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Value Visit: Sales & Marketing

Event Date: 6/21/2022 - 6/24/2022

Event Overview
Proof of COVID-19 VACCINATION REQUIRED to attend


 

Navigating seismic market shifts

As a marketing executive, you don’t have to be told that the pressure is intense to achieve aggressive growth targets in a highly competitive market characterized by quickly evolving consumer expectations.  We are all experiencing it regardless of our specific markets and product mix.

Join your marketing and sales peers in an open, trusting setting to discuss the pressures and market dynamics we collectively face daily.  And, of course, the lessons learned and successes achieved that prove to be so valuable.

Top reasons to attend

  1. Reconnect with your Alliance marketing and sales peers and find individuals you can collaborate with long after the meeting ends

  2. Discuss how consumer expectations changed in commercial and government products and how Alliance member health plans are meeting these challenges

  3. Explore how COVID has changed our marketing strategies and what strategies are successful

  4. Collaborate on the best resources to enhance your marketing strategy, how to tailor your messaging to specific consumer segments, and successful methods for reaching consumers and achieving your sales goals

  5. Learn why a strong brand is a competitive advantage and how you can strengthen your brand



Featured session

 

Playing Your Own Game: Defining Your Value Propositions
Joe Merlino, Principal, Emergent Business

Enjoy a live session with Joe Merlino, the host of our new Health Plan Sales & Marketing Unpacked Video Podcast which launched on May 19. The podcast starts with a five-part series on value creation — a tactical sales and retention strategy for competing in highly competitive markets. Each segment is only 15 min long, so you can watch or listen while you're on the go or taking a break. You can look forward new segments leading up to and following the Sales & Marketing Value Visit. 


Visit the podcast channel to access all the available segments.


Who should attend

Alliance health plan managers, directors and senior leaders with responsibility for their organization's sales and marketing, product development or digital transformation.

 


Thank you to our event sponsors


Platinum


Silver


Bronze


Sponsor

 

COVID Protocols

What to expect: Health and Safety Protocols

The Health Plan Alliance’s hallmark is the unique space we provide for our members and partners to come together and meaningfully connect around the challenges and opportunities your organizations navigate every day. The health and safety of every attendee is our top priority and we are implementing health and safety protocols for our in-person events aimed at protecting all participants. 

These protocols will be updated in response to ongoing guidance from CDC and local health authorities. If you have attended Alliance in-person meetings before, know this experience will be different in many ways – but also rest assured that we remain dedicated to creating unique opportunities to connect, learn and share with your colleagues from across the country.

Please review the Updated Safety protocols HERE

By registering to attend the event you agree and understand these specific risks noted below:

Liability Disclaimer and Release: COVID-19

The novel coronavirus, COVID-19, has been declared a worldwide pandemic.  COVID-19 is reported to be extremely contagious.  The exact methods of spread and contraction are unknown, but the virus is believed to spread from person-to-person, by contact with contaminated objects, and even possibly in the air.  People reportedly can be infected and show no symptoms yet still spread the disease.  COVID-19 is reported to cause serious illness and death. The Health Plan Alliance cannot prevent attendees from becoming exposed to, contracting, or spreading COVID-19 while attending a HPA event or activity.  Any in-person interaction may increase the risk of contracting or spreading COVID-19. 

I agree and understand these specific risks and nonetheless accept them in order to attend this HPA event.  These services are of such value to me that I accept the risk of being exposed to, contracting, and/or spreading COVID-19 in order to participate in person rather than arranging for an alternative method participating or not participating at all.  I further hereby forever release and waive all claims and rights against the Health Plan Alliance in connection with exposure, infection, and/or spread of COVID-19 related to utilizing their services or premises or interacting with their members.  I understand that this release and waiver means I give up my right to bring any claims including for personal injuries, death, disease, property losses, or any other loss that may be released and waived under applicable law, including, but not limited to, claims of negligence, and I understand that this release and waiver prevents me from seeking damages in any way against the Health Plan Alliance, whether such damages are known or unknown, foreseen or unforeseen, or that occur now or in the future. 

