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JULY 2017 SPEAKERS
SPEAKERBIOGRAPHIES



Medicare Market Innovations
Cyndi Alexander
VP, Quality & Star Ratings Improvement
PharmMD
Cyndi Alexander, a Certified Professional in Healthcare Quality (CPHQ) through the National Association for Healthcare Quality, brings PharmMD more than 20 years of healthcare expertise in her oversight role for clinical, quality and Star Ratings improvement. PharmMD’s track record in this growing field reflects her impact.

Cyndi’s’ previous experience includes oversight of regulatory compliance and Joint Commission quality metrics for St. Thomas’ multi-hospital system. Cyndi was also responsible for quality, Star metrics, regulatory compliance, and NCQA accreditation activities for the Sterling Life Insurance’s Windsor Health Plan. Her expertise in the coordination and integration of health plan activities enabled the plan to increase their overall Star Rating by one Star in less than three months.

Cyndi holds a BS in Nursing and a MS in Healthcare Administration from the University of Tennessee-Knoxville. She is a former Baldrige Award surveyor and currently sits on the advisory board for The National Committee for Quality Assurance (NCQA) SNP surveys.

Medicare Market Innovations
Susan Arcidiacono
Chief Marketing Officer
Inland Empire Health Plan
Susan Arcidiacono is the Chief Marketing Officer at IEHP. Since August 2008, she has contributed significantly to IEHP’s mission and growth. With over 30 years of executive marketing and product development experience, she leads IEHP’s marketing enterprise.

As Chief Marketing Officer, Ms. Arcidiacono focuses on driving innovative programs and spearheading marketing efforts and the IEHP brand. She oversees brand management, strategic communications, community outreach, product management & research, digital communications, marketing & communications, enrollment assistance, Medicare Sales, Health Navigator Program, Community Resource Centers and IEHP’s Digital Media Center.

With an in-house marketing and creative team, Ms. Arcidiacono oversees all development and production. Under her direction, IEHP has won an unprecedented 126 marketing and advertising awards from the American Advertising Federation ADDY, the Healthcare Public Relations and Marketing Association (HPRMA), and the Communicator Awards.

In addition to industry recognition, Ms. Arcidiacono has helped IEHP achieve several milestones. IEHP’s overall membership has grown from 365,000 members to a stunning 1.1 million members. In addition, 87% of Medi-Cal recipients in the Inland Empire choose IEHP over our competitor. Ms. Arcidiacono also played an integral role in IEHP’s Medicare DualChoice Cal MediConnect product success. IEHP recently earned recognition for being the highest enrolled not-for-profit plan in the nation for this plan. Ms. Arcidiacono is responsible for significantly enriching IEHP’s relationship with their members. In 2010 she helped launch a new Health Navigator Program, a first-of-its-kind program designed to help IEHP members better understand how to use their healthcare. In 2015, Ms. Arcidiacono led the opening of IEHP’s first Community Resource Center in San Bernardino. Her vision is to open 5 total centers, with the 2nd center opening in Riverside in 2016.

Outside of her role at IEHP, Ms. Arcidiacono is also a leader in the community. She is an active member of the California Association of Health Plans (CAHP), the Association for Community Affiliated Plans (ACAP), the American Marketing Association (AMA), Health Care Executives (HCE) of Southern California, the Healthcare Public Relations and Marketing Association (HPRMA), and Women in Health Administration (WHA). As a healthcare professional and mother, she is a major proponent of early childhood education. She is a published author of several children’s books, to help preschool-age children build skills and encourage literacy. Prior to joining IEHP, she held executive marketing positions with several major organizations, including America Online, CIGNA and Health Net.

Ms. Arcidiacono pursued undergraduate studies at Cal State University, Los Angeles where she earned a bachelor’s degree in communications. She holds a master’s degree in business administration from the University of Phoenix and she is a graduate of the Management Development Executive Program at the University of Southern California.

