MARKETING MOTIVATORS Our 2021 Medicare Marketing & Sales Summit is going virtual: Sneak a peek at this year’s slate of powerhouse keynote speakers.
nº5 - Winter 2021
THE LATEST NEWS CMS releases 2022 Medicare Advantage and Part D Rate Announcement
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5 strategies for a Medicare Part D 5-star rating amid COVID-19
Regulatory update: MA penetration rate reaches all-time high; CMS’ Verma weighs in on the future of value-based care
Medicare Advantage vs. traditional Medicare: 10 findings on utilization, outcomes, and costs
Pandemic to opportunity—How Medicare marketers are surviving and thriving: 2020 and into 2021 DMW
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The unintended consequence of social distancing on older adults Fox Rehabilitation
Regulatory roundup: CMS permanently expands Medicare telehealth services; announces new payment model to advance regional value-based care
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Letter From the Chair The Annual Enrollment Period (AEP) has come and gone, and it is all over except for the clean-up. After all the hustle and pressure has subsided, are we fondly reflecting on the previous several weeks and asking ourselves, “All this and a paycheck, too?” I think not. I never went through an AEP without feeling completely fatigued. Thank goodness for the holidays for a respite before returning to the job. It goes without saying that 2021 will have to be a much better year if we can beat this pandemic with the rollout of vaccinations in the upcoming quarters. For those new members we just enrolled for January, though, having our Medicare Advantage coverage starting in January means a great deal. The peace of mind of having terrific Medicare Advantage coverage goes a long way in easing their minds and reducing the stress of these current times. It is time for us to reflect on that wonderful service we have teed up for them in the coming year.
A look ahead WHAT MEDICARE
ADVANTAGE WILL LOOK LIKE IN 2021
The Centers for Medicare & Medicaid Services (CMS) has also teed-up some changes for us via the twists and turns of the advance notice. Yet we have a long history of adapting to the regulatory shifts and changes. Also, new regulations around the eligibility of beneficiaries with End Stage Disease to join our plans will be a novel development. Additionally, we know that CMS has nine MAPD sponsors implementing a VBID product this year that carves-in hospice benefits to the benefit structure, integrating the continuum of care for members needing hospice care. These new features represent the maturing of the Medicare Advantage program: CMS wants Medicare Advantage plans to care for populations and cohorts of beneficiaries who previously were the financial responsibility solely of the Original Medicare program. Along the same line of thinking, we all know that Social Determinants of Health (SDoH) is more than a buzz word: it’s a real “thing.” While Special Needs Plans have been around for quite a while, the scope of our responsibilities has enlarged as we come to understand more about the needs of this population when we dial-in the SDoH considerations. Now CMS views the advanced care coordination, quality, and accountability of the Medicare Advantage ecosystems as an appropriate place to get better value-based care for these beneficiaries. Medicare Advantage grows up! I hope these observations help you recognize the tremendous value of the work you do, which might perk you up after the bruising annual AEP complicated by the novel coronavirus. On behalf of RISE, I wish you and your families safety, health, and joy during the upcoming year.
Kevin Mowll RISE Medicare Member Acquisition & Experience Community Chair
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3 FINDINGS FROM THE RISEENGAGYS 2020 SURVEY ON THE STATE OF CONSUMER HEALTH CARE ENGAGEMENT Engagys and RISE have collaborated once again to release our 5th annual State of Healthcare Engagement Survey. Here’s a sneak peek on what the 2020 findings revealed. Engagys Managing Director Kathleen Ellmore will review the full survey findings during the RISE 2021 Medicare Marketing & Sales Summit, a live-streaming virtual event, Feb. 22-23. This research survey is designed not only to help better understand the rate at which health care organizations have adopted the techniques pioneered by consumer marketing firms, but also to highlight the evolution of each technique or priority area annually. Yet this year provided us with a unique perspective. As COVID-19 continues to grip the world, response trends from previous years have changed. The survey was released in November of 2020, and our methodology closely mirrored our previous approaches, with
analysis based upon responses from individuals working across approximately 100 health plans, providers, and other health care entities. The nature of our respondents and the organizations they represent offers us wide variation in the adoption and sophistication of advancing practices. However, what has not varied is the continued focus and growth of consumer engagement in the health care industry. So what did the 2020 findings reveal?
