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Webinar Details

  • Pub Code: C3R29-11WEB
  • Speakers
    • Fred Karutz
    • Joseph Wilds

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How to Market Products Sold on the New Health Insurance Exchanges

June 27, 2013 Webinar - Listen On-Demand or Get a CD!

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.

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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.

Sponsored by Atlantic Information Services, Inc., publisher of Health Plan Week, AIS’s Health Reform Week, Medicare Advantage News and Inside Health Insurance Exchanges

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:

  • Which marketing strategies will work best inside versus outside exchanges? Which channels will deliver the best outcomes?
  • How should insurers align their marketing activities inside and outside exchanges to provide new employer strategies and consumer transparency tools, and build an exceptional customer experience?
  • What are the best methods for health plans to “connect” to exchange customers? How will these strategies differ from the current marketing schemes by insurers — and what steps should insurers take to get from Point A to Point B?
  • What will be the most effective media outlets for exchange plans? How should carriers view these in terms of sales, response rate, cost per lead and cost per sale?
  • What types of technologies will be most instrumental in helping insurers execute on their exchange sales and marketing strategies? How much will this cost?
  • What is the ideal timeline for ad placements and direct-mail drops?
  • How can insurers market for the long term, considering the issue of “stickiness” when it comes to consumers and their attachment to the first brand they buy in a new market?
  • What practical steps can insurers take now to become more transparent in pricing and coverage options?
  • What templates are insurers working off of when it comes to modeling existing online consumer operations? Is the Amazon.com model the preferred model, or are there others?


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

Designed Especially For

  • Health plan and insurance company
    • CFOs
    • New product developers
    • Marketing and sales directors
    • Contracting directors
    • Legal affairs directors
  • Brokers and agents
  • Employers
  • Employee benefits consultants
  • Human resource executives
  • Third-party administrators
  • Attorneys
  • Actuaries

Shipping Information

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.

  • If you order the On-Demand Recording before the conference date (by itself or in combination with the live Webinar), you will be sent an e-mail with the PDF file attached once the recording is available.*
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*On-Demand recordings will be available within a week of the conference and CDs will be available within two weeks.

Written Materials

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.

How to Market Products Sold on the New Health Insurance Exchanges

Place your order through our secure shopping cart