Medicare Marketing - FRA, LLC

New Sales Track this Year! Check it Out!

Healthcare Education Associates And the Risk Adjustment Initiative and Society for Education Proudly Presents

The 6th Annual

Medicare Marketing &

Sales Summit

March 4-5, 2013

The Sheraton Nashville Downtown

Ramping Up Your Marketing, Sales, & Retention Strategies

On the Marketing Side (Track A):

On the Sales Side (Track B):

•

Member retention: Why loyalty is crucial for success

•

Effectively reaching & serving the age-in population

•

Converting leads into sales – becoming the closer

•

Overcoming barriers in reaching Dual Eligibles

•

Enhancing your plan’s sales funnel: Detecting the

•

Marketing strategies to accentuate your strengths and minimize your Star Rating weaknesses

•

Social media must-knows

•

Marketing strategies & product positioning on the Health Insurance Exchanges

•

Driving growth & revenue through effective branding campaigns

cracks •

Implementing the optimal distribution mix

•

Solid tips for motivating and assessing your sales team

•

Effectively capturing online sales

•

Fostering stronger communication practices between marketing & sales teams

•

Successfully running sales events under tight regulatory restrictions

SILVER CONFERENCE SPONSORS

To R e g i s t e r : C a l l 8 6 6 -67 6 -76 8 9 or visit us at www.healthcar e- confer enc es .c om

The Conference Sponsors

Healthcare Education Associates is a division of Financial Research Associates, LLC. HEA is a resource for the healthcare and pharmaceutical communities to improve their businesses by providing access to timely and focused business information and networking opportunities in topical areas. Offering highly targeted conferences, Healthcare Education Associates positions itself as a preferred resource for executives and managers seeking cutting-edge information on the next wave of business opportunities. Backed with over 26 years of combined conference industry experience, the producers of HEA conferences assist healthcare professionals, actuaries, attorneys, consultants, researchers and government representatives in their professional endeavors. See www.healthcare-conferences.com for more information on upcoming events. RISE is the first national association totally dedicated to enabling healthcare professionals to meet the challenges of risk adjustment. We strive to serve our members on three fronts: Networking, Education, and Industry Intelligence. Enrollment is free for providers and health plans. To join, visit www.rasociety.org

Dear Marketing & Sales Executives: Join us at our 6th Annual Medicare Marketing & Sales Summit slated for March 4-5, 2013 at The Sheraton Nashville Downtown. This year we have added a much-requested sales track to the program. So now both Medicare Marketing and Sales executives can attend this event and learn how to boost membership retention, loyalty, enrollment, communication, and ROI! In the Marketing track, hear great case studies from your peers about: 99 99 99 99

The cost of getting a new member vs. keeping an existing one Proven tactics to effectively tap into the age-in population Building and executing a solid branding campaign Marketing regulations: Safeguarding your plan and surviving audits 99 Knocking down communication barriers for the Dual Eligible population 99 Playing to your Star Rating strengths and minimizing your weaknesses 99 The latest social media trends ..and so much more! And, in the Sales track, you’ll learn about: 99 Oversight of your external (and internal) sales staff in a highlyregulated market 99 Practical tips on enhancing your sales funnel and improving your conversion process 99 Proven ideas for achieving the optimal distribution mix 99 Best practices for training, managing, and assessing your sales team 99 The latest information on effectively capturing online sales 99 Solid ideas on running a successful seminar or sales event under a tight regulatory eye 99 Guidance on how to avoid internal marketing & sales communication roadblocks ..and so much more! Take a minute to browse through the agenda and note the timeliness of topics, and the quality of speakers; I’m confident you will feel compelled to attend this enlightening event. Register today! Call Theresa Powers at 704-341-2437or register online at www.healthcare-conferences.com. Sincerely,

Laura Garza

Laura Garza, Senior Vice President HEALTHCARE EDUCATION ASSOCIATES P.S. We’re offering a special $1195 rate just for health plans and an even lower rate for plans that send a team. Call Theresa Powers at 704-341-2437 for more details.