Medicare Market Innovations
Rick Berman
Director of Business Development
SourceLink
A 25-year Direct Marketing veteran, Rick builds successful and strong, long lasting relationships as Director of New Business Development and Head of our Healthcare Practice at SourceLink. Rick works alongside healthcare marketers to develop customized analytic and communication solutions that improve marketing ROI through greater relevance and increased response. Rick excels at guiding healthcare clients to connect the three worlds of digital marketing, direct mail and social media. A frequent speaker at industry events and contributor to industry publications and the SourceLink blog, Rick continues to share his direct marketing insights in a fun and humorous way. He is a graduate of the University of Pennsylvania with a dual major in Communications and Political Science.

Medicare Market Innovations
Michael Cho
Chief Innovation Officer
Connecture, Inc.
Michael Cho is the Chief Innovation Officer at Connecture, Inc. He’s also the founder of DestinationRX (DRX), which was acquired by Connecture in 2013. There, Michael oversaw all aspects from operations, strategy, corporate development as well as technical implementations. With over 25 years of experience in the healthcare industry, Michael is an expert on Medicare marketing and compliance, and brings a wealth of experience working with CMS, health plans, brokers and private exchanges.

Medicare Market Innovations
Archie Dey
Director, Consumer Insights
SCAN Health Plan
Archie Dey is a Director of Consumer Insights at SCAN Health Plan. Archie leads the strategy development and design of initiatives in the areas of Customer Experience and Consumer Analytics. He is passionate about healthcare specially focusing on keeping Seniors Healthy and Independent.Prior to SCAN, Archie has beena management consultantspecializing in Strategy and Operations for the HealthcareIndustry in the last 15 years. Archie has worked with NationalPayers and Providers in the areas of consumer digital strategy,target operating model, analytics strategy and large programimplementations.

Medicare Market Innovations
Sarah Fernandes
Medicare Sales Manager
Health New England
Sarah Fernandes has been in the health insurance industry for almost 20 years—the last 17 with Health New England. She currently serves as the Medicare Sales Manager responsible for oversight of Health New England's internal and external agents. She also does recruitment, training, compliance, compensation and reporting for all Health New England agents and Medicare sales staff.

Sarah is responsible for all aspects of Medicare sales, from creating a sales plan, to writing sales presentations and educational material, to ensuring compliance with all Medicare rules and regulations. Sarah is also responsible for community engagement and member retention and has been successful in achieving over a 94 percent retention rate for the past five years.

Prior to her current position, Sarah spent 11 years with the Health New England customer service team, working her way up to customer service manager. Based in Springfield, Massachusetts, Health New England is a non-profit health plan serving members in Massachusetts and Connecticut. Health New England offers a range of health care plans in the commercial, Medicaid and Medicare Markets.

Sarah resides in Belchertown, MA with her husband Armand and their two children: Hailey (14) and Ryan (11). In her free time, she is a "sports mom"; supporting her son in his love for hockey, soccer and lacrosse and her daughter at baton twirling competitions.

Medicare Market Innovations
Shannon M. Fuhrman
Director of Medicare Sales
Cambia Health Solutions
Shannon Fuhrman has worked in the health insurance field for over 20 years, focusing on Medicare plans and serving the senior community. She is currently the Director of Medicare Sales for Oregon, Washington, Utah and Idaho, helping others navigate the health care system from Individual to Medicare to Group Retiree plans. She oversees sales strategy and channel development. She has worked for Cambia since 1998 and was an integral part to the launch of their Medicare Advantage plans in 2005 and Part D prescription drug plans in 2006. She is a Medicare expert and has served in various sales and marketing roles that serve the senior population and their families.

Shannon received a B.A. in Political Science from the University of Washington, and studied in Seville, Spain her junior year to become proficient in Spanish.

Medicare Market Innovations
Jenny Graham
Partner
Zelus Consulting Group
An expert in operational performance and excellence, Jenny has over 15 years of experience developing and implementing innovative organizational strategies to improve overall business performance and utilization. As a founding partner, Jenny has led engagements for clients in the Health Insurance and Insurance brokerage industries. Her functional expertise includes customer service, correspondence, claims, medical management, enrollment, brokerage servicing, policy management, underwriting operations, requirements development, and information technology.

