AGENDA

The 12th Annual Medicare Marketing & Sales Summit agenda provides updates on Medicare guideline changes, retention strategies, senior buying trends and sales innovations. With new supplemental benefit options and Open Enrollment Period, you’ll hear from leading local and regional health plans and how they addressed the changes for 2019 AEP. Take the information you learn to directly impact your 2020 product – most importantly, by getting the strategies you need to impact future
enrollment. 

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Monday, February 25th

7:00 - 8:00
Check-In & Networking Continental Breakfast

Registration Sponsored By: 

Bloom

Breakfast Sponsored By:
Anderson direct & digital

8:00 - 8:15

Welcome & Opening Remarks

Co-Chairpersons:

Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN
Brooke Ivey, EVP, Business Development
BLOOM INSURANCE AGENCY


Introduced by:
 
Kevin Mowll, Executive Director
THE RISE ASSOCIATION

8:15 - 9:00

JOLT: Espresso Shots of Business Wisdom

John believes passion and a sense of purpose fuel successful brand messages. And he should know, having played an instrumental role in the marketing that transformed Starbucks into a global icon and as director of national marketing for grocery powerhouse Whole Foods Market.

Sought out by the likes of USA Today, Kraft and Procter & Gamble, John is the branding authority who helps companies achieve desired growth through marketing strategies designed to get people to fall in love with your brand.

avatar_john.png
KEYNOTE SPEAKER John Moore

Marketing Mastermind from Starbucks and Whole Foods

9:00 – 9:30

Product Design, Marketing and Sales Adherence to Regulatory Requirements for 2020

Dive in to the details of the CMS call letter, the federal registrar, and upcoming updates to sort out all of the mandatory requirements you need. With overlap and conflicting information between various regulatory requirements, this session will clearly outline how Value-Based Insurance Design, flexibility in benefits, and condition segmentation is outlined for 2020 and beyond.

Hank Osowski, Managing Partner
STRATEGIC HEALTH GROUP, LLC

Jeffrey Kee, J.D., CHC, Compliance Counsel 
CAREFREE INSURANCE SERVICES 

 

9:30– 10:15

Embracing Innovation in Medicare Advantage Sales

Join us for a discussion on the best way to increase your sales and retention while also improving your member experience. You’ll hear: 

  • How embracing innovation can increase ROI 
  • Five ways to increase sales and retention through an innovative value-based enrollment process 
  • How to use a value-based enrollment to improve health outcomes and literacy  

Sherman Rogers, Chief Executive Officer
BLOOM INSURANCE AGENCY

10:15– 10:35
Networking Break

Sponsored by:

Peerfit

10:35 - 11:20

Featured: Medicare Member Shopping & Switching in Today’s New World of Medicare

  • Learn the latest findings from the post-AEP research study. Industry changes are causing an influx in new product benefit designs to address targeted segments of the population. Find out how consumers responded during the latest AEP.
  • Motivations that drive switching including an analysis of the new supplemental benefits being added to MAPD programs.
  • Deep dive into socio-economic, health status, attitudinal, and product segments.
  • Advertising recall across channels.

George Dippel, Senior Vice President
CLIENT SERVICES DEFT RESEARCH, LLC

11:20 – 12:20 

Town Hall: The Future of the Medicare Advantage Market

This session will address how four health plans adjusted their product, marketing, and sales strategies to address changes implemented for 2019. Also, attendees will be encouraged to participate in the conversation and share how these changes will drive their 2020 plans by answering:   

  • How do you approach these changes whecommunicating with consumers?  
  • What type of services have been added as supplemental benefits?   
  • How do we begin measuring the ROI on added benefits with no historical data to compare results versus costs?  
  • How is your health plan adjusting to these changes – operationally, clinically and with enrollment?  

