How do I pick an unbiased, helpful Medicare adviser?

Q: How do I identify "independent agents" in my area who represent several different Medicare plan providers? Also, what are these agents generally classified/listed as; insurance agents, Medicare brokers/underwriters? — Rich Ziegler, Cincinnati

A: The truth of the matter? It’s not easy finding a knowledgeable, respected and trustworthy authority on Medicare, says Diane Daniels, author of The Medicare Survival Guide.

That said, there are some steps you can take to improve the odds.

1). Search. First, consider using the Internet to find some agents and/or consultants. Search for key words such as “Medicare adviser +Cincinnati, Ohio,” or “Medicare consultant +Cincinnati, Ohio” or “fee-only Medicare adviser.” By doing this, you’ll find links to firms and advisers that you can start to vet.

And don’t forget to contact your state’s health insurance assistance program, https://www.shiptacenter.org/. (Ohio’s SHIP website is http://www.insurance.ohio.gov.) The SHIP is a national program that offers one-on-one counseling and assistance to people with Medicare and their families.

2). Evaluate. Once you’ve assembled a list of advisers, you’ll need to figure out who to eliminate from your search and who gets to stay on your list of possible advisers.

“Most insurance ‘agents’ are licensed in their resident state and offer many different types of insurance coverage, including health insurance, life insurance, hospital indemnity plans, Medicare plans, home insurance, car insurance and the list goes on,” says Daniels.

In other words, most insurance agents are jacks of all trades and masters of none. And what you want is a master, a Medicare specialist, someone who has the knowledge, skills and integrity to assist you in finding the plan that fits your unique situation, says Daniels.

Plus, you want someone who is properly licensed in their resident state and has passed their annual American Health Insurance Plans (AHIP) exam, says Daniels. AHIP is the trade association representing the health insurance industry. According to Daniels, Medicare advisers are AHIP-certified and have additional training and certifications from each of the Medicare Advantage plans they represent.

3. Narrow the search even further. Best case, your Medicare adviser will help you figure out which plan to use and charge only a fee or an hourly rate — not a commission. Commissions could mean the advice is conflicted, rather than unbiased and in your best interest.

But if you can’t find someone who charges just a fee or by the hour, your next best bet is to work with an independent agent rather than a captive agent. Both captive and independent agents are paid a commission to sell Medicare insurance policies, but a captive agent represents only one or two Medicare carriers, says Daniels. An independent Medicare adviser/agent, by contrast, will be authorized to offer many different Medicare plans to assist you with your needs, she says.

Here’s a little bit more about how the money flows. Agents are paid for enrolling a beneficiary in a Medicare Advantage plan or Medigap Plan, says Daniels. “If the agent is ‘captive,' that is, contracted for one Medicare insurance company, and works for a field marketing agency, they can receive bonuses and monthly stipends for making quotas,” she says. “An agent who is ‘independent’ and is contracted directly with a Medicare insurance carrier reports to Centers for Medicare and Medicaid Services (CMS) the amount agents/brokers will be paid.”

“A captive agent will only be able to offer you a few plans, whether they fit your needs or not,” says Daniels. “A captive agent doesn't get paid if they don't make a sale. A captive agent doesn't have you in their best interest. A Medicare adviser will. Having a large portfolio of Medicare plans allows a Medicare adviser to fit the plan to your unique needs.”

In addition, your Medicare adviser should be attentive to your needs and present the Medicare plan or plans that fit your unique needs, whether it's a Medicare Advantage Plan or a Supplement to Original Medicare Plan, says Daniels.

4. Consider communications. The last filter has to do with frequency of contact.A good Medicare adviser will contact you for a review during the year — not just during the annual enrollment period, says Daniels. “Your Medicare adviser cares about your needs and will want to ensure you’re on the Medicare plan that is right for your needs,” she says. “When it comes to your Medicare coverage, demand only the best Medicare advisers to assist you with your choices. It's your Medicare coverage. Ensure it's the right coverage for you.”

Robert Powell is editor of Retirement Weekly, contributes regularly to USA TODAY, The Wall Street Journal and MarketWatch. Got questions about money? Email rpowell@allthingsretirement.com .