Working in collaboration with executives and their teams, Jenny focuses on developing strategic recommendations that make a positive impact on the customer experience by vastly improving internal processes and management. Jenny has led instructional design teams, developed member-centric operating models and best in industry training and skills development programs. Effective in both off- and on-shore projects, Jenny has experience handling aggressive ramp up timelines including 30-day implementations.

A recognized Project Management Professional (PMP), Certified Professional in Learning and Performance (CPLP) and a Lectora Certified Advanced Author, an eLearning development tool. Jenny was a member of the Honor’s Program at Babson College and holds a Bachelor of Science in Business Administration.

Medicare Market Innovations
Joshua Hoover, CEBS
Midwest Sales Manager
EPIC Hearing Healthcare
Joshua Hoover has been involved in the employee benefits industry for over 17 years in Minneapolis. He began his career in benefits with Medica Health Plan. His responsibilities at Medica started in Customer Service and evolved to include roles in Marketing, Account Management and Sales. In 2005 Josh transitioned to the broker side of the benefits world as a Benefits Consultant with Associated Financial Group. In this role, Josh worked with employer group and associations to set up and manage their benefit plans. After Associated Financial Group Josh gained experience in the hearing aid industry while managing a benefit plan for Starkey Hearing Technologies in Eden Prairie, MN. In April of 2013 Josh joined EPIC Hearing Healthcare as a Midwest Sales Manager. At Epic Josh helps Medicare Advantage Plans, Commercial Health Plans, Taft Harley funds and employers implement hearing healthcare plans into their benefit offerings. Josh also works with organizations on workers compensation related hearing loss claims and is developing a broker delivery system for employer based plans.

Josh currently holds a CEBS designation from the International Society of Certified Employee Benefit Specialists.

Medicare Market Innovations
Scott Hopkins
Executive Vice President
Anderson Direct & Digital
As a recognized direct & digital marketing industry leader with 25+ years of experience, Scott Hopkins has overseen the strategy, development and execution for literally hundreds of successful B2B & B2C marketing programs for numerous Healthcare Brands including: Anthem, Aetna, Baxter, Blue Cross Blue Shield of Arizona, Blue Cross Blue Shield of Michigan, Cigna, Coventry, CDPHP, Health Net, Regence Blue Cross Blue Shield and Secure Horizons.

Scott is known for pioneering the vertically integrated business model for a direct & digital marketing agency, and executing integrated campaigns long before it was the norm. He’s helped create some of the industry’s best performing marketing programs powered by data driven creative strategies. All of these innovations had a common focus of maximizing his clients’ ROI and making their working lives easier.

Scott’s extensive experience spans numerous industries and programs, including Medicare, where he (and Anderson) specializes in Age-in and New-to-Medicare, AEP, Pre and Post, SNPs, and Retention.

Medicare Market Innovations
Larissa Huskey
Director Market Strategy
BlueCross BlueShield of Tennessee
Larissa Huskey is the director of market strategy for BlueCross BlueShield of Tennessee, which has more than 5,000 employees and serves 3.3 million members in the state and across the country.

She oversees development and directs strategic market planning, media planning and market research for all commercial business. She is focused on external factors that impact commercial customers' buying decisions and has provided strategic direction for Medicare Advantage campaigns. Huskey joined BlueCross in 2010 and has also served as advertising manager, overseeing statewide advertising and strategy initiatives. This included campaigns that showcased employees' thousands of volunteer hours along with the Tennessee Health Foundation's partnership with the Tennessee Hospital Association to reduce hospital acquired infections. She also served BlueCross as a market analyst.

She has nearly 20 years of experience in account planning and strategy, data analysis and market research. Before joining BlueCross, she held positions for companies such as Zeus BBDO and Corporación Cressida/Unilever.

Huskey earned a Master of Business Administration with an emphasis in finance from Universidad TecnológicaCentroamericana in Honduras and a master's degree in Spanish literature and culture from Georgia State University. She earned a Bachelor of Business Administration in marketing from the University of Wisconsin-Eau Claire and has a Principles of Marketing Research certificate from the University of Georgia.

