Home Agenda Speakers Sponsors Location Lodging Platinum Gold Silver Associatio Registration and breakfast in Harvard Hall - exhibits open Monday 8:00 AM Welcome Monday 9:00 AM Speaker(s): Wes Ervin VP, Insight Forums and Events Art Plus Technology Keynote: Emerging Trends in Communications - At the Core of Consumer Empowerment Monday 9:15 AM Significant changes are coming in how healthcare consumers and providers communicate and consume information. Changes in the healthcare and business environment, shifting demographics, and technological breakthroughs all play a role. In this keynote Dr. Joyce Flory, a leading healthcare communications writer and marketing strategist, will explore trends ranging from personalization, globalization, and engagement, to democratization, simplicity, and the shift from information to influence. Joyce will discuss the many facets of empowerment, including RSS demand and maturity, the explosion of podcasting, the rise of video blogs, consumers as producers and distributors, social networks, next-generation search, and convergence. Speaker(s): Joyce Flory Principal Communications for E-Business and Health Refreshment Break - exhibits open Monday 10:00 AM Top Trends in Healthcare Communications 2006 Monday 10:15 AM Just about everyone agrees that the healthcare industry needs to improve the communications that are provided to consumers. Study after study reports that Americans rank their healthcare communications as the most confusing documents they receive. And with the consumer-directed plans gaining momentum, things could get even more complicated and confusing. But we also see some organizations making serious efforts to improve this situation. In this session weÕre going to orchestrate what promises to be a very spirited discussion and debate. Come hear these veteran industry professionals offer their views on the trends, best practices, and key communications challenges facing us today. Speaker(s): Brooke Billingsley Vice President Perception Strategies, Inc. Brad Holmes VP and Practice Leader, Healthcare & Life Science Forrester Research Louise Lavere Senior Director, Corp. Communications & Affairs HealthNow New York Rick Morrison CEO Remettra, Inc. Stan Nowak President and CEO Silverlink Moderator: Wes Ervin VP, Insight Forums and Events Art Plus Technology Refreshment Break - exhibits open Monday 11:00 AM The Communications Challenges of Consumer Directed Healthcare Plans Monday 11:15 AM A decade of double digit increases in healthcare costs has created the need for new provider models and reimbursement strategies. The era of first-dollar employer coverage and two tier co-pays may be coming to end. Nearly one third of employers are offering high deductable/consumer directed health plans. The cost-shifting and high deductible health plans will require better and more accessible information for patient/consumers. How do providers, hospitals, pharmaceutical companies, and payers meet the communications challenge? Can payers incent plan members to embrace consumerism? Will consumers be able to make informed decisions? What are the information sources for consumers? How reliable is the information in hospital, physicians, drug and plan comparison tools? Hear representatives from payers, providers, and pharmaceutical companies sort through the issues and challenges. Speaker(s): Raj Amin President HealthiNation Robert Goldberg Vice President The Center for Medicine in the Public Interest David Lenihan CEO CareGain, Inc. Megan Spicer Director, CDHC Product Strategy Great-West Healthcare Moderator: Russell Lamontagne President Corinth Group Communications Lunch in Harvard Hall - exhibits open Monday 12:00 PM Creating Clear, Effective HRA EOBs through Member Research Monday 1:30 PM When Aetna launched the Aetna HealthFund, they knew that educating, motivating, and empowering members to start making new choices was key to success. They also recognized that the ÒfunctionalÓ monthly EOB had the potential to deliver measurable impact. By bringing members into the development process, Aetna created an EOB that serves as a valuable tool for their members as well as the company. Launched earlier this year, the new simplified EOB serves as a key component of an integrated, comprehensive communications plan and has performed exceptionally well in competitive testing. In this session Lauren Flesher, who was a member of the project team, will present this case study showing the benefits of employing a design and development strategy driven by consumers themselves, an Òoutside-inÓ approach to communications that fosters greater understanding of key information and available options. The result: the consumers have greater confidence in making decisions that are right for them. Speaker(s): Lauren Fleshler Senior Strategist Addison Talking to the Baby Boomers and the Mature Market about Health and Health Insurance Monday 1:30 PM Consumers confront a changing marketplace of health information and health benefit programs. From consumer-directed health insurance to Medicare Part D, consumers are struggling to understand how to find the best product to meet their needs. Our panel of experts will discuss the challenges in communicating complex health and