MA Plan Case Study: Health Partners Plans on building your reputation in the community, from the inside out

Event Date: 7/8/2021

Event Overview

Thursday, 7/8/2021
10:30 AM CT – 11:30 AM CT (60 minutes)
Hosted by: Health Partners Plans

For Alliance member health plans with deep roots in Medicaid and CHIP, expanding your government-sponsored program portfolio to include Medicare Advantage is often the next logical growth opportunity. Many of the core capabilities your team has honed via these other programs translate well to MA. For many plans, a DSNP is an additional product offering that rounds out their portfolio and aligns with their mission.

However, when positioning your MA plan in your local community, plans that have become known as the local Medicaid plan often have to consider marketing and sales strategies uniquely challenging. In this case study and open discussion, we feature an Alliance member health plan that has long served government beneficiaries in their local community. They share their thoughts on the opportunities and challenges of building a positive reputation for their organization as a MA plan, the steps they’ve taken so far, and the lessons learned along the way.

HPP has a deep relationship with Philadelphia’s Medicaid-eligible population and also administers a DSNP plan. But this year, they are getting serious about growing their MA plan and are asking hard questions about the elements needed so the organization can build new relationships with a new market segment. Their team describes the self-assessment they’ve just completed, what they have learned from that process and their insights on how MA beneficiaries perceive their brand and how they are looking to evolve.

They’ll share their thoughts and approach on these issues:

How their MA history influences brand perception today, and how they’re working to evolve that brand promise
Their strong performance in Medicaid and DSNP means developing thoughtful messaging in MA
Their MA market has a 45% penetration rate, but many national brands are vying for market share – how this small, regional plan is differentiating

Together, Alliance members attending this roundtable discussion and case study presentation from Health Partners Plans will explore strategies and tactics health plan leaders from across the Alliance are deploying to impact their MA retention and growth goals positively. For Alliance member health plans with small and mighty teams executing on multiple strategies at once, seeking to leverage learnings across the organization, and always searching for ways to do more with less, this is a fantastic session to attend. Come prepared to discuss your own journey toward a great member experience and solid retention of your MA members.

Audience

This event will be beneficial for those who serve in any of the following roles for their organization:

Product line owners with responsibility for P&L
MA Sales and Marketing leaders
Quality leaders with responsibility for STARS and/or performance against NCQA quality measures
Process improvement leaders
Member experience leaders

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Special Events

Alliance Virtual MA Marketing Materials Swap

Each year, attendees from member health plans across the country share their Medicare marketing materials samples with their Alliance peers. We’re continuing the sharing in 2021 with a fully digital exchange. See below for details, or reach out to Kristin Rodriguez with any questions.

WHO

All Alliance members are invited to share copies of their health plan's communication and marketing pieces. Thank you in advance for participating! We can all learn from each other. Even if you’re not directly responsible for sales and marketing development at your plan, we encourage you to coordinate with your organization’s stakeholders to arrange for sharing.

WHAT

Any member-facing piece is encouraged! Direct mail, advertising slicks, brochures, or COVID-19 pieces you’ve developed this year. If the piece is seen by your members, we’d love you to share it with your Health Plan Alliance colleagues. Special request—we’d also love to see your disenrollment surveys!

HOW

Upload your materials to the Alliance Knowledge CenterSM. Please merge materials into one PDF. You may want to insert bookmarks within your PDF to make it easier for users to easily delineate where each piece starts and ends. The Alliance Knowledge CenterSM cannot accept files larger than 20 MB. Please be sure to compress your file before upload.

Please title your document: <Company name>: 2021 Medicare Advantage Marketing Samples.
Abstract: <Company name> Medicare Advantage marketing samples. <Optional: include brief description of what's included, "Includes COVID-19 collateral, disenrollment survey, direct mail, advertisements, new member onboarding collateral, etc.">
See Prominence Health Plan's file as an example: Prominence Health Plan: 2019 Medicare Advantage Marketing Samples.

You can view materials submitted by other Alliance member health plans at any time, by visiting the Medicare Advantage toolkit below. We hope to see your organization's materials represented this year!

Visit the Medicare Advantage Toolkit

View MA marketing materials from your Alliance peers!

Contribute to the Alliance Knowledge Center

Share your Medicare Advantage marketing materials!

Documents

7/8/2021

Presentation: MA Case Study by Health Partners Plans
Health Partners Plans shares their approach and insights into growing their Medicare Advantage plan.

7/8/2021

Recording: MA Case Study by Health Partners Plans
Health Partners Plans shares their approach and insights into growing their Medicare Advantage plan.