--- title: What’s Next for Medicare? Experts Weigh-In at NAIFA’s Impact Day description: On January 29, NAIFA’s Medicare Collective will bring together leading voices from across the Medicare ecosystem for focused, solutions-driven conversations about the forces reshaping the Medicare market. image: https://at.naifa.org/hubfs/Blog%20size.jpg --- [![ApexNLC_banner2-1](https://at.naifa.org/hs-fs/hubfs/ApexNLC_banner2-1.jpg?width=728&height=73&name=ApexNLC_banner2-1.jpg)](https://apex.naifa.org/) [![Advisor Today Logo - White@960](https://at.naifa.org/hs-fs/hubfs/Advisor%20Today%20Logo%20-%20White@960.png?width=960&height=146&name=Advisor%20Today%20Logo%20-%20White@960.png) ![Advisor Today Logo - White@960](https://at.naifa.org/hs-fs/hubfs/Advisor%20Today%20Logo%20-%20White@960.png?width=960&height=146&name=Advisor%20Today%20Logo%20-%20White@960.png) ](https://at.naifa.org/) [![Join NAIFA](https://no-cache.hubspot.com/cta/default/2635471/19793afe-5adf-4f28-b999-9dd4527de76b.png)](https://cta-redirect.hubspot.com/cta/redirect/2635471/19793afe-5adf-4f28-b999-9dd4527de76b) [**](https://at.naifa.org/whats-next-for-medicare-experts-weigh-in-at-naifas-impact-day#tmpmodule_1614584860767204) ** ![Lifesaver Beach-1](https://at.naifa.org/hs-fs/hubfs/Lifesaver%20Beach-1.jpeg?width=1400&height=799&name=Lifesaver%20Beach-1.jpeg) #### **NAIFA Members Provide Financial Security** ###### 2 min read ## [What’s Next for Medicare? Experts Weigh-In at NAIFA’s Impact Day](https://at.naifa.org/whats-next-for-medicare-experts-weigh-in-at-naifas-impact-day) By [NAIFA](https://at.naifa.org/author/naifa) on 1/2/26 3:43 PM ###### Topics: [Medicare](https://at.naifa.org/topic/medicare) [#MemberBenefits](https://at.naifa.org/topic/memberbenefits) ![](https://at.naifa.org/hubfs/Blog%20size.jpg) On January 29, NAIFA’s Medicare Collective will bring together leading voices from across the Medicare ecosystem for focused, solutions-driven conversations about the forces reshaping the Medicare market. Sessions during this live virtual event will be hosted by members of the NAIFA Medicare Collective, seasoned professionals working on the front lines of Medicare. “Impact Day is designed to equip agents and advisors with timely insights, practical guidance, and a clear understanding of where the market is headed in 2026 and beyond,” said Carroll Golden, executive director of [NAIFA’s Knowledge Centers.](https://lhc.naifa.org/medicare) “As regulatory changes, carrier decisions, and market contraction accelerate, NAIFA is creating space for informed dialogue that helps professionals better serve beneficiaries while protecting the integrity of the agent channel.” Dwane McFerrin of Senior Market Sales and Roy Messer, of Messer Financial will open the day with a presentation about the NAIFA Medicare Collective: its purpose, core principles, and why Medicare brokers and agencies benefit from being part of NAIFA’s united advocacy and professional community. Following the opening session, will be a session on “Quality Is King,” a presentation that examines why quality has emerged as the defining driver of consumer engagement in Medicare. Hosted by Steve Kaplan of HPOne and Dr. Darwin Hale of Advocate Health Advisors, the discussion will explore how the agent’s role is evolving in this transformative moment and how agents can meaningfully influence beneficiary outcomes while elevating the profession. The next session, “Product Deserts,” will tackle the growing impact of rapid regulation and legislation, from the Inflation Reduction Act, Bulletins Issued by States, CMS Supremacy Clause, to Medigap “birthday rules” and causes for product Instability that have left many markets with fewer options. Industry leaders Craig Ritter (Integrity), Bryan Keevan (AmeriLife), and Mark Hunter (Senior Market Sales) will outline the challenges, identify potential solutions, and highlight ways agents can help protect both beneficiaries and the professionals who serve them. Next up is a breakdown of key provisions of the** **2027 CMS Proposed Rule’s impact on marketing, STARs, and supplemental benefits, along with early signs of deregulation in sales and marketing. Impact Day wraps with a clear look at NAIFA’s advocacy agenda, as Diane Boyle, Sr. VP NAIFA Government Relations will outline the key lobbying priorities NAIFA is advancing to address these issues. Impact Day is open to all financial professionals. Register [here](https://belong.naifa.org/navigating-disruption-and-market-contraction-in-medicare-business-in-2026-and-beyond). **About the NAIFA Medicare Collective** The NAIFA Medicare Collective is a community of insurance and financial professionals focused on education, collaboration, and advocacy in the Medicare marketplace. 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