Moderator:
Hank Osowksi, Managing Partner
STRATEGIC HEALTH GROUP, LLC    

Panel: 
Naomi Irvin, Manager, Divisional Compliance – Sales, Marketing & Communications 
BLUECROSS BLUESHIELD NORTH CAROLINA  

Tom Sass, Director, Consumer Markets 
BLUECROSS BLUESHIELD OF WESTERN NEW YORK  

Jill V. Selby, Corporate VP, Strategic Initiatives / Product Development 
SCAN HEALTH PLAN  

Jamie Benedict, VP, Chief Strategic Growth Officer 
MEDIGOLD 

 

12:20 – 1:20
Networking Luncheon

Sponsored by:
TruHearing

1:20 – 1:50

Open Enrollment Period: Onboarding and Retention Activities

With the reinstatement of the Open Enrollment Period (OEP), allowing a one-time enrollment election in 2019, what onboarding, engagement and retention strategies have various health plans deployed during this period? How do these activities align with CMS guidelines to remain compliant? What’s working and what hasn’t worked out as planned so far? 

During this session, representatives from various health plans will share their outlook on OEP.  

Jeffrey Kee, J.D., CHC, Compliance Counsel
CAREFREE INSURANCE SERVICES   

Panel: 
Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN  

Judy Kang, AVP, Product Management & Strategy
HEALTH FIRST 

1:50 – 1:55

Concurrent Sessions 1

TRACK A

Opening Commentary - TRACK A

 
Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN

TRACK B

Opening Commentary - TRACK B


Brooke Ivey, EVP, Business Development 
BLOOM INSURANCE AGENCY 

1:55 – 2:40

Concurrent Sessions 2

TRACK A

Effectively Deploying Supplemental Benefit Strategies to Stand Out in A Crowded Market

  • The basic funding environment for supplemental benefits --- what can you reasonably ask for?  
  • Understanding pros and cons of different supplemental benefits   
  • Trends in the supplemental benefit space --- what’s hot and what’s not  
  • Marketing and sales best practices for engaging prospects and members with supplemental benefits  

Ryan Baum, Sales Director in Business Development
TRUHEARING

   

 

TRACK B

From Struggling to Successful Cross-walks from Commercial: A Story of Persistence

Health New England (HNE) has a multi-facet outreach approach for commercial Age-Ins. They know that each year over 1000 commercial members will turn 65.  Many times, the commercial members don't even know that they can stay with HNE after retirement. Over the past three years, they’ve been working to ensure that not only their members know they can stay with HNE, but their employers and brokers know too; and use their team as a resource.  

  • Building bridges between MA and commercial LOBs and departments for a smooth transition in plans for the consumer   
  • What type of outreach needs to be implemented, and how to communicate the plan to various stakeholders 
  • Creating buy in from internal brokers and employers  
  • How can your plan speak to each person’s circumstance? 
  • With a shift in later retirement, how do you target customers as they retire?   

Sarah Fernandes, Medicare Sales Manager
HEALTH NEW ENGLAND 

2:00 – 2:20

Special Demo Lounge with EpicHearing

Mike Reha, Vice President of Marketing and Sales 
EPIC HEARING 

 

Introduced by: 

Michelle Elam, Sponsorship Sales
RISE 

2:45– 3:05

Special Demo Lounge with Peerfit

Michelle Elam, Sponsorship Sales 
PEERFIT

Introduced by: 

Michelle Elam, Sponsorship Sales 
RISE 

 

2:45 – 3:30

Concurrent Sessions 3

TRACK A

Case Study: Grassroots Marketing & Community Outreach

Community Outreach and grassroots marketing is such a critical component to Health Alliance. They believe understanding the needs of a community and helping to find local, close to home resources for the members they serve, sets them apart from the national carriers. In this session, hear: 

  • How to conduct community outreach in rural markets 
  • Partnering with providers on awareness and promotion of services and products 
  • How to deliver effective outreach within CMS guidelines  

Jana Perry, Vice President, Strategy and Growth 
HEALTH ALLIANCE 

 

TRACK B

Fine-tuning Broker Relationships & Training to Drive Sales

  • What type of support and training is needed   
  • How do you work with brokers to collectively meet sales goals?  
  • Elements required for an effective training for brokers  

Holly K. Ackman, Vice President, Sales Operations
SCAN HEALTH PLAN  

 

3:30 – 3:50
Networking Break (1)

Sponsored by:
Deft Research

3:50 – 4:35

Concurrent Sessions 4

TRACK A

Effectively Reaching Age-ins Among the Noise

  • What is the role of the brand  
  • What are effective tactics?  
  •  How do you get noticed?  
  • With shifting out of the Social Security qualification age, how is the whole age-in strategy changing?  

