8:30 am
Denise J. Pesich
Denise J. Pesich
Vice President, Chief Marketing Officer
Affinity Health Plan

8:45 am

As health care spending in the U.S. continues to grow, insurers are helping to drive down costs within the current value-based care environment, but what does the future look like? Hear from the CEO of the Health Care Cost Institute (HCCI) the organization that holds claims data for approximately 100 million lives, including commercial, MA, and Medicare FFS. Gain insights based on research HCCI has conducted including the current health care spending landscape and whether or not value-based care can stem growth in spending. Furthermore, discuss the promise and peril of price transparency efforts, including those of the current Administration.

  • Discover recent trends in commercial health care spending using HCCI’s unique data assets
  • Examine how hospital and other prices have increased in recent years, driven in part by greater consolidation
  • Discuss data transparency efforts taking place across the industry, including the new CMS final and proposed rules for price transparency for hospitals, group health plans, and health insurances issuers
Niall Brennan
Niall Brennan
Health Care Cost Institute

9:30 am

There are now over 75 million smart devices in people’s homes. While most are using these to give them the news and play music, UnitedHealthcare is partnering with providers to create a digital ecosystem that patients can navigate simply with their voice. Discuss the impact of smart technology on access, engagement, and patient privacy.

  • Hear how patients can find care and book an appointment in multiple languages just by using their voice
  • Understand how privacy concerns are mitigated with this emerging technology
  • Discover how this channel of engagement is integrated into other channels such as text, voice, and email
Anthony Nguyen
Anthony Nguyen, MD
Senior Vice President, Population Health Management

10:45 am

Traditional tactics such as direct mail may seem to be the #1 option to drive member interest and feedback, but as more members embrace technology, the right combination of paper and digital marketing can help increase enrollment and provide new ways to elicit member feedback. Plan designs that include telehealth services provide another convenient resource that can be marketed to help drive enrollment and increase engagement.

  • Explore the impacts of digital and traditional methods, and scenarios for when to use each
  • Discover ways to increase overall response rates to initial enrollment, program enrollment, and research using digital efforts
  • Utilize digital channels to build retention by better engaging consumers at the beginning of the enrollment process
  • Discuss innovative telehealth offerings to educate consumers, help increase market share, and differentiate products
  • Analyze industry trends and consistent impression opportunities to reach different age groups
Alicia Kelley
Alicia Kelley
Vice President, Medicare Performance
Capital District Physicians' Health Plan (CDPHP)

Michael Spicer
Michael Spicer
Director of Product Innovation & Research
Capital District Physicians' Health Plan (CDPHP)

11:30 am

Over the past seven years, Walgreens and UnitedHealth Group have teamed up to develop a co-branded portfolio of Medicare plan options and ancillary services including Medicare Service Centers that will be located in Walgreens stores in select markets. Starting in January 2020, 14 Medicare Service Centers will be launched with the goal of not only helping consumers navigate their health care options and close gaps in care, but also provide extra benefits to those visiting Walgreens. Hear first-hand from UnitedHealthcare and Walgreens as they provide insight into their partnership and how they developed a mutually beneficial Medicare business segment strategy.

  • Gain insight into how the partnership evolved from initial preferred PDP plans to a co-branded MAPD plan and unique benefits that can be offered to members through this plan
  • Learn about the ‘store-within-a-store concept’ and types of services being offered in retail locations such as the ability for consumers to meet with service advocates to learn more about plan benefits and enroll
  • Examine how data sharing and implementing focused interventions is leading to improved pharmacy and health care outcomes for members
  • Discover added clinical services being offered as part of the partnership, such as retinal eye scans, flu shot clinics, and other treatments
  • Discuss the value of wrap-around programs for members such as discounts on certain health and wellness products
Diane Murdock
Diane Murdock, MBAHCM
Vice President, UnitedHealth Group Accounts
Pharmacy Market Development
Walgreen Co.

Michael Penca
Michael Penca
Senior Director, Medicare Healthcare Segment Development
Walgreen Co.