health benefits information to the Baby Boomers and older consumers unaccustomed to taking an active role in their healthcare and health benefits decisions. They will discuss health literacy and identify ways to help older individuals make health insurance/benefits decisions. The panel will provide additional information regarding effective communication with culturally diverse populations, techniques for helping the older consumer become more involved in healthcare decision-making, and the use of intermediaries to aid in communication. Speaker(s): Sue Anderson Principal Health Benefits ABCs William Benson Principal Health Benefits ABCs Marisa Scala-Foley Associate Director Access to Benefits Coalition Refreshment Break Monday 2:30 PM Case Study: How UnitedHealthcare Tamed the Complexity of Medicare Part D Monday 2:45 PM The Part D prescription drug benefit is the biggest change to Medicare since the program started 50 years ago. Last spring UnitedHealth Group decided to develop a publication to explain the new program to consumers before the enrollment period started. UnitedHealth Group distributed more than 10 million copies through civic organizations, associations for senior citizens, and retail pharmacists, including CVS, Eckerd, Rite-Aid, Walgreens, and Walmart. In this presentation the design strategist will share how his team helped UnitedHealth to simplify the complexities and communicate the key ideas of the Part D program. He will show how the team created simple visual models of key ideas and tested those prototypes during development. He will offer candid observations about what works and what doesn't. Speaker(s): Don Moyer Designer ThoughtForm Inc. Patient Communications at the Point of Care Monday 2:45 PM With patients bearing more of their healthcare costs, they are becoming more involved with personal healthcare decisions. This trend has forced healthcare providers to rethink how they compete for these more discerning patients. CMS recently introduced the Consumer Assessment of Healthcare Providers and Systems (CAHPS) Survey, which will likely become an important influence on how patients, and payors, select healthcare providers. In this presentation David Schofield surveys whatÕs new in innovative point-of-care technologies, whatÕs giving quantified results in terms of improved satisfaction and cost reduction, and whatÕs looming on the horizon. Speaker(s): David Schofield President and CEO Skylight Healthcare Systems Refreshment Break Monday 3:45 PM Case Study: How BCBS of Florida Developed their Personal Health Report Monday 4:00 PM One of the most exciting developments in the growth of consumer-directed health plans is the advent of the Personal Health Report (PHR), a highly personalized analysis outlining each covered individualÕs health activities. The report is developed using member claims data, vendor health content and leading-edge variable programming and data management capabilities. Blue Cross and Blue Shield of Florida (BCBSF) led the forefront in March of 2005 with the first personalized health report in the marketplace by offering it to its BlueOptions product line, a family of consumer-driven health plans that is growing at a rate of 20,000 members per month. This BlueOptions report is free and helps members keep track of their spending while also showing the value their health plan provides via cost breakdowns at the physician, hospital and pharmacy levels. The PHR incorporates preventative health tips based on age and gender for everyone on the contract as well a newly-integrated pharmacy messaging capability specific to members' claims history. In this presentation, Laura Palmer will give us a guided tour of BCBSF's PHR, focusing on key features and their benefits to members. Laura will share some of her experiences in helping to develop this innovative product and talk about the future for the BlueOptions PHR. Speaker(s): Laura Palmer Member Innovation Leader Blue Cross Blue Shield of Florida Warning: This Label May be Hazardous to Your Health Monday 4:00 PM Readability and accessibility of healthcare packaging design is an important issue that directly relates to communications for healthcare consumers. The abilityÑor inabilityÑto read and comprehend information such as usage and dosage, warnings and directions, is critical for all consumers, but particularly the elderly. Although the FDA has recently established new over-the-counter medicine label regulations, these critical details often remain illegible to seniors because of the minimum type size and other poorly designed graphical elements. Result from pilot studies with elderly consumers identify and demonstrate effective communication solutions for a healthcare packaging design. Speaker(s): Mookesh Patel Chair and Associate Professor Arizona State University Cocktail Reception in Harvard Hall - exhibits open Monday 5:00 PM Time to mix and network - sponsored by Art Plus Technology and Personix Registration and Continental Breakfast in Harvard Hall - exhibits open Tuesday 8:00 AM How the Right Communications Can Boost CDH Plan Acceptance Tuesday 9:00 AM The CDH plan is a simple idea. Implementation is another matter. These plans are so new that there is not much