Originally published in Law360, New York (October 12, 2012, 6:32 PM ET)

The federal Medicare agency announced Friday that it will begin encouraging beneficiaries in low-performing, low-rated Medicare Advantage and prescription drug plans to switch to better plans, making it increasingly critical that insurers meet the government's quality measures or risk losing members.

Starting at the end of October, the Centers for Medicare and Medicaid Services will send letters directly to beneficiaries enrolled in poor-performing plans, urging them to make the switch to better plans.