the 7th annual medicare marketing & sales summit

HEALTHCARE EDUCAT ION ASSOC IATES PRESENTS

THE 7 th ANNUAL

Winning Strategies for Maximizing Membership

M E D I C A R E M A R K E T I N G & S A L E S S U M M I T M A R C H 1 7 - 1 8 , 2 0 1 4

M A R R I O T T P L A Z A S A N A N T O N I O , T X

• Senior Member Engagement: A Detailed Look at Effective Ways to Connect and Be Relevant to Members

• Executive Panel: Current Threats and Opportunities in Medicare Sales & Marketing

• Case Study: Evolution of the Retirement Portal for Age-Ins

• The Significance of Perspective in Medicare Marketing and Sales Teams

• Community Outreach - Acquisition and Retention

• Oversight in Medicare Advantage Sales & Marketing

GENERAL SESSIONS:

MARKETING TRACK SALES TRACK

• Big Data/Data Analytics for Marketing• The Age-In Population: Effective Strategies in Timing,

Reach, and Communication• Brand Recognition: How to Create a Plan that Sells

Itself• Star Ratings: How to Use Them to Best Advantage• Managing Acquisition Cost: Making the Most of your

Marketing Dollars• Fully Leveraging the Web

• Distribution Optimization: Fully Leveraging Sales Channels

• The AEP Season: Strategies in Preparation and Execution

• Successful Conversion: Closing the Lead/Sales Gap• Successful Strategies in Sales Seminars• Field Sales Management: Creating a Sum Greater than

its Parts• Outsourcing: Managing Brokers and Brokerage

Agencies

SPONSO

RS

TO REG IS TER : CALL 866 -6 76 - 7689 OR V IS I T US AT WWW.HEALTHCARE-CONFERENCES .COM

PLAT

INUM

GOLD

SILV

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BRONZE

healthservices

E A R N 1 3 C P E C R E D I T S


DEAR MARKETING & SALES EXECUTIVES:Healthcare Education Associates is proud to present our 7th Annual Medicare Marketing & Sales Summit March 17-18, 2014 at the Marriott Plaza San Antonio, the must-attend event of the year dedicated specifically to growing membership.

We have approached a defining, sink-or-swim moment in the health insurance industry, with 70% of plans collectively capturing only 5% market share. Continued consolidation continues to change and homogenize the landscape. The aging-in of the baby boomer generation is poised to present huge opportunities. The only option for survival on both the professional and business fronts is to stand out, grow membership and scale up profitably.

Come hear from the best and the brightest in the Medicare sales and marketing arena in 18 sessions on:

• The latest market intelligence on member behavior • Leadership perspectives on the current trends, threats and

opportunities in the marketplace• The leading edge in technology, including web portal

innovation, Big Data, and automation• Winning strategies in distribution channel optimization,

connecting with age-ins, working with Star Ratings, preparing for and managing AEP season, converting leads into sales, conducting successful sales meetings, and outsourcing to brokers

• The new best practices in providing leadership to the marketing and sales forces

• How to engage local and community-based organizations as allies

• What you need to know now about marketing and sales compliance and regulations

It is a crucial time to network with your colleagues and make connections with the dawning of a new era in Medicare sales. Attend this event to ensure the success of your career and your business.

Register today! Call 866-676-7689 or online at www.healthcare-conferences.com.

Sincerely,

Nancy ParkNancy Park, Conference DirectorHEALTHCARE EDUCATION ASSOCIATES

P.S. EARN UP TO 13 CPE CREDITS!

OUR DISTINGUISHED FACULTY

WHO SHOULD ATTEND?