I understand that the Health Plan Alliance and the event venue will implement COVID-19 health and safety protocols that align with the most recent guidance released by the CDC and the local health authority.  These protocols will include details regarding code of conduct and safety measures (ie, wearing masks in public spaces, maintaining physical distance during sessions, etc) for all attendees. I understand I will be expected to adhere to these guidelines.

Agenda

Last updated June 8, 2022
(All details in Eastern Time Zone)

DOWNLOAD THE AGENDA

 

TUESDAY, JUNE 21

6:00

 

“It’s Great to Be Together Again” Reception

 

WEDNESDAY, JUNE 22

7:30

Breakfast

8:30

Let’s Get Started

9:00

Understanding Medicare, ACA, and Commercial Group

10:15

Break

10:45

Playing Your Own Game: Defining Your Value Proposition

12:00

Lunch

1:00

Product Innovations: Flash Case Studies

2:30

Break

2:45

Positioning and Channel Strategies: What’s the Big Difference Between Consumer and Commercial Markets?

3:30

Boots On The Ground: Successful Sales Team Management

4:30

Catch Up on Your Emails and Phone Calls

6:00

Dinner with Friends Old and New

 

THURSDAY, JUNE 23

8:00

Breakfast

9:00

The Cousin You Have to Get Along With: Partnering with Your Delivery System to Leverage Your Enterprise-wide Brand Across Your Market

10:30

Break

10:45

A Tricky Balancing Act: How Does Your Product Mix Impact Your Brand?

12:00

Lunch

1:00

Your Core Business: The Shifting Small Group, Individual, and Exchange Markets

2:30

Break

2:45

What To Do When They Are Going Out The Back Door As Fast As you Can Get Them In The Front Door

3:30

Open Discussion: One Part Consulting, One Part Therapy

4:30

Catch Up on Your Emails and Phone Calls

6:00

Networking Dinner & Fun

 

FRIDAY, JUNE 24

8:30

Breakfast

Marketing Material Share, Swap and Steal

10:00

Run Catch Your Plane

 

 

 

TUESDAY, JUNE 21


6:00 PM

 

“It’s Great to Be Together Again” Reception
The Planetarium at the Franklin Institute
222 N 20th St, Philadelphia, PA 19103
* If you would like to explore the museum and Harry Potter Exhibit, the Franklin Institute is open to the public until 5:00 pm. There is also a timed-entry evening Harry Potter Exhibit that starts at 5:00 pm. Visit the
museum webpage to purchase tickets.

WEDNESDAY, JUNE 22


7:30 AM

Breakfast: Fuel up for a busy day

The Franklin Institute Conference Center located in the Nicholas and Athena Karabots Pavilion

 

 

 

8:30 AM

Let’s Get Started

 

 

Participants

9:00 AM

 

Understanding Medicare, ACA, and Commercial Group

Every marketing strategy starts with understanding the consumer. With a quickly evolving market and environment, how are consumers’ expectations and behaviors changing and how do those changes influence our strategies?

  • This session will showcase data from Deft’s most recent Medicare, ACA, and Group research into what consumers want in these rapidly changing markets.
  • We will look at product choice drivers, loyalty drivers in the OEP, and benefits that are more appealing to workers in the post-covid world.

 

 

George Dippel

EVP

Deft Research

10:15 AM

Break

 

 

10:45 AM

Playing Your Own Game: Defining Your Value Proposition

If you are following the lead of the BUCHAs, you are always behind, and you can’t match their dollars, resources or technology investments. So, how do get ahead and play your own game? You start by defining your value proposition. How do you articulate your competitive positioning in a way that gives you an edge?

 

Joe Merlino

Principal

Emergent Business

 

12:00 PM

Lunch With a New Friend

 

 

1:00

Product Innovations: Flash Case Studies

Participants share their innovations in product design, marketing, and sales.