Rick Berman, Healthcare & Practice Leader
SOURCELINK 

Jennifer Rossbach, Marketing Manager, Government Programs
HEALTH ALLIANCE PLAN (HAP)  

SALES TRACK

Meeting Customers Where They Are with a Multi-Prong Distribution Mix

  • How omnichannel marketing drives a change in the distribution mix, and what does the perfect blend look like?  
  • Best solutions to get in front of FMOs and brokers  
  • What does an appropriate online presence look like for the more tech-savvy shopper?   
  • Moving online shoppers to online buyers or unassisted buyers  

Scott Hyland, Manager, Marketing Strategy 
GATEWAY HEALTH PLAN 

Jameson Keller, Vice President 
AGENCYRM 

Ali Hall, Vice President of Sales 
AGENTCUBED

 

 

4:35 – 5:35

Lightning Round Showcase: Solutions to Biggest Issues

During this fast-paced session, speakers will give a 15-minute showcase – we will hear how companies are addressing the toughest challenges in Medicare marketing and sales. Hear from experts on how to solve problems with ease and expertise.  

(Note to speakers – this session is a rapid-fire format for speakers. You will be given no more than 15 minutes to present your topic. Share the results of a case study, share your company's findings, share a success or even failure story with your colleagues. It is your choice to use slides, but they are not required. With shorter sessions, you will keep the audience intrigued and engage with the content you provide. Production note – the slide decks from each speaker will be combined into one presentation to ease in the flow of the delivery on site.) 

Moderator: 
Jameson Keller, Vice President
AGENCYRM

 

Topic 1:  Addressing Nutrition Issues
Catherine Macpherson, MS, RDN, VP Product Strategy and Development – Chief Nutrition Officer, MOM's MEALS NOURISHCARE  

Topic 2: Optimizing Pre-Enrollment Sales Kits
Mark Rosson Executive Vice President, Sales & Marketing 
O’NEIL DIGITAL SOLUTIONS  

Topic 3: Optimizing your sales performance by rolling agent onboarding, CRM and commission payments into one software platform

Austin Ifedirah, Managing Partner 
ENGAGENT  

Michael Fox, Vice President, Products
ENGAGENT 

 

5:35 - 6:35
Networking Reception

Sponsored by
RISE Association

Tuesday, February 26th

7:15 – 8:15
Networking Breakfast

Sponsored by:
Serum Hacker Group

7:30 – 8:15

Concurrent Early Riser Sessions

Option 1

Creative Provider Engagement Activities to Drive Enrollment

Grab breakfast and head over to this session to take advantage of getting a jump start to your morning.  

  • Building relationships with providers   
  • Developing tools and messaging for an age-in approach that includes the customer’s provider as the communication vehicle  
  • Types of messages that encourage providers to share information about your plan that is effective and compliant  
  • Standing out during onsite meetings  

Margaret Dzideic-Mood, Director, Medicare Sales and Marketing
HARVARD PILGRIM  

Edward Estey, Sales Manager, Senior Markets
HARVARD PILGRIM

8:15 – 8:20

Chairperson’s Opening Remarks

Co-Chairpersons:
Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN

Brooke Ivey, EVP, Business Development
BLOOM INSURANCE AGENCY

Introduced by:
Kevin Mowll, Executive Director 
THE RISE ASSOCIATION

8:20 – 8:50

SPECIAL: Close the Last Mile - The State of Engagement in Healthcare Today and What to Do About It

The era of innovation in health care is here.  Health plans now have apps, AI, blockchain and more.  However, all of the innovation is for naught if we cannot engage the consumer.   Join us to find out what 150 of your peers reported about the state of their consumer engagement efforts within their organizations.  Benchmark yourself against the best and identify opportunities to improve your engagement performance.  Learn the results of Engagys’ third annual survey of health care enterprises on the state of consumer health care engagement today – sponsored by RISE.     