Medicare Market Innovations
Bill Jensen
Vice President, Marketing and Sales
Independent Care Health Plan
Mr. Jensen is Vice President for Independent Care Health Plan (iCare) in Milwaukee, Wisconsin. Independent Care is a licensed Wisconsin insurer serving special needs individuals through a Medicaid SSI MCO, a Medicare Advantage Special Needs Plan (MA-SNP) and a Fully-Integrated Dual Eligible SNP (FIDESNP).

Mr. Jensen is responsible for all of iCare's sales, marketing, public relations and new business development activities. Mr. Jensen reports to iCare's President and CEO.

Previously, Mr. Jensen was Corporate Strategy and Compliance Officer for Group Health Cooperative of South Central Wisconsin, a staff-model HMO consistently ranked among NCQA's top ten nationally. Throughout his career, Mr. Jensen has developed many commercial and government-sponsored managed care products. Mr. Jensen began his career in advertising, working on national brands such as Famous Footwear, Mercury Marine and Miller-Coors.

Mr. Jensen holds an MBA in marketing and a BA in journalism from the University of Wisconsin – Madison. He participates in workgroups and studies sponsored by the National Health Policy Group's SNP Alliance, the Center for Health Care Strategies, the National Quality Forum and the National Committee on Quality Assurance.

Medicare Market Innovations
Rod Kersch
Vice President of Sales & Marketing
InComm Healthcare & Affinity
Rod is the Vice President of Sales & Marketing for InComm Healthcare & Affinity (IHA). He has over 25 years of experience in the acute healthcare space at fortune 500 companies with over 20 years in a leadership role. Rod’s career efforts have exposed him to logistical, behavior and financial trends across the entire US market. His involvement has led to market leading returns in 22 of those 25 years. He earned his B.A. in Business and Political Science from the University of Nebraska.

Medicare Market Innovations
Scott Levine
Senior Vice President Strategy, Healthcare Practice Lead
Kern Health
Leading KERN's Healthcare Practice, Scott is a seasoned expert in health insurance marketing, having developed the strategic plan that helped to enable Blue Cross and Blue Shield of Arizona to successfully prepare and thrive within the uncharted waters of the ACA. In addition, he developed the successful two-year launch plan for Merck's foray into the non-pharmaceutical weight management arena.

Scott guides and facilitates the development of a holistic view of all clients' and prospective clients' business, creating innovative strategic communications solutions to a diverse array of business and marketing challenges. Scott leads strategic initiatives across Digital and Traditional methodologies directing internal and external resources for KERN, An Omnicom Agency.
Scott has developed strategic plans for some of the worlds' largest and well known brands, including several Fortune 500 clients as KERN is the agency to 5 of Advertising Age's Top 100 Advertisers. Scott is a strategic leader with a strong business acumen who understands the changing media landscape, shifts in consumption patterns, and how to translate quantitative, qualitative and trend data into compelling brand stories and unique selling propositions.

KERN Health is an insurance marketing agency with a specialty focus on Medicare member acquisition of the Baby Boomer Generation. Backed by a proven foundation of experience in healthcare and multiple competitive acquisition industries, KERN provides exceptional value to health insurance marketers. As a member of the Omnicom Group Network, we are also able to offer healthcare insurers a powerful partnership that includes unique access to hundreds of the world's top agencies.

Medicare Market Innovations
Billy Justice
Director of Marketing/Sales
Vantage Health Plan
Billy Justice has over 20 years of experience as the Director of Marketing and Member Services for Vantage Health Plan, a Louisiana Health Maintenance Organization (HMO).

Vantage was created by physicians who wanted to help their patients and Louisiana employers manage the ever-increasing healthcare costs. This philosophy has set it apart from other insurance companies and that is a primary reason why it has been so successful.

In June of 1996, Billy wrote the very first fully-insured Vantage policy which is now marketed throughout Louisiana. Billy was also instrumental in the development of the key products and outstanding customer service that have set Vantage apart from the industry standard. Vantage is helping lead the reform of healthcare in Louisiana by proving that coordinated care works through its Medical Home Model.

