Let’s face it — Medicare Supplement (Med Supp) isn’t the wide-open opportunity it once was.

As Christian Brindle and Glen Shelton recently discussed, Med Supp is becoming what Glen calls a “depreciating market share product.” In other words, Medicare Advantage (MA) has been eating up more of the pie every single year — and now, the data proves it.

And yet…
If you know where to look — there are still massive opportunities hiding in plain sight.

That’s where CMS.gov data becomes your secret weapon.

The Proof Is in the Numbers

CMS.gov tracks Medicare Advantage penetration by county across the U.S. — data that’s been compiled and updated by Lead Heroes to help agents make smarter marketing decisions.

When Glen compared data from 2020 to 2025, the findings were shocking:

• Many counties saw up to 20% growth in Medicare Advantage enrollment in just five years.

• Some markets even saw 30%+ increases — meaning Med Supp sales potential has dramatically shrunk there.

• But in other counties, Med Supp remains strong — or even growing.

For example, Glen’s home county in Oregon, Clatsop County, shows one of the lowest MA penetration rates in the state — meaning the vast majority of seniors there still prefer Medicare Supplement coverage.

Meanwhile, just a few hours away in Multnomah County (Portland), Medicare Advantage penetration has skyrocketed to nearly 67%.

Same state. Completely different opportunity.

How to Use This Data to Stretch Your Marketing Dollars

If you’re running Facebook ads, direct mail, or buying Med Supp leads — your ROI is directly tied to where you’re marketing.

Here’s how CMS data can help:

1. Target Low-Penetration Counties:
   Focus your marketing spend in areas with low MA penetration. These are your best chances to find seniors still open to Med Supp coverage.

2. Stop Wasting Money on MA-Dominated Markets:
   In counties where MA enrollment is sky-high, you’ll face more resistance — and spend more for fewer conversions.

3. Refine Your Lead Strategy:
   Whether you’re generating leads or buying them, knowing the right ZIP codes to target can literally double your closing ratio.

4. Validate Your Market Before You Spend:
   Before launching a campaign, check CMS.gov data (available through Lead Heroes) to confirm your market’s viability.

This isn’t guesswork — it’s data-driven Med Supp marketing that helps you get more qualified conversations for less money.

Why Most Agents Miss This

Many agents assume that having “a lot of seniors” nearby equals opportunity. But as Glen points out, that’s not always true.

“There might be a million people in your city — but how many are actually Medicare eligible? That’s the real number that matters.”

When you focus your marketing on where seniors are — and where MA hasn’t taken over yet — you position yourself miles ahead of other agents wasting budget on the wrong counties.

Want to See the Data for Yourself?

You can view the full Medicare Advantage penetration data set directly on the Lead Heroes website — completely free.

Explore your local area, compare states, and uncover hidden Med Supp opportunities before your competition does.

👉 Visit LeadHeroes.com to explore the data and start planning your next campaign.

Exclusive Medicare Supplement Leads

For agents focused on growing their Medicare Supplement book, we offer exclusive, call-verified Med Supp leads at our standard rate.

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If you’re looking to consistently write Med Supp business and keep your pipeline full year-round, these leads give you a reliable, predictable flow of prospects who pick up the phone and are ready to talk coverage.