 Key Takeaways:            

  • Hear what plans are using for the latest technologies and innovations  
  • Understand the strategies health plans are employing to improve experience/engagement  
  • Understand how the various channels of outreach drive varying results  
  • Hear how success is measured  

Kathleen Ellmore, Managing Director
ENGAGYS LLC 

Kevin Mowll, Executive Director
THE RISE ASSOCIATION

8:50 – 9:00

The RISE Association & Member Benefits

Kevin Mowll, Executive Director
THE RISE ASSOCIATION

9:00 – 9:30

Reasons Why Your Digital Marketing Campaigns Suck and How to Fix Them

  • Syncing digital and print outbound messages that manage costs and meet expectations  
  • Linking retention and sales strategies  
  • Social media that engages and encourages a sale  
  • Analytics and predictive modeling in the digital marketing world – what is your data telling you, and how should you act upon it?  

Justin Stauffer, VP, Integrated Marketing
DMW

9:30 - 10.00

Industry Temperature Check

During this session, the moderator will lead each table group in a 15-minute conversation. This sharing-session allows for each attendee to share ideas, concerns, successes, and even failures over the past year. Each table will be asked to share a takeaway at the end of the session.   

Questions to consider during the conversation:  

  • What did your company do during AEP that was successful? What didn’t work as planned?  
  • What marketing and sales strategy shined this year?  
  • What marketing and sales strategy underperformed?  
  • What are you most excited about for your 2020 products?  
  • Whatype customer experience initiatives have been implemented at your organization? 

Moderator:  

Larry Baca, Director, Sales 
INTER VALLEY HEALTH PLAN  

10:00 – 10:20
Networking Break (1)

Sponsored by:
Simplify Healthcare

10:20 – 10:50

Modern Medicare Marketing: Personalization + Content = Growth

Modern marketing is powerless without an ability to move your audience to action. Modern Medicare marketing is no different. The convergence of data-driven personalization and content marketing is redefining successful Medicare campaigns. A Plan’s ability to deliver relevant custom conversations crafted around a Medicare value exchange to attract, activate, and retain profitable customers will separate winners from loser going forward. This session will explore: 

  • What does personalization really look like…and how do Plans get there? 
  • How does successful content marketing for Medicare differ from other segments? 
  • What are the stages of the personalization – content marketing maturity curve? 
  • How can the value of these strategies be measured and reported? 

Angela Dunbar, Marketing Manager 
BLUE CROSS BLUE SHIELD OF MICHIGAN

Jennifer Hickman, EVP, Strategic Planning & Consulting 
WUNDERMAN HEALTH

10:50 – 11:20

Creating Improved Consumer Experiences with Data Insights

Health care has a target population of every demographic, psychographic and health status.  The only way to personalize member experience to create resonance with consumers is through the use of actionable data insights.  Join us for this in-depth session where you will: 

 

  • Hear the best practices from outside of health care of how to personalize with insights 
  • Understand how a forward thinking plan optimizes experience through insights 
  • Identify the types of data that are most valuable in driving consumer behavior.  
  • Learn the latest in A/B testing to better uncover the insights important in your population 
  • Walk away with actionable strategies that you can employ immediately in your outreach

Archie Dey, Director of Consumer Insights 
SCAN HEALTH PLAN

Kathleen Ellmore, Managing Director
ENGAGYS LLC

11:20 – 12:00

Moving the Needle to 5 Stars - Multi-Departmental Strategy Panel

Star ratings are a part of everyone’s role in a health plan. During this session, hear how these health plans have adopted strategies that provide additional touchpoints with members through marketing, sales and consumer engagement that lead to positive effects on quality ratings.   

