Dental and vision coverage are the most overlooked add-on sales in insurance outbound. Every Medicare Supplement client has a coverage gap — Original Medicare explicitly excludes routine dental, vision, and hearing. Every ACA plan has limited dental and vision for adults. Every final expense client likely has no standalone dental coverage at all.
The dental and vision cross-sell has three characteristics that make it operationally attractive: low premium ($20-$60 per month), low resistance, and high retention (dental plan clients rarely cancel because they use the plan).
Why Medicare Clients Are the Primary Target
Original Medicare (Parts A and B) does not cover routine dental cleanings, exams, X-rays, fillings, extractions, or dentures. A Medicare Supplement (Medigap) client has zero dental coverage. When you frame dental coverage as "are you aware that your current Medicare plan covers zero dental costs" — the conversation changes immediately.
The Product Options to Offer
Dental Indemnity Plans
Indemnity dental plans pay a fixed dollar amount per procedure regardless of which dentist the client sees. No network restrictions. Premium: $30-$60 per month. Ideal for the 65+ demographic who has long-standing relationships with dentists.
DHMO Plans
DHMO plans require using network dentists but provide lower premiums ($15-$30/month) and more predictable out-of-pocket costs. Appropriate for clients whose dentist is in the network and who prioritize cost predictability.
Discount Dental Plans (Not Insurance)
Discount dental plans are not insurance — they provide negotiated rates at member dentists without paying benefits directly. Disclose this distinction clearly — misrepresenting a discount plan as insurance coverage is a licensing violation in most states.
The Cross-Sell Conversation
The dental cross-sell works best as part of the annual review call, after the primary coverage review is complete: "One gap that trips up almost every Medicare client is dental. Medicare covers zero routine dental — no cleanings, no fillings, nothing. Do you currently have any dental coverage outside of Medicare?"
If no: "There is a standalone dental plan I recommend — it is $X per month, covers preventive care at 100% with no waiting period, and you can use any dentist. Worth adding it today or would you like me to send you the details?"
Tracking the Add-On in Your CRM
Add a field to your Medicare client records: Dental/Vision Coverage (Yes / No / Unknown). Records showing No or Unknown are your dental cross-sell pipeline — an existing client list filtered for No dental coverage is the lowest-cost, highest-converting lead source.
Browse Medicare-eligible lead inventory for your dental cross-sell pipeline at cleanleads365.com/buy-leads.
References
- CMS. (2023). What Medicare Covers. Dental, vision, and hearing exclusions under Original Medicare Parts A and B.
- LIMRA. (2023). Voluntary Benefits Market Study. Dental and vision add-on conversion rates from existing client base.
