2017 Agenda

Wednesday, October 18, 2017
7:00 Continental Breakfast
8:00 Chairperson's Remarks

Karen Colonna Carter, Vice President, Business Development, Wunderman Health

PRODUCT DEVELOPMENT INNOVATIONS
8:10 Opening Keynote

Start With Healthy: Putting The Consumer At The Center Of The Healthcare Equation

* Base everything on a strong consumer insight
* Understand consumer behavior and meet them where they are
* Operate with a strong sense of purpose to achieve aligned goal

Jennifer Bazante, Enterprise Vice President, Marketing, Humana

8:45

Cambia Innovation Team Case Study: Capturing and Leveraging Top Consumer Pain Points into Winning Solutions -- Turning Voice of the Customer into Action

In 2016, Cambia began to capture and leverage voice of the customer input to prioritize top consumer pain points. Over the last year, Cambia's innovation team accelerated leaders to turn this voice of the customer data into solutions. The pain points are examples of common problems in healthcare - from pre authorization notifications to EOB redesign through opening new channels for DME access and rewriting thousands of member communications. During the process Cambia's innovation team identified ways to create enterprise customer listening systems, and develop culture change tools to empower all employees within Cambia to listen to customers and take action.

Participants will learn how to:

* Deploy enterprise listening to help operational partners solve the right customer problems
* Turn research inputs into actionable and prioritized solutions
* Rapidly prototype and test solutions to build business cases for change
* Instigate a culture of customer centricity, accountability, and action

Max Janasik, Vice President of Innovation,Cambia Health Solutions

9:20

Impact Retention Driving Growth and Profitability: Utilizing Advanced Analytics, Models and Personalization

Following historic net new member growth, MMM, InnovaCare's Puerto Rico MA plan was looking to identify "quick-win" areas of retention improvement during AEP that could be implemented to lower disenrollment rates. Learn how the combined approach below led to increased retention by 12,000 members!

  • Utilize customer journey mapping from the member's perspective (outside in) and the plan's perspective (inside out)
  • Implement custom models to identify member defection risk
  • Redesign CX messaging, using personalization to focus on who is most valuable and vulnerable
  • Revamp provider communications to ensure alignment and engagement

Peter Rodes, Corporate Sales & Marketing Officer, Innovacare

Jennifer Hickman, Senior Vice President, Strategic Planning & Consulting, Wunderman Health

9:55

Networking Refreshment Break

10:15

Using Product Innovation to Directly Improve the Health of our Communities and Impact Consumer Directed Care

* New Innovations
* Valuable Lessons
* Quality of Life and the Health of our Communities Delivering Real Results
* Building Loyalty Through Innovation

Chris Hause, Vice President of Marketing, Sales, and Business Development,Kaiser Permanente

10:50

Perspectives on Consumer Experience from the Front Lines to the Back Office: A Day in the Life

For health plans, the term consumer experience often conjures up an image of a member shopping for a plan, looking for a provider or comparing costs for a drug or procedure. While this is important and central to engaging members, health plans are also working to improve the consumer experience of their back office teams. With the help of consumer tools and a CRM system specifically designed for payers, the total consumer experience from the front lines and the back office is enhanced to bring better value to members and ROI to health insurance companies. Let Zipari walk you through 'a day in the life' of consumers from both ends of the spectrum and learn about their perspectives on improving the consumer experience.

Mark Nathan, CEO and Co-Founder, Zipari

Tracy Faigin, Chief Marketing Officer, Friday Health Plans

MARKETING INNOVATIONS
11:30

Case Study: - Integrating Innovation into Your Culture - How BCBS NC Integrated New Behaviors and Tools into the Fabric of its Entire Organization

Understand the approach taken by a single state Blue Plan in its development of an internally and externally-facing Innovation Practice to spur new solutions to new problems in the health ecosystem. Learn how BCBS NC:

* Integrated new behaviors and tools to enable the organization to focus on building the existing corporate culture to meet future challenges
* Ensured relevance to existing business behaviors and harmonization with business needs, steering well clear of creating a new culture of innovation within the company
* Successfully socialized the Innovation Practice -- plus its implications to date

Christopher Peronto, Director, Strategy and Innovation, Blue Cross and Blue Shield of North Carolina

12:10 Networking Lunch

Sponsored by

Healthcare Marketing, Healthcare Innovation, Healthplan Marketing, Healthplan Innovation, Member Engagement
1:20

Leveraging Digital Marketing Practices to Acquire and Engage Members

Learn the secrets of what works in:

* Social Media Marketing
* Mobile Outreach
* Creating Messages that Resonate
* Building a Two-Way Dialog

Chris Daley , Senior Manager, Digital Media UPMC Health Plan

2:00

Intelligent Engagement Delivers on Plan Growth, Member Satisfaction and Quality Performance

Value based performance is essential to Plan success. Delivering a quality experience while closing care gaps is the new norm. Learn how a member engagement program based on hyper-segmentation, predictive analytics and frequent, personalized communications delivers member high value activities. We will share how an engagement program is more than a quality solution. Engagement programs deliver on member satisfaction, retention and lower long-term medical costs.

