With HHS and the states quickly processing applications by health insurers to sell plans on public marketplaces this fall, attention will soon shift to implementing effective strategies for marketing these approved “qualified health plans” (QHPs) to millions of new consumers. Historically, insurers have not been called upon to provide consumers with the type of transparent product and pricing information the new exchanges demand. To be successful, they will require new marketing strategies, new sales tools and new training for their sales and customer service staffs — an entirely new product-marketing culture. Learn the details of practical steps insurers must take to achieve these objectives in time to launch winning consumer-focused sales strategies in the fall.
The On-Demand recording will be available immediately upon purchase* as a link within a PDF file of the accompanying written materials. CDs and printed materials are shipped via USPS.
To reach uninsured individuals shopping for coverage in health insurance exchanges — as well as insured people looking for a better deal — health plans must do something they’ve rarely done in the past: Market directly to consumers, and educate them on the importance of having coverage. Insurers, even those that have substantial enrollment in the individual market, have never truly been focused on the consumer. Instead, health plan marketing processes are set up for business-to-business, and the consumer typically is acknowledged only as part of a group account or insurance pool.
Two health insurance marketing experts — both veterans of major health insurance companies — will help you develop a go-to-market strategy to win new members and retain current ones as the October open-enrollment date approaches. You’ll get authoritative answers to these and other big-dollar questions:
Fred Karutz is Senior Vice President of Business Development at ConnectedHealth – a private exchange and marketplace for accessing health benefits in a contemporary and consumer friendly web experience. He served previously as general manager of health plan solutions at Silverlink Communications, where he focused on developing strategies to help health insurers more effectively connect with and engage their clients and members. Before Silverlink, Fred served as corporate vice president of consumer markets at Health Care Service Corporation (HCSC), which operates Blue Cross and Blue Shield plans in four states. During Fred's tenure at HCSC, the fourth-largest health plan in the country, he was responsible for all aspects of the consumer market business including strategy, planning, product development, sales and marketing, customer loyalty and operations, as well as membership and financial performance for nearly 1 million members. His expertise also includes patient-centered care in the provider sector and more than 10 years developing consumer-driven health plans in group and individual segments, as well as leading roles with health services companies.
Joseph Wilds is the senior vice president at FJA-US, a software vendor that works with insurers. Joseph previously was CEO of Regence Life and Health, vice president of marketing and held other executive level positions at the Regence Group (now Cambia Health Solutions), which operates Blue Cross and Blue Shield plans in four states.
Moderator: Patrick Connole, editor of AIS's Health Plan Week
CDs (and accompanying written materials) are shipped via UPS. Please give us your street address when you order (UPS does not deliver to PO boxes). You should receive your order within two weeks.* Shipping and handling cost is $12.
The On-Demand Recording will be delivered as a link within a PDF file of the accompanying written materials. Shipping will NOT be charged for this item.
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*On-Demand recordings will be available within a week of the conference and CDs will be available within two weeks.
Listeners will also receive practical written information to supplement information covered by the Webinar speakers. A copyright release in the Printed Materials will permit you to make photocopies for each person listening to the Webinar and/or the On-Demand Recording.
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