Our Renowned Speaking Faculty • • • • • • • • • • • • • • • • • • • • • • • • • •

Bill Sota, Principal, Sota Consulting LLC Britt Travis, AVP Medicare Sales, Molina Healthcare Brian Eck, Sales Director, UCare Dan Ness, Director of Marketing, UCare Danielle Hayden, Sales Operations Manager, Soundpath Health Denise Graham, Senior Director, Medicare Marketing Communications, Kaiser Foundation Health Plan, Inc. Doug Feekin, ASA, MAAA, Principal and Consulting Actuary, CSG Actuarial, LLC Freddy Sennhauser, Director of Marketing & Sales, CareSource George Dippel, Vice President, Client Services, Deft Research Heather A. Smith, Director, Medicare Sales, Excellus BlueCross BlueShield & Univera Healthcare Howard Graham, Vice President, Digital Services, KBM Group Javier Lopez Matos, President, JL Marketing Jenna Medina, MSL, Segment Marketing Senior Specialist, Cigna Healthcare of Arizona Kim Heuss, Director of Marketing, Sales & Communications, Soundpath Health Linda L Armstrong, Executive Vice President, DMW Direct Linda Rehrauer, C.M.C. E. Director, Government Sales, Independent Health Matthew Gallagher, Director, Medicare Sales, ConnectiCare Melissa Hall, Vice President, Compliance- Sales Oversight, Deputy MA Compliance Officer, Universal American Pamela Lockard, President, DMN3 Pamela Pattavina, Director of Marketing and Enrollment, East Boston Elder Service Plan Paul Carbone, Director of Sales & Marketing, UPMC Health Plan Robert R. Ditwiler, CEO, South Shore Venture Robin Raff, Director, Medicare Direct Marketing, Kaiser Foundation Health Plan, Inc. Sam Halpern, Director of Internet Marketing, Senior Market Sales, Inc. Tawnya Shepherd, Lead Strategist, Vimarc Thomas Johnson, President & CEO, Medicaid Health Plans of America

Who Will Attend?

From Health Plans, MAPDS, PDPS, & PBMs: • • • • • • • • • • •

Chief Marketing Officers Chief Sales Officers Chief Compliance Officers Chief Financial Officers Chief Operating Officers Presidents Marketing Directors Marketing Staff Sales Staff Internal Auditing Staff Director of Medicare Programs

• • •

Directors of Medicare Compliance Senior Product Directors Business Development Directors

AND, From Healthcare Law Firms, CRMs, Outsourcing Marketing Firms, & Consultants: • • • •

Heads of Medicare Practice Presidents Partners Presidents

Sponsorship and Exhibit Opportunities

Enhance 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 Menna Lloyd White 704-341-2440 or mlloydwhite@healthcare-conferences. com

To Register: Call 866-676-7689 or visit us at www.healthcare-conferences.com

DAY ONE: Monday, March 4, 2013 8:00-8:35 Registration and Continental Breakfast 8:35-8:45 Chair’s Opening Remarks 8:45-9:30 Industry Report: Consumer Conditions: Effectively Adapting to Consumer Behavior

In this session, we’ll look at survey data revealing important details about consumer behavior: why members switch plans, why members stay with plans, and more. Hear hard facts and figures about consumers—you’ll be surprised!

12:30-1:45

Networking Luncheon

Track A: Marketing Track

Track B: Sales Track

1:45-2:45 What Are the Most Effective Strategies to Reach the Age-In Population & When Do You Start?

1:45-2:45 Converting Leads into Sales: Assessing the Sales Funnel

9:30-10:30 Plan Case Study:

• •

•

•

•

George Dippel, Vice President, Client Services - Deft Research

Retention Strategies: Cost-Effective Proven Programs that Keep Members Loyal & Boost Your ROI • • • • • •

How do the “Nifty After Fifty” and “Silver Sneakers” programs fair? Why do members leave and what can you do to combat that? Evaluating the cost of getting a new member vs. keeping an existing one What programs simply don’t work? Evaluating year-round efforts to keep members happy Practical outreach & communication strategies Implementing useful member engagement tactics

Kim Heuss, Director of Marketing, Sales & Communications - Soundpath Health Jenna Medina, MSL, Segment Marketing Senior Specialist - Cigna Healthcare of Arizona 10:30-10:45 Morning Break

10:45-11:30 Marketing to Baby Boomers: Altering Your Plan to

Effectively Service Baby Boomers: Needto-Know Facts • • •

How are Baby Boomers changing the marketing approach of health plans within the Senior market? How are Boomers using social media, email, search engines and mobile devices to enhance their healthcare? Are Boomers’ decisions primarily emotionally-based?

