How to Uncover Hidden Needs: A Key to Better Medicare Plan Matching

Helping someone choose a Medicare plan isn’t just about explaining options. It’s about understanding what they truly need, even when they don’t know how to say it.

Many beneficiaries come to you thinking they need the cheapest plan or that coverage doesn’t matter because they’re healthy right now. However, often their real needs are just below the surface. If you can uncover them, you’ll be able to match them with a plan that works not just today, but long term.

That’s what sets great Medicare agents apart.

Why Hidden Needs Matter

Let’s say someone tells you they don’t take any medications and want the lowest premium. That might be true, for now. But what if they didn’t mention they have a family history of heart disease? Or that they’re helping care for a sick spouse and expect more medical visits in the future?

These are examples of hidden needs. They’re not always obvious, and clients may not think they’re important enough to bring up. But these details often affect how happy they’ll be with their plan.

If you don’t dig deeper, you could miss something critical and they could end up with coverage that doesn't really fit.

Start with Trust

People open up more when they feel comfortable. That means your first job isn’t to explain deductibles or compare premiums, it’s to build trust.

Ask them how they’ve handled healthcare in the past. Did they like their old plan? Was anything frustrating? Just listening carefully shows that you care and helps the conversation feel more personal, not just like a sales pitch.

This trust is key to uncovering the details that don’t come out in basic questions.

Ask the Right Questions

Yes-or-no questions only get you so far. Instead, ask open-ended ones that help clients talk more about their health, concerns, and lifestyle.

Here are two simple but powerful examples:

• “Can you tell me about a time you were surprised by a medical bill?”
  This helps you understand how they feel about out-of-pocket costs. This is a strong topic that is covered a few times in our Q&As.

• “What would worry you the most if your health changed in the next year?”
  This gets them thinking about what kind of coverage they might really need.

Instead of just asking, “Do you take any medications?”, try, “What medications do you take, and how often do you refill them?” This leads to better answers and fewer surprises later.

You can also ask about their daily life. Do they travel? Do they have a regular doctor they want to keep? How comfortable are they with technology? These things matter when choosing between plans that include things like provider networks or telehealth options.

See the Whole Picture

Health isn’t the only thing to consider. A client’s culture, income, living situation, or support system can also influence which plans make sense.

For example, someone with a limited income might qualify for programs like Medicaid or Extra Help, but they may not even know those exist. Or someone who lives alone might benefit from a plan with strong care coordination or home health services.

Also, don’t forget about technology comfort. A plan that promotes online portals and virtual visits won’t help someone who struggles with a smartphone or doesn’t use email.

Watch for the Clues

Sometimes clients won’t directly tell you what they need, but you can spot signs. If they seem unsure when talking about their current plan, or say things like “I think I have that covered,” those are signals to ask more questions.

Here are a few common clues that more digging is needed:

• They don’t fully understand their current coverage

• They’re unsure about their prescriptions or doctors

• They seem anxious about potential medical costs

If you notice these, pause and go deeper. Clarifying now can prevent problems later.

The Payoff

Taking the time to understand your client’s full situation leads to better matches, fewer plan changes, and happier clients. They’ll trust you more, stay with you longer, and probably tell their friends about the great help they got.

So next time you’re meeting with a new client, go beyond the basics. Build a little trust. Ask better questions. Look at their lifestyle, not just their prescription list. That’s how you uncover the hidden needs, and find the plan that truly fits.