16^th Annual Medicare Market Innovations Forum

Continental Breakfast

Sponsored by:

Chairperson’s Welcome

Lessons Learned from a Complicated, Contentious, and Confusing AEP for 2026 Planning

• Reduced CMS Reimbursement
• Increased Utilization
• Formulary Focus
• Changes to TPMO/Broker Contracts and Payments
• Major Portfolio Changes Service Area Changes

CREATING WINNING NEW PRODUCTS: KEY MARKET DIFFERENTIATORS

Panel Discussion: Redesigning the MA Product Portfolio: Delivering Products that Are Compliant, Aligned with Seniors’ Evolving Needs, and Reflect Value, Choice, and Affordability

Moderator:

Panelists:

Navigating Significant Product Reductions and Winning When Your Plan Doesn’t Have the Richest Benefits: A 2025 AEP Case Study

• Case Study for a regional MA plan: winning when in a competitive market
• Brief overview of the Michigan market, our market position and competitive landscape heading into 2025 AEP
• 2025 benefit cuts and reaction to MA headwinds – our approach and decisions to balance financial uncertainty and position our plan for the future
• 2025 AEP Strategy – our focus on navigating product changes, shifting our marketing messaging, spend and tactical approach; deploying and agent strategy to drive retention
• Results – beating expectations; engaging our members to navigate changes and maintaining our market leading position

Panelists:

Evaluating Your Benefit Package Against the Competition: Conducting a Competitive Analysis of Product, Network, Benefits, Disenrollments, Growth, and Member Composition

Winning Value-Based Care (VBC) in Medicare Advantage: Target What Matters Most to Members

With CMS ending the VBID model by 2025, advancing value-based solutions for vulnerable seniors is vital. VBC is all about putting members first. It tailors benefits and services to meet people where they are, making healthcare more personal, effective, and sustainable. From reduced-cost, high-value care to flexible benefits like transportation, healthy meals, telehealth, and wellness planning, VBC helps members—especially those who are underserved, frail, have special needs, or chronic conditions—get the right care, in the right place, at the right time. This approach holds promise for better health outcomes, greater access, fewer chronic conditions, and stronger support for healthy aging:

• Make Benefits Personal: Use data to understand what members need and build benefits that fit their health conditions, life situations, and where they live. This helps solve problems early and keeps members healthier longer.
• Help Members Use High-Value Care: Show members how and why to use flex benefits in clear, simple ways. Make it easy for them to take action and stay on track with healthy habits.
• Connect the Dots in Healthcare: Work with providers, technology, and services to share information and deliver care seamlessly. This ensures members get the right support wherever they are in their care journey.
• Build on What Works: Track progress with data and member feedback. Use those insights to improve care, boost satisfaction, and deliver real results like better Star ratings, healthier members, and stronger brand equity.

Morning Refreshment Break

Panel Discussion: Leveraging Supplemental Benefits as a Market Differentiator: Identifying the Supplemental Benefits that Drive MA Enrollment and Member Satisfaction

Moderator:

Panelists:

DUAL ELIGIBLES/SNP’S

Evaluating Supplemental Benefits for a Dual Eligible Membership

• Conducting a cost benefit analysis to ensure optimal value and efficiency
• Understanding of the benefits the dual eligible population values
• Designing supplemental benefits that deliver value to vulnerable populations

Increasing Your Investment and Focus on the D-SNP Population: Harnessing Opportunities for Growth

Improving D-SNP Member Outreach: Easing Barriers of Engagement and Creating Personalized Messaging for This Vulnerable Population

Special Needs Planning and Opportunity for Kidney Care and Related SNPs

Afternoon Refreshment Break

Sponsored by:

NEW MARKET PENETRATION AND SEGMENT GROWTH

Panel Discussion:Responding To the Potential for an Increased Shopping Rate During the AEP: Strategies to Stand Out in a Crowded and Noisy Market

Moderator:

Panelists:

Plan Enrollment: The State Health Insurance Assistance Program Counselor Perspective

This session will feature a case study of the role of a local State Health Insurance Assistance Program (SHIP) Counselor in assisting individuals enroll into a plan. The speaker will share challenges of guiding individuals in making informed decisions about plans, helping them maximize their benefits and savings. Attendees will learn the questions frequently asked by prospective enrollees and the impact of plans’ marketing on choice during open enrollment.