An increase in the use of multiple outreach channels Recent survey results show us that the use of digital channels has quickly gained momentum as more costly channel use has begun to plateau. Given the pandemic and its dramatic acceleration of digital adoption by seniors this is not a surprise. Seniors know how to “Zoom” with their grandkids, and they’ve seen their doctor
on Facetime. Across member populations email is used more frequently, potentially indicating that faster communications were critical in 2020. Additionally, it appears that both speed and flexibility do propel effectiveness of outreach channels as both email and SMS text outreach were deemed more successful means of outreach than in previous years (pictured in the chart below).
Seniors know how to “Zoom” with their grandkids, and they’ve seen their doctor on Facetime. These survey findings validate what we have long known about multi-channel outreach and member engagement. Meeting consumers on preferred channels will lift response.
Complex impediments to success
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When queried regarding impediments to success, respondents noted that more complex challenges have elevated some concerns, such as interdepartmental issues, skills, and budget higher than they had been in previous years. Likewise, a long-time impediment, data access, now continues to drop in concern versus past response years (see chart on next page). MA&E COMMUNITY NEWSLETTER
Again, Engagys’ work with clients has validated that communications governance is a particularly challenging issue at health plans. Frequently, communications are developed with limited governance, perpetuating member abrasion problems across the enterprise. Implementing communications governance and action arbitration—ensuring choke and control communications at the population level and at the member level—can drive optimization and cost savings. All while improving the member experience.
Measuring engagement and the value of SDoH programs Almost half of survey respondents find benefits from consumer engagement (see chart on right). Nearly a quarter reported a “great deal” of positive impact. Interestingly, response rates are the most common way to measure engagement programs followed closely by quality and clinical outcomes—not cost or ROI. For SDoH programs helping members and improving care are the key metrics for success measurement—again not cost or ROI. Within SDoH programs, behavioral health efforts have had the most success (see chart on bottom right). In our work with clients, we have seen significant portions of budgets consumed by poorly managed communications, and as a result, we have also seen an increasing focus on identification of cost savings by moving from print to digital communications. Cost savings can then subsidize infrastructure investments required to enhance consumer engagement. The above findings showcase the role COVID-19 has played in our respondents’ areas of focus. Now more than ever, effective communication is critical to driving member satisfaction and trust. Join us at 1:20 p.m. EST, Monday, February 22nd at the virtual RISE Medicare Marketing & Sales Summit 2021 where Engagys Managing Director Kathleen Ellmore will review the full survey findings in her session entitled Unveiling the Fifth Annual Survey of Healthcare Consumer Engagement Practices.
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RISE ANNOUNCES KEYNOTES FOR FEBRUARY’S VIRTUAL MEDICARE MARKETING & SALES SUMMIT
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A former Disney executive, an award-winning business author, and a Hall of Fame motivational speaker will present keynote addresses at the 2021 Medicare Marketing & Sales Summit, a live-streamed virtual event, which includes pre-conference workshops and a member reception on Feb. 19 and the main event. Feb. 22-23.
service training initiative in the company’s history. In 2014, his unique entertainment and training experience was called upon to be part of the opening team of Harry Potter’s Diagon Alley expansion at Universal Orlando.
RISE is excited to announce the slate of powerhouse speakers who will present keynote addresses during the 2021 Medicare Marketing & Sales Summit.
Marilyn Sherman Dean Lindsay
Louie Gravance Louie Gravance, otherwise known as “the guy who can make the Disney service concepts work outside of Disney,” will motivate attendees with a keynote that addresses basic skills that can help you consistently deliver “magical” service moments. He will present the keynote during a welcome reception at 3 p.m. Friday, Feb. 19. Gravance spent more than 25 years with Disney theme parks, designing everything from live-entertainment experiences to customer service training programs through the Disney Institute in Orlando, Fla. He received the Disney Partners in Excellence Award and the Spirit of Disney Award and has been recognized internationally as a Disney keynote speaker, having begun his professional speaking engagements on behalf of Disney in 1998. He now works as a consultant, customer service speaker, and corporate culture guru. Gravance is credited with “literally changing the consciousness of business in America” through his service campaigns and initiatives that have included Bank of America’s “The Bank of America Spirit” campaign, which was deemed the most successful customer
the United States Patent and Trademark Office.
