2021 Medicare Marketing Sales & Innovation Summit
November 8-9, 2021, Aria Resort & Casino, Las Vegas, NV

2021 Medicare Marketing Sales & Innovation Summit








COVID-19 Advisory: BRI Network holds above all else, the health & safety of our attendees and their families. Currently this event is scheduled as an in-person event. We will however, continue to monitor and follow recommendations regarding capacity from CDC and other health agencies.

About the Conference

Medicare Annual Open Enrollment is right around the corner. Every year in the months leading up to this period, Medicare marketers are busy delivering brand-building marketing to prospects with the goal of driving new member acquisition. It happens year after year and usually follows a similar timeline and tactical plan. The COVID-19 recession has significantly impacted older Americans, especially those nearing retirement age. They’re facing unemployment and threats to their financial security. The age at which they’re retiring (and aging into Medicare) is shifting, and it’s not the same for everyone.

If you haven’t already, it’s time to rethink your marketing strategy for reaching this important audience, both now and in the coming years. Before you can do that, however, it’s important to understand what’s happening and what this means for Medicare marketing. Let’s take a closer look. This conference will explore what this all means for Medicare payers who are responsible for bottom lines, marketing campaigns, and reaching sales goals.

Who Should Attend?
From Health Plans

  • Chief Marketing Officer
  • Innovation Officer
  • Engagement Officer
  • VP of Sales
  • Health Plan Services
  • Consumer Engagement
  • Product Development
  • Sales Director
  • Quality
  • Retention
  • Direct-to-Consumer
  • Business Development
  • Communications Director
  • VP of Marketing
  • Digital Marketing
  • Business Solutions
  • Product Design
  • Government Programs
  • Chief Medical Officer
  • Account Management

Also of interest to Vendors/Solution Providers/Third Party Administrators/Underwriters/Brokers

Conference Agenda

Day One – Monday, November 8, 2021
7:15am – 8:00am
Conference Registration & Networking Breakfast

8:00am – 8:15am
Chairperson’s Opening Remarks

8:15am – 9:00am
Tools for Post-Pandemic Medicare Sales Success
2020 was unpredictable and full of disruption due to COVID-19. This session will explore Age-in strategies, including what we’ve learned from the past year, and where to focus in the year ahead. Topics to be discussed will include:
– The accelerated pace of Boomer retirements
– Direct mail response rates and engagement
– The importance of content (and data) for age-in strategy success
– The keys to the right media mix, and reporting and measurement

9:00am – 9:45am
Delivering an Effective Medicare Advantage Communication Strategy
Communication is the key to member engagement, satisfaction and retention. When devising your member communications strategy, a personalized approach is best—both for content as well as delivery. Members want to receive information that is personally relevant, and in the channel that they prefer—whether print, digital, phone, etc. Digital options provide an enhanced ability to personalize communications based on analytics. It’s now possible to meet these member expectations, promote your brand, and remain CMS-compliant. Topics to be discussed will include:
– Meeting member expectations
– Timing of messaging
– Where to use member communications
– Communication topics
– Delivering a clear and concise message
– What a member communication strategy is worth the investment

9:45am – 10:15am
Networking & Refreshments Break

10:15am – 11:00am
How to Increase Your Market Share
It’s a vast market—projected to reach more than $360 billion a year by 2023—with attractive growth baked in. Below the surface, though, lie difficult dynamics and increasingly tough competition. Medicare Advantage has established itself as a hot market segment that shows no signs of cooling, and lots of healthcare payers are eyeing it. But they should look carefully before they leap. New entrants must develop a compelling value case if they are to gain a foothold, much less seize significant share. This session will explore what companies need to know to get into the market or increase their current share.

