Marketing Medicare Prescription Drug Plans

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Marketing Medicare Prescription Drug Benefits
An audioconference on Thursday, September 15, 2005, 1:00 PM Eastern (10:00 AM Pacific)

Health plans will be part of an unprecedented undertaking in November 2005 when enrollment officially begins for Medicare’s new Part D prescription drug benefit. Hundreds of Medicare-contracted plan sponsors will be aggressively competing with a range of benefit options and premiums in the 34 regions established by Medicare.

Position yourself for the upcoming open enrollment. Join us as Lindsey Resnick discusses Medicare specific strategies including customer segmentation, product messaging, brand image, senior positioning & sales cycle management. Tactics discussed include direct mail, TV promotion, agent sales calls, community outreach, online marketing and word-of-mouth, with an approach equal parts education and selling.

Topic:	Marketing Medicare Prescription Drug Benefits
Speakers:	Lindsay R. Resnick, Senior Vice President, Finelight, Inc.
Date:	Thursday, September 15, 2005
Time:	1:00 p.m. Eastern
Location:	Your desk (Audio Conference dial-in instructions and session presentation will be emailed to attendees in advance of session)
To Register:	https://www.managedcarestore.com/summit.htm or call 209.577.4888.
Cost:	Individual Registration Fee: $195; Web Summit CD-ROM: $20 for attendees; $225 for non-attendees after the event. Corporate Site Licensing Available.

Individual Registration Fee: $195: Click here to register or call 209.577.4888
Web Summit CD-ROM: $20 for attendees; $225 for non-attendees after the event.
Click here for a downloadable flyer and order form you can print. Corporate Site licensing also available.


Live Audioconference	Powerpoint Presentation	CD-ROM Also Available

With enrollment predictions as high as 30 million, a lot has to happen to manage the introduction of PDPs. From November through a May 2006 open enrollment deadline, seniors will be comparison shopping and asking tough questions about how this new benefit fits with their current Medicare plan and, what’s the right plan based on their prescription drug costs. From product differentiation to plan communication to customer service it’s a huge undertaking – the marketing and communication challenge is enormous.

Lindsey's presentation goes into depth regarding senior marketing characteristics and insights, and current survey data regarding their perceptions and inclinations regarding the Part D benefit. How to hone the marketing message themes will be discussed, with education and pre-selling considerations. Preparation for senior questions is going to be addressed, and the top ten senior questions regarding the benefit will be reviewed. A range of specific marketing dos and don'ts will be explored, along with management of the sales cycle process for the Part D benefit.

REGISTRATION:

Register online at https://www.managedcarestore.com/summit.htm and you will receive instructions for logging in to the Audio Conference. If you have questions, please contact Patty Jamison at the Healthcare Web Summit Office at 209.577.4888 for more information. We look forward to your participation in this event!

Faculty:

Lindsay R. Resnick Senior Vice President
Finelight, Inc.

Lindsay has twenty-five years of professional experience in health care and insurance.

As Senior Vice President of Finelight, Lindsay is responsible for strategic advisory services and business development. Finelight is a national marketing communications firm serving health care, insurance and financial services clients. Expertise includes brand building, direct response marketing and sales support. Finelight has offices in Chicago, New York, Louisville and Bloomington, IN.

Prior to joining Finelight, Lindsay was Chief Marketing Officer of HealthMarket, an early market entrant in the consumer driven health plan benefit segment, providing customers increased awareness about choice, cost and quality of health care.

Previously, Lindsay was President of Radix Health Connection, a specialized investment banking firm offering business arbitrage and consulting to health insurers and managed care plans.

Mr. Resnick also directed the national health care practice for DeHayes Consulting, specializing in strategic planning, marketing and, merger and acquisition.

For nine years Lindsay was a senior officer of Celtic Life Insurance Company, a small group, individual medical and senior market insurer. He was responsible for managed care, product development, marketing and sales.

Early in his career, Lindsay’s experience included Blue Cross Blue Shield Association, Massachusetts Department of Public Health, and Massachusetts General Hospital.

He has a Masters in Health Administration from Washington University in St. Louis and an undergraduate degree from Northeastern University in Boston.

Lindsay has authored numerous articles on health care industry trends and business strategy appearing in Bests Review, Broker World, Contingencies, Health Insurance Underwriter, Healthcare Financial Management, National Underwriter and The Actuary.

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