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Persona Based Population Strategy: Incorporating Predictive Modeling into Member Care 
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A typical care management program involves profiling members based on their disease states, without taking into account other dynamics regarding the patient as a whole. A dilemma in identifying members based on their disease and/or high cost attributes alone, is that high costs in year one have often are an inadequate predictor of high costs in year two.

Starting in the Fall of 2013, CareSource initiated a population based clustering model using claims and enrollment data to segment their members into specific personas, and then launched services to members based upon the persona in which they were identified. CareSource is a nonprofit health plan is celebrating 25 years as one of the nation’s largest Managed Medicaid Plans. Headquartered in Dayton, Ohio CareSource serves more than 1.3 million consumers in Ohio and Kentucky.

CareSource's innovative persona approach has transformed their care management for acuity based care coordination using cluster analysis to yield outputs of clinical personas. These personas result in population subsets requiring unique member interaction for tailored interventions.

Personas have been traditionally used in market research to depict clusters. Utilizing this approach, CareSource, for example, started with three such marketing personas: Well/Acute; “Acute” Episodic; and Chronic Complex, and deployed a cluster drill down into nine clinical personas, that became actionable subsets.

Please Join CareSource's Bob Gladden and Cathy Meade as they discuss CareSource's Persona Based Population Strategy on Wednesday, March 18th, 2015 from 1PM until 2PM Eastern, during this HealthcareWebSummit event on incorporating predictive modeling into member care.
Learning Objectives
Participants will be able to:
  1. Understand how CareSource used cluster analysis to segment populations and find areas of specific opportunity
  2. Ascertain how to optimize types of intervention that are the most appropriate for segmented groups
  3. Consider how to predict the best time to intervene and get in front of the applicable costs
  4. Explore how to tailor methods of intervention and enhance the consumer experience
  5. Engage in interactive learning through online question submission, attendee feedback and opportunity for follow-up questions, and networking with attendees, faculty and other professionals through a dedicated LinkedIn group.
Who Should Attend
Interested attendees would include:
  • C-Suite Executives
  • Analytics and Informatics Executives and Staff
  • Actuarial and Underwriting Executives and Staff
  • Statisticians and Data Analysts
  • Planning and Strategic Executives and Staff
  • Medicaid Executives
  • Medical Directors
  • Clinical Executives
  • Care Management Executives
  • Population Health Executives
  • Provider Network Executives
  • Innovation and Transformation Executives
  • Business and Market Intelligence Staff
  • Health Care Economists
  • Other Interested Parties

Attendees would represent organizations including:

  • Health Plans
  • Hospital Systems
  • Accountable Care Organizations
  • Provider Networks
  • Medical Groups
  • Care Management Organizations
  • Government
  • Third Party Administrators
  • Employers
  • Pharmaceutical Organizations
  • Consulting Organizations
  • Business Processing Organizations
  • Solutions Providers
  • Associations, Institutes and Research Organizations
  • Media
  • Other Interested Parties
Persona Based Population Strategy: Incorporating Predictive Modeling into Member Care 
  Individual Registration Fee: $195. Post-event materials, with video syncing slides and recorded audio, plus presentation pdf file: $45 for attendees; $260 for non-attendees after the event. Register online or download the event brochure. Attendees will also receive a complimentary trial three-month subscription to Predictive Modeling News.
Register Now   Corporate Site licensing also available. Click here to register or call 209.577.4888 We look forward to your participation in this event!
Bob Gladden

Bob Gladden
Vice President, Center for Analytics


Bob Gladden is Vice President for the Center for Analytics at CareSource, a nonprofit Medicaid organization with over 1 million members. He leads analytics for the organization that guide its mission-driven focus.

Bob has over 30 years of experience in the fields of health care analytics, health care administration, actuarial science, underwriting and finance with major consulting organizations, hospital systems, management companies and payers. Bob holds an MA degree from Bowling Green State University.

Cathy Meade

Cathy Meade
Director for Healthcare Analytics

Cathy Meade is Director for Healthcare Analytics at CareSource, a nonprofit Medicaid organization with almost 1 million members. She currently leads the health care analytic efforts for the organization, with a focus on diagnostic and predictive analytics that maintains a strong practical sense of helping the organization achieve its mission-driven focus.

Cathy has over 20 years of experience in the fields of health care analytics, business process improvement, finance and IT within the health care, technology and banking industries. Cathy holds a BA degree in business from Capital University.


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