  • New techniques for improving and retaining scores over time with member education, engagement and product improvement  
  • Nuances between fully integrated and non-integrated plans - what can be done to work on scores in different plan types  
  • Strategies and solutions to address specific underperforming measures throughout the organization  

 

Moderator: Sion Hughes, Consultant, Market and Provider Strategy
WAKELY 

Panel:                    

William Jay Justice, Director of Marketing/Sales
VANTAGE HEALTH PLAN, INC.  

Jennifer Loranger, Medicare Project and Operations Manager
HEALTH NEW ENGLAND  

Jim TechtmannSenior Vice PresidentHealthcare Team 
ENTERTAINMENT® REWARDS & INCENTIVES

12:00 – 1:00

Networking Lunch-and-Learn

During the hour, take the opportunity to tackle a specific topic or challenge with your peers. Each table will address a specific topic – identified by the table-top tent suggestionThis time is slated for you and your colleagues to share ideas, raise questions, and jump start some future strategies by hearing what other organizations are doing to address these issues.  

Topics can include: 

  • SEO optimization 
  • Customer experience  
  • Brand value/awareness 
  • Go-to-market campaign 
  • Segmentation  
  • Lead nurturing  
  • And much more... 

Throughout sessions, as specific trends are discussed, these will be added to the list for real-time takes on issues organizations are facing. 

Sponsored by:
Wunderman Health

While onsite:
Turn in your RISE Passport and become a member of RISE by 12:30 to be entered into the drawings! 

RISE Passport and RISE Association Raffle Drawing at 12:45

1:00 - 1:50

Concurrent Sessions 1

1:00 – 1:05

Afternoon Announcements - TRACK A

Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN

1:00 – 1:05

Afternoon Announcements - TRACK B

Brooke Ivey, EVP, Business Development
BLOOM INSURANCE AGENCY

TRACK A

Is Your Marketing Attracting Evolving Medicarians?

How readable are your materials to the Medicare audience? 

Are you using the word they hate in your marketing?  

Is your color palette invisible?  

Or full of life?  

While this year represents the hippest, most tech-savvy Boom-sumer group aging into Medicare yet, no one escapes the physical and cognitive issues of aging. Issues that can seriously blunt the effectiveness of your marketing. This presentation will focus on how to best communicate to this ever-evolving Medicare audience. With proven tips that will help you create materials that are easy to read, more engaging and more successful. 

 

Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN

Boni Peluso, Associate Creative Director/Senior Writer 
KERN 

Denise Graham, Account Director 
KERN

TRACK B

Medicare Campaign Reporting—“Thrill of Victory or Agony of Defeat”

Winning the battle of easy reporting without breaking the bank. 

  • Reporting that delivers value for the boots on the ground to the C-suite 
  • Gain actionable learnings from campaigns   
  • Modern data visualization to easily identify insights  
  • Agile dashboards for digging deeper 

Leah Smith, VP Strategy & Client Relations 
ANDERSON DIRECT & DIGITAL

 

 

1:50 – 2:35

Concurrent Sessions 2

TRACK A

Solving the Puzzle of Differentiation: Leveraging Your Status as a Local Plan to Gain Market Share

Care N’ Care and Serum Agency will present how they partnered to develop a plan to “go local” that allowed Care N’ Care to differentiate themselves and drive leads in a crowded AEP market.  Topics include: 

  • How to bring local to life in ways that matter 
  • Where to focus your effort for best results 
  • When to be willing to roll the dice and scrap your current approach 

 

Scott Hancock, Vice President of Sales & Operations
CARE N’ CARE

Eric Osgood, Director of Media 
SERUM AGENCY

TRACK B

Beyond the Sales Seminar: Online Enrollment with Brokers & Member Retention

Beyond the Sales Seminar: Online Enrollment with Brokers & Member Retention  

During this session, hear how Regence continues to encourage brokers to put away the paper applications, and how they continue engaging their members throughout the year.  

