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Pre-Conference Workshops, July 11, 2017
2:00 PM - 3:30 PM
Workshop A — Additional Fee Required
Reach Out! Ethnic and Diverse Medicare Beneficiaries: The Untapped Market

In FY 2016, the Office of the Actuary estimated that gross spending on Medicare benefits will total $672.6 billion. Medicare will provide health insurance to 57 million individuals who are 65 or older, disabled, or have end-stage renal disease. Medicaid spending grew 9.7% to $545.1 billion in 2015. The fact is that over one-third of the Medicare and Medicaid market maintains an ethnic background.

According to AHIP, 30 percent of all Medicare Advantage users self-define as an ethic minority. What about the LGBTQ Medicare market? The estimated buying power of the American LGBTQ community is $884 million annually. An estimated 34 to 38 percent of this population is ageing into Medicare. Shouldn’t ethnic outreach and diversity be a significant part of your Medicare marketing plan?

Health plans are particularly deficient in collecting information on race, ethnicity, and patient language needs, with commercial entities being among the worst offenders.

Between 2012 and 2015, more than 80 percent of commercial plans were missing at least half of their HEDIS data about ethnicity, primary spoken language and primary written language for their beneficiaries.

This workshop outlines meaningful (and cost-effective) tactics to reach Medicare-eligible ethnically diverse populations.

Presented in this session will be missing key socioeconomic data required to develop meaningful outreach programs for these beneficiaries. Methods and means for effective outreach and enrollment of these populations will be outlined and sample successful case studies will be presented.

Mara Woloshin, Principal, Woloshin Communications, Inc.

3:45 PM - 5:15 PM
Workshop B Complimentary for All Attendees
How to Design an Intelligent Member Engagement Program that Delivers on Quality, Retention, Acquisition and Cost

Attend this workshop to learn how intelligent member engagement programs drive high value activities which deliver on overall plan performance. Learn how consumer loyalty marketing applied to healthcare provides plans with a competitive advantage. Jordan will lead an evidence-based discussion on how rewards and incentives can be leveraged to build a high performing member engagement program.

Jordan Mauer, EVP of Marketing & Engagement, NovuHealth

Day One, Wednesday, July 12, 2017
7:00 AM - 7:50 AM
Continental Breakfast
Sponsored by: Medicare Market Innovations
7:50 AM - 8:00 AM
Chairperson’s Welcome

Garry Raim, Partner and Executive Vice President, GKV

8:00 AM - 8:40 AM
Marketing Medicare to Ageing-In Boomers: Engaging Beneficiaries Early and Ensuring Relevant Messaging that Reflects Their Healthy and Active Lifestyles

  • Medicare Age-In and AEP Acquisition Opportunities
  • Attributes and behaviors of today’s Age-Ins
  • Age-in segments - communications are not “one-size fits all.” (identify prospect’s need state - e.g. covered by employer plan, covered by individual insurance, etc.)
  • Multi-channel marketing approach to reach, nurture and convert

Ezio Sabatino, Director, Marketing and Communications, ConnectiCare

8:40 AM - 9:20 AM
Developing an Actionable Segmentation Strategy: Leveraging Data Profiling and Modeling to Concentrate Marketing Efforts and Position Products More Effectively

Susan Arcidiacono, Chief Marketing Officer, Inland Empire Health Plan

9:20 AM - 9:50 AM
Hot off the Presses: 2017 Original Research on how Medicare Marketers can more Effectively Reach, Engage, and Retain Marketshare

In this session, Medicare marketers discover:

  • The preferred educational channels
  • The age-in buy-in cycle
  • What makes one Medicare marketing campaign stand out over another
  • What Medicare eligibles want from Medicare websites
  • How to engage and win late retirees

Scott Hopkins, Executive Vice President, Anderson Direct & Digital

9:50 AM - 10:30 AM
Medicare Marketing: Tuning Your Message to Drive Enrollment and Member Retention

  • Messaging strategies for Aging-In Boomers (Community & Commercial)
    • Communication methods
      • Direct Mail
      • Web & Social Media
    • Focus on education
      • Materials, Seminars, Training
    • Automation for a hands off process

  • Messaging strategies for Members - Retention marketing – How you can address premium increases and changing benefits to alleviate concerns and retain membership
    • Plan Closing – Crosswalk members into a new plan
    • Outreach strategies – reduce uncertainty and confusion
    • Materials – creating materials to address their specific concerns
    • Omni channel outreach approach

Jennifer Loranger, Government Programs Project and Operations Manager, Health New England

10:30 AM - 11:00 AM
Morning Refreshment Break
Sponsored by: Medicare Market Innovations
11:00 AM - 11:50 AM
Panel Discussion
Positioning for Success During the AEP: Leveraging a Data-Driven, Multi-Channel Marketing Strategy to Drive Enrollment Growth

Mara Woloshin, Prinicipal, Woloshin Communications, Inc.


Larissa Huskey, Director Market Strategy, BlueCross BlueShield of Tennessee
Shannon M. Fuhrman, Director of Medicare Sales, Cambia Health Solutions
Michael Cho, Chief Innovation Officer, Connecture, Inc.
Rick Berman, Director, Business Development, SourceLink
Scott Levine, Senior Vice President Strategy, Healthcare Practice Lead, Kern Health

11:50 AM - 12:20 PM
The Future of Medicare Advantage Sales: A Look at How Technology Will Change the Role of the Field Agent, the Expectations of the Beneficiary, and the Capabilities of Health Plans

Sherman Rogers, CEO, Bloom

12:20 PM - 1:20 PM
1:20 PM - 2:10 PM
Panel Discussion
Reaching Dual Eligibles: Developing a Multi-Faceted Approach to Engaging and Retaining this Complex Population

Henry W. Osowski, Managing Director, Strategic Health Group

Garrison Rios, Executive Director Corporate Officer, Cal MediConnect/Medicare, L.A. Care Health Plan
Susan Arcidiacono, Chief Marketing Officer, Inland Empire Health Plan
Jeff Nathe, Director, Medicare Sales & Service, Mercy Care Advantage and Mercy Maricopa Advantage / Aetna
Lisa Morse-Heinz, Director, Sales, Care Wisconsin

2:10 PM - 2:40 PM
Opportunity Out of Chaos: The Case for Being a Values Brand

In examining exit polls from the 2016 election, values were deemed moreimportant to voters than ever before. This presents a powerful opportunity – and challenge - for health plans. Because just as we act upon our values as voters, we are increasingly acting upon them as consumers. For a health plan to win in this environment, it must become a Values Brand.

