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Fly-in: MA Marketing Master Class

Event Date: 5/22/2019 - 5/23/2019

Event Overview


AEP 2020 prep for Medicare Advantage marketers

Medicare Advantage health plans have more opportunity than ever before to innovate—new plan designs are entering the market and creative network builds are shifting the competitive landscape.  However, the rubber meets the road in your marketing strategy. It's how you communicate your exciting offerings across multiple channels to multiple MA generations.  This fly-In focuses specifically on the marketing challenge and brings health plan case studies from the front lines together with experts monitoring the broader industry.  Join your Alliance colleagues to share lessons learned, get fresh ideas, and learn about new methods and platforms your peers are trying in their markets.


Top five reasons to attend

Join your Alliance peers and experts in the field to share successful strategies and best practices in these areas:

  1. Collect MA marketing materials samples and ideas from over thirty health plans across the country

  2. Get a first look at Deft Research’s 2019 OEP study, hot off the press, presented by George Dippel, Senior VP of Client Services

  3. Hear multiple case studies from your Alliance peers on how they are tackling the toughest growth challenges

  4. Learn how Alliance health plans are approaching digital and get new ideas for incorporating it into your own biz dev portfolio

  5. Engage directly with a panel of marketing firms and gain insights from their view of marketing trends across the entire MA industry


Who should attend

This meeting is only open to Health Plan Alliance members and invited guests.

  • Chief Marketing and Sales Officers from Medicare Advantage Health Plans
  • Marketing and Sales Vice Presidents
  • Directors of MA marketing strategy and development
  • Compliance leaders with responsibility for reviewing MA marketing materials
  • Senior leaders with direct responsibility for your MA plan's call center  



Thank you to our event sponsors




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For a printable, detailed agenda go to the Documents tab above 


AGENDA | Wednesday, May 22, 2019


2:30 – 2:45pm

Welcome and Kick Off


Kristin B. Rodriguez
Health Plan Alliance


2:45 – 3:30pm

OEP: The good, the bad and the ugly

Deft Research reports on its observations of the 2019 OEP: What motivated members to switch from one plan to another? And what made a member stay put, despite the opportunity? This study, plus the group discussion generated, will provide insights and take aways to enrich your own OEP strategy back home.



George Dippel
Senior VP of Client Services
Deft Research

3:30 – 4:30pm

Round table discussion: OEP de-brief

Alliance member health plan representatives share their health plans’ unique experience with the most recent OEP. What was the experience this year and what tactics will plans be trying next year to mitigate the impact?


All Alliance member attendees

5:00 – 7:30pm

Networking Dinner – Hugo’s



AGENDA | Thursday, May 23, 2019


7:30 – 8:00am

Alliance Offices (4th floor, Conf Rm 4505 & 4506)



8:00 – 8:30am

Welcome Back! Attendee introductions


Kristin B. Rodriguez, Chief Knowledge Officer
Health Plan Alliance


8:30 – 9:30am

Marketing Materials Development: Guidelines, expectations and opportunities

  • Feedback from health plans that have had a CMS random marketing review

  • Insights from direct marketing agencies: What’s getting the most traction in the field?

  • How are health plans meeting federal requirements for providing information in multiple languages upon request – and once you know a member has asked for a specific language, is your system smart enough to do it every time?


Jeff Fox, President
Gorman Health Group


9:30 – 10:00am





Panel Presentation: Direct Marketing Firms

In a moderated discussion hosted by Alliance friend Cary Badger of HealthScape Advisors, Direct Marketing Firm representatives from across the country share their perspective on the evolving MA landscape and how health plans are adapting.



Cary Badger, Principal
HealthScape Advisors

Tom Pitcherella, CEO
4112 Agency

Bill Keyes, SVP Medicare Sales

Rene Mezzanotte, EVP DMW Direct

Jennifer Hickman, EVP
Wunderman Direct


Back to our roots: Activating our provider and community partners to educate and raise awareness

At the end of the day, our unique value proposition is that we are embedded in our local communities and we have deep relationships with the providers, the community service organizations, and the people. In this session we explore how Alliance member health plans are protecting this essence of their brand identity and incorporating that into their overall marketing strategy every step of the way.


Scott Hancock, VP Sales and Operations
Care n Care


Joleen Katula, VP Operations
HealthTeam Advantage

12:00 – 1:00pm


Networking Lunch


1:00 – 2:00pm

Digital marketing: A work in progress

More MA Plans are seeing big increases in online enrollment and so are enhancing their digital presence accordingly. What website capabilities are top of mind for Alliance members? How is social media getting leveraged during AEP? In this session, two health plans share their approach to embracing the “digital handshake.” Johns Hopkins has incorporated digital even before launching their MA plan in 2015 and will share their remarkable results with their Alliance colleagues. Quartz has been thoughtfully incorporating digital elements into their already unique marketing and sales approach, and share their thinking and approach.