11:00am – 11:45pm
Ways to Boost ROI in Your Medicare Open Enrollment Marketing Programs
Enrollment for Medicare continues to rise. Consequently, health plans are under pressure to maximize the growth of their Medicare products. However, they often face difficulty capturing new beneficiaries and retaining existing members as limited marketing budgets become an obstacle. The key to facing this challenge successfully lies in a plan’s ability to increase marketing efficacy, while ensuring member retention. Topics to be discussed will include:
– Educating members
– Creating a retention plan
– Know and reach your top metrics

11:45am – 12:30pm
Essential Steps for Converting Late Retirees
Americans are living longer and working longer due to lifestyle choices, better access to quality health care, and sheer financial need. It is imperative that Medicare marketers pay attention to this late retiree segment, as it continues to grow. Late retirees have somewhat tweaked the rules of Medicare marketing, but they can be a very lucrative audience segment—if you know how to approach them. This session will explore smart steps for doing so, including:
– Surveying your prospects and customers on when they expect to retire
– Developing business rules based on when prospects plan to retire
– Measuring late retiree behavior

Lunch Break

1:30pm – 2:15pm
Improving Member Engagement Through Digital Interaction
Customer engagement is the direct route to every important business objective. Two of the primary healthcare business objectives being targeted with member engagement strategies are efficiency and member retention. There is a deep, multigenerational, and growing demand from health plan consumers for more and improved digital interaction with payers. Medicare Advantage health plans continue to integrate digital solutions to better engage current—and attract new—members. This session will explore why a great digital healthcare customer experience is critical for insurers to meet and exceed member expectations, and how COVID-19 has impacted digital adoption in older adults.

2:15pm – 3:15pm
Panel: The Future of Medicare: Technology and Medicare Advantage
Medicare has changed the way many seniors and Medicare eligibles receive healthcare. Medicare will continue to evolve, especially as technology advances and Medicare Advantage plans increase in popularity. So, what does the future of Medicare look like? Topics to be discussed will include:
– Technology
– Wireless communication
– Monitoring and data
– Experimentation
– Tools and apps

3:15pm – 3:45pm
Networking & Refreshments Break

3:45pm – 4:30pm
Grow Your Business with Provider Marketing
Marketing your Medicare business is necessary to continually reach more potential clients and grow your business. Provider marketing includes marketing and forming relationships with physicians, dentists and pharmacies. These are providers that Medicare eligibles, or soon to be eligibles, regularly visit and already trust. Marketing to these providers will not only be good for you, but it can also be beneficial for the provider and the customer. You can serve as a trusted source to answer questions from patients, saving them time and helping them answer questions when they do not know the answer. You also help their patients by finding a plan that keeps them in their doctor’s network. This session will explore how to grow your Medicare business by marketing to providers.

4:30pm – 5:15pm
Marketing Trends for the Annual Election Period
Medicare marketing required extra attention this year amidst the pandemic and insurers are putting their customers’ best interests first in initial AEP messaging. Medicare beneficiaries have a growing number of plan options to choose from, and marketers spoke to their top priorities, including cost and health network. As health plans look ahead and approach loyalty messaging to existing customers, they will need to be agile in response to COVID-19, while remaining committed to the top priorities of beneficiaries. This session will explore marketing trends for the Annual Election Period.

End of Day One

Day Two – Tuesday, November 9, 2021
7:15am – 8:00am
Networking Breakfast

8:00am – 8:15am
Chairperson’s Recap

8:15am – 9:00am
CMS Guidelines for Marketing Medicare Plans and Compliance
Marketing is crucial to your success. It’s not only how you generate fresh leads, but also how you hang on to your existing members. Every year, CMS releases updated Medicare marketing and communications guidelines. This session will examine these guidelines and how you can stay compliant.

9:00am – 9:45am
Social Determinants of Health: A Market Opportunity?
Social determinants of health (SDOH) have moved to the forefront of healthcare in recent years, with everyone from CMS to Congress to private insurers acknowledging their role in improving health outcomes. Payers, in particular, have taken bold steps to address social determinants of health by forging innovative partnerships with providers and community organizations. While the industry works to address interoperability barriers that prevent data sharing at scale, these early partnerships aim to demonstrate the outcomes that are possible when social determinant data is taken into consideration. This trend is particularly important for Medicare and Medicare Advantage enrollees, who are statistically more likely to have at least one SDOH challenge, such as housing insecurity, social isolation or transportation barriers, among others. As enrollment in value-based plans such as Medicare Advantage continues to accelerate, particularly among increasingly tech-savvy baby boomers who have come to expect a better, more personalized care experience, payers are facing an enormous market opportunity. This session will inform payers on how to modernize their technology infrastructure to support care coordination that incorporates social determinants of health.
Learn how to capitalize on this market opportunity by prioritizing social determinants of health.