Billy is actively involved with the Louisiana Associations of Health Plans, Louisiana Health Underwriters, and has served on the board level of numerous civic and charitable organizations.

Medicare Market Innovations
Jennifer Loranger
Government Programs Project and Operations Manager
Health New England
Jennifer has been with Health New England for the past 20 years in various enrollment, information technology and government program roles. She currently is the Government Programs Project and Operations Manager. Based in Springfield, Massachusetts, Health New England is a non-profit health plan serving members in Massachusetts and Connecticut. They offer a wide range of health care plans in the commercial, Medicaid and Medicare Markets. Jennifer currently oversees the Medicare Operations for Enrollment and Payment reconciliation. She is also responsible for the implementation and oversight of systems used to support the Medicare Advantage line of business. Jennifer leads various Government- related projects such as service area expansions, product-development workgroups and onboarding of Private Exchange operations.

Medicare Market Innovations
Bradley Marks
Chief Growth Officer
Vheda Health
Bradley Marks serves as Chief Growth Officer at Vheda Health, bringing 17 years of health care experience. In this role, Bradley holds the responsibility for ensuring targeted growth for market dynamics, client needs and preferences while ultimately delivering on member satisfaction.

Previously, as the General Manager of Risk Adjustment Products at Inovalon, Bradley held the responsibility for planning, design, modeling, coordination and oversight of the retrospective risk adjustment solutions for Medicare, Medicaid and commercial risk adjustment products.

Prior to joining Inovalon, Bradley served as Vice President of HouseCalls Operations for the Medicare and Retirement division of UnitedHealthcare. In this role he led operational activities for both the prospective and retrospective functions. Prior to UnitedHealthcare’s acquisition of XLHealth in 2012, Bradley helped construct both the HouseCalls and Retrospective Review programs at XLHealth, leading the creation of operational functions for each program, including the scheduling and escalation center, project coordination, practitioner helpdesk, and travel, and supply management support. Bradley began his tenure at XLHealth as a Project Manager for disease management operations across several clients. Prior to XLHealth Bradley worked for Mid-Atlantic Health Plans and American WholeHealth, Inc.

Bradley received his bachelor’s degree in writing and communications from Lakeland College.

Medicare Market Innovations
Jordan Mauer
EVP of Marketing & Engagement
NovuHealth
Jordan develops and leads NovuHealth's marketing and brand initiatives, as well as the end-to-end management of member-facing operations. Jordan brings a passion for analytics, loyalty operations and engagement, as well as strategic energy to NovuHealth.

Medicare Market Innovations
Dave Meadows
Senior Vice President, Government Programs
Liberty Dental Plan
Dave brings over 20 years of top-level experience in the Health Care industry to LIBERTY’S Executive Team, specializing in plans designed for government sponsored programs. His extensive resume includes 13 years as a Vice President at Health Net overseeing the development and maintenance of product lines for some California’s largest benefit programs including Medi-Cal, Healthy Families, and Healthy Kids. Early in his career, Dave bolstered his expertise in government health care service plans while serving as a Supervising Examiner for the California State Department. With this background, Dave provides a wealth of knowledge on managed care cost containment and ensuring state plans meet their population’s needs. Dave is also a member of the California Department of Managed Health Care Financial Solvency Standards Board, and the California Association of Dental Plans.

Medicare Market Innovations
Christopher Miladinovich
VP of Consulting
Hyperlift
Christopher is a success driven, Healthcare Management Consulting Executive with over 17 years of professional consulting experience leading large scale, complex technology and business transformation programs. Christopher is at the forefront of member engagement mobile applications to drastically change the way plans engage with members. He is also a recognized leader in delivering targeted interventions to positively impact health outcomes and measures across the continuum.

Christopher is a strategic thinker, with strong process and technological skills and a unique ability to solve problems with uncommon solutions to obstacles and opportunities. He is passionate about making organizations better than the way he found them. Beyond the boardroom Christopher serves on Duquesne University’s Information Systems Management Advisory Board, is a board member of Off the Floor Pittsburgh, a certified flight instructor and an advanced scuba diver.

