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Commercial and Exchange Product Strategies Fly-in

Event Date: 1/14/2020

Event Overview


The art and science of developing a product strategy

Every year Alliance member health plans across the country are evaluating the decision to remain on the exchange, exit the exchange or enter/re-enter the exchange.  These decisions are made within the context of each health plan's individual and group product strategies and its overall product mix and benefit offerings.  All the puzzle pieces have to fit.

Making these decisions, whether on individual, exchange or certain group products, is as much an art as it is a science.  Join your Alliance colleagues for a focused discussion on the factors to evaluate when developing a product strategy.

Event highlights

  • Setting prices
  • Determining optimal benefit offerings
  • Evaluating customer segments
  • Creating effective marketing and sales strategies
  • Stacking product offerings such as HSA/HRA and ancillaries
  • Fitting new product offerings such as STLD into the product mix
  • Effectively modeling all the elements to anticipate financial and operational results
  • identifying infrastructure needs and flexible configurations 
  • Mitigating and managing risk factors inherent in individual and exchange products


Who should attend

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

Product decisions have far reaching implications—strategically, operationally and financially—so multidisciplinary teams are engaged in the process.  The discussions during this fly-in will cover a range of issues as well, so multidisciplinary teams are encouraged to attend together.

  • Product design
  • Financial/actuarial
  • Marketing/sales
  • Strategic planning
  • Operational and IT implementation




Fee End Date Description Amount
1/13/2020 choose this option if you are an employee of an Alliance member health plan or provider affiliate MEMBER PASS
Fee End Date Description Amount
1/13/2020 choose this option if you're not an Alliance member, but have been invited to attend this meeting GUEST PASS
Fee End Date Description Amount
1/13/2020 choose this option if you are a member of the event speaking faculty FREE
Fee End Date Description Amount
1/13/2020 choose this option if you are using a sponsor pass SPONSOR PASS

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


MONDAY, January 13, 2020
6:00 pm - Networking Dinner 

TUESDAY, January 14, 2020
7:00am - Breakfast:  Alliance Learning Center
8:00am - Let’s get started:  Introductions
8:30am - The Lay of the Land:  Market trends for commercial and exchange products
9:30am - Break
9:45am - Hedging Your Bet:  Modeling product segmentation, product features, risk and pricing strategies
11:00am - To Exchange or Not To Exchange:  Evaluating strategies for success on the Exchange
12:00pm - Lunch
12:30pm - Innovations in Product Design, including but not limited to:
    • Level-funded products
    • Short-term limited duration 
    • HSA/HRA/FSA 
    • Ancillaries
2:00pm - Do or Die:  Marketing and Sales strategies (including everyone’s favorite:  brokers)
3:00pm - Adjourn


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

Taxi from the Dallas/Ft Worth International airport and Love Field airport is approximately $25 one-way.  UberX is $17-20.  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.

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

  • Toni Frawley
  • Director, Product Development & Management at Health Alliance Plan (HAP)
  • Erica Hain
  • Senior Director, New Business Sales at Geisinger Health Plan
  • Randal Mitchell
  • VP, Sr. Sales Officer at Scott & White Health Plan
  • Kate Parker
  • Director, Consumer & Government Products at Avera Health Plans (DAKOTACARE)
  • Bart Stead
  • Sales Director at Cox HealthPlans
  • Corey Weeg
  • Director Group and Ancillary Products at Avera Health Plans (DAKOTACARE)