Business author and thought leader Dean Lindsay will present the opening keynote on Monday, Feb. 22, the first day of the main conference. He will discuss how marketing and sales professionals can ramp up customer service and member engagement and revamp their approach to consumer interaction to ensure high retention rates. Lindsay, who was hailed as an ‘Outstanding Thought Leader on Building Priceless Business Relationships’ by Sales and Marketing Executives International, is the host of C-Suite Network TV’s The DEAN’s List. He joined Synclab Media, the video-centric digital marketing company, as chief marketing officer in 2016. His books, How to Achieve Big PHAT Goals, The Progress Challenge: Working and Winning in a World of Change, and Cracking the Networking Code: 4 Steps to Priceless Business Relationships, have sold more than 100,000 copies worldwide and have been translated into Chinese, Hindi, Polish, Korean, Spanish, and Greek. He has also been a featured contributor to CEO World Magazine, The Smart Manager (India), Sales and Service Excellence, Training Magazine Europe, Executive Travel, LabX Media, Networking Times, and the American Management Association’s Moving Ahead magazine. Lindsay’s clients include: American Airlines, Texas A&M, New York Life, Marriott, Heinz, Hilton, American Express, Western Union, Verizon, Amway, Nestle, the United States Peace Corp., and
Hall of Fame Motivational Speaker Marilyn Sherman will present the Tuesday morning, Feb. 23, keynote address on leadership in times of uncertainty. She will offer tips to motivate your team to remain driven to succeed during challenging times, increase communication and interaction with employers working virtually, and thrive by implementing incentive programs to increase productivity and maintain a competitive edge. Sherman has spent the last 22 years motivating audiences all over the country, and internationally with topics about hope, inspiration, and practical tools to implement immediately. A graduate of Washington State University, she is currently an Artist in Residence for High Point University. Clients that have been inspired by her keynotes include CocaCola, McDonald’s, the F.D.I.C., the U.S. Post Office, and every kind of association from Candle companies to Bar Association Executives, to SHRM. She is also the author of four motivational books including her latest on goal-setting released this year called “Is There A Hole In Your Bucket List?” Sherman serves on the board of a nonprofit after school program for homeless and underprivileged youth called The Village of Hope and is very involved with Catholic Charities of Southern Nevada. The virtual 2021 Medicare Marketing & Sales Summit will take place Feb. 22-23 with pre-conference workshops and a welcome reception on Friday, Feb. 19. Click here for the full agenda, list of speakers, brochure, and information on how to register. CLICK TO SEE OTHER ARTICLES
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CHECK OUT THE PRELIMINARY AGENDA FOR RISE’S VIRTUAL 2021 MEDICARE MARKETING & SALES SUMMIT
AEP 2020 shopping trends and lessons learned, regulatory changes that impact sales and marketing, and strategies that small and regional plans can use to compete with national plans are just a few of the sessions planned for the live-streamed virtual event in February. RISE is excited to announce the following speakers and general sessions for the 2021 Medicare Marketing & Sales Summit on Feb. 22-23, 2021.