 

Margaret Anderson

SVP, Chief Sales and Marketing Officer

Health Alliance Plan

 

Tracie Kinaitis

System Director, Payer Marketing

SummaCare

 

Adam Feltes

Head of Health Plan & Strategic Partnerships

Guardian

 

Rob Strickland

Sr. Account Executive

Indiana University Health Plans

 

Brian Brown

Vice President Sales & Marketing

Presbyterian Health Plan

 

2:30 PM

 

Break

 

 

2:45 PM

Positioning and Channel Strategies: What’s the Big Difference Between Consumer and Commercial Markets?

Understanding the unique needs and expectations of various market segments is essential to successfully growing business in those segments. Yet marketers often develop strategies that are generic across segments – understandable but ineffective.

 

Ryan VanOverbeke

AVP & Chief Revenue Officer

Vimly

 

Marc Palmer

Chief Operating Officer

Stonebrook

 

Michelle Skelly

Marketing & Communications Director

Alliant Health Plan

 

Todd Trainer

Director of Business Development

Alliant Health Plan

 

3:30 PM

Boots on the Ground: Successful Sales Team Management

Of course, sales don’t just happen on their own. A successful strategy must take several factors into account, including insourcing vs. outsourcing, third-party marketing, dedicated vs. specialized sales team, and compensation, to name just a few.

 

Erik Hoffman

Director of Business Development

BroadPath

 

Bart Stead

Vice President of Sales

Cox Health Plan

 

 

4:30 PM

Catch up on your emails and phone calls
or explore the Franklin Institute

 

 

6:00 PM

Dinner With Friends Old and New
Rittenhouse Grill
1701 Locust Street

 

 

 

THURSDAY, JUNE 23


 

8:00 AM

Breakfast: Get Your Caffeine Fix
The Franklin Institute Conference Center located in the Nicholas and Athena Karabots Pavilion



 

 

9:00 AM

The Cousin You Have to Get Along With: Partnering with Your Delivery System to Leverage Your Brand Across Your Market

Partnering with your delivery system and provider network can be a blessing and a curse.

 

Brian Brown

Vice President Sales & Marketing

Presbyterian Health Plan

 

Karen Dixon

Director, Marketing Communications

Johns Hopkins HealthCare

 

10:30 AM

Break

 

 

10:45 AM

 

A Tricky Balancing Act: How Does Your Product Mix Impact Your Brand?

When you operate in numerous customer segments in multiple products, how does the interplay among those various markets impact product positioning, customer perceptions, product design and operations? How does your product strategy impact your reputation with divergent markets?

 

Jim Olmstead

Vice President of Medicare Sales

HealthPartners Plans

12:00 PM

Lunch

 

 

1:00 PM

What To Do When They Are Going Out the Back Door As Fast As You Can Get Them In the Front Door?

We all know it costs more to create a new customer than to hold on to a current customer. So, why is it so hard? What are successful strategies to build loyalty among our members?

 

Roundtable Discussion

2:30 PM

 

Break

 

 

2:45 PM

Your Core Business: The Shifting Small Group, Individual, and Exchange Markets

Fundamental changes are taking place in your “bread and butter” lines of business. What are the trends, and what are the product design, marketing, infrastructure and operational transitions we have to be on top of to succeed?

 

Don Labar

Sales Executive

Sentara Health Plan (Optima)

3:30 PM

Open Discussion: What Haven’t We Yet Talked About?

Part consulting, part therapy, the Alliance is known for creating opportunities for an open environment where we can ask each other tough questions and get honest answers.

 

All Participants

4:30 PM

Catch Up on Your Emails and Phone Calls (Or Get Your Daily Step Count Up)

 

 

6:00

Networking Dinner
Harp & Crown - Elbow Lane
1525 Sansom Street

 

 

FRIDAY, JUNE 24


 

8:30 AM

Breakfast: Stock Up for The Trip Home
The Franklin Institute Conference Center located in the Nicholas and Athena Karabots Pavilion

 

 

 

 

Marketing Material Share, Swap and Steal

A perennial favorite among Alliance members. Share your marketing materials and learn about the most successful strategies. Take home the samples and steal shamelessly.

