Why “Did we get enough leads?” isn’t enough
As you review 2025 and plan 2026, it’s natural to ask:
“Did we hit our lead and enrollment targets?”
It’s the right question, just not the only question.
Because behind every “yes” or “no” is a more important one:
“Did we strengthen the system that creates leads, enrollments, and agent growth?”
For FMOs, multi‑agent Medicare agencies, and healthcare organizations, growth doesn’t come from one channel or one campaign. It comes from a handful of pillars working together.
Here’s a practical way to score those pillars before you set 2026 budgets.
Pillar 1: SEO & Visibility
If agents and beneficiaries can’t find you, they can’t choose you.
Ask your team:
- Are we visible for the top 10 searches our ideal agents and beneficiaries actually use?
- What % of our 2025 leads started from organic search (brand + non‑brand), not just paid campaigns or vendors?
Look at:
- Branded searches (people looking for you by name)
- Non‑branded searches (e.g., “Medicare FMO in [state]”, “Medicare agency near me”)
- How often your site, profiles, and content show up when people research you
If organic is flat or declining, but your paid costs are rising, your system is getting more fragile, not stronger.
Pillar 2: Video Funnels
In 2025, most serious agents and beneficiaries expect to watch before they talk.
You don’t need 20 funnels. You need at least:
- One agent recruitment video funnel
- One beneficiary education video/webinar funnel
Ask:
- Do we have at least one live funnel for each group right now?
- What % of video views turned into form fills, calls, or appointments?
Look at:
- View → click → lead metrics for each funnel
- Whether the content is current (2025 rules, markets, products)
- Whether those leads are tagged and tracked differently in your CRM
If you’re only using video on social, but not in structured funnels, you’re under‑leveraging one of the most scalable trust‑building tools you have.
Pillar 3: Follow‑Up & CRM
Most wasted marketing spend dies here.
Ask:
- Can we see, in one dashboard, lead source → follow‑up → enrollments/appointments?
- How many leads in 2025 went 48+ hours without any contact?
Check:
- Lead routing rules (who gets what, how fast)
- Automated follow‑up (email/SMS/Tasks) for new leads and no‑shows
- Basic pipeline hygiene (are stages and outcomes actually used?)
If leadership can’t answer “What happened to the leads from X?” without pulling 3 reports and 2 vendors into a call, you don’t have a growth system. You have a collection of activities.
Pillar 4: Compliance & Consistency
In Medicare and healthcare, growth dies fast if compliance isn’t baked in.
Ask:
- Are our assets updated for current rules and disclaimers?
- Is our messaging and branding consistent across vendors, markets, and channels?
Review:
- Websites, landing pages, and funnels
- PDFs, decks, and field‑facing material
- Google Business Profiles and key directories
If agents and beneficiaries get a different story (or outdated language) depending on where they look, trust erodes.
Turning your scorecard into a 2026 plan
Once you’ve graded each pillar, the next step isn’t “do everything.”
It’s:
- Identify your top 1–2 strengths to KEEP and SCALE in 2026.
- Identify your top 2–3 weak spots to FIX before you pour more budget into them.
- Kill anything that is clearly low‑ROI, high‑friction, or off‑strategy.
- Decide what to ADD to complete your Medicare Growth System (often: better SEO, at least one strong video funnel, and tighter CRM automation/reporting).
Want help structuring the review?
To make this easier, we put together a 2025 → 2026 Medicare Growth System Scorecard worksheet.
It walks you through:
Targets vs actuals
- Ratings and notes for each pillar
- KEEP / FIX / KILL / ADD decisions
- Your top 3 priorities for the next 90 days
👉 Click the Scorecard image above to download the 2025 → 2026 Medicare Growth System Scorecard worksheet.
Once you’ve gone through it with your team, you’ll have a clear picture of what to KEEP, what to FIX or KILL, and what to ADD to your Medicare growth system for 2026.