Kristin Gasteazoro, Vice President, Sales and Client Management, Novu Health

2:40

Networking Refreshment Break

Effective Member Engagement Strategies to Reduce Costs and Improve Outcomes

A better educated and more engaged, active member is an asset well worth developing. Whether on a utilization basis or an outcomes basis, an engaged member generates greater value to the plan, but more importantly lives a healthier life as well. As marketers, how do we deploy effective engagement programs?

3:00

Covered California Unveils Innovative Marketing Strategies for Health Plan Success in the Individual Market

Colleen Stevens, Director of Marketing, Covered California

3:35

Advancing Consumerism for Health Plan Profitability

In order to meet the expectations of the new healthcare consumer, it's imperative that health plans get better at knowing who to target and how to build engaging relationships with their consumers. To do that, health plans should take an integrated, multichannel approach to their engagement activities, ensuring they deliver the right message to the right person at the right time. This level of understanding of the consumer in combination with targeted messaging and delivery is key to orchestrating a superior customer engagement strategy in ways that drive better outcomes for both the member and the health plan.

In this session, participants will learn:

  • How Florida Blue addressed their engagement challenges and drove a 5:1 ROI
  • How to leverage an analytics platform to inform engagement efforts for every step of the member lifecycle
  • How to Integrate marketing with all sales channels to deliver true lead to sales KPI's while providing your members access to sales channels of their choice (online, by phone, face to face, retail centers)
  • How consumerism plays a pivotal role in health care economics

Raj Vavilala VP, Marketing, GuideWell Connect

4:10

Harvard Pilgrim Health Case Study on Innovation and Diversification through Partnerships with the Local Health Care Market and Digital Health Start-Ups

During this session we'll spotlight Harvard Pilgrim's work to drive our innovation and diversification strategy, with a particular emphasis on partnerships and internal collaboration. We'll focus on liaisons we've developed in the local health care market and the digital health start-up community, as well as how we are using crowd sourcing to drive a culture of innovation within our own organization.

Patricia Forts, Deputy Chief of Innovation and Strategy,Harvard Pilgrim Health Care

4:40

Networking Reception

Sponsored by:

Thursday, October 19, 2017
7:00

Continental Breakfast

8:00

Chairperson's Remarks

Karen Colonna Carter, Vice President, Business Development, Wunderman Health

8:10

Partnerships: ACOs & Health Plans Align to Target Broker Community

Changing markets require changing strategies. Learn how health plans are developing a product and broker strategies to create and build distribution channels.

* Presidential Election - Impact on product development
* Carrier Consolidation - Product partnerships
* Care Innovation - Building better care models to serve market strategies
* Markets - From employers to direct to consumers how to engage consumers to make informed choices
* Distribution channels changing the market landscape

Denise Vance-Rodrigues,Director of Business Development, Canopy Health

TARGETING NEW GROWTH SEGMENTS
8:50

How Medicaid Managed Care Manages More Members From New Populations

Learn the inside track to how thousands of new consumers across America are having their care coordinated from Medicaid managed care. Learn how you can identify the best way to influence selection and engage them in health care assessments (and why you would want to). Plus get these consumers engaged in improving their health outcomes.

Amy Swanson,Vice President of Marketing, Advocacy, Member Experience,UnitedHealthcare Community Plan of Ohio, Inc.

9:30

Networking Refreshment Break

9:50

Targeting Growth Within the Employer Segment and Developing Effective Direct-to- Employee Marketing Strategies

A large majority of Plans see good growth prospects within the employer market space. How do you effectively target this segment with direct-to- employee marketing? Learn the keys to:

- Are your brokers selling you the right way? And are they selling you, or are they selling your offer sheet?
- Are you making your clients' Benefits Managers look like rock stars?
- As you sell, are you also teaching employers and employees how to buy - and how to make the most of - their health plan?

Eric Trott,Director of Marketing & Brand Management,Premera Blue Cross

10:20

Growth Strategies for Ethnic/Specialty/Micro Market Segments

In a tightening post-ACA market, everyone seems to be running toward the employer market and the Government Markets. However, smart plans are also actively discovering opportunities within the specialty/ethnic and even micro market segments that are lightly contested and exhibit good growth potential. Since many of these segments will be adversely impacted by the post-ACA landscape, they are ripe for development. Learn how you can:

* Recognize micro/specialty market opportunities within your larger market
* Develop cost-effective strategies to evaluate market potential
* Build a targeting strategy that resonates
* Creating a long-term commitment for sustainability

Elizabeth Benz,Associate Vice President Government Contracts,Molina Healthcare of Wisconsin

11:00

Big Data and Insights in Marketing Analytics that Work

Big Data, Machine Learning, and Artificial Intelligence. These are technologies that are here today and actually all around us in consumer applications. Health has been late to adopt big data but many startups and even some carriers are leveraging big data and the analytics that go with it to identify new customers and anticipate clinical needs of their patients/members. This session is tailored for the marketer to give a solid background and definitions so that you can become an informed consumer of big data applications. Topics to be covered include: gathering and processing of data, how prediction has become much more accurate, and applications including identifying sales leads. Expect to see live demos and plenty of time for Q&A.

  • Developing Data Analytics protocols that make sense
  • Preventing data deluge - extracting actionable, meaningful data
  • Develop a reactive and proactive analytics plan

Tim Gilchrist, Senior Data Fellow,Columbia University's Health Innovation Technology Lab (HITLAB)

11:40 Conference Concludes