 

 

10:00 AM

Run and Catch Your Plane

 

Venue

Meeting Venue

The Franklin Institute

222 North 20th St
Philadelphia, PA 19103 

 

As the most visited museum in the Commonwealth of Pennsylvania and a top-five tourist destination in the City of Philadelphia, The Franklin Institute is one of the leading science centers in the country, and serves as both a prominent educational and cultural resource, and as an anchor of the local economy. Science and technology have the potential to solve some of the most critical issues of our time, to improve our lives, and to inspire our curiosity about the world around us. Every day The Franklin Institute provides resources that help people to connect with science and technology in creative ways that resonate with learners of all ages and backgrounds. The Institute directly reaches more than 1 million people each year with informal learning experiences that engage students, adults, and families. Though its historic museum is a central learning space, the Institute has evolved to provide people with educational resources in their own neighborhoods through hands-on activities in classrooms, workshops in libraries, community centers, and other settings, and through ways to interact online. Since 1824, The Franklin Institute has pursued its commitment to making these resources available to as many people as possible throughout the mid-Atlantic region. 

 

 


Hotel Accomodations

The following hotels are all within walking distance of the Franklin Institute were the meeting will be held. The Alliance staff will be staying at The Logan and Le Meridien.

The Logan Philadelphia Hotel - is a five minute walk and is a Hilton property.

The Westin Philadelphia - is a 13-minute walk.

Le Meridien Philadelphia - is a 13-minute walk and is a Marriott property.

The Rittenhouse - is a 13-minute walk.

Four Seasons Hotel Philadelphia - is a six minute walk.

Sheraton Philadelphia Downtown - is an eight minute walk.



Additional Info


DRESS
Business casual attire is appropriate for the meeting.  Remember that the hotel meeting room temperatures vary, so we recommend that you layer clothing to be comfortable in case the room becomes either hot or cold.

GROUND TRANSPORTATION
Philadelphia International airport (PHL) is 10 miles away and an estimated fare of $20-25 Uber/Lyft.  SEPTA provides train service from the airport to the city center and runs every 30 minutes.  

PHILADELPHIA WEATHER
View the latest weather forecast.

Special Events

Marketing Material Swap

Our annual in-person marketing material swap is back. We've set aside the whole morning on day four at the Sales & Marketing Value Visit for you to swap your marketing collateral with other provider-sponsored and regional health plans from across the country and discuss different tactics and strategies. Bring your best marketing collateral with you and return with a ton of new ideas.

Questions? Email info@healthplanalliance.org.

 

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—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

We recommend merging materials into one PDF per product line. You may want to insert bookmarks in 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>: 2022 <Product Line (Medicare Advantage, Commercial, etc.)> Marketing Samples. 
  • Abstract: Include brief description of what's included, "COVID-19 collateral, disenrollment survey, direct mail, advertisements, new member onboarding collateral, etc."
  • Category: Marketing Sample
  • View the marketing sample library in the Alliance Knowledge CenterSM to see what others have shared.

 

Ship your collateral to the meeting

Bring 50 hard copies (enough for one sample per health plan). We also recommend: 1.) including a return shipping label in your box so you can simply pack up the materials you collect and any left over samples you brought in the box you sent, and 2.) that you schedule a pick-up with the shipping company.

 

SHIPPING INSTRUCTIONS 

Your package label should read:

HPA Meeting
Attn: Morgan High 
Senior Sales Manager | The Franklin Institute
E: mhigh@fi.edu P: 215.448.1371
222 North 20th Street  |  Philadelphia, PA 19103

*Please do not have your package arrive prior to Thursday, June 16. The venue has limited storage facilities. 

 

WHEN

All contributed materials will be placed on a table in the breakfast room Friday, June 24. Boxes and shipping labels will be provided for interested attendees to fill and ship, heavy with ideas and samples, back to their offices.

