The Cavulus CEO believes one key preparation is re-engagement with independent sales agents. "Most insurers had no choice but to operate remotely last year, and conduct all marketing and sales activities by phone or web. As a result, agents who primarily work with potential members at their kitchen table were sidelined."

Phillips is also encouraging plans to reactivate their community relations initiatives in a responsible manner. "Nearly all places where Medicare beneficiaries socialize were closed in 2020. It's important to have a connection to these spaces. There's nothing like word-of-mouth -- especially for smaller regional plans who take a more grassroots approach to marketing."