Medicare Marketing ROI: What's Working and What's Not

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

Thursday, May 27th, 2010
1:00 p.m. to 2:00 p.m. Eastern (10:00 - 11:00 a.m. Pacific)
Click here to find out what time your event starts in your time zone.

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!

Lindsay R. Resnick

Chief Marketing Officer, Gorman Health Group

Lindsay serves as Chief Marketing Officer of Gorman Health Group. In this capacity, he provides counsel to GHG clients on product development, benefit design, and marketing and sales strategy.

Previously, Lindsay was Chief Marketing Officer of Finelight, a national marketing and advertising agency specializing health care, insurance and financial services. Prior to that he was Chief Marketing Officer of HealthMarket, one of the nation's first Consumer Directed Health plans providing small employers increased access to information about benefit choice, cost and quality of care.

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

For nine years he was Executive Vice President of Celtic Life Insurance Company and, early in his career, held management positions at Blue Cross Blue Shield Association and the Massachusetts Department of Public Health.

Lindsay is a frequent speaker and author on topics including healthcare, insurance and business strategy. He is a graduate of Northeastern University and has a master’s degree in health administration from Washington University in Saint Louis. His popular blog “Resnick Unplugged” can be found at www.lindsayresnick.com.

Originally from New York, Lindsay is a longtime resident of Chicago living with his wife and daughter.

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