Documents
6/22/2022

Presentation: Product Innovations - Flash Case Studies
Indiana University Health Plans shares their innovations in product design, marketing, and sales. This was shared in the 2022 Sales and Marketing value visit.

6/22/2022

Presentation: Your Core Business - The Shifting Small Group, Individual, and Exchange Markets
Sentara Health Plan discusses the important product design marketing, infrastructure, and operational transitions to be successful. This was shared in the 2022 Sales and Marketing value visit.

6/22/2022

Presentation: The Cousin You Have to Get Along With - Partnering with Your Delivery System to Leverage Your Brand Across Your Market
Johns Hopkins HealthCare discusses partnering with your delivery system and provider network. This was shared at the 2022 Sales and Marketing value visit.

6/21/2022

Paramount Dental Network Flyer
Paramount Dental shares their flyer 4 reasons to use the Paramount Dental Network as part of the Sales and Marketing Value Visit marketing materials swap.

6/17/2022

Make Health Happen
Health Alliance Plan shares their member newsletter that's mailed 3x a year to our HAP Empowered Medicaid recipients. This newsletter can include general benefit update information and basic health and wellness reminders. The objective of the Make Health Happen newsletter is to encourage our HAP Empowered members to make the most out of their Medicaid benefits and help them to stay as healthy as possible.

6/14/2022

2022 AEP Lead Gen Campaign
Health Alliance Plan shares their Regional Lead Gen direct mail sent to prospects in a mailing of four touch points. Introducing our plans and new benefits, as part of the Sales and Marketing Value Visit marketing materials swap.

6/14/2022

2022 AEP LG Email Campaign
Health Alliance Plan shares their Regional Gen Lead Emails sent to prospects. Three mailings reintroducing our plans and new benefits, as part of the Sales and Marketing Value Visit marketing materials swap.

6/14/2022

2022 Summary of Benefits (HMO)
Health Alliance Plan shares their 2022 Summary of Benefits, HMO version, as part of the Sales and Marketing Value Visit marketing materials swap.

6/14/2022

2022 Benefit Guides MA and DSNP
Health Alliance Plan shares their Listing of value based plans and benefits. Used as Sales pieces for prospect lead gen. Available to Members upon request, as part of the Sales and Marketing Value Visit marketing materials swap.

6/13/2022

Quartz 2022 Commercial Prospective Member Marketing Samples
Quartz shares their 2022 commercial member marketing samples as part of the Sales and Marketing Value Visit marketing materials swap.