Paul Carbone, Director of Sales & Marketing - UPMC Health Plan

11:30-12:30 Plan Case Studies: Overcoming Sales & Marketing Communication Barriers: Avoiding Unintentional Sabotage • • • • •

Effectively coordinating sales & marketing within one organization Dissecting the current organizational structure How can you improve communication hurdles? Managing two highly-talented teams for one successful outcome Moving beyond previous mistakes and finger pointing

Kim Heuss, Director of Marketing, Sales & Communications - Soundpath Health Danielle Hayden, Sales Operations Manager - Soundpath Health Jenna Medina, MSL, Segment Marketing Senior Specialist - Cigna Healthcare of Arizona

•

• •

How will you target the T65 population? How far out will you reach? When should you start? How has the age-in population changed over the years and why is it important to know? Most effective communication strategies for working with the T65 population Top 5 techniques to increase your attendance at seminars How are the baby boomers shifting the playing field?

Robert R. Ditwiler, CEO - South Shore Ventures Freddy Sennhauser, Director of Marketing & Sales - CareSource

2:45-3:30 Dual Eligibles: Effectively Chasing & Servicing the Fastest Growing MA Population • • • • • • •

What are the demographics of Dual Eligibles? Real-life stories on what works for this complex market Knocking down communication barriers for this population How can you improve your support system? Tactical strategies for successfully reaching, communicating, and servicing Duals Why is it so hard to market to this population? How can you use your year-round marketing privileges to target this group?

Britt Travis, AVP Medicare Sales - Molina Healthcare Thomas Johnson, President & CEO Medicaid Health Plans of America

3:30-3:45 Afternoon Break 3:45-4:30 Marketing on the Exchanges: Examining Marketing

and Conversion Process •

• • •

Howard Graham, Vice President, Digital Services - KBM Group

2:45-3:30 Distribution Recipe: Achieving the Optimal Distribution Mix for Your Plan: Which Combo Brings the Best Results ? • •

• • • •

3:30-3:45 Afternoon Break 3:45-4:30 Building & Managing a Brokerage Sales Distribution • • •

• • •

•

What does this market population look like and what should plans expect? Distribution options How do private exchanges work? How will the exchanges affect your current agent/broker relationships?

Bill Sota, Principal - Sota Consulting LLC

4:30-5:30 Cocktail Reception Immediately Following

What should the distribution mix be? What percentage of which channel should you use to best leverage your marketing dollars? -- Brokers -- Seminars -- Field agents -- Self-enrollment -- Online -- Community -- Telephonic events -- Direct mail -- Store fronts How is the enrollment period affecting various distribution channels? Advantages and barriers of using external agents Moving prospects to less costly distribution channels External vs. internal agents: comparing cost and efficiency results

Matthew Gallagher, Director, Medicare Sales - ConnectiCare

Strategies, Product Positioning, & Private Exchanges on the Health Insurance Exchanges •

What are the best channels to move potential members through the sales funnel? Effectively nurturing every lead: Where do you begin and how can you improve the process? What does an agent do once they get a lead card? What can/can’t agents do now? Closing the sales conversion process

• •

Recruiting, training, and retaining a productive broker sales network Building effective compensation programs Monitoring and managing broker activity for maximum sales effectiveness Avoiding channel conflicts Maintaining compliance with state and federal guidelines Who to keep, who to lose: Making the tough decisions on reappointment

Brian Eck, Sales Director - UCare

DAY TWO: Tuesday, March 5, 2013 8:00-8:45 8:45-9:00

Continental Breakfast Recap of Day One

Track A: Marketing Track 9:00-10:00 Exploiting Your Star Rating as a Catalyst for Growth • • • •

What do plans need to do to improve their Star Ratings? How can you promote your boost in Stars results? Making the most of the year-round marketing for the 5-stars Playing to your Star strengths and minimizing your weaknesses

Tawnya Shepherd, Lead Strategist Vimarc Denise Graham, Senior Director, Medicare Marketing Communications - Kaiser Foundation Health Plan, Inc. Robin Raff, Director, Medicare Direct Marketing - Kaiser Foundation Health Plan, Inc.

