60‑Minute 2025 Medicare Marketing Review (KEEP / FIX / KILL / ADD)

Before you add more to your 2026 plan, take 60 minutes to clean up 2025.

Most FMOs, multi‑agent Medicare agencies, and provider groups jump straight from AEP into “What should we try next?” for 2026.

The better question is:

“What did we run in 2025, and what’s actually worth KEEPING, FIXING, KILLING, or ADDING?”

This 60‑minute Medicare marketing review gives you a simple way to audit your channels before you spend another dollar.

Step 1 – List your 2025 channels

On a whiteboard or slide, list every channel that actually mattered this year.

Core examples for Medicare organizations:

• SEO / Website
• Google Business Profile / Local search
• Video funnels / webinars (agent + beneficiary)
• Paid media (Meta, Google, other platforms)
• Email / SMS nurture
• Events / seminars
• Referrals / partnerships
• Agent recruitment systems / portals
• CRM & automation (GHL, HubSpot, etc.)
• Analytics & reporting

Add anything else you really used (direct mail, call centers, etc.).

You’re not judging yet. You’re just putting all the moving parts on one page.

Step 2 – Capture quick facts for each channel

For each channel, write down 5 quick things:

1. Role
   • What was this channel supposed to do?
   • Generate Medicare leads? Recruit agents? Nurture? Support brand/compliance?
2. Investment
   • Rough ad/vendor spend per month
   • Rough internal time per month
3. Output (results)
   • Approximate leads / apps / agent inquiries
   • Approximate enrollments / signed agents
   • Your gut rating for quality (1–5) and tracking confidence (1–5)
4. Systemization
   • Is there a repeatable process?
   • Do you have workflows, automations, a clear owner?
   • Or does it mostly live in people’s heads?
5. Headache level
   • How much friction did this channel create (fires, politics, compliance)?
   • 1 = painless, 5 = constant drama

You don’t need perfect numbers. You need directionally honest notes.

Step 3 – Apply KEEP / FIX / KILL / ADD

Now run each channel through the KEEP / FIX / KILL / ADD lens.

KEEP

• Working, measurable, aligned with strategy.
• Hit or came close to goals.
• You trust the numbers.
• The process is reasonably systemized.

👉 Plan to scale or optimize this in 2026.

FIX

• Showed promise, but something broke in execution or tracking.
• Offer, messaging, targeting, follow‑up, or reporting was weak.

👉 Don’t abandon. Repair and re‑test with 1–2 specific changes.

KILL

• Low volume, low ROI, high hassle, or completely off‑strategy.
• You’re keeping it alive because “we’ve always done it” or one person likes it.

👉 End it cleanly and reclaim budget, capacity, and headspace.

ADD

• Obvious missing piece in your growth system.
• Common 2026 “ADD” items:
  • A real agent recruitment video funnel
  • A real beneficiary education webinar funnel
  • Proper CRM automation & reporting
  • Better SEO & local visibility

👉 Don’t just list ADDs. Decide what must be added in 2026 to complete your system.

Label each channel with exactly one: KEEP, FIX, KILL, or ADD.

Step 4 – Turn your review into a 90‑day plan

Once everything is tagged:

1. KEEP – What you double down on

List 3–5 KEEP channels and answer:

• How will we scale this in 2026 (budget, capacity, reach)?
• What small optimizations will make it even more efficient?

2. FIX – What you’ll repair

List 3–5 FIX channels and write:

• What specifically broke in 2025 (offer, creative, targeting, process, tracking)?
• What’s the single biggest change you’ll make next?

3. KILL – What you’re walking away from

List the channels you’re killing and note:

• Kill date
• Budget and time you’ll free up
• Where you’ll reallocate that freed capacity

4. ADD – What completes your Medicare growth system

Decide what you must ADD or UPGRADE in 2026:

• SEO & website foundation
• Agent recruitment video funnel
• Beneficiary education funnel
• CRM/GHL automation
• Reporting & dashboards

Then pick 3 concrete ADD projects for the next 90 days with:

• Clear owner
• Scope
• Start/target dates

This shifts you from:

“What should we try next?”

to:

“How do we upgrade the machine we already have?”

Get the full Medicare Growth Review worksheet

If you want a plug‑and‑play version of this to run with your team, we pulled it into a 2025 → 2026 Medicare Growth REVIEW worksheet.

Inside, you’ll get:

• A pre‑built channel list and “Channel Review” table
• KEEP / FIX / KILL / ADD definitions and fields
• A 2026 system summary and 90‑day focus section

👉 Download the 2025 → 2026 Medicare Growth REVIEW worksheet to run this 60‑minute session with your leadership team.

If you’d like help turning your completed REVIEW into a 90‑day action plan, you can always reach out and we’ll show you how we run a full Medicare Growth System Audit with FMOs and multi‑agent agencies.