9:45am – 10:15am
Networking & Refreshments Break

10:15am – 11:00am
How Payers Can Optimize Star Ratings in the Medicare Advantage Market
As the US population continues to age, Medicare Advantage, the commercial alternative to fee-for-service Medicare, is becoming an increasingly important source of revenue for commercial health insurers. With more plans on the market, Star Ratings are increasingly important. This session will examine how payers can optimize their ratings performance to position themselves for success.

11:00am – 11:45am
Leveraging Consumer Data to Grow Medicare Market Share
How can a health plan better understand the consumers in its market – and use this knowledge to maintain and grow its market share in an ever-changing regulatory environment? In this session learn how to leverage consumer data to better understand your enrolled book of business in comparison to competitors, as well as how data can inform decision making related to product/plan development, channel preference, value proposition messaging, go-to-market strategy, and other aspects of a targeted consumer approach. Topics to be discussed will include:
– Leveraging data to discover opportunities and risks
– How to use hyper-local consumer segmentations to attract, retain, and engage members
– How to operationalize data analytics to make marketing campaigns more effective
– How to develop a customer-centric, data-driven culture of innovation

11:45am – 12:30pm
Designing a Competitive Supplemental Benefit for Your Medicare Advantage Members
This session will highlight the importance of supplemental benefits for Medicare Advantage insurers as they seek to create value and differentiate their plan offerings for their beneficiaries. Decision makers must understand the current state of supplemental benefit coverage in order to make informed trade-offs in future plan design decisions. Learn how supplemental benefits are a key value driver for seniors and are leveraged by Medicare Advantage insurers in order to attract membership and improve health outcomes.

Conference Concludes

Workshop – Tuesday, November 9, 2021
12:45pm – 2:45pm
How Engagement Can Drive Medicare Advantage Program Success

Many plans have ramped up their communications to members in an effort to stay top of mind for those who might be shopping for a new plan. In particular, plans are working to expand their Medicare Advantage membership because of their stability and their growth potential as more Baby Boomers retire. As plans look to attract new Medicare Advantage members, they should equally consider their strategies for retaining current enrollees. Retention is central to successful care management because plans cannot influence a member if they are only enrolled for a short period of time. Further, the more time that a plan has a member enrolled, the greater the opportunity to strengthen the relationship, increase satisfaction and improve quality scores which can bolster retention. Engagement can be a powerful tool for plans seeking to grow their Medicare Advantage programs, but it takes more than a one-size-fits-all approach. Plans must focus in on the individual and tailor the experience to their journey if they want to reach and engage their members—and drive health care quality improvement. This session will explore ways plans can use engagement to meet their quality and retention goals, including:

  • Focusing on the right members
  • Identifying levels of engagement
  • Learn from each campaign
Aria Resort & Casino
3730 Las Vegas Blvd. South
Las Vegas, NV 89158
Sponsors and Exhibitors

Are there group discounts available?

  • Yes – Register a group of 3 or more at the same time and receive an additional 10% off the registration fee

Are there discounts for Non-Profit/Government Organizations?

  • Yes – please call us at 800-743-8490 for special pricing

What is the cancellation policy?

  • Cancellations from vendors received 4 weeks prior to the event will receive a refund minus the administration fee of $225. Cancellation received less than 4 weeks prior to the event will receive a credit to a future event valid for one year. There is no fee for Hospitals/Health Systems to cancel.

Can the registration be transferred to a colleague?

  • Yes – please email us in writing at info@brinetwork.com with the colleague’s name and title
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