Alison Brasel, Asst. Director, Marketing & Communications Digital Strategies
Johns Hopkins HealthCare


Greg Skemp, VP Sales – Western Region & Middle Markets
Quartz Health Solutions

2:00 – 3:00pm

Case study: A new approach to market segmentation

Health Alliance Medical Plans engaged with Carrot Health to approach their MA market segmentation in a whole new way. Learn how they used commercial and publicly available data sets to sharpen their strategy and deploy marketing and sales resources differently.


Ericka Williams, Director Business Intelligence
Health Alliance Medical Plans

3:00 – 3:15pm


Group De-brief, Wrap up and Adjourn


Kristin B. Rodriguez, Chief Knowledge Officer
Health Plan Alliance



Las Colinas, TX

Health Plan Alliance Headquarters

290 E. John Carpenter Freeway, Bldg 1
Irving, TX 75062

Hotels that offer shuttles to our headquarters

Omni Mandalay Hotel
221 E Las Colinas Blvd

Irving, TX 75039

Homewood Suites
4300 Wingren Dr
Irving, TX 75039

Aloft Las Colinas
122 E John Carpenter Fwy
Irving, TX 75062

Holiday Inn Express & Suites Irving Convention Center
333 W John Carpenter Fwy
Irving, TX 75039

Need more recommendations send an email to the Alliance. 



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

Uber/Lyft from the Dallas/Ft Worth International airport and Love Field airport is approximately $20-25 one-way.  The hotels above provide a shuttle to the Alliance office at 290 E John Carpenter Fwy, Bldg 1, which is where the meeting will be held.

Dallas weather

View the latest weather forecast.
Special Events

MA Marketing Materials: Show and tell

Each year, attendees from member health plans across the country share their Medicare marketing materials samples at the Medicare Advantage value visit. You may submit hard copies, digital copies or both. See below for details, or reach out to Kristin Rodriguez with any questions.



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.




Any member-facing piece is encouraged! Direct mail, advertising slicks, brochures of course – and don’t forget postcards reminding your members to get flu shots, or any other campaign you’ve built to support Stars objectives. If the piece is seen by your members, we’d love you to share it with your Health Plan Alliance colleagues.




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 pieces 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>: 2018 Medicare Advantage Marketing Samples.
See Aspire Health Plan's file as an example: Aspire Health Plan: 2018 Medicare Advantage Marketing Samples

  • Bring 50 flash drives. Please also merge them into one PDF and upload them to the Alliance Knowledge CenterSM so that members may access them anytime. 

  • Bring 50 hard copies (enough for 1 sample per health plan) so your peers can see exactly what your members received. Please also merge them into one PDF and upload them to the Alliance Knowledge CenterSM so that members may access them anytime. 



Your package label should read:

ATTN: Patrice Snowden
Health Plan Alliance Fly-In
290 E John Carpenter Fwy, 4th floor 
Irving, TX 75062




All contributed materials will be placed on a table in the meeting room May 22-23 and FedEx boxes will be provided for interested attendees to fill and ship, heavy with ideas and samples, back to their offices.


SummaCare 2019 Medicare Advantage Marketing Samples
SummaCare shares marketing samples for 2019 Medicare Advantage.


Healthy State: 2018 Medicare Advantage Marketing Materials
Healthy State shares examples of their Medicare Advantage marketing materials.


Providence Health Assurance: 2018 Medicare Advantage Marketing Samples
Providence Health Plans shares examples of their MA marketing materials


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

  • Robert Bray
  • Senior Director of Sales and Marketing at Community Health Plan of Washington
  • Jim Decker
  • Director, Medicare, Individual and Small Group Sales at Presbyterian Health Plan
  • Joshua Duffield
  • Manager Medicare and Individual Phone Sales at Providence Health Plans
  • Scott Hancock
  • VP of Sales and Operations at Care N' Care Insurance Company, Inc.
  • Rick Heron
  • Chief Experience Officer at Western Health Advantage
  • Tana Kersten
  • Senior Manager Of Sales at Care N' Care Insurance Company, Inc.
  • Tracie Kinaitis
  • System Director, Payer Marketing at SummaCare
  • Lee Pritchett
  • Senior Marketing Manager at Care N' Care Insurance Company, Inc.
  • Phillip Rowell
  • VP Clinical and Business Intelligence at Health Alliance Medical Plans
  • Gregory Skemp
  • Vice President of Sales - Western Region & Middle Markets at Quartz Health Solutions
  • Ericka Williams
  • Director Business Intelligence at Health Alliance Medical Plans
  • Rachal Wiski
  • Manager, Marketing Fulfillmnet at Scott & White Health Plan
  • Felicia Wu
  • VP of Operations at Central Health Plan of California
  • Cary Badger
  • Principal at HealthScape Advisors, LLC
  • George Dippel
  • Senior Vice President, Client Services at Deft Research
  • Brian Dwyer
  • Business Development Executive at Carrot Health, Inc.
  • Chris Molnar
  • Director of Product Development at Clarity Software Solutions
  • Steve Mongelli
  • Chief Operating Officer at Clarity Software Solutions