Medicare Market Innovations
Jeff Millman
Partner & Creative Director
GKV
Jeff is a Partner and the Creative Director at GKV, and manages the creative development for all Agency clients. He serves as lead copywriter for selected clients, with a special expertise in creative development for health care and Medicare, having been the lead creative for GKV clients including Coventry Health Care, PacifiCare Secure Horizons, Elderplan Blue Shield of California, Manor Care Health Services, Health Alliance and, most significantly, Medicare itself.

Jeff served as the creative director and lead copywriter for the launch the Medicare Prescription Drug Program. He was responsible for developing the creative strategy, concepting and writing the television, radio and print advertising and managing all applicable broadcast and print production resources in the creation of the national campaign.

A writer, producer and musician, Jeff has won every major advertising industry award many times over, including: Silver Lions from the Cannes Film Festival; Clios; Effies (for Advertising Effectiveness); the London International Film Festival; Addys; the One Show; and the New York Festival.

Jeff was the first advertising executive from the mid-Atlantic region to be named to the Board of Distinguished Advisors of the prestigious National Film & Television Festival and International Radio Festival. He has also been honored by our leading trade publication, Adweek, as its Creative Director of the Year.

Medicare Market Innovations
Lisa Morse-Heinz
Director, Sales
Care Wisconsin
Lisa Morse-Heinz has 22 years of experience in provider outreach and client sales with long term care programs and Medicare Advantage Special Needs Plans. Morse-Heinz is Director of Sales with Care Wisconsin, a managed care organization that provides primarily state funded Medicaid programs and also a new Medicare Advantage Special Needs Program. Prior to being the Director of Sales, Lisa was the Director of Provider Services for Care Wisconsin and helped build a robust provider network across Wisconsin. Trained in communications and outreach, Morse-Heinz has a unique style of building positive client, provider and community referral relationships and creating strategic outreach plans to target prospective clients.

Medicare Market Innovations
Jeff Nathe
Director, Medicare Sales & Service
Mercy Care Advantage and Mercy Maricopa Advantage / Aetna
Jeff Nathe has over 25 years of experience in the Medicare Advantage industry, beginning in direct sales and moving into sales management. He has worked the last 10 years in Sales and Member Retention with a Dual-Eligible Special Needs Plan in Arizona serving nearly 20,000 members. This allows him to be involved in all aspects of the sales cycle, from marketing to retaining membership in a saturated and highly competitive marketplace.

Medicare Market Innovations
Henry W. Osowski
Managing Director
Strategic Health Group LLC
Hank Osowski is an experienced health care executive and strategist who has provided leadership to Medicare and Medicaid health plans for more than 30 years. He currently is the Managing Director of Strategic Health Group LLC, a new enterprise created to bring seasoned leadership to investment management, operational management and strategic development for health care organizations.

Formerly, as Senior Vice President Corporate Development, he led SCAN Group's strategic planning efforts and initiated an innovation development regimen to seek improvements in care coordination practices and future care outcome protocols. He has also led the organization's efforts to expand into seven additional California counties. Hank also led SCAN's entry into Arizona and served as the initial President of SCAN Health Plan Arizona and SCAN Long Term Care. The service area expansions now represent approximately 23% of SCAN's membership and 25% of SCAN's revenue.

Prior to SCAN, Hank served as a Principal in a national health care consulting organization providing a range of strategic and development services for commercial, Medicare and Medicaid health plans. Throughout his career, he has been a frequent speaker on critical issues and challenges facing the Medicare and Medicaid programs.

Medicare Market Innovations
Garry Raim
Partner, Executive Vice President
GKV
Garry leads the Health Care practice at GKV. He has a deep and successful track record of helping commercial, not-for-profit and government health care and insurance clients effectively reach and motivate consumers to action. During his 25 plus years of experience, he has led marketing strategy development for Blue Shield of California, Coventry Health Care, CareFirst BlueCross Blue Shield, Premier Health and Elderplan.