Craig Hayden, Capital District Physicians Health Plan Paul Carbone, UPMC Health PlanCyndie O’Brien, InterValley Health PlanHeather Smith, Excellus Blue Cross Blue Shield and Univera HealthcareIrving Albrecht, Blue Cross Blue Shield of South CarolinaLinda Rehrauer, Independent HealthJameson Keller, Premera Blue CrossBrooke Ivey, Bloom Marketing GroupTom Reid, Hacker GroupTyrina D. Blomer, Esq, Universal American Corp Kristin Buettner, Universal American Corp Jenna Medina, Cigna Healthcare of ArizonaMatthew Gallagher, ConnectiCareBrian Eck, UCareSaiful Kahn, MJHS – Elderplan/Homefirst/Safepath Benefits, IncMartha Murphy, Harvard Pilgrim Health CareKevin Mowll, RISEGene Devine, HealthPlanCRMLinda Armstrong, DMW DirectRobert Ditwiler, South Shore VentureGeorge Dippel, Deft Research LLCJennifer Kallery, KBM Group Health Services

From Health Plans, MAPDs, PDPs, and PBMs:

• Chief Marketing Officers• Chief Sales Officers• Chief Compliance Officers• Chief Financial Officers• Marketing Directors, Managers, and Staff• Sales Directors and Staff• Internal Auditing Professionals• Directors of Medicare Programs• Directors of Medicare Compliance• Senior Product Directors• Business Development Directors

From Healthcare Law Firms, CRMs, Outsourcing Marketing Firms, and Consultants:

• Heads of Medicare Practice• Partners and Presidents


8:00 – 9:00 Registration sponsored by

8:00 – 9:00 Breakfast sponsored by

9:00 – 9:10 Chair’s Welcome

Marketing Track Chair Gene Devine, Vice President Cavulus MedicareCRM

9:10 – 10:00 Senior Member Engagement: A Detailed Look at Effective Ways to Connect and Be Relevant to Members• What drives seniors’ decision making about health plans?• What member engagement practices are most effective? What fosters

loyalty among members? What provokes attrition?• What are the preferences of different subgroups within the Medicare

population? How is the age-in population similar and different?

George Dippel, Vice President Client ServicesDeft Research, LLC

10:00 – 10:15 Morning Break sponsored by

10:15 – 11:10 Executive Panel: Current Trends, Threats, and Opportunities in Medicare Sales & Marketing• What are the greatest marketing and sales challenges on the horizon?• How has increased consolidation in the industry affected sales and

marketing efforts?• How is the implementation of the ACA with its change in the Medicare

Stars program in 2015 going to impact the landscape?• In this context, how important is brand image in the selection of client

choice in the individual market? What kind of value does a strong brand bring?

• How do you see the competition shaping up between the local plans and national brands?

• How do you see the cost structure for member acquisition changing in terms of both marketing and sales dollars?

1:00 – 1:50 Big Data/Data Analytics for Marketing• What does Big Data look like for Medicare Marketing? How has it

created demand for true insights in the business?• How do these true insights link the customer lifecycle and journey to

help optimize marketing investment and impact?• How can taking full advantage of Big Data build a 360 degree view of

customers across all channels? What are the opportunities that lie here?

• What emerging technology is revolutionizing the marketing landscape? How do these advances support visibility into structured and unstructured data?

• How can increased personalization help guide clients along their respective health journeys?

Jennifer Kallery, Vice President Customer InsightsKBM Group Health Services

1:00 – 1:50 Distribution Optimization: Fully Leveraging Sales Channels• An in-depth discussion of the various sales channels enumerating their

benefits and faults• Creating coherent strategy on resource allocation to the different

avenues• Identifying unexpected synergies and possibilities for collaboration

Martha Murphy, Vice President, SalesHarvard Pilgrim Health Care

• With the aging in of the Baby Boomers and their fluency in technology, what opportunities do you see for emerging technologies that could increase member engagement and help drive costs down? What web and online resources are you interested in? Sales CRM technology?

• What are the most interesting opportunities that are emerging?

Moderator Kevin Mowll, Executive DirectorRISE

PanelistsPaul Carbone, Director of Sales & MarketingUPMC Health Plan

Cyndie O’Brien, Vice President of Sales, Marketing, and Member ServiceInterValley Health Plan

Craig Hayden, Vice President, Medicare Products Capital District Physicians Health Plan

Tom Reid, Executive Director Hacker Group

11:10 – 12:00 Case Study: Evolution of the Retirement Portal for Age-Ins• What is now possible in designing a comprehensive retirement portal?• What are the key functions of such a portal?

◦ Retirement checklist ◦ Retirement calculator ◦ Retirement calendar ◦ Registration for retirement planning events ◦ Additional site information

• Metrics: what is the usage data? What information is revealed about retirement planning behavior?

