What happens when one of your senior clients needs a costly dental procedure and discovers Medicare won’t cover it? This scenario is all too common – and it highlights a big problem. Many seniors lack dental insurance, assuming Medicare has them covered. As a Medicare-focused health insurance agent, this gap in coverage is your opportunity – and your responsibility – to fix. Left unaddressed, it means clients might skip critical dental care or face hefty out-of-pocket bills, which can hurt their health and your relationship with them.
Picture a long-time client calling you, upset about a $2,000 dentist bill for a root canal. They thought their Medicare plan took care of it, only to find out too late that it didn’t. Not only is your client in pain, but they’re also financially stressed – and wondering why their trusted agent (you!) never warned them. You certainly don’t want that situation. Beyond the immediate health risks of untreated oral issues (which can lead to infections or worse), there’s also a trust risk: clients may feel you left them exposed.
Luckily, there’s a solution: start cross-selling dental insurance to your Medicare clients. By bundling a dental plan with their Medicare coverage, you protect your clients’ smiles and wallets – and boost your business in the process. It’s truly a win-win.
Why Seniors Need Dental Insurance Beyond Medicare
If you’re working with Medicare clients, you probably know this fact: Original Medicare doesn’t cover routine dental care. That means no coverage for checkups, cleanings, fillings, dentures or implants in most cases. Medicare will only pay for limited dental services in very specific medical situations (for example, an oral exam prior to a kidney transplant), but routine dental care is excluded. As a result, millions of seniors are left without any dental coverage through their health plan.
Just how big is this gap? According to a Kaiser Family Foundation analysis, nearly half of all Medicare beneficiaries – roughly 24 million seniors – had no dental insurance as of 2019. It’s no surprise, then, that about 47% of Medicare beneficiaries did not visit a dentist at all in the past year. Cost is a major factor: one in five seniors on Medicare who did get dental care ended up spending over $1,000 out-of-pocket in a year. Many others simply forego care because they can’t afford it without insurance.
The lack of dental coverage has serious implications. Oral health isn’t just about teeth – it’s linked to overall health. Seniors with untreated dental issues may experience pain, difficulty eating or speaking, and an increased risk of conditions like heart disease and infections. In fact, older adults themselves recognize this: in one national poll, 98% of people age 65–80 said they know that oral health problems can lead to other health problems. Yet despite understanding the importance, cost and coverage gaps keep many seniors from regular dental care. This is a huge problem hiding in plain sight.
For seniors on Medicare Advantage plans, the picture is a little brighter – most MA plans (about 94%) offer some dental benefits. However, these benefits vary widely and often come with limitations. Many MA dental riders cap annual coverage (commonly $1,000–$2,000), exclude certain services like dentures, or require network dentists. So even seniors with Medicare Advantage dental coverage might still face out-of-pocket costs for major work. And for those with Medicare Supplement (Medigap) plans or Original Medicare only, there’s usually zero dental coverage – Medigap policies generally don’t cover dental either.
Bottom line: There is a significant unmet need for dental insurance for seniors. Millions lack coverage, Medicare doesn’t fill the gap, and the consequences are poor health outcomes and financial stress. This is the problem you, as an agent, can solve by ensuring your clients have access to a good dental plan in addition to their Medicare coverage.
Why Medicare Agents Should Sell Dental Plans
Now that we’ve defined the problem, let’s talk about opportunity. For a health insurance agent specializing in Medicare, selling dental insurance (and other supplemental plans) is one of the smartest moves you can make. Here’s why cross-selling Medicare and dental insurance is such a powerful strategy:
Protect Your Clients’ Health and Finances
First and foremost, you’re doing right by your clients. By offering them a dental plan, you ensure they can actually afford to get preventive cleanings and necessary treatments. This leads to healthier, happier clients who avoid serious medical complications down the road. You become the agent who helped them avoid a $2,000 surprise bill and painful dental problems – that’s a big trust-builder.
Earn Additional Commissions
Every dental plan you sell is another policy in your book – and another commission for you, often with annual renewals. Over time, these extra sales can compound into a significant boost in income. You’re already doing the work to acquire and service the client for their Medicare plan; adding a dental policy takes relatively little extra effort for a lot of potential gain.
Increase Client Loyalty & Retention
Selling dental and other ancillary products deepens the relationship with your clients. Instead of just a Medicare agent, you become their trusted adviser for all things insurance. Clients who have multiple policies with you are less likely to leave, since you’ve integrated yourself into more aspects of their healthcare planning. They’ll also appreciate that you’re proactive about covering their needs. This increased loyalty means higher retention and more renewal revenue year after year.
