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March 2027 · DRAFT LTC Marketing

Medicaid Spend-Down and the Look-Back Period

Campaign theme: “Five Years Back”
Hook: Spring financial planning; tax-season document gathering.
Campaign code: MKT-2703-MEDICAID-SPEND-DOWN · UTM: mkt_2027_03_medicaid_spend_down

Cross-site bridge: TDS March (Kidney Disease); FD March (caregiver burnout).

Landing page: Free Family Care Plan Review: “Medicaid Looks Five Years Back. Your Plan Should Look Ahead.”, built on the same structure as the November LTC Awareness Month page, with the site’s HubSpot Quote Request form and [Agent - Advisor Name]’s 12-second video. Approved and published Oct 9, 2026 at draftltcmarketing.com/medicaid-look-back-period/ (live version without the presenter video). Email, ad, and print QR links now point to it.

Facebook graphic for Medicaid Spend-Down and the Look-Back Period

Release dates

Drafts due (approval)Fri, Feb 19, 2027
Print files dueMon, Feb 8, 2027
Blog releaseMon, Mar 1, 2027
Email sendTue, Mar 2, 2027
LinkedInTue, Mar 2, 2027
FacebookWed, Mar 3, 2027
InstagramThu, Mar 4, 2027
Reminder postsWed, Mar 17, 2027
Google Ads startMon, Mar 1, 2027
Google Ads endWed, Mar 31, 2027
Print in marketMon, Mar 1, 2027

Keywords, phrases & audience

Primary keyword

Medicaid look-back period

Secondary keywords

Medicaid spend-down Florida
Medicaid asset protection
5-year look-back rule
Medicaid planning for nursing home
countable assets Medicaid
Medicaid penalty period
protect assets from nursing home
State Partnership Medicaid

Long-tail phrases

how does the Medicaid five-year look-back work
what assets are exempt from Medicaid in Florida
how to spend down for Medicaid legally
can I give money to my children before Medicaid
how to protect assets from nursing home costs

Negative keywords (Google Ads)

jobs
careers
agent license
insurance exam
free insurance
cheap
medicaid application form
lawsuit
complaints
login
medicaid application login
medicaid phone number
food stamps
snap benefits

Social audience: Pre-retirees and retirees 50–72 (the main buying window for traditional and hybrid coverage), plus adult children 40–60 who influence a parent's decision. Meta: required Financial Products & Services Special Ad Category — no age/gender/ZIP targeting; Florida statewide, or 15-mile+ radius targets around Southwest Florida, Melbourne/Palm Bay, Orlando, and Tampa; broad interests (retirement planning, financial planning). LinkedIn: pre-retirees 55–65, business owners, HR/benefits leaders, CPAs and financial advisors (referral partners).
Google Ads audience: Search campaign, Florida first (licensed states only), expand nationally only where [Agent - Advisor Name] is appointed/licensed. High-intent insurance keywords; ad schedule 7am–8pm ET with call extension during office hours. Customer Match from HubSpot leads is allowed for insurance (non-health) messaging; keep condition terms out of ad copy.
This month: Adult children of parents 75+ with modest assets; couples worried about nursing-home spend-down.

Blog

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Blog · MKT-2703-MEDICAID-SPEND-DOWN-BLOG

Title

Medicaid Spend-Down and the Look-Back Period: A Plain-English Guide

Release

Mon, Mar 1, 2027

URL

https://draftltcmarketing.com/blog/medicaid-spend-down-and-the-look-back-period-a-plain-english-guide/

Meta description

How Medicaid's five-year look-back period and spend-down rules actually work, and the difference between legitimate planning and disqualifying transfers. (153 chars)

Outline (H2s)

What spend-down means
The five-year look-back
Countable vs. exempt assets
Penalty periods
Planning with insurance and Partnership policies

Converts to

https://draftltcmarketing.com/medicaid-look-back-period/

Facebook

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Facebook · MKT-2703-MEDICAID-SPEND-DOWN-FB

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Post copy

Medicaid looks back five years. Before paying for long-term care, Medicaid reviews money and property transferred in the five years before you apply — and some transfers can cause a penalty. [Agent - Advisor Name]'s plain-English guide explains spend-down, the look-back, and the difference between smart planning and costly mistakes. Download the free Medicaid Planning & Asset Protection Guide. Questions? Call (xxx)xxx-xxxx.

Hashtags (2–3, end of post)

#Medicaid #MedicaidPlanning #DRAFTLTCMarketing

Link headline

Medicaid's 5-Year Look-Back, Explained

Tracked link

https://draftltcmarketing.com/blog/medicaid-spend-down-and-the-look-back-period-a-plain-english-guide/?utm_source=facebook&utm_medium=social&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=fb_post

Instagram

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Instagram · MKT-2703-MEDICAID-SPEND-DOWN-IG

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Caption

Medicaid looks back five years. Spend-down, the look-back, and how to plan without costly mistakes — in plain English. Free Medicaid planning guide — link in bio. Questions? Call (xxx)xxx-xxxx.