Robert Ditwiler, Chief Executive OfficerSouth Shore Venture

Irving Albrecht, AVP, Direct & MA Marketing & New Market Development Blue Cross Blue Shield of South Carolina

DAY ONE : MondAy, MArch 17

Marketing Track

Chair - Gene Devine, Vice President Cavulus MedicareCRM

Sales TrackChair - Brooke Ivey, Sales Director

Bloom Marketing Group

12:00 – 1:00 Networking Luncheon sponsored by


1:50 – 2:40 The Age-In Population: Effective Strategies in Timing, Reach, and Communication• How is the demographic evolving for the upcoming sets of T65s?• When is the optimal time to begin marketing to age-ins?• What are the contributing factors in determining marketing scope and

pacing?• What types of communication are most effective?• What are the cultural pitfalls to avoid with this cohort?

Linda Armstrong, Executive Vice President, Account Services & Insurance Practice LeaderDMW Direct

3:00 – 4:00 Brand Recognition: How to Create A Plan that Sells Itself• What is the lift from brand recognition and how does it boost response

rates, close rates, and the ROI?• How to effectively distill marketing messages into a brand• Fully integrating branding in marketing efforts to strengthen the brand• Exploring co-branding• Focus group case studies

Brooke Ivey, Sales DirectorBloom Marketing Group

4:00 – 5:00 Star Ratings: How to Use Them to Best Advantage• What is the current significance of Medicare Stars? What are the

contributing factors to its change? What has been the impact of the Affordable Care Act?

• What are the simplest ways that plans can improve their results?• What is the role of Medicare Stars in branding and acquisition

marketing?• What steps can be taken to mitigate low ratings?

Jenna Medina, MSL, Segment MarketingCigna Healthcare of Arizona

1:50 – 2:40 The AEP Season: Strategies in Preparation and Execution• How can plans best prepare for AEP season to set the stage for a

successful enrollment season?• Where are time, money, and energy best spent for the greatest results?• What are the best practices for monitoring your sales strategies during

AEP?• The importance of conducting a structured debrief after AEP

Linda Rehrauer, Director, Government SalesIndependent Health

3:00 – 4:00 Successful Conversion: Closing the Lead/Sales Gap• What processes promote the highest execution rates on marketing-

generated leads?• Creating systems for sorting leads and distributing them to sales

channels best poised for closing• What areas are the biggest generators of wasted leads?

Craig Hayden, Vice President, Medicare Products Capital District Physicians Health Plan

Jameson Keller, Senior Sales ManagerPremera Blue Cross

4:00 – 5:00 Successful Strategies in Sales Seminars• What are the key components of successful sales seminars?• What are the current essential regulatory guidelines to follow?• Topics that are of foremost concern to Medicare constituents• An in-depth discussion of logistical and planning considerations

Matthew Gallagher, Director, Medicare SalesConnectiCare

2:40 – 3:00 Afternoon Break

5:00 – 6:00 Cocktail Reception sponsored by

5:00 End of Day One

Healthcare Education Associates is a division of Financial Research Associates, LLC. Since its inception, Healthcare Education Associates has made its mark on the conference industry by being first-to-market with well-researched, innovative, content-driven healthcare industry conferences. Healthcare Education Associates positions itself as the preferred resource for healthcare executives who seek cutting-edge information. Our events attract thousands of delegates annually from a cross-section of the healthcare functions including medical, financial, operations, quality, compliance, and risk management.

For more information on upcoming events, visit us online:

www.healthcare-conferences.com

RISE (Resource Initiative & Society for Education) Vision:To build a community and an educational system that promotes successful careers for professionals who aim to advance the quality, cost and availability of health care.