Expand Your Client Base Through Referrals
Satisfied clients talk. When you help Mrs. Smith get a great Medicare plan and an affordable dental policy that saves her money at the dentist, she’s likely to mention it to her friends. Cross-selling can organically lead to referrals (“Oh, you need dental coverage? My agent helped me with that!”). Additionally, marketing yourself as a one-stop shop for Medicare and supplemental needs can attract new prospects who are looking for comprehensive service.
Differentiate Yourself in a Competitive Market
Not every Medicare agent takes the time to discuss dental, vision, hearing or other ancillary benefits. By doing so, you set yourself apart from the pack. You’re not just pushing a plan and moving on; you’re looking at the full picture of the client’s needs. This reputation as a holistic problem-solver can be a competitive advantage. Clients will see you’re not just chasing a sale but genuinely trying to protect them from gaps in coverage. (And indeed, industry leaders and organizations like the NAHU emphasize the value of offering ancillary products to fill important gaps in Medicare coverage.)
Grow with a Growing Market
The senior population is booming. By 2030, the number of Americans over 65 will reach about 72 million – nearly double the number in 2000. That’s a massive wave of potential clients heading into Medicare, many of whom will need dental coverage. Positioning yourself now as an expert in dental insurance for seniors puts you in line to catch this wave. You’ll be ready to serve the increasing demand.
In short, cross-selling dental (and other supplemental insurance like vision or hearing plans) alongside Medicare plans is a win-win. Your clients get more complete coverage and peace of mind, and you get a stronger business. As one sales maxim goes, it’s far easier to sell to an existing customer than to find a brand new one. You’ve already earned your Medicare clients’ trust – building on that by covering additional needs is natural. In fact, many top agents report that selling dental insurance to seniors becomes much easier once they’ve established that advisor relationship with the client. They aren’t making a cold sale; they’re simply solving another problem for someone who trusts them.
How to Sell Dental Insurance with Medicare Plans: 5 Tips for Success
So, you’re convinced that adding dental insurance to your Medicare sales strategy is important – but how do you actually do it? Cross-selling requires a thoughtful approach so that clients see the value and feel confident saying “yes.” Here are five practical tips on cross-selling Medicare and dental coverage effectively:
1. Educate Clients on Medicare’s Dental Coverage Gap
The first step is awareness. Don’t assume your clients know Medicare lacks dental benefits – many do not realize it until they face a big bill. Make it a point to educate every client (especially new-to-Medicare seniors) about what Medicare does and doesn’t cover. A simple but powerful question to ask: “What are you doing for your dental coverage now that you’re on Medicare?” This can prompt them to think about it. Explain that Original Medicare doesn’t cover routine dental care like cleanings, fillings, extractions or dentures, and that even Medicare Advantage plans have limits. Use real examples (without scaring them too much): e.g., “Medicare will pay $0 if you need a crown or root canal, which can cost thousands.”
2. Highlight the Importance of Oral Health (and the Costs of Neglect)
Education should go beyond coverage details – you also want to connect dental coverage to the client’s health and finances in a meaningful way. Many seniors underestimate how important oral health is, or how expensive dental care can be when paid out-of-pocket.
Discuss how oral health affects overall health. For instance, untreated gum disease or tooth infections can worsen conditions like heart disease and diabetes. You might say, “Keeping your teeth and gums healthy isn’t just about preventing toothaches – it can actually help you stay healthier overall. Medical research shows links between oral health and heart health, etc. If skipping dentist visits leads to bigger issues, it can impact your whole well-being.”
Next, talk about costs. Seniors are often on fixed incomes, and the prospect of a surprise $1000+ dental bill is daunting. You can mention that 20% of Medicare beneficiaries who did get dental care spent over $1,000 out-of-pocket in a year. Ask your client, “Do you have a plan if an expensive dental procedure comes up?” Remind them that problems like missing teeth or gum disease become more common with age. By illustrating the potential costs of not having insurance (both in health and money), you create a natural motivation for them to consider coverage. It’s not about fear-mongering; it’s about preparing and protecting them from likely risks.
3. Position Yourself as a Trusted Advisor, Not Just a Salesperson
When introducing any cross-sale, trust is your biggest asset. Clients buy additional coverage from agents they trust and perceive as looking out for them. So, focus on being a trusted advisor. This means your tone and approach should be consultative: you are recommending dental insurance because it’s in their best interest, not because you’re trying to make an extra buck.
One effective approach is to frame the dental plan as part of a comprehensive solution for the client. For example: “Mrs. Jones, we’ve got your Medicare Supplement in place to cover the hospital and doctor gaps. The only major thing left uncovered now is dental care. I recommend we add an affordable dental policy so that you truly have peace of mind about your health coverage.” This framing shows you’ve thought about the big picture for them. You’re effectively saying, “I consider it my duty to ensure you’re fully protected.” Clients appreciate that level of care.