The campaigns developed on behalf of these clients has been recognized nationally by the American Marketing Association, Healthcare Advertising Awards, Aster Awards and The Global Awards.

Garry was the agency principal who managed the launch of the Medicare Prescription Drug Program for CMS. His client-side experience includes as CMO of the Consumer Division at CareFirst where he introduced a multi-channel marketing platform and helped develop a wide range of Individual and Family and Medicare Health plans that drove strong growth of the division. He also taught at the Purdue University Certified Health Consultant Program.

Medicare Market Innovations
Mike Reha
Vice President, Sales and Marketing
EPIC Hearing Healthcare

Medicare Market Innovations
Garrison Rios
Executive Director Corporate Officer
Cal MediConnect/Medicare, L.A. Care Health Plan
Prior to joining L.A. Care in April 2016, Gar was working as a consultant for various MA organizations in the area of growth and start up planning. At his last health plan position for Care 1st, he held the role of Director of Medicare Administration, where he helped Care1st launch its expansion plan into El Paso Texas and grew that plan in its first AEP to over 2000 members.

Most notably, Garrison served as Chief Marketing and Sales Officer/Senior Vice President of Arcadian Management’s Medicare venture from 2004 to 2012, which he was a part of the initial launch team. Arcadian quickly grew from zero revenue in 2005 to over $650 million in annual revenue in less than five years, with no acquisitions, all organic growth, under Garrison’s leadership. Garrison as a part of the Executive team successfully navigated a sale of Arcadian to Humana in 2012. His skills are based in community/grassroots marketing with a clear understanding of how consumers purchase healthcare products based on demographics and consumer research.

Garrison’s 27 years in the health care field have equipped him with intimate knowledge of the Medicare program and the needs of those beneficiaries. He has worked directly on Medicare Advantage program start-ups and program improvement plans. His executive skills are deeply rooted in the disciplines of execution and meeting deliverables.

Medicare Market Innovations
Sherman Rogers
CEO
Bloom
Sherman caught the “marketing bug” while co-producing a PBS series on the 1984 presidential election. You might say his career has gone viral ever since. Working in various positions at FitchMeyer Enterprises before rising to chief marketing officer, Sherman was responsible for the health care direct marketing agency’s tremendous growth. The agency received widespread recognition when it made Inc. magazine’s 1991 list of America’s fastest growing businesses.

Sherman joined Finelight in 1992, leading the company’s seamless transition from a small design and photography studio to a full-service marketing agency specializing in serving the health care industry. Always the entrepreneur, Sherman used his insurance industry knowledge and direct response marketing experience to start a call center for Finelight clients. In 2007 he saw the need and potential in Medicare Advantage sales and founded Bloom from scratch.

That Bloom was an idea whose time had come was evident by its explosive growth since its opening. Sherman’s leadership has been instrumental in that growth, personally developing Bloom’s “Do No Harm” mission of complete transparency and compliance for Medicare beneficiaries and Bloom clients. Sherman enjoys finding innovative solutions to regulatory and business problems and has instilled a philosophy of technological evolution and flexibility in Bloom that should ensure success for Bloom’s clients far into the future.

Medicare Market Innovations
Linda Roman
Vice President
Human Arc
Linda joined Human Arc in 2008, bringing to its health plan clients 20 years of diverse health care industry experience. She plays a lead role in ensuring Human Arc’s products and services meet current and emerging needs of the market.

Prior to joining Human Arc, she served for more than 10 years as President and Chief Executive Officer of her own health provider companies; focused on serving Medicaid and Medicare beneficiaries. As a past President of the Kansas Healthcare Association, she served as a lobbyist relating to reimbursement issues in Washington. Linda has a bachelor’s degree in health care administration and a master’s degree in business administration. She also is certified in Lean Six Sigma.