RISE provides:

• A forum to build professional identity and a network of colleagues• A platform to capture and share knowledge and insights• A venue to develop and share benchmarks and document best

practices• Career track development support• A channel for building alliances, partnerships and affiliations that fulfill

the vision

To learn more about RISE and to join, visit us online: www.rasociety.org

The Conference Organizer Resource Initiative & Society for Education:


DAY TWO: TuesdAy, MArch 188:00 – 8:45 Continental Breakfast

8:45 – 9:00 Chair’s Recap of Day One

9:00 – 9:50 Oversight in Medicare Advantage Sales & Marketing• What are the latest regulatory challenges? What does the landscape

look like for the near future?• Best practices for marketing and sales executives working with

compliance teams

1:00 - 2:00 The Significance of Perspective in Medicare Marketing and Sales Teams• Methods of assessing the team as a whole, cultivating strengths, and

identifying gaps• What types of training do marketing and sales professionals need in

order to better understand their clients?• How to achieve continuity and significance in your marketing and sales

practices• Considerations in designing a professional environment that motivates,

supports, and inspires loyalty in your team

Saiful Khan, Vice President, Health Plan SalesMJHS – Elderplan/Homefirst/Safepath Benefits, Inc

• Practical tips for preparing for audits and investigations• Policies to have in place before CMS gets involved• Coping with the aftermath of an audit• Common scenarios and mistakes that are made

Tyrina D. Blomer, Esq, Chief Regulatory Counsel & Senior Vice President, Compliance Universal American Corp

Kristin Buettner, AVP of Compliance - Sales and Marketing Oversight Universal American Corp

2:00 – 3:00 Community Outreach – Acquisition and Retention• What are the benefits of community-based outreach?• Which avenues can health plans access to develop strong community

ties and provide relationship-strengthening service?• How to incorporate community outreach into your retention and

acquisition strategy

Cyndie O’Brien, Vice President of Sales, Marketing, and Member ServiceInterValley Health Plan

3:00 Conference Concludes

9:50 – 10:10 Morning Break sponsored by

12:00 – 1:00 Networking Luncheon

10:10 – 11:00 Managing Acquisition Cost: Holding Your Marketing Dollars Accountable to a Result• How to leverage your marketing and sales performance analytics to

drive lower new member acquisition costs• Strategies in allocating marketing dollars to the highest performing

lead distribution channels (TV, direct mail, print, billboard, community-based) through the use of online marketing and sales performance dashboards

• How to leverage advanced analytics and predictive marketing models to formulate marketing and lead generation strategies

Gene Devine, Vice PresidentCavulus MedicareCRM

11:00 – 12:00 Fully Leveraging the Web• The ins-and-outs of search engine optimization• Tools and leading-edge techniques in web page optimization• Exploring the best print-to-web strategies

Speaker TBAOrganization TBA

10:10 – 11:00 Field Sales Management: Creating a Sum Greater than its Parts• What combination of in-home sales and sales meetings is optimal?• How are productive sales meetings run?

◦ Tips on crafting effective presentations ◦ Strategies for cultivating audience engagement

• What is the role of field sales versus telesales on following up on warm leads from sales meetings?

Heather Smith, Director of Medicare SalesExcellus Blue Cross Blue Shield and Univera Healthcare

11:00 – 12:00 Outsourcing: Managing Brokers and Brokerage Agencies• What are the essential considerations in selecting brokers and

brokerage agencies for partnership?• How can plans recruit the best in the field?• What are the best practices in managing these relationships and

monitoring broker activity?• What measures can be taken to minimize liability? How can plans

keep track of and avoid brokers who have participated in professional misconduct?

• What strategies can be employed to avoid channel conflicts?• What are innovative, effective, and compliant ways to incentivize

brokers?

Brian Eck, Sales DirectorUCare

Marketing TrackChair - Gene Devine, Vice President

Cavulus MedicareCRM

Sales TrackChair - Brooke Ivey, Sales Director

Bloom Marketing Group

healthservices


TOP REASONS TO ATTEND

• Hear directly from sales and marketing professionals

about their successes and lessons learned

• Gain exposure to the leading edge in technological

evolution with Big Data, age-in portals, and automation

• Find out how experts are working with the age-in

population

• Discover successful approaches to building the brand

• Understand the current sales and marketing compliance

and regulatory issues

• Access new strategies in managing acquisition cost

• Benefit from others’ experience in navigating the AEP

season

• Review approaches to managing brokers and brokerage

agencies

• Capitalize on successful tactics in closing the lead/sales

gap

Rave Reviews from Healthcare Education Associates’ Past

Medicare Marketing & Sales Summits:

“Topics are timely and relevant.” – Ken Hawkins, Gateway

Health Plan

“Got a lot of great ideas to expand our plan and engage

both members and staff.” – Ashley Chaves, Denver Health

“Terrific panel of speakers.” – Mark Kirchberg, Dean

Health Plan

SPONSORSHIP AND EXHIBIT OPPORTUNITIESEnhance your marketing efforts through sponsoring a special event or exhibiting your product at this event. We can design custom sponsorship packages tailored to your marketing needs, such as a cocktail reception or a custom-designed networking event.

