency into the team. It builds a custom playbook from your own best calls, then checks every call against it.
With Alpharun, Medicare teams can:
Build a custom AI playbook from your top advisors’ calls, so the best version of each script is the one everyone runs.
Score 100% of calls at the sentence level for the TPMO disclaimer, Scope of Appointment, pre-enrollment checklist, and discovery, so nobody has to rely on spot checks.
Flag missed disclosures right after each call, so script drift gets fixed on the advisor’s next call.
Coach each advisor with specific moments from their own calls, with short notes sent straight to the advisor after each call.
Shorten ramp time, so new advisors run the compliant script from their first real calls.
Track each advisor’s progress on their next calls, so you can see which script changes paid off.
It won’t fix a bad lead list, and it isn’t a replacement for your licensed agents. It gives every advisor the best call’s playbook and takes the repetitive review work off a manager’s plate. Alpharun works with Medicare brokerages like Chapter, whose advisors handle hundreds of thousands of calls during the Annual Enrollment Period.
That consistency is a coaching habit as much as a tech one. If you want to go deeper, see how high-volume teams coach advisors at scale and build a library of call center coaching examples from their own calls.
Book a demo to see how Alpharun scores and coaches your Medicare calls against your own playbook.
Frequently asked questions
What is the best way to generate Medicare leads?
The best way to generate Medicare leads is permission-based outreach, because unsolicited calls or texts to beneficiaries about Medicare Advantage and Part D plans are prohibited. Strong sources include inbound web and phone inquiries, requested-info leads, opted-in turning-65 and Special Enrollment prospects, and referred beneficiaries who reach out to you first.
Where can I find a Medicare Open Enrollment script?
You can use the Annual Enrollment Period outreach script above as your Medicare Open Enrollment script. It’s built for the window that runs from October 15 to December 7, which is different from the Medicare Advantage Open Enrollment Period that runs from January 1 to March 31.
Do Medicare sales calls have to be recorded?
Yes, third-party marketing organizations must record Medicare marketing and sales calls in their entirety and keep the recordings for at least six years under CMS rules. Tell the beneficiary up front that the call is recorded, so the conversation starts on clear terms.
What is the TPMO disclaimer and when do you read it?
The TPMO disclaimer is a standardized CMS statement that any third-party marketing organization selling plans for more than one Medicare Advantage organization must read on sales calls. You read it before discussing any benefits, and it names how many organizations and plans you represent and points the beneficiary to Medicare.gov or 1-800-MEDICARE.
When is a Scope of Appointment required?
A Scope of Appointment is required before a personal marketing appointment where you’ll discuss specific Medicare Advantage or Part D plans. It must be documented before the appointment, and you can only discuss the product types the beneficiary agreed to.