  • Changing broker patterns and getting them comfortable with online applications 
  • Behavior change 
  • Easing customer burden 
  • What to do when there is no wifi in the home of a customer? 
  • ROI for carriers to promote online enrollment 
  • Member retention activities  
  • What do successful events look like? 
  • Member communication 

Shannon DrotningDirector of Medicare Sales 
REGENCE

2:35 – 2:50
Networking Break

Sponsored by:
ONEIL

2:50 - 3:35

Concurrent Sessions 3

TRACK A

Case Study: Transitioning to Non-paper ANOC/ENOC for Members

 

CMS requirement changes – what changed, interpretation of CMS intent   

  • To print or not to print, what influenced us when making this decision  
  • Managing change – Setting expectations and communicating to internal stakeholders, members, providers, brokers  
  • Informing – consistent messaging that aligns with brand goals  

Strategies and project plans to implement this annual communication to members  

  • Strategies and project plans to implement this annual communication to members   
  • Identifying resources needed  
  • Developing internal processes and checkpoints  
  • Determining when/if to bring a third-party vendor in to help  
  • Monitoring third party vendors to ensure goals are met 

Customer paradigm – what do your members want in terms of communication preference, and how do you meet those different modalities of information sharing

  • Easy request of hard copy processes
  • E-delivery of materials       

Jennifer Loranger, Medicare Project and Operations Manager 
HEALTH NEW ENGLAND 

TRACK B

Grow Your MA Market Share with Automated CMS PBP Submissions and Document Generation (ANOC, EOC, SB, Kits, Highlight sheets)

  • Leverage source of truth for plan & benefit information to achieve improved accuracy, consistency & efficiency  
  • Accommodate last minute changes and generate CMS PBP output and documents with the push of a button 
  • Faster speed-to-market with 75% reduction in time and eff­ort required to build Medicare / Medicare Advantage products  
  • Reduce benefit and compliance errors, benefit inquiry call time, and administrative costs 
  • Enable collaboration across all stakeholders through efficient workflows 

 

Mohammed VaidCEO and Chief Solution Architect
SIMPLIFY HEALTHCARE  

3:35 - 4:20

Concurrent Sessions 4

TRACK A

Walking the Tight Rope: How a Health System Balanced Brand and Direct Response Marketing

BayCare, the largest health system in the greater Tampa Bay area, entered the insurance market in 2019 with the launch of BayCarePlus Medicare Advantage. Learn how BayCare leveraged its system brand campaign to heat up the Medicare market prior to AEP using traditional and digital market tactics. In addition, BayCare will share how it structured its go-to-market strategy to combine elements of both branding and direct response marketing to help it get to goal membership.  

Kristy Croom Tucker, System Marketing Manager 
BAYCARE

TRACK B

Case Study: Opting into a Multi-Carrier Exchange

  • What trends and opportunities do plans have in the next few years as people move out of Medicare group into general enrollment?  
  • Contracting services and offerings to consider 
  • Opportunities and obstacles to opting into a multicarrier exchange 
  • How do you play in the large, national brokerage firm space? 

Alicia Kelley, Director of Medicare Sales 
CAPITAL DISTRICT PHYSICIANS’ HEALTH PLAN, INC.

4:20 – 4:45

Chairpersons' Closing Remarks & RISE Challenge

As the conference winds down, the chairperson will reflect on the conference and provide some insight on how to implement new ideas you’ve learned at the 12th Annual Medicare Marketing & Sales Summit.  

With the material and connections, you made at the Summit, RISE challenges you to come back and share quantifiable outcomes from initiatives, processes or strategies you implemented for 2020. 

Cyndie O’Brien, Chief Sales & Marketing Officer 
ASPIRE HEALTH PLAN 

Brooke Ivey, EVP, Business Development 
BLOOM INSURANCE AGENCY   

Kevin Mowll, Executive Director 
THE RISE ASSOCIATION