To learn more about sponsorship opportunities, please contact Jennifer Clemence at (704) 341-2438 or [email protected].

RAVE REVIEWS SPONSORS

MEDIA PARTNERS

PLATINUM

GOLD

SILVER

BRONZE

Cavulus MedicareCRM is the premier end-to-end member acquisition and retention solution for the Medicare Advantage market.

For our regional, statewide, and national clients, we deliver faster member growth and lower acquisition costs. Our CMS-compliant cloud solution is designed exclusively for Medicare marketing, sales, enrollment, and retention operations. Visit www.cavulus.com or contact us at 1-800-760-6915 to learn more about Cavulus, formerly known as HealthPlanCRM.

Hacker Group is a digital/direct agency that likes to say, “Name your number. We’ll hit it.” With years of real world experience within the

health care industry, Hacker Group formed HealthHG – its dedicated health insurance practice – to address the highly specialized and complex needs of Medicare marketing. HealthHG can quickly engage with client-specific issues, analyze market conditions and develop marketing campaigns that propel sales. We’re adept at finding your target audience where they live, work and play. We work with great clients like Highmark Blue Cross Blue Shield, AT&T and Carnival Cruise Lines. Learn more at hackergroup.com.

DMW Direct, a direct marketing agency, has actively participated in the evolving world of Medicare products since its inception in 1984.

DMW has a rich historical perspective that starts with marketing Medicare Supplements in the 1980s to helping launch the first Medicare Risk products in the 1990s. It has continued to assist health insurance companies nationwide launch and grow their Medicare Advantage and Medicare Supplement businesses.

Using direct response advertising in all media, DMW Direct strategizes and builds marketing programs designed to sell, support, and retain Medicare plan members, producers, and providers.

KBM Group: Health Services (www.KBMGhealth.com) is a healthcare marketing and customer engagement agency that combines its proprietary national consumer database, AmeriLINK, with

sophisticated predictive analytics to drive direct-to-consumer Medicare marketing campaigns and customer loyalty. KBM Group is part of WPP, a $16.5 billion global holding company with an extensive network of marketing, advertising and communication resources.

healthservices

South Shore VentureSpecialist in marketing to seniors. We represent 30 Medicare advantage

plans. Over 16 million pieces mailed during AEP..Our proprietary packages have not been used before in the senior space. We have doubled the capacity of Blue Cross South Carolina. We utilize premiums that have been proven to double results. (Highlighted in a 5 million piece case study.) South Shore offers turnkey services including mailing, premiums, call center services, and all art, graphics, writing and editing for both direct mail pieces and our newsletters. AEP acquisition include seminars and lead generation, 21st-century personalized URLs for aging in campaigns. Modeled data to increase return on investment. Today retention is the new selling. We provide personalized newsletters where your members who have any of the chronic illnesses receive articles targeted directly to them. Our national rewards site enables your members to earn rewards from over 1100 national merchants. This cost your members nothing and your upfront cost is only $495 per month and $495 to set up initially. Contact Bob Ditwiler at 813 – 918 – 3098 or e-mail me at [email protected]

Bloom Marketing Group is a national insurance services firm staffed by health care industry experts. Since 2007, dozens of health care clients serving millions of beneficiaries each year have partnered with Bloom Marketing Group to deliver customized technology solutions and call center excellence. Learn more atbloommg.com.