Medicare Market Innovations
Ezio Sabatino
Director, Marketing and Communications
ConnectiCare
A 30+ year marketing veteran, Ezio serves as Director of Marketing & Communications of ConnectiCare. He spearheads the company’s acquisition and retention efforts through strategic planning and implementation of marketing and lead generation programs. This includes maximizing the market share for Connecticut’s individual and group segments, including Medicare. ConnectiCare leads the individual and small group markets in the state of Connecticut and is ranked among the top commercial health plans in the nation, according to the National Committee for Quality Assurance.
Ezio’s passion for health care aligns with ConnectiCare’s mission to provide new and easier ways for its members to get the care they need.

Before joining ConnectiCare in 2002, Ezio helped elevate commercial health products to market prominence through various marketing positions at PHS Health Plans, a Health Net Company from 1991-2001. He also held integral positions on the marketing management teams at MetLife Capital Credit and Bunker Ramo.

Early on, Ezio knew that understanding human behavior is essential to influencing it and for marketing to consumers successfully. He obtained a Bachelor of Science degree in marketing with a minor in psychology from Sacred Heart University in Fairfield, CT. Ezio is a lifelong resident of Stratford, CT. He’s married to Lysa and is a proud father of 3 children. He is also a dog lover and die-hard Green Bay Packers fan and loves a good Springsteen show.

Medicare Market Innovations
Thomas Sass
Director, Consumer Markets
BlueCross BlueShield of Western New York
Thomas Sass joined BlueCross BlueShield of Western New York in 2012 and is the company’s director, consumer markets.

Possessing nearly 20 years of product management experience, Sass is responsible for overseeing the sales strategy and execution of an insurance portfolio that includes Medicare Advantage and Medigap, Individual (on and off-exchange), Federal Employee Program (FEP), and New York State Health Insurance Program (NYSHIP) products. In his tenure with BlueCross BlueShield, Sass has also overseen small employer group account management and Medicaid Managed Care.

Previously, Sass worked as an engineer, global product manager, and entrepreneur in various industries including, building and construction, printing, and nanotechnology. He received his bachelor's degree in mechanical engineering and master's degree in business administration from the State University of New York at Buffalo.

Medicare Market Innovations
Jill Spencer
Executive Vice President, Business Development and Client Relations
Human Arc
Jill Spencer holds overall responsibility for new business sales, cross-selling, client retention and strategic partnerships for all three major Hospital Business product groups – Eligibility Enrollment Solutionssm, PayerLogicsm Solutions and Disproportionate Share Solutionssm– as well as the company's two main Health Plan Business product groups – PremiumAssistsmDual Eligibility Outreach and Enrollment Services and Best Benefitssm for the Aged, Blind and Disabled. Prior to promotion to this position in 2011, she had responsibilities over the firm's Health Plan Business sales and strategic initiatives. She joined Human Arc in 2001 with responsibility for the firm's Dual Eligibility Services, including P&L functions, internal operations, product development, compliance requirements, sales, new client implementation and ongoing process improvement. In 24 months, Ms. Spencer grew her service line's revenues over threefold.

Prior to joining Human Arc, Ms. Spencer was Vice President, Managed Care, for MemberHealth, a Cleveland, Ohio-based pharmacy benefits management firm. Before that, she served 15 years with Prudential HealthCare in its commercial health plan and Medicare+Choice operations. She holds a BA degree from Miami University (Oxford, OH) and a number of industry designations: Financial Life Management Institute (FLMI) membership, Associate of Customer Service of the Life Office Management Association (LOMA), and Professional, American Academy of Healthcare Management (PAHM). She also holds Ohio insurance agent licensure, has served on advisory boards focused on seniors, and is a recognized speaker around the industry.

Medicare Market Innovations
Daniel Weaver
Director of Government Markets
Highmark
Daniel Weaver is an established leader with extensive experience developing and implementing intervention strategies to improve Medicare Stars performance. With demonstrated success with innovative intervention programs, Daniel’s team has consistently delivered market-leading performance and forward-thinking engagement with providers and members

Medicare Market Innovations
Mara Woloshin
Principal
Woloshin Communications
Mara Woloshin works with Medicare clients nationwide, most recently the largest FMO in the United States, HealthMarkets. She also consults on CMS regulations, clinical issues and compliance for Medicare appeals for a national review organization.

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