Always keep the conversation client-centered. Ask questions about their current dentist habits: “Do you go for cleanings twice a year? When was the last time you had a major dental treatment?” Listen to their concerns. Some seniors might say, “Oh, I still have my employer retiree dental” or “I haven’t been to the dentist in years.” Whatever their situation, respond as a helpful advisor: If they have a current plan, you can offer to review if it’s sufficient. If they haven’t gone in years, gently encourage them that now’s the time to start, especially with a good insurance plan to make it affordable.
4. Make Bundling Easy with the Right Tools (Leverage Technology)
One practical challenge agents face is managing multiple products and applications. But good news: modern technology can make cross-selling and bundling Medicare and dental insurance much easier – for you and the client. Rather than juggling separate quotes and paperwork, you can use tools like Quotit’s platform to streamline the process.
Quotit now offers Medicare plan quoting alongside dental, vision, and other supplemental insurance, all in one system. This means you can generate a proposal that shows, say, a Medicare Supplement plan plus a dental/Vision/Hearing plan in a single presentation. Clients can compare options side by side and see the total package.
If you haven’t already, take time to familiarize yourself with Quotit’s cross-selling features (or whatever quoting software you use). Set up your website or email proposals to show those dental/vision options by default. When you present to clients, mention how easy it is: “I can enroll you in both plans together right now; it only takes a few extra minutes.” By removing the hassle, you’ll find a lot more clients agreeing to bundle. Using technology to simplify bundling is a game-changer for busy agents – it saves time, reduces errors, and increases sales.
5. Follow Up and Be Persistent (Many Need a Second Ask)
Even with education, great advice, and slick tools, some clients won’t immediately say “yes” to a dental plan. And that’s okay. Maybe they need to think about the extra monthly cost, or talk to a spouse, or they’re just the type who never makes two decisions in one day. Selling dental insurance to seniors often requires a bit of patience and multiple touchpoints. The key is to not give up after the first “I’ll think about it.”
Set up a follow-up system for any client who doesn’t enroll in a dental or other ancillary product. This is where email marketing or automation can really help. For instance, if you have an email automation tool (many CRMs or quoting tools have this feature), schedule a follow-up series: an email thanking them for their Medicare enrollment, and gently reminding them about dental coverage a week later, a month later, etc. Provide additional value in these messages – maybe a quick fact like “Did you know 1 in 4 older adults have lost all their teeth? Dental insurance can help prevent that by covering regular cleanings”, or a testimonial from another senior client who benefited from their dental plan.
When you follow up, keep a friendly, service-oriented tone. You’re not badgering them to buy; you’re checking in as part of your duty of care. A phone call a month or two later could simply be: “Hi John, I just wanted to touch base. How’s everything with your new Medicare plan? By the way, I remember you were considering dental insurance but weren’t sure. Since it’s been a little while, I wanted to see if you had any questions about it. I really believe it could save you money and hassle in the long run.” Sometimes, after mulling it over (or experiencing a recent cavity!), the client might be more receptive on the second or third ask.
Persistence pays off. Many sales are won on follow-up. In marketing terms, it often takes several “exposures” to an idea before a customer takes action. As long as you are polite and providing value each time, most clients won’t mind the reminders. In fact, some will appreciate it: life gets busy, and they might genuinely forget to address this need. Your prompt might come at exactly the right time when they’re ready to act.
Ready to Bundle Medicare and Dental Insurance for Your Clients?
Selling dental insurance to seniors may have been an afterthought for some agents in the past, but today it’s clear that it needs to be a core part of your Medicare sales strategy. The need is huge, the benefits for both clients and agents are undeniable, and with the right approach you can absolutely make it a profitable success.
Adding dental insurance to your product offerings isn’t just about making more money (though it will certainly help your bottom line!). It’s about delivering a higher standard of care to your senior clients. It feels good to know you’ve covered all the bases and truly helped someone protect their health and finances. And yes, a well-covered, well-served client is a happy client – one who will stick with you and send their friends your way. That’s how you grow a thriving insurance business, one smile at a time.
Next Steps: Embrace cross-selling as a core strategy this year. Update your website or client emails to mention dental coverage options. If you’re using Quotit, explore the cross-selling features – you can bundle Medicare and dental insurance offerings with ease now. And if you need a refresher or more training, check out resources from authoritative organizations. Medicare.gov offers clarity on what Medicare covers and doesn’t (so you can quote those facts confidently) The American Dental Association (ADA) provides insights on senior oral health that can enrich your client conversations. Stay informed, stay proactive, and watch your business grow.