Hashtags (end of caption or first comment)

#Medicaid #MedicaidPlanning #AssetProtection #ElderLaw #LongTermCareInsurance #LongTermCare #RetirementPlanning #FinancialPlanning #AgingParents #PlanAhead #FloridaRetirement #DRAFTLTCMarketing

Link in bio (tracked)

https://draftltcmarketing.com/blog/medicaid-spend-down-and-the-look-back-period-a-plain-english-guide/?utm_source=instagram&utm_medium=social&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=ig_bio_link

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | LinkedIn · MKT-2703-MEDICAID-SPEND-DOWN-LI

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Post copy

Medicaid spend-down and the five-year look-back remain among the most misunderstood parts of long-term care planning. Our plain-English guide covers spend-down, the look-back, countable versus exempt assets, penalty periods, and how insurance and State Partnership policies can fit. Elder-law attorneys and advisors are welcome to share the free Medicaid Planning & Asset Protection Guide. Questions? Call (xxx)xxx-xxxx.

Hashtags (3–5, end of post)

#Medicaid #FinancialAdvisors #RetirementPlanning #DRAFTLTCMarketing

Tracked link

https://draftltcmarketing.com/blog/medicaid-spend-down-and-the-look-back-period-a-plain-english-guide/?utm_source=linkedin&utm_medium=social&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=li_post

Email campaign

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Email · MKT-2703-MEDICAID-SPEND-DOWN-EM · send Tue, Mar 2, 2027

Five Years Back

When someone applies for Medicaid to pay for long-term care, Medicaid reviews money and property transferred during the previous five years. Some transfers can create a penalty period.

Our guide explains spend-down, the look-back, countable versus exempt assets, and the difference between legitimate planning and disqualifying transfers. On March 15 we'll explain elimination periods.

Download the free Medicaid Planning & Asset Protection Guide. For legal advice, we recommend an elder-law attorney.

Prefer to talk it through? Call (xxx)xxx-xxxx.

Get the Free Medicaid Planning Guide

Also this month: Medicaid Spend-Down and the Look-Back Period: A Plain-English Guide

Subject line

Medicaid looks back five years. Here's what that means.

Preview text

Spend-down and the look-back period, in plain English.

CTA link (tracked)

https://draftltcmarketing.com/medicaid-look-back-period/?utm_source=hubspot&utm_medium=email&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=em_primary_cta

Download header 1200×520 (display at 600)

Google Ads

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Google Ads · MKT-2703-MEDICAID-SPEND-DOWN-GADS · Mar 1 – Wed, Mar 31, 2027

Headlines (15)

Medicaid 5-Year Look-Back25/30
Medicaid Spend-Down Guide25/30
Protect Assets from Nursing27/30
Florida Medicaid Planning25/30
Countable vs Exempt Assets26/30
Avoid Medicaid Penalties24/30
Free Medicaid Guide19/30
Medicaid & LTC Insurance24/30
Licensed LTC Specialist23/30
Compare LTC Options Free24/30
Talk to [Agent - Advisor Name]25/30
45+ Years in Long-Term Care27/30
Not a Call Center17/30
Free Consumer Guides20/30
Request a Free Quote20/30

Descriptions (4)

How Medicaid's five-year look-back and spend-down rules work, in plain English.79/90
Download the free Medicaid Planning & Asset Protection Guide.61/90
Learn the difference between smart planning and transfers that cause penalties.79/90
[Agent - Advisor Name], CLTC. Licensed long-term care specialist.63/90

Ad group: Medicaid Spend-Down — Core
Exact match: [Medicaid look-back period]
[Medicaid spend-down Florida]
[Medicaid asset protection]
[5-year look-back rule]
Phrase match: "Medicaid planning for nursing home"
"countable assets Medicaid"
"Medicaid penalty period"
"protect assets from nursing home"
"State Partnership Medicaid"
"how does the Medicaid five-year look-back work"
"what assets are exempt from Medicaid in Florida"
Sitelinks: Request a Free Quote
Free Consumer Guides
Cost of Care by State
Read This Month's Guide
Call asset: (xxx)xxx-xxxx (US, office hours)
Final URL: https://draftltcmarketing.com/medicaid-look-back-period/?utm_source=google&utm_medium=cpc&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=rsa

Image asset (square)

Download 1200×1200

Print ad with QR code

MKT | Mar 2027 | Medicaid Spend-Down and the Look-Back Period | “Five Years Back” | Print · MKT-2703-MEDICAID-SPEND-DOWN-PRT · 5.5″ × 8.5″ half page

Download print PDF PNG 300 dpi QR code (PNG) QR code (SVG, vector)

QR code

Headline

Medicaid looks back five years. Look ahead now.

Body

Spend-down, the look-back period, and asset protection explained in plain English. Get the free Medicaid planning guide.

QR call to action

Scan for the free Medicaid planning guide

QR destination (tracked)

https://draftltcmarketing.com/medicaid-look-back-period/?utm_source=print&utm_medium=qr&utm_campaign=mkt_2027_03_medicaid_spend_down&utm_content=print_qr

Opens the page named above with print tracking.