Agenda

Monday, July 15, 2019
7:00 - 8:00

Continental Breakfast

8:00 - 8:10

Chairperson’s Welcome

Billy Justice Director, Marketing and Sales,Vantage Health Plan

ADAPTING TO THE CHANGING MEDICARE MARKET
8:10 - 8:50

Member Retention: Developing Member-Focused Strategies to Keep Members Happy and Enrolled During the OEP

  • Heightened focus on member retention has become critical as insurers face increased competition in the ever-growing, crowded Medicare Advantage marketplace
  • Member loyalty - know who’s at risk and when they make their decision to look elsewhere.
  • What helps to keep them loyal? Know the key drivers.
  • Develop and commit to an ongoing, multi-channel effort to earn their loyalty

Ezio Sabatino Director, Marketing and Communications—Senior Markets,ConnectiCare

8:50 - 9:30

Consumer Insights: Leveraging Data to Understand the Wants and Needs of Medicare Consumers and Designing Products to Meet Their Preferences

  • Shift from ‘What’s the matter’ to ‘What Really Matters’?
  • Enabling the shift by understanding Consumers beyond chronic conditions
  • Machine Learning as the key enabler for Insights
  • Insights process informing Product Design

Archie Dey Director, Consumer Insights,SCAN Health Plan

9:30 - 10:00

Medicare Campaign Reporting—“Thrill of Victory or Agony of Defeat”. Winning the Battle of Easy Reporting

  • Reporting that delivers value for the boots on the ground to the C-suite
  • Gain actionable learnings from campaigns  
  • Modern data visualization to easily identify insights
  • Agile dashboards for digging deeper

Leah Smith VP of Strategy and Digital,Anderson Direct and Digital

10:00 - 10:30

Morning Refreshment Break

MEDICARE MARKETING/SALES
10:30 - 11:10

Leveraging Your Sales Channels for Optimal Results: Increasing Sales and Ensuring a Smooth Customer Experience

Todd Rau, Director, Medicare Markets, Indiana University Health Plans, Inc.

11:10 - 11:40

New Strategies to Win AEP: Using Unique Segmentation and Targeting Strategies to Win More Members

This session will offer Consumer Insights to drive AEP Growth - increase market share and lower your cost per member acquisition. Strategies include:

  • Developing an effective AEP battleplan so the whole organization is behind key initiatives
  • Effective segmentation strategies so you understand the important market segments to target
  • Targeting strategies that work in the real world
  • Rapid feedback loops so you know what works and what corrective action needs to be taken

Kurt Waltenbaugh, CEO, Carrot Health

11:40 - 12:20

Migrating Commercial Members to Individual Medicare Plans: Building the Member Journey Across Different Segments of the Enterprise

  • 3 reasons you’re losing commercial age-ins and what you can do about it
  • How to forge a cross-enterprise member journey to your Medicare products
  • Ways you can measure a multi-year purchase pipeline

Lee Pavach, Medicare Marketing Manager, Blue Cross Blue Shield of Michigan

12:20 - 1:20

Luncheon

CUSTOMER EXPERIENCE/ENGAGEMENT
1:20 - 2:00

Panel Discussion - Designing a Unique Member Experience: Leveraging Data to Create Targeted Engagement Strategies that Build Brand Loyalty and Enhance Retention

  • Key building blocks of a unique member experience
  • Lessons from outside the health care industry
  • Feedback channels so you understand what exactly your members value
  • Effective design, collection and analysis of member data for optimal decision-making

Moderator:

Ken Gammon, Vice President, Healthcare Sales and Business Development, RRD Healthcare

Panelists:

Jenny Graham, Partner, Zelus Consulting Group

Archie Dey, Director, Consumer Insights, SCAN Health Plan

Karen Fitzgerald, Director, Marketing and Communications, Health Plan of San Mateo

2:00 - 2:40

Advancements in the Model of Care for the Medicare D-SNP Population

  • Leveraging technology to optimize HRA completion, improve collaboration amongst Interdisciplinary Care Team members, and coordinate care via the Interdisciplinary Care Plan
  • Utilizing predictive insights for omni-channel member and provider communication
  • Capitalizing on opportunities to utilize community resources to engage difficult-to-reach populations

Enam Noor, Founder and Chief Executive Officer, Insightin Health

Carissa Stajnrajh, MSW, LCSW, Director of Medicare Operations, Gateway Health

2:40 - 3:20

Member Engagement: Leveraging a Multi-Channel Approach and Personalization to Drive Desired Behavior Change

  • Understanding drivers to consumer behavior
  • Customized messaging & optimization
  • Personalization to drive engagement
  • Test and learn