Marty Reyhons
Marty Reyhons
Sr. Director, Pharmacy Partnerships

Craig Stephens
Craig Stephens, RPh MBA
Vice President – Pharmacy Products and Network Strategy
UnitedHealthcare Government Programs

12:15 pm
1:15 pm
Denise J. Pesich
Denise J. Pesich
Vice President, Chief Marketing Officer
Affinity Health Plan

1:30 pm

Today’s modern senior is digitally savvy and geographically mobile, creating new ways seniors shop and ultimately enroll in their best fit plans. How does this modern senior also impact the brokers and agents who guide them? To effectively advertise Medicare, MA and MedSupp offerings in your communications and create a marketing plan specific to these members, there needs to be a clear understanding of how consumers shop for plans, where they do research and whether or not they trust carriers and the Medicare system as whole.

  • Understand how today’s modern senior behaves through annual Voice of the Medicare Consumer Survey
  • Determine your go-to-market strategy first before building your messaging
  • Showcase your Medicare Advantage plans to the benefit of all distribution channels
  • Optimizing social media to promote plans and increase membership
  • Retention strategies for retiree transitions, age-ins, switch prevention and plan terminations to protect your membership and keep brokers happy


Grant Hoffman
Grant Hoffman
Executive Vice President


Shannon Adams
Shannon Adams
Head of Customer Experience and Retention
Cigna Medicare

Kelly Anderson
Kelly Anderson
Director, Product Management
Regence Blue Cross Blue Shield

Laure Kolb
Laure Kolb
Sales Manager, Consumer Markets
BlueCross BlueShield of Western New York

2:10 pm

A complete view of your consumers leads to better outreach and a higher success rate in attracting new members to your plan. To understand the whole person and their choice propensity, examine the different data points to consider, such as consumer behavior data, claims data, historical buying behaviors, Social Determinants of Health status, member satisfaction results, engagement rates, and gap closure responses.

  • Optimize marketing and sales dollars to attract the right population
  • Determine where there are the best opportunities for zero dollar plans
  • Discuss which consumers richer benefits may resonate with
  • Explore supplemental benefits that would attract your target member population
  • Identify what benefits will actually get used
  • Share ways to effectively manage the population we attract
Kurt Waltenbaugh
Kurt Waltenbaugh
Founder & CEO
Carrot Health

2:50 pm

Data captures critical information and enables health plans to make better informed decisions. You’re able to see where there are opportunities, risks, and help distinguish gaps in care. Because this information is revealed when looking at trends, health plans are able to create more targeted marketing campaigns.

  • Discuss how to use analytics to customize and target within a broader audience with different needs
  • Learn how to view data trends to manage gaps in care and make improvements to your marketing plan
  • Utilize the data to personalize marketing programs to specific groups of members
Jana Perry
Jana Perry
Vice President, Strategy & Growth
Health Alliance Medical Plans

4:00 pm

As today’s competitive Medicare marketplace becomes increasingly more consumer-driven, marketers are charged with balancing the cost of large-scale communication campaigns with the market’s growing desire for personalized messaging—delivered through the preferred channel—that resonates with a diverse prospect population, and ultimately drives increased response and engagement. Discover how to use a 360-degree view of member data to create persona’s within your larger prospect, and member universe that will allow for more efficient use of marketing dollars while creating that personal touch that resonates so well within the marketplace.

  • Examine different data points to consider when developing member persona’s, such as lifestyle, socioeconomic factors, attitude toward health care, and sales drivers
  • Use current member data to create prospect persona’s and inform your acquisition strategy
  • Use predictive models to segment and market specialized messaging to those most likely to convert from your sales and marketing efforts
  • Use preference management technology to engage members with personalized messaging around health indicators you’re being measured on, such as disenrollment, chronic disease management, and other clinical Star measures
  • Discover ways technology is advancing personalized messaging in direct mail, digital, and more
Gary Stubblefield
Gary Stubblefield
VP Healthcare Strategy

4:40 pm

In a highly saturated market, health plans are embracing customer relationship management (CRM) systems to better optimize their marketing and sales efforts, especially when deploying campaigns in the under 65 space. Even though health plans have been utilizing marketing automation tools and CRM systems to improve overall health plan member engagement, plans have been able to streamline processes, increase membership and better serve this audience.

  • Review the benefits of using marketing automation tools
  • Establish a plan to efficiently transition your programs into a CRM platform
  • Streamline your marketing strategies to gain a competitive edge resulting in an increased return on investment (ROI)
Angela Dunbar
Angela Dunbar
Director, Marketing & Communications
Blue Cross Blue Shield of Michigan