IMPORTANT INFORMATION

CPE CREDITS

To Register:Fax: 704-341-2640Mail: Healthcare Education Associates 18705 NE Cedar Drive Battle Ground, WA 98604Phone: 866-676-7689Online: www.healthcare-conferences.com

The 7th Annual Medicare Marketing & Sales SummitMarch 17-18, 2014

Marriott Plaza San Antonio555 South Alamo StreetSan Antonio, TX 78205(210) 229-1000

We have a limited number of hotel rooms reserved for the conference. The negotiated room rate of $139 per night will expire on February 23, 2014. We do anticipate this block will sell out prior to this date. To ensure you receive a room at our negotiated rate, book your room early. Upon sell out of the block room rate, availability will be at the hotel’s discretion.

FEES AND PAYMENTS

The fee for attendance at The 7th Annual Medicare Marketing & Sales Summit is: Health Plans $995 (subject to HEA approval)Standard: $1695Please make checks payable to Healthcare Education Associates, and write code H204 on your check. You may also pay by Visa, MasterCard, Discover, or American Express. Purchase orders are also accepted. Payments must be received no later than March 10, 2014.

Team Discounts:• Three people will receive 10% off• Four people will receive 15% off• Five people or more will receive 20% off

In order to secure a group discount, all delegates must place their registrations at the same time. Group discounts cannot be issued retroactively. For more information, please contact Theresa Powers at (704) 341-2437 or [email protected].

CANCELLATIONS: If we receive your request to cancel 30 days or more prior to the conference start date, your registration fee will be refunded minus a $250.00 administrative fee. Cancellations occurring between 29 days and the first day of the conference receive either a 1) $200 refund; or 2) a credit voucher for the amount of the original registration fee, less a $250.00 administrative fee. No refunds or credits will be granted for cancellations received after a conference begins or for no-shows. Credit vouchers are valid for 12 months from the date of issue and can be used by either the person named on the voucher or a colleague from the same company. Please Note: For reasons beyond our control it is occasionally necessary to alter the content and timing of the program or to substitute speakers. Thus, the speakers and agenda are subject to change without notice. In the event of a speaker cancellation, every effort to find a replacement speaker will be made.

Healthcare Education Associates is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on

the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.

Sponsored learning activities are measured by program length, with one 50-minute period equal to one CPE credit. One-half CPE credit increments (equal to 25 minutes) are permitted after the first credit has been earned in a given learning activity. Please note that not all state boards adopted this rule. Some participants may not be able to use one-half credit increments. This course is offered as a group-live course and does not require prerequisites or advance preparation. We offer advanced level courses. Although no prerequisite courses, experience, or advance preparation is required to participate in this program, working knowledge of Healthcare is required, as well as, prior knowledge of the program topic.

For specific learning objectives and program description, please refer to the individual conference sessions topics in the conference brochure located on our website: www.healthcare-conferences.com/thefineprint

The recommended CPE credit for this course is 13 credits in Specialized Knowledge and Applications.

The Marriott Plaza San Antonio sits on six acres of natural lush Texas landscape, just two blocks from the famous River Walk. Guests can stroll in the shade of cypress and palm trees or dine overlooking a courtyard that’s home to Asian pheasants and peacocks. San Antonio’s conference delegates will enjoy all that our hotel offers, including beautifully appointed guest rooms and suites and a serene and captivatingly landscaped outdoor pool.

Marriott Plaza

THE 7 th ANNUAL


M E D I C A R E M A R K E T I N G & S A L E S S U M M I T M A R C H 1 7 - 1 8 , 2 0 1 4

M A R R I O T T P L A Z A S A N A N T O N I O , T X

HEALTHCARE EDUCAT ION ASSOC IATES PRESENTS


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Fax: (704) 341-2640Call: (866) 676-7689Online: www.healthcare-conferences.comMail: Healthcare Education Associates 18705 NE Cedar Drive Battle Ground, WA 98604

The 7th Annual Medicare Marketing & Sales Summit Healthcare Education Associates200 Washington St. Ste 201Santa Cruz, CA 95060To Register:

Yes! Register me for the conference:

Health Plans (subject to HEA approval) - $995

Standard - $1695

Please call me; I’m interested in a group discount for my team.

Please call me; I’m interested in exhibition or sponsorship opportunities at this event.

I wish to receive updates on HEA’s upcoming events via fax, email and phone.

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Check enclosed Please bill me laterMake checks payable to Healthcare Education Associates, and write H204 on your check.

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E A R N 1 3 C P E C R E D I T S