People are seeking more than transactional partners. They want to believe. They want to trust. They want to align with like-minded candidates… and companies.

And when you combine this with the possible repeal and replacement of the Affordable Care Act and potential changes to Medicare and Medicaid, consumers have a heightened sense of fear and uncertainty about the future.

This lively mixed media presentation, led by two of our industry’s most accomplished marketing professionals, will tackle the new realities.

  • What are consumers thinking and feeling about the possible repeal of the Affordable Care Act?
  • Where will your new customers come from?
  • Is your brand strong enough—and trustworthy enough—to keep your existing customers loyal?

Get some new insights from just-completed, proprietary research aimed at uncovering consumer reactions to the changing insurance landscape. And discover creative strategies to strengthen your brand and make an emotional connection with consumers.

Garry Raim, Partner and Executive Vice President, GKV
Jeff Millman, Partner & Creative Director, GKV

2:40 PM - 3:20 PM
Leveraging Digital Marketing and Tools to Change the Medicare Engagement Paradigm

  • Healthcare and technology at war with each other
  • The evolution of engagement vs. stereotypes and misconceptions
  • Setting the curve instead of following it
  • What to expect and why it’s important to lead through innovation

Daniel Weaver, Director of Government Markets, Highmark
Christopher Miladinovich, Premier Partner, Hyperlift

3:20 PM - 3:50 PM
Afternoon Refreshment Break
Sponsored by: Medicare Market Innovations
3:50 PM - 4:30 PM
Leveraging Medicare Benefits as a Tool for Member Outreach and Engagement: Ensuring Success with Dual Eligibles

Bill Jensen, Vice President, Marketing and Sales, Independent Care Health Plan

4:30 PM - 5:00 PM
The Strategic View to Maximize Plan Value Resulting from 2017 CMS Changes for Duals Payment Model

  • Background on 2017 CMS changes
  • Full dual versus partial dual members
    • Impact of HCCs on dual capitation for members
  • Moving from prospective to concurrent model - Impact on Revenue
    • Retention strategies for ongoing member engagement and retention
  • Taking the Strategic View
    • HCCs as a Driver
    • Retention Engagement
    • Care Gap Augmentation
  • Global Value to the Health Plan

Linda Roman, Vice President, Human Arc

5:00 PM - 5:40 PM
Optimizing Grassroots Outreach Strategies: Building Community Involvement through Strategic Partnerships

Sarah Fernandes, Medicare Sales Manager, Health New England

5:40 PM - 6:20 PM
Building a Year-Round Branding Strategy: Ensuring Effective Brand Positioning to Create Awareness, Credibility and Trust

Larissa Huskey, Director Market Strategy, BlueCross BlueShield of Tennessee

6:20 PM - 7:20 PM
Cocktail Reception

Day Two: Thursday, July 13, 2017
7:00 AM
Continental Breakfast

Day Two Chairperson: Henry W. Osowski, Managing Director, Strategic Health Group

8:00 AM - 8:40 AM
The Impact of the Political Landscape on the Future of Medicare Products: Turning the Challenges of Reform into Opportunities for Innovation and Growth

Henry W. Osowski, Managing Director, Strategic Health Group

8:40 AM - 9:20 AM
Identifying Strategies to Grow Membership in the Face of Increased Competition: Competing Effectively with Industry Leaders Who are Consolidating Market Share

  • Evolution in the sales and marketing strategies for regional carriers in a changing national carrier landscape
  • Discuss successful acquisition and retention strategies including call centers, captive agents, and brokerage channels that augment (not cannibalize) a carrier’s current sales strategy
  • Explain the importance of a stable product portfolio for short and long term membership growth

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

9:20 AM - 10:00 AM
How Ancillary Benefits Can Be Used to Increase Medicare Member Engagement

Joshua Hoover, CEBS, Midwest Sales Manager, EPIC Hearing Healthcare

Mike Reha, Vice President, Sales and Marketing, EPIC Hearing Healthcare
Dave Meadows, Senior Vice President, Government Programs, Liberty Dental Plan

10:00 AM - 10:30 AM
Morning Refreshment Break
10:30 AM - 11:10 AM
Panel Discussion
Transforming the Member Experience: Leveraging Targeted Engagement Strategies to Build Brand Loyalty and Enhance Retention

Jill Spencer, Executive Vice President, Business Development and Client Relations, Human Arc

Rod Kersch, Vice President of Sales & Marketing, InComm Healthcare & Affinity
Jenny Graham, Partner, Zelus Consulting Group
Bradley Marks, Chief Growth Officer, Vheda Health

11:10 AM - 11:50 AM
Developing a Broker Education Strategy: Raising Awareness About the Importance of Star Ratings and How They Can Be Used to Influence Members

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

11:50 AM - 12:30 PM
Engagement and Retention Using a Unique Experience Design Approach and VOC Data

Archie Dey, Director, Consumer Insights, SCAN Health Plan

12:30 PM
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