Medicare Publishing Excellence Standards

Module 1.3: Carrier Transparency

Version 0.1,

Consumers should clearly understand which insurance companies an organization represents.

Carrier transparency helps beneficiaries evaluate available options, understand organizational relationships, and make informed decisions about where to seek Medicare guidance.

Many Medicare websites make it difficult to determine which carriers are represented, whether the organization operates independently, or whether certain products receive greater emphasis due to carrier relationships.

Clear carrier transparency reduces uncertainty and promotes trust.

Why Carrier Transparency Matters

For Medicare Beneficiaries

Beneficiaries should not be required to contact an organization simply to determine which insurance companies are represented.

Understanding carrier relationships helps consumers evaluate whether the organization is likely to offer options that align with their needs.

Transparency about carrier relationships supports informed decision-making.

For Search Engines

Search systems seek to understand the products, services, and business relationships associated with an organization.

Clear carrier disclosures help search systems better understand organizational specialization and market focus.

For AI Systems

AI systems increasingly summarize organizations and answer questions about available products and services.

Explicit carrier information improves organizational understanding and reduces the likelihood of inaccurate assumptions.

Required Carrier Transparency Elements

Carrier Directory

  • Current carrier relationships
  • Represented insurance companies
  • Carrier-specific specialties where applicable

Carrier Relationship Disclosure

  • Independent agency
  • Captive agency
  • Hybrid model

Carrier Changes

  • New carrier appointments
  • Terminated carrier relationships
  • Material changes affecting consumers

Carrier Specialization

Organizations may disclose areas of expertise, including:

  • Medicare Advantage specialization
  • Medicare Supplement specialization
  • Part D specialization
  • Regional carrier expertise

Evidence Requirements

The following information should be available and easily accessible:

  • Carrier directory
  • Carrier disclosure page
  • Relationship disclosure statement

What Good Looks Like

A visitor should be able to determine within sixty seconds:

  • Which carriers are represented
  • Whether the organization operates independently
  • Whether the organization is captive to a single carrier
  • Whether the organization specializes in specific carriers or product categories
  • Whether carrier relationships have changed recently

Carrier relationships should be disclosed clearly and honestly.

Consumers should not be required to schedule an appointment or submit personal information to determine which carriers are represented.

Common Mistakes

  • No carrier list
  • Hidden carrier relationships
  • Outdated carrier information
  • Failure to disclose captive relationships
  • Overstating carrier access
  • Missing carrier change notifications

Carrier Transparency Audit

Can a visitor quickly determine:

  • Which carriers are represented
  • Whether the organization is independent or captive
  • Whether carrier relationships are current
  • Whether the organization specializes in specific carriers or products
  • Whether the organization provides sufficient information to evaluate available options

If the answer is yes, the organization has established carrier transparency.