Segmenting Members and Tailoring Marketing Messaging to Specific Needs: Understanding the Unique Challenges and Motivations of Each Segment and Focusing on Those Most Likely to Convert

Cocktail Reception

NEW MARKET PENETRATION AND SEGMENT GROWTH (CONTINUED)

Continental Breakfast

Chairperson’s Recap

Advancing Age-In Medicare Marketing Strategies: Converting Commercial Members into Medicare Enrollees and Keeping Them Engaged as They Work Past Typical Retirement Age

As more Americans delay retirement and stay in the workforce longer, the traditional “age- in” Medicare journey is shifting — and so must our marketing strategies. Join industry leaders at the forefront of Medicare innovation to uncover proven tactics for converting your commercial members into loyal Medicare enrollees while deepening engagement well beyond age 65.

This session draws on powerful insights from behavioral science, blending Dr. Robert Cialdini’s principles of influence with Daniel Kahneman’s research on human decision-making. Attendees will explore how to design marketing experiences that speak to both System 1 (fast, intuitive, emotional thinking) and System 2 (slow, deliberate, logical thinking) — a critical balance when guiding older members through high-stakes, complex Medicare choices.

You’ll see how real health plans are applying these concepts to:

• Build Relationship  with Commercial Members
• Reduce Commercial Members’ Uncertainty  in Joining Their Plans
• Motivating Them to Act   When the Time is Right

Join industry experts  Ezio Sabatino, Chief Influence Officer & Certified Cialdini Official Partner at Sabatino Marketing, and Dave Krupa, Vice President of Marketing and Retail Sales at BCBS of SC, as they share firsthand experiences and strategies to drive health plan success through ethical influence.

Developing Omnichannel Marketing Strategies that Align with Seniors’ Digital Shopping Habits: Maximizing Online Sources to Shop for and Compare Plans

DRIVING MEMBER ENGAGEMENT, EXPERIENCE, AND RETENTION

Panel Discussion:Taking a Multifaceted Approach to Engagement: Empowering Members, Identifying and Addressing SDoH, and Driving Retention and Loyalty

Moderator:

Panelists:

Boosting Retention During the OEP and Year Round: Proactively Communicating with Members, Building Brand Loyalty, and Strengthening Messaging to Reduce Switching Behaviors

• A member lost can cost more than a member gained. Prioritize retention to drive long-term value.
• Use data-driven segmentation for targeted, strategic engagement.
• Build emotional connections beyond clinical interactions to foster brand loyalty.
• Leverage technology for efficient, trend-aligned communication.
• Explore a case study on community-driven member engagement.

Morning Refreshment Break

Collecting Social Risk Data and Acting on That Data through Engagement: Leveraging New Channels for Member Engagement to Meet Members Where They Are and Drive Success in the Health Equity Index

• Utilizing Enrollee Advisory Councils for engagement
• Engaging CBO’s and Community partners
• Health and Digital Literacy
• Health Equity and Stars: strategies to drive quality among members with Social Risk Factors

Today's Sandbox (Now Featuring Even Less Sand) & How To Play Nice In It: HP + AOR+ VBC

• You, the Health Plan…
  • Let’s be honest… people are more likely to switch their health insurer than their doctor.
• You, the VBC provider…
  • If consistency is indeed the key—how do you keep your new patient, the agent of record, and health plan relationships intact?
• You, the Broker…
  • Getting them to fall (and stay) in love with you by creating a seamless and ‘perfect’ customer experience.
  • How do you keep that ‘love’ going once they are in the hands of the Health Plan Customer Service, their new Value-Based Primary Care Doctor (if applicable), and the inevitable encounters they will have with ALL your competitors (online ads, mail, and the inevitable friend/family conversations of why their plan is SO much better than everyone else’s)?

How does one ‘set-the-table’ when all invitees feast at different times?  Stay tuned!

Conclusion of Conference