Planned general sessions on Monday, Feb. 22 George Dippel, SVP client services, Deft Research, will conduct a deep dive into the outcomes of the AEP shopping study in a morning session on the first day of the main conference. Dippel will offer a recap of AEP 2020, including changes to shopping trends of eligible members, discuss the impact of COVID19 on consumer behavior and switching of health care coverage, and analyze changes post-COVID to prepare for AEP 2021 and 2022. Later that morning, panelists will offer their lessons learned from 2020 AEP during COVID-19. Todd Rau, director, Medicare markets, Indiana University Health Plans, Inc.; Matt Miles, 8
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director of health plan sales and marketing, CHRISTUS Health Plan; and Heather Rollins, department vice president, individual and small group sales, Blue Cross and Blue Shield of Kansas City, will discuss successful approaches and tools for AEP 2021 based on lessons learned in 2020. Duane J. DiFranco, M.D., vice president of Medicare stars and clinical performance, Blue Cross Blue Shield of Michigan, and Keith Brophy, director of business lab product team, Emergent Holdings. will kick off the Monday afternoon sessions with a presentation on how to capitalize on member data for a streamlined marketing approach. Dr. DiFranco and Brophy will explain how to leverage existing member data to optimize communication to lead existing members and prospects to the right Medicare Advantage plan, apply a coordinated-strategic series of digital engagement “nudges” to aid members in plan selections, use key messages to micro-segmented audience based on their current life situation, and create a flexible campaign based on insights from AI/machine learning through member interactions. After the virtual networking lunch, we’ll learn the results of the 5th annual
RISE-Engagys survey of healthcare consumer engagement practices during a bonus session with Kathleen Elmore, managing director, Engagys. Ellmore will go over the findings from this year’s survey and uncover the successful mix of channels of consumer outreach during this unusual year, calculate the changes in budget allocation for marketing due to changes brought forth by the pandemic, and help you compose an action plan to be competitive within your region. The day will end with a state of the industry address on Medicare marketing and sales in a post-pandemic world with panelists Jason Vallejos, executive vice president, Syndicated Insurance Agency, LLC; Jennifer Rossbach, marketing manager, government programs/ compliance Lead, marketing & communications strategy, Health Alliance Plan; and Shannon M. Drotning, director of Medicare and individual sales, Providence Health Plan. The panel will describe how to stand out from the crowd in an over saturated marketing arena to increase visibility and quality of your organization, increase accessibility to your products and services to members and potential members and increase awareness of the value of your product offerings, and ensure ease of use of your
services and website to meet the needs of consumers effortlessly.
Planned general sessions on Tuesday, Feb. 23 The morning will feature a panel discussion on how to stay a step ahead of the competition: proven strategies to compete with national plans. Panelists will include Steven Selinsky, vice president of product strategy, marketing and community outreach Health Alliance Plan; Jim Meyers, chief of sales and marketing, ATRIO Health Plan; and Heather Rollins, department vice president, individual and small group sales, Blue Cross and Blue Shield of Kansas City. They’ll discuss strategies to elevate your
organization with exceptional customer service scores to highlight the authentic personal connections with your members, communicate a concise message that everyone uses to call out your competitive advantages in the local market, increase visibility within your region through unique marketing approaches to improve brand awareness, and develop your loyal broker channel to extend your reach within the region and boost membership.
session will include strategies to ensure compliant audits and oversight of field agents during and after the pandemic to avoid potential penalties, review of the Medicare Communication and Marketing Guidelines CY 2021 updates and analyze what to expect in 2022 and discover solutions for virtual sales practices by capturing electronic signatures and voice recordings to meet CMS standards as well as providing tools for agents to achieve success.
Naomi Irvin, director, division compliance-sales, marketing & communications, BlueCross BlueShield, North Carolina, will be on a panel that reviews the regulatory changes from CMS that impact sales and marketing. The
The afternoon will feature an interactive discussion on unsuccessful strategies. Panelists Larry Bacca, vice president, sales & marketing, Inter Valley Health Plan, Jotham Cortez, sr. director of broker programs, Essence Healthcare, and Todd Rau, director, Medicare markets, Indiana University Health Plans, Inc., will use this lighthearted and sharing environment to discuss unsuccessful strategies that have become learning tools. The session will conclude with an open mic forum to hear stories from attendees. The conference will conclude with a wrap-up panel that will examine the impact of 2020 on marketing, sales, product design and member engagement and action items to implement in 2021. Heather Rollins, department vice president, individual and small group sales, Blue Cross and Blue Shield of Kansas City, and Hank Osowski, managing partner, Strategic Health Group, will recap the themes covered by the conference, focusing on tactical takeaways that you can implement within your organization when you’re back in the office.
RISE is excited to deliver an unmatched virtual conference Educational Sessions
experience for professionals in Medicare Advantage sales, marketing, product design and member engagement.