10:00-10:45 Industry Innovators Discuss: Biodynamic Marketing:

A Holistic Approach to Medicare Advantage Marketing • Going back to basics • Embracing what works • Appreciating why “one on one” is still most important • Establishing and retaining loyalty • Social media is no panacea; don’t hide hinde it Freddy Sennhauser, Director of Marketing & Sales - CareSource

10:45-11:00 Morning Break 11:00-11:45 Brand Recognition: Driving Growth & Revenue through Effective Branding Campaigns • • • • • •

For which populations does branding matter most? Are you relying on what you “think” your market thinks or do you actually know? Integrating your brand in every aspect of marketing Are you effectively differentiating your plan from the rest? Lessons learned Measuring the value of your brand

Dan Ness, Director of Marketing - UCare

11:45-12:30 Examining the Latest in Social Media Trends & Regulations • • • • •

Better and smarter ways of using social media Latest CMS guidelines Privacy issues Staffing considerations to run and monitor social media outlets Successful Twitter case studies

Javier Lopez Matos, President - JL Marketing

Track B: Sales Track 9:00-10:00 Best Practices for Developing, Training, and Assessing Your Team’s Sales Skills • • •

Effectively nurturing a motivated and productive sales force Striving for continuity and significance in your sales practices Altering your agents’ outlook for better results

Pamela Pattavina, Director of Marketing and Enrollment - East Boston Elder Service Plan Linda Rehrauer, C.M.C. E. Director Government Sales - Independent Health

10:00-10:45 Utilizing Online Tools in the Sales Process • • • • •

When do online sales work? Are online sales the next big crusade in sales? Can your current infrastructure support online sales? Giving prospects different shopping opportunities How do you draw people to your website?

Pamela Lockard, President - DMN3 Health Plan Speaker TBA

10:45-11:00 Morning Break 11:00-11:45 Surviving Your Internal & External Sales Audits through Enhanced Oversight • • • • • • • •

When do online sales work? A CMS update What can you expect from an audit? Are your policies up to date? How do your know you’re getting the correct information from your agents? Keeping agents educated and motivated to comply with the policies set forth What are you proactively doing when someone submits 30 applications a day? Early warning signs of trouble

12:30-1:45

Networking Luncheon

1:45-2:30 Evidence-Based Marketing Strategies Improving Your Lead Generation Efforts: Measuring Performance & Taking It Up A Notch? • • • • • • • •

Measuring your marketing dollars & lowering your marketing costs What works? How do you track it? How can you leverage it better? How can you achieve your greatest lead generation? Generating interest from mailers, advertising, direct TV, lead mailers, design of lead generation Latest innovations for data mining Pros & cons of data mining

Linda L Armstrong, Executive Vice President DMW Direct

2:30-3:15 Tapping Into the Medicare Supplement Arena: Adequately Competing for a Piece of the Medicare Supplement Insurance Pie • • • • •

What are the nuances of this market place? How can you effectively tap into this industry? Cross-selling opportunities Pricing and actuarial nuances of this market Effective sales conversion efforts

Sam Halpern, Director of Internet Marketing - Senior Market Sales, Inc. Doug Feekin, ASA, MAAA, Principal and Consulting Actuary - CSG Actuarial, LLC

3:15

End of Summit

Internal Oversight: Linda Rehrauer, C.M.C. E. Director Government Sales - Independent Health External Oversight: Melissa Hall, Vice President, ComplianceSales Oversight, Deputy MA Compliance Officer - Universal American

11:45-12:30 Running a Successful Seminar or Sales Event Under Strict Regulatory Guidelines Matthew Gallagher, Director, Medicare Sales - ConnectiCare Heather A. Smith, Director, Medicare Sales - Excellus BlueCross BlueShield & Universal Healthcare

About the Venue Dust off your boots and hat and get ready to rock Music City USA! The Sheraton Nashville Downtown is in the heart of all the action. We have a limited number of hotel rooms reserved for the conference. The negotiated room rate of $145 per night will expire on January 20, 2013; although, due to the popularity of the event we expect the entire hotel to sell out prior to this date. To ensure you receive a room at the negotiated rate book well before the expiration date and mention the Medicare Marketing and Sales conference. Upon sell out of the block room rate and availability will be at the hotel’s discretion.

