---
title: "ESRD SEP: How the 21st Century Cures Act Unlocked Year-Round MA Enrollment"
description: "MA penetration among ESRD beneficiaries jumped from 24.8% to 37%+ in one year. CMS projects 83K new enrollments by 2026. Here's how to target this growing segment."
url: https://unlockedcrm.ai/blog/esrd-sep-enrollment-21st-century-cures-act
canonical: https://unlockedcrm.ai/blog/esrd-sep-enrollment-21st-century-cures-act
category: "Medicare"
published: 2026-04-10
author: "unLocked CRM Team"
source: unLocked CRM — AI CRM for insurance agents
---

# ESRD SEP: How the 21st Century Cures Act Unlocked Year-Round MA Enrollment

The 21st Century Cures Act removed the decades-old ban on ESRD (End-Stage Renal Disease) beneficiaries enrolling in Medicare Advantage plans, effective January 2021. The impact was immediate and dramatic: MA penetration among ESRD beneficiaries jumped from 24.8% to over 37% within a single year.

## Why ESRD Is a Growth Opportunity

CMS projects an additional 83,000 ESRD enrollments in MA plans by 2026. This population has unique characteristics that make it both underserved and high-value:

**Year-round enrollment:** ESRD beneficiaries can enroll in MA plans at any time. There is no seasonal window and no qualifying event required beyond the ESRD diagnosis itself.

**High per-member value:** ESRD beneficiaries have significant healthcare needs, which translates to higher plan premiums and, in many cases, higher agent compensation.

**Growing population:** The ESRD population is growing as diabetes and hypertension prevalence increase. The pipeline of new ESRD diagnoses ensures ongoing enrollment opportunity.

## Targeting ESRD Populations

Effective ESRD outreach requires a different approach than general MA marketing:

**Dialysis center partnerships:** Most ESRD beneficiaries receive regular dialysis treatments. Partnering with dialysis centers for educational seminars reaches this population where they already spend significant time.

**Nephrologist referral networks:** Nephrologists diagnose and manage ESRD. Building referral relationships with nephrology practices creates a warm lead channel.

**Carrier selection matters:** Not all MA plans serve ESRD beneficiaries equally. Focus on carriers with strong ESRD plan designs, including adequate dialysis network coverage and pharmacy formularies that cover immunosuppressants and other critical medications.

## How unLocked CRM Supports ESRD Enrollment

unLocked CRM flags ESRD-eligible contacts and tracks their year-round enrollment status. The system integrates with carrier plan data to surface MA options with strong ESRD benefit designs, ensuring agents present the most relevant options to this specialized population.

## Related

- https://unlockedcrm.ai/blog/2026-medicare-special-enrollment-periods-complete-guide
- https://unlockedcrm.ai/blog/csnp-enrollment-guide-diabetes-cardiovascular-copd

---

Source: [ESRD SEP: How the 21st Century Cures Act Unlocked Year-Round MA Enrollment](https://unlockedcrm.ai/blog/esrd-sep-enrollment-21st-century-cures-act) — unLocked CRM, the AI CRM built for insurance agents. Citation permitted with attribution and a link to https://unlockedcrm.ai/blog/esrd-sep-enrollment-21st-century-cures-act.