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Open Enrollment: The Race for the Geriatric Population and How Independent Pharmacies Can Win

Every October, Medicare-eligible patients are bombarded with phone calls, emails, and advertisements urging them to choose their Medicare Advantage (MAPD) or Part D plan for the upcoming year. It’s a chaotic time for seniors  and a critical opportunity for independent pharmacies.

Independent pharmacy has a unique advantage during this season. You already have trusted relationships and accessibility that call centers and large insurance agencies simply can’t match. Mrs. Jones would much rather sit down with someone she knows at her local pharmacy than take a cold call from a Humana representative in another state.

The Evolving Medicare Enrollment Landscape

What used to be a manual process of typing medications into CMS.gov has now evolved into advanced technology platforms and agency partnerships. Independent pharmacies today have access to solutions like:

With this growing spectrum of options, pharmacies have more tools than ever to protect patients and profits  but it all starts with a plan.

Why Patients Need You

Many seniors fall victim to predatory enrollment practices by biased agents and call centers who steer patients toward mail order or chain pharmacy options  often under the false promise that “you can still fill at your local pharmacy.” Then, come January 1, your patient finds out they’re locked into a PBM-owned mail order plan.

Your goal as a pharmacy: help each patient find an affordable plan that fits their medication profile and lets them continue filling prescriptions with you.

Build Awareness with Technology and Marketing

Let your customers know you’ve got their back. Use every available channel to promote your Medicare support services:

  • IVR messages letting callers know you can help with plan reviews
  • Bag stuffers that educate on plan optimization
  • Signage in-store and window displays
  • Social media posts encouraging customers to book an appointment

Even a simple message  “We can help you find the right plan and keep your pharmacy!”  can start important conversations.

Strengthen Your Knowledge and Partnerships

Be prepared to speak confidently about the plans you’re contracted with  either through your PSAO or a technology partner. When customers see that you understand their options, they’re more likely to stay loyal to your pharmacy.

If you don’t feel comfortable handling Medicare plan reviews yourself, partner with a trusted agent who understands independent pharmacy. Avoid anyone biased toward a specific carrier instead, find or train someone whose goal aligns with yours: keeping patients in your store and optimizing their healthcare experience.

Don’t Be Caught Off Guard This Fall

Each fall, open enrollment creates both disruption and opportunity. Your patients trust you use that relationship to guide them through the noise.

Independent pharmacies that take charge of this process strengthen customer loyalty, protect margins, and reinforce their role as the true healthcare hub of the community.