As a seasoned health insurance executive, I am often asked to assist organizations in reviewing their benefit programs as costs climb, with the goal of ensuring financial sustainability while maintaining strong coverage. What surprises most leadership teams is how early the process really needs to start. The decisions that will shape your 2027 benefit costs are already being influenced right now by contracts, renewals, vendor structures, and claims trends that lock in long be

Matt Gerrell Fractional Chief Marketing Officer Founder / President Gerrell Collective The new year is a natural reset. Calendars turn over, routines re-start, and for many families, it’s also the right moment to check in on something easy to overlook once enrollment season ends: how well your parents are actually using their Medicare Advantage plan. Most conversations about Medicare happen in the fall. That makes sense. But January and February are when the real value  of a

Matt Gerrell Fractional Chief Marketing Officer Founder / President Gerrell Collective Two iconic heroes. Two distinct leadership archetypes. One powerful mirror for modern executives. In leadership circles, we often study case studies, strategies, and frameworks but sometimes the clearest insights come from the characters who shaped our imagination long before we ever stepped into a boardroom. Being born in the Summer of 77 to a Trekkie I grew up in both universes. Captain J

In 2024, my youngest son came to me with an idea. He and his friends had been talking about trading cards (baseball, basketball, football, Pokémon, etc.)  and how people were making money selling them. He asked if we could try it. I figured it would be a fun little project, nothing serious. I had no idea what we were stepping into. As we started learning, I realized there’s an entire industry of people who buy and sell cards full-time. Some have even left their jobs to focus

Matt Gerrell Fractional Chief Marketing Officer Founder / President Gerrell Collective Years ago, I heard a story that stayed with me. A new father brought his baby boy home for the first time. A few days later, the grandfather walked into the young dad’s office carrying a glass container. Inside there were 936 small tokens. Confused, the son asked, “What’s this for?” The grandfather smiled and said, “There are 936 weeks between today and the day your child turns 18. Each tok

With Thanksgiving next week, it is not only important to take time to be thankful but also review health insurance options for 2026. Matt Gerrell, Fractional Chief Marketing Officer Founder & President Gerrell Collective When I first became President of a Medicare Advantage plan, I made myself a promise: every decision I made would be through the lens of whether I’d be proud for my parents to have that plan. The irony was my plan wasn’t even available in the county where they

By Matt Gerrell, Fractional Chief Marketing Officer Founder & President Gerrell Collective   After more than two decades leading marketing and growth for billion-dollar organizations, I’ve seen a consistent challenge: many companies outgrow their marketing capabilities long before they’re ready for a full-time executive. That’s where a Fractional Chief Marketing Officer (CMO) comes in. What Is a Fractional CMO? A Fractional CMO provides senior-level marketing leadership on a

Matt Gerrell, Fractional Chief Marketing Officer Founder & President Gerrell Collective As the 2026 Open Enrollment Period launched this past weekend, millions of Floridians are once again comparing their health insurance options under the Affordable Care Act (ACA). Yet this year feels different. After years of enhanced subsidies, stabilized premiums, and pandemic-era safety nets, the market is shifting again. Federal subsidy adjustments and rising medical costs are driving p

By Matt Gerrell Fractional CMO | President & Founder, Gerrell Collective Years ago, I was in one of those stretches every leader knows too well. Long hours, relentless meetings, and more pressure than perspective. I was a young Vice President, still trying to make a name for myself, standing outside of the CEO’s office next to his Sr. Executive Administrator. She was typing away, and we started talking, then she said one of the greatest leadership lessons I have ever learned.

By Matt Gerrell — Fractional CMO, leading Gerrell Collective , a Central Florida firm specializing in growth and strategy. In Florida, where nearly 5 million seniors rely on Medicare and millions more buy coverage on the individual market, health insurance can feel like a maze. For decades, I worked inside the system, and I have a deep respect for health insurance brokers. The majority I worked with were hardworking, ethical people who wanted to help families and seniors make

By Matt Gerrell Founder & President Gerrell Collective and strategic advisor helping organizations evolve their message from what they do  to why it matters. Let’s start with a clarification before anyone reaches for their stethoscope or badge. This post isn’t meant to disparage hospitals or prisons, or the hardworking people who make both function (often on caffeine, courage, and way too little sleep). Healthcare workers, safety officers, and first responders are heroes, pla

Premiums may look enticing at $0, but seniors should weigh the true cost by focusing on Price, Providers, and Prescriptions. By Matt...