2018 Agenda

Monday, July 9, 2018
Pre-Conference Workshops
2:30-4:00 Design Low-Effort Member Interactions to Increase Satisfaction and Retention

The key to successful engagement and retention is creating a low-effort member experience in their preferred communication channel. During this session, we will delve into several strategies, tactics and best practices, from digital innovations to creating tightly woven processes. Highlight your plan's value in these key areas:

  • Create a new member or renewal experience, that works efficiently for your health plan, with feedback loops which continually strengthen the improvement process
  • Integrate the timing of member communications to align with both business objectives and government regulatory requirements
  • Harness an iterative process and consumer response to messaging when adopting technology and digital strategy to strengthen ease and simplicity of design
  • Discuss best practices in responding to various segments of the population

Patrick Tracy, Senior Director, CHIP, Individual Advantage, and Marketplace, UPMC Health Plan

4:15-5:45 The Power of Engagement to Drive Plan Performance in Today's Value-Based Healthcare Market

This workshop will delve into revealing case studies, which outline how member engagement can be used to improve quality performance, risk adjustment and member satisfaction. Attendees will learn how to build a member experience that fosters engagement, and, in turn, develops stronger brand affinity with plan members. Attendees will gain practical insights on program designs from top performing plans employing engagement as a strategy, and learnings that will help you launch an effective engagement program.

Jordan Mauer, EVP, Marketing and Engagement, NovuHealth


Welcome Reception

Tuesday, July 10, 2018

Continental Breakfast


Chairperson's Welcome


Developing an Actionable Segmentation Strategy: Ensuring Clear, Targeted, and Differentiated Messages, Strategies and Tactics for Each Segment

In this session, Betsy Plunkett, director of marketing and web strategies at Maryland Health Benefit Exchange, will present Maryland's approach to audience segmentation and explore how the state effectively utilized targeted marketing to exceed its enrollment goals. Her target audience had one thing in common: they were all Maryland residents who were eligible for financial assistance through the state's marketplace. The populations most in need were very different: Young adults ages 18-34; African-Americans, Latinos and uninsured people in rural areas of the state.
Learn how to:

  • Conduct research to identify the target audience and its challenges.
  • Use the data to formulate an effective marketing approach.
  • Identify the best messaging for each audience to get results.
  • Determine how to effectively deliver the message so your audience will see, hear and act

Betsy Plunkett, Director, Marketing and Web Strategy, Maryland Health Benefit Exchange


Targeting and Distributing to Subsidy-Eligible Individuals: Responding to the Elimination of Cost Share Reduction Subsidies

Patrick Tracy, Senior Director, CHIP, Individual Advantage, and Marketplace, UPMC Health Plan


AUTOMATIC Success: How Marketing Automation Can Help You Deliver Incredible ROI by Working Smarter, Not Harder

Sean Radlich, Manager, Digital Experience, HealthNow New York


Morning Refreshment Break


Panel Discussion : Crafting Integrated Multi-Channel Marketing and Communication Messages to Drive Enrollment, Engage Members and Improve Retention


Scott Hopkins, Executive Vice President, Anderson Direct & Digital

Kurt Waltenbaugh, CEO, Carrot Health

Melissa Cellucci,, Vice President of Business Development, GuideWell Connect


Leveraging Digital Marketing to Acquire and Engage Members: Creating Targeted Social Media and Mobile Outreach Strategies

Irving Albrecht, VP, Marketing & Retail Sales, BlueCross BlueShield South Carolina




Leveraging Targeted Outreach Strategies to Drive Enrollment and Enhance Retention

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


Holistic Engagement & Propensity Modeling: Targeting the Right Members with the Most Impactful Interventions

Saeed Aminzadeh, Chief Executive Officer, Decision Point Healthcare Solutions


Transforming the Member Experience: Creating More Meaningful Customer Relationships by Proactively Engaging Members at Each Point of Interaction

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


Afternoon Refreshment Break


Panel Discussion : Leveraging Member Education and Outreach to Promote Healthy Behaviors and Drive Member Satisfaction


Jenny Graham, Partner, Zelus Consulting Group

Heidi Sirota, Vice President, Marketing & Communications, ConnectiCare, Inc.


Ensuring a Positive Onboarding Experience: Creating a Simple and User- Friendly Welcome Strategy that Drives Member Satisfaction

Heidi Sirota, Vice President, Marketing & Communications, ConnectiCare, Inc.


Cocktail Reception

Wednesday, July 11, 2018

Ensuring Effective Brand Positioning to Create Awareness, Credibility and Trust

Tracy Faigin, Chief Marketing Officer, Friday Health Plans


Developing a Member-Centered Retention Strategy: Identifying and Addressing Causes of Disenrollment by Proactively Engaging Members at the Point of Service

Mark Santiago, Vice President for Retail Outreach, MVP Healthcare


Bridging the Gap Between Health Literacy and Member Engagement: Communicating Simple, Clear Explanations for Complex Issues

DeAndre Lipscomb, Vice President, Marketing & Community Outreach, Health Alliance Plan

Erika Thrubis,Manager of Member Experience, Health Alliance Plan


Morning Refreshment Break


Panel Discussion : Creating a Culturally Competent Communication Strategy that Resonates with Your Target Market


Victor Pupo, Vice President, Marketing and Community Development, Aetna


Brand Storytelling: Strategies for Consumer and Broker Engagement

Atoussa Fukuda, Manager, Strategic Communications, Health Net


Conclusion of Conference