The Sheraton Nashville Downtown 623 Union Street, Nashville, TN 37219 615-259-2000

Silver Sponsors: Vimarc

Important Information

A leader in health plan marketing and public relations for more than two decades, vimarc has provided dynamic strategies and creative materials for a variety of health plans including Medicare Advantage plans (MAPDs, PDPs, PFFSs, PPOs, and SNPs), both state and regional Medicaid plans, and Commercial health plans of all sizes. Whether you are a small plan with a neighborhood focus, or a large plan with a national presence, vimarc can help you deliver the right message to the right audience.

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

For more information about vimarc, contact Gary Farmer, Director of Strategic Growth, at [email protected].

The 6th Annual Medicare Marketing & Sales Summit March 4-5, 2013

South Shore Venture Specialist 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 [email protected]

KBM Group KBM Group: Health Services (www.KBMGhealth.com) is a marketing and consumer engagement agency that combines its proprietary national database AmeriLINK (data points on 250+ million Americans from demographics to purchasing behavior to health indicators) with sophisticated segmentation and predictive analytics to drive direct-to-consumer healthcare marketing campaigns. Clients are able to reduce the cost of acquiring a customer, create loyalty-driven consumer experiences, and improve health outcomes while lowering cost of care.

DMN3 is a woman-owned multi-channel marketing agency using targeted solutions to achieve measurable results, with offices in Houston and Dallas, Texas. The agency is focused on solving marketing business issues for the healthcare industry including; Medicare Advantage, pharmaceutical/medical device manufacturers and biotechnology. By using data and key customer insights combined with our traditional direct response experience, with the latest digital/mobile/ social media methods, we bring integrated marketing and accountability to achieve client goals. DMN’s strategic solutions deliver multi-channel campaigns that target, measure and change behavior. We build stronger audience relationships for your brand; boost brand growth, increase revenues and gain market share, at every level of a brand’s lifecycle. www.DMN3.com DMW Direct 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.

Media Partners

The Sheraton Nashville Downtown 623 Union Street Nashville, TN 37219 615-259-2000 We have a block of rooms reserved at a rate of $145/night and for those who book in the block. Please note we anticipate this hotel will sell out! Book early to receive the negotiated rate and have the resort fee waived. Make sure to mention the Medicare Marketing Conference when placing your reservation. The negotiated rate expires on January 20, 2013. Book early--the block is expected to sell out! Fees and Payments: Registration fee for this event: Health plan rate: All other attendees:

$1195 $1795

*Subject to HEA approval Please make checks payable to Healthcare Education Associates, and write code H170 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 February 25, 2013.

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 call Theresa Powers 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.

The 6th Annual Medicare Marketing & Sales Summit To Register: Fax:

(704) 341-2640

Call:

(866) 676-7689

Online:

www.healthcare-conferences.com

Mail:

Healthcare Education Associates



18705 NE Cedar Drive



Battle Ground, WA 98604

Healthcare Education Associates 200 Washington St. Ste 101 Santa Cruz, CA 95060

Attention Mailroom:

If undeliverable , please forward to the Director of

Marketing or Sales

Please Mention This Priority Code When Registering

Please register me for the health plan rate of $1195 Please register me for the regular conference rate of $1795 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. Signature:

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Make checks payable to Healthcare Education Associates, and write H170 on your check. Please mention your priority code when registering:

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Conference Code: H170

Healthcare Education Associates And the Risk Adjustment Initiative and Society for Education Proudly Presents

New Sales Track this Year! Check it Out!

The 6th Annual

Medicare Marketing &

Sales Summit

March 4-5, 2013

The Sheraton Nashville Downtown

Ramping Up Your Marketing, Sales, & Retention Strategies

On the Marketing Side (Track A):

On the Sales Side (Track B):

• • • • • • •

• • • • • • •

Member retention: Why loyalty is crucial for success Effectively reaching & serving the age-in population Overcoming barriers in reaching Dual Eligibles Marketing strategies to accentuate your strengths and minimize your Star Rating weaknesses Social media must-knows Marketing strategies & product positioning on the Health Insurance Exchanges Driving growth & revenue through effective branding campaigns

Converting leads into sales – becoming the closer Enhancing your plan’s sales funnel: Detecting the cracks Implementing the optimal distribution mix Solid tips for motivating and assessing your sales team Effectively capturing online sales Fostering stronger communication practices between marketing & sales teams Successfully running sales events under tight regulatory restrictions

To R e g i s t e r : C a l l 8 6 6 -67 6 -76 8 9 or visit us at www.healthcar e- confer enc es .c om