Web Summit Bulletin

Medicare Marketing ROI: What’s Working…and What’s Not?

Thursday, May 27th, 2010
1:00PM - 2:00PM Eastern
http://www.healthwebsummit.com/medroi052710.htm

Critical Assessments and Measurable Marketing ROI
Next Generation Medicare Marketing Trends and Tactics

Register for $195
Call 209.577.4888 or
Click here to register

Customer segmentation data and direct response lists
Messaging: value differentiation and competitive positioning
New media and online presence
Member retention and customer outreach
Marketing metrics: ROI and LTV

Faculty:
Lindsay R. Resnick
Chief Marketing Officer, Gorman Health Group

There’s little doubt that the economy has taken its toll on Medicare plan marketing budgets. Now add to the mix new distribution channels, social media outlets and shifting customer demands. Health plan managers with P&L accountability are working hard to get the biggest bang for their marketing buck. Sustainable growth means balancing new member acquisition costs, increased sales volume and customer retention - all built on a framework of measurable marketing ROI.

For those plans going head to head in intensely competitive direct-to-consumer markets of Medicare Advantage, Supplement and Part D, in-market tactics around customer segmentation, lead generation, and sales integration are critical success factors. More importantly, these conditions mean health plans cannot afford to be bound by traditional approaches to marketing. Staying ahead requires a critical assessment of marketing fundamentals as well as a look at next generation tactics to determine program adequacy:

Are baseline assumptions valid?
Is your brand position an integral part of direct response messaging?
Is advertising and media delivering a cost per sale that meets (or beats) expectations?
As the traditional “four Ps” marketing mix changes, are you changing with it?
Are marketing, sales and compliance working together, really?

This Webinar will look across the marketing spectrum at trends and tactics affecting every Medicare plan, in every market:

Customer segmentation data and direct response lists
Messaging: value differentiation and competitive positioning
New media and online presence
Member retention and customer outreach
Marketing metrics: ROI and LTV

Direct-to-consumer marketing must deliver sales. And, sales must deliver profitable revenue. The most successful health plans are always working to spend less for both.

Interested attendees would include:

C-Suite Executives
Strategy and Planning Executives and Staff
Medicare General Managers and Operations Executives
Medicare Product Development Executives and Managers
Medicare Marketing and Sales Executives and Managers
Medicare Member Acquisition and Retention Staff
Medicare Compliance Officers
Marketing Direct to Consumer Support Staff

Attendees would represent organizations including:

Health Plans
PBMs
Provider Networks
Solutions Providers
Associations, Institutes and Research Organizations
Media
Other Interested Parties

Individual Registration Fee: $195. Audio Conference CD-ROM: $40 for attendees; $255 for non-attendees after the event. Corporate Site licensing also available. Click here to register or call 209.577.4888 We look forward to your participation in this event!