Attendees

Below is a list of all delegates registered to date for this event

  • Chris Golfin
  • ALLIANCE GUEST
  • Chief of Staff at NationsBenefits
  • Margaret Anderson
  • ALLIANCE MEMBER
  • SVP, Chief Sales and Marketing Officer at Health Alliance Plan (HAP)
  • Brian Anderson
  • ALLIANCE MEMBER
  • Strategic Account Manager at Health Partners Plans
  • Jordan Anderson
  • ALLIANCE MEMBER
  • Vice President of Sales at Avera Health Plans (DAKOTACARE)
  • Jason Bortnem
  • ALLIANCE MEMBER
  • Sales Manager - Group and Ancillary Products at Avera Health Plans (DAKOTACARE)
  • Brian Brown
  • ALLIANCE MEMBER
  • Vice President Sales and Marketing at Presbyterian Health Plan
  • Phillip Chase
  • ALLIANCE MEMBER
  • Chief Sales & Marketing at Texas Children's Health Plan
  • Karen Dixon
  • ALLIANCE MEMBER
  • Director, Marketing Communications at Johns Hopkins HealthCare
  • Tracie Kinaitis
  • ALLIANCE MEMBER
  • System Director, Payer Marketing at SummaCare
  • Nick Kraft
  • ALLIANCE MEMBER
  • SVP, Chief Sales and Marketing Officer at Capital District Physicians' Health Plan (CDPHP)
  • Donald LaBar
  • ALLIANCE MEMBER
  • Sales Executive at Sentara Health Plans (Optima)
  • Sarah Lovin
  • ALLIANCE MEMBER
  • Director of marketing and communications at Health Partners Plans
  • Kelly McEver
  • ALLIANCE MEMBER
  • Manager, Medicare & Individual Marketing at CommunityCare
  • Kathy McVey
  • ALLIANCE MEMBER
  • Director, Consumer Products at Sentara Health Plans (Optima)
  • Phil Miller
  • ALLIANCE MEMBER
  • Director of Sales at Piedmont Community Health Plan
  • Mark Mixer
  • ALLIANCE MEMBER
  • Chief Executive Officer at Alliant Health Plans
  • Jessica Montoya
  • ALLIANCE MEMBER
  • Sales Manager at Presbyterian Health Plan
  • James Olmstead
  • ALLIANCE MEMBER
  • Vice President of Medicare Sales at Health Partners Plans
  • Monica Pagels
  • ALLIANCE MEMBER
  • Senior Medicare Product Manager at Health Alliance Plan (HAP)
  • Carol Potts
  • ALLIANCE MEMBER
  • Senior Vice President, Healthcare Data Analytics at Health Partners Plans
  • Lesley Richard
  • ALLIANCE MEMBER
  • Director, Payer Marketing at SummaCare
  • Wendy Robbins
  • ALLIANCE MEMBER
  • Marketing Communications Manager at HealthTeam Advantage
  • Michelle Skelly
  • ALLIANCE MEMBER
  • Marketing and Communications Director at Alliant Health Plans
  • Bart Stead
  • ALLIANCE MEMBER
  • Vice President of Sales at Cox HealthPlans
  • Todd Trainer
  • ALLIANCE MEMBER
  • Director of Business Development at Alliant Health Plans
  • Ericka Williams
  • ALLIANCE MEMBER
  • Director of Strategy and Marketing at Health Alliance Medical Plans
  • David Wolf
  • ALLIANCE MEMBER
  • Director of Medicare Sales Operations at Health Partners Plans
  • Curtis Beharry
  • PLATINUM SPONSOR
  • Regional Vice President at Summit Re
  • Andrew Howard
  • PLATINUM SPONSOR
  • National Sales Director at First Health Network
  • Adam Feltes
  • SPEAKER
  • Head of Health Plan & Strategic Partnerships at Guardian
  • Erik Hoffman
  • SPEAKER
  • Director Business Development at BroadPath Healthcare Solutions
  • Joseph Merlino
  • SPEAKER
  • Principal at Emergent Business at Emergent Business
  • CJ Adamson
  • SPONSOR
  • Business Development Executive at MedInsight, a Milliman company
  • Valerie Cramer
  • SPONSOR
  • Vice President of Sales at HealthBridge Financial
  • Daniel Edelmann
  • SPONSOR
  • Sr. Director, Business Development at EyeMed Vision Care
  • Kate Faber
  • SPONSOR
  • Senior Business Development Specialist, Strategic Partner at EyeMed Vision Care
  • Michael Fox
  • SPONSOR
  • VP of Product Development at NationsBenefits
  • Lauren Piacentini
  • SPONSOR
  • Director, Payer Analytics at MedInsight, a Milliman company
  • Kimberly Pinkerton
  • SPONSOR
  • VP National Sales & Service, National Sales Division at United Concordia Dental
  • David Roby
  • SPONSOR
  • National Channel Development Leader, Health Plan Partnerships at Guardian
  • Jim Slubowski
  • SPONSOR
  • Chief Strategy Officer at HealthBridge Financial
  • Chris Therkildsen
  • SPONSOR
  • Director of Marketing Strategy, Strategic & Performance Markets at United Concordia Dental
  • Tristian Walker
  • SPONSOR
  • Senior Director, Strategic Partnerships at Amplifon Hearing Health Care
  • Braddon White
  • SPONSOR
  • Director Of Marketing at Vimly Benefit Solutions
  • Tammy Wilgus
  • SPONSOR
  • Director, Strategic Accounts at Vimly Benefit Solutions
Speakers