Editor’s note: The live-streamed 2021 Medicare Marketing & Sales Summit will take place Monday and Tuesday, Feb. 22-23, 2021. Pre-conference workshops will be held on Friday, Feb. 19. Click here for more information on sessions in concurrent tracks, our tools and technology spotlight sessions, roundtable topics, our exhibit hall, and networking opportunities, including our Monday cocktail reception. For more information, click here.
Join us at the marquee Medicare Marketing and Sales event offering innovative tactics in a highly competitive Keynote Speakers
environment. Gain priceless insights from the best speakers in the industry during our three-day event providing three tracks, round-table discussions, and invaluable experience from service and solution providers to maximize your processes and operational success.
Industry Speakers
Interactive Roundtables
Tools and Tech Spotlights Interactive Breakout Roundtable Discussions Pre-Conference Workshops
M E D I C AR E MA R K E T I N G S A LE S S U M M I T. C O M v3 dw 1/15/21
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RISE’S VIRTUAL MEDICARE MARKETING & SALES SUMMIT TO OFFER PRECONFERENCE WORKSHOPS ON PRODUCT DESIGN, MEMBER ENGAGEMENT The first pre-conference workshop will address product design and competitive analysis essentials. The hands-on workshop will take place noon to 3 p.m. EST on Friday, Feb. 19.
Shannon Decker, VP of clinical performance, Brown & Toland, and Ashlyn Frazier, lead Medicare retention consultant, Health Alliance Plan, will help lead the session.
Kristy Strain, director of product and marketing strategy, Health Alliance Plan, will lead workshop attendees through a roadmap for successful team collaboration among product design, marketing execution, and sales innovation functions.
The hands-on workshop will provide attendees with proven tactics and innovative strategies to expand member engagement approaches and ultimately increase experience and strengthen bond with members.
Workshop attendees will leave with an understanding of each departments’ role and the tactical steps their teams can take to achieve cross-functional collaboration: • Structure product design to differentiate from the heavy hitting national plans to gain an advantage in the market • Capitalize on experiences with members to identify which benefits are most desirable • Create and implement a sales strategy to highlight the value of the product offerings to increase new membership • Structure marketing campaigns to increase visibility of product offerings to new prospects The second pre-conference workshop offering on member engagement and customer experience will also take place noon to 3 p.m. EST on Friday, Feb. 19. 10
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Attendees will walk away with the ability to: • Assess current strategies for member engagement and find new approaches to increase satisfaction levels with the member experience • Prepare your customer service teams with the arsenal they need to make an impact and increase levels of satisfaction • Capture new ideas from different industries and competitors on how they are engaging members virtually to increase likelihood of retention • Confirm success of new approaches through data analytics • Identify gaps in your current capabilities to effectively achieve your goals • Plan for a second wave of COVID19 and strategies to close gaps in the meantime
The workshops will be followed by a virtual welcome reception from 3 p.m. to 5 p.m. EST. During the reception, Louie Gravance, former Disney Institute professor, will present a keynote address that explores basic skills that can help you consistently deliver “magical” service moments. Click here to learn more information about RISE’s virtual Medicare Marketing & Sales Summit and preconference workshops and how to register for the program.
Perks of the virtual conference Attend the sessions from the comfort of your home office. Enjoy: • Small group on-camera talks with speakers, solution providers, and your peers • Video replay for each presentation for 90 days following the event • Easy communication with your colleagues and speakers during the event using our chat and question box functions
UPCOMING EVENTS Medicare Marketing & Sales Summit A Live-Streaming Virtual Event February 19-23, 2021
AEP Medicare Readiness Summit 2021 June 21-22, 2021 Omni Nashville
Medicare Product Design Master Class Save The Date For September 2021
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QUESTIONS? REACH OUT TO OUR TEAM
Ilene MacDonald Editorial Director imacdonald@risehealth.org
Tricia Rosetti Content Marketer trosetti@risehealth.org
Tracy Anderson Marketing Coordinator tanderson@risehealth.org
Debbie Weidrick Graphic Designer dweidrick@risehealth.org
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