Kathleen Elli, Vice President, Medicare Marketing, Bright Health

3:20 - 3:50

Afternoon Refreshment Break

3:50 - 4:30

Data-Driven Strategies to Improve CAHPS & Lower Voluntary Disenrollment

  • Harnessing machine learning and AI technologies to predict member CAHPS & disenrollment behavior
  • Translating output into effective initiatives to impact member perception
  • Learnings and outcome measurement
  • Designing a data-driven foundation for continuous learning and program improvement

Saeed Aminzadeh, Chief Executive Officer, Decision Point Healthcare Solutions

Mark Pencek, Vice President – Customer Experience, Medical Mutual of Ohio

4:30 - 5:10

How Marketing Execs Can Direct Members to the Right Providers, Care and Services to Improve Star Ratings

  • Understanding Specific Star Ratings
  • How to deliver messaging that is understood by both members and producers
  • Getting buy-in from providers and care services

Billy Justice, Director, Marketing and Sales, Vantage Health Plan

5:10

Cocktail Reception

Tuesday, July 16, 2019
MEDICARE PRODUCT INNOVATION
8:00 - 8:30

How the Political Landscape Will Influence Medicare Products

  • Reviewing Congressional proposals and actions
  • Assessing CMS positioning and MEDPAC actions
  • Reviewing the potential impact of judicial decision
  • Preparing for the 2020 election cycle

Henry W. Osowski Managing Partner, Strategic Health Group

8:30 - 9:10

Panel Discussion - Medicare Advantage Beyond 2020: What Do Key Stakeholders Think Will Happen?

Industry thought leaders will address these questions:

  • How do you manage and affect change on the future of Medicare Advantage?
  • CMS looks to be relaxing regulatory restrictions on plan designs. How do you see changing the landscape of the market in the next 2-4 years?
  • What is one component of the Medicare program that you would
  • change/implement to make a positive impact on carriers/brokers/consumers?

Moderator:

Tom Sass Director, Consumer Markets, BlueCross BlueShield of Western New York

Panelists:

Dara Smith Director, Product Strategy and Analytics, Regence Blue Cross Blue Shield

Billy Justice Director, Marketing and Sales, Vantage Health Plan

Brian Breisinger Chief Executive Officer, GS National Insurance

9:10 - 9:50

Evaluating How MA Plans’ New Supplemental Benefit Flexibility Influences Member Acquisition and Retention

  • Evaluating the potential impacts of Supplemental Benefits Flexibility
  • Likely impacts on member acquisition
  • How to make members understand the value to them through effective communication
  • Making sure the internal marketing team is speaking with one voice

Dara Smith Director, Product Strategy and Analytics, Regence Blue Cross Blue Shield

MAXIMIZING OUTREACH/BRANDING
9:50 - 10:30

Retail Stores: Developing Pop Up Retail Stores for Face-to-Face Consumer Engagement to Win New Members and Hold Retention Events

  • Driving traffic to your Retail Location
  • Kiosks - Location, Location, Location
  • Virtual Agent - no more waiting

Heather Smith Director, Medicare Sales, Excellus BlueCross BlueShield

10:30 - 11:00

Morning Refreshment Break

11:00 - 11:40

Panel Discussion - Grassroots Outreach Strategies: Building Community Involvement through Strategic Partnerships

  • Evaluating effective community partners
  • Tailoring collaboration messages so every community partner becomes a motivated stakeholder
  • Understanding the effective grassroots touch points
  • What works and what does not
  • Ensuring the cost-effectiveness of all initiatives

Moderator:

Henry W. Osowski, Managing Partner, Strategic Health Group

Panelists:

Heather Smith, Director, Medicare Sales, Excellus BlueCross BlueShield

Kenyatta D. Donley, Marketing Manager, Community Development, Independence BlueCross

Monica Rodriguez, Manager of Sales Administration/MarketPOINT, CarePlus HealthPlans

Windsor Richmond, Medicare Field Sales Manager, Anthem

11:40 - 12:20

Brand Positioning: Designing a Year Round Branding Strategy to Create Awareness, Credibility and Trust

Building a brand takes planning, time, consistency, and organizational support. Before you dive in to a re-branding initiative, this session will help you guide you through some questions you’ll inevitably need to answer, including:

  • How are you different?
  • What is your organization’s appetite for change?
  • Who are your key audiences?
  • What are they key visual and written elements of your brand?
  • How can you engage your brand ambassadors….and add some fun to the process?

Kirk Heminger Director, Marketing, Independent Care Health Plan

12:20

Conclusion of Conference