accumulated best practices. This session will get down to the specifics. The speakers apply what they have learned about consumer communications in other industries to the new challenges of CDH plan implementation. They will explore the critical success factors, including plan design, rollout communications, and ongoing self-help resources and tools. They will provide data from research studies on how different methods and types of communications can boost HSA enrollment by as much as 20 percent. Finally, they will survey some of the tools and techniques that can help participants understand how to maximize their account benefits and optimize use of healthcare services. Speaker(s): Elizabeth Gooding CEO Art Plus Technology Kathleen McCormick Senior Vice President, Business Development HSA Bank Refreshment Break - exhibits open Tuesday 10:00 AM Case Study: How Evanston Northwestern Healthcare created an online interactive Òcare pathÓ for patients and physicians Tuesday 10:15 AM Evanston Northwestern Healthcare (ENH), affiliated with Northwestern University, wanted to provide patients with a virtual Òcare pathÓ where they could see what their treatment would entail, from diagnosis to rehabilitation to recovery. That would require transforming their informational Web site with just 20 static pages into a fully interactive online experience. Today the ENH site and portal delivers 880,000 pages of health-related content plus online services tailored to serve both patients and physicians. In this presentation youÕll see how ENH had to tear down information silos across departments and integrate a Web content management solution that could publish information from multiple sources. The results: patient traffic to the Web site has surged 300-400 percent, while the costs associated with printed healthcare information have dropped. Speaker(s): A.J. Melaragno Assistant Vice President, Interactive Operations Evanston Northwestern Healthcare William Rogers CEO Ektron Consumer Self-Help Tools Tuesday 10:15 AM Many consumers practice self-medication. But the results arenÕt always beneficial or benign. The elderly, in particular, often put their health at risk. This presentation introduces innovative work that has been done at Center for Health Intervention and Prevention (CHIP) at the University of Connecticut in Storrs. The multi-disciplinary team has developed a system that helps seniors learn to avoid common, harmful, drug interactions among OTC and prescription medications. The patients enter current self-medication behaviors independently on a wireless, touch-screen tablet PC linked to a secure database. Based on an analysis of that data, the computer generates and delivers tailored, educational content specific to the patientÕs risks. The program is integrated into patient care to optimize limited patient-provider contact. Speaker(s): Zoe Strickler Design Research Affiliate Center for Health Intervention and Prevention Refreshment Break Tuesday 11:15 AM Portals: Powering Self-Service and Competitive Advantage Tuesday 11:30 AM As healthcare costs climb relentlessly, payor organizations are investing in Internet portals for members, providers, and employers. With the growing emphasis on member initiative and choice, payors are using their portals to enable members to service themselves in many new ways, such as to check the status of a claim, order a prescription, register for personalized plan information and wellness tools, view current and past claims, view benefits information, search provider directories, request and print ID cards, access planning tools, and change primary care physicians. In this presentation Peter Schidlowski provides an overview of portals, their application in the healthcare industry, and their connection to Service Oriented Architecture. Speaker(s): Peter Schidlowski Senior Vice President and General Manager-Houston Personix Marketing Medicare to Seniors Tuesday 11:30 AM Healthcare marketing can be a minefield. What works in one segment may blow up in another. The Medicare and senior markets have their own challenges, and marketers have to tailor communications to the lifestyle and values of this market. This session will look at an array of marketing strategies, including customer segmentation, product messaging, positioning and sales cycle management. Tactics such as direct mail, television promotion, agent selling, and community outreach will also be examined. The speaker will use several Medicare Part D and Medicare Advantage client case studies as learning tools. When you leave this session youÕll have a better understanding of the ÒdoÕs and donÕtsÓ of senior marketing Speaker(s): Lindsay Resnick Senior Vice President Finelight Insight Award Lunch Ceremony in Harvard Hall - exhibits open Tuesday 12:30 PM Insight Forums is proud to host the ceremony for the first annual Insight Awards for Customer Advocacy in Healthcare Communications, which will take place during lunch on Tuesday, September 12. Art Plus Technology launched and sponsors this program that aims to identify and honor healthcare organizations that are using their communications to advocate for the best interests of their members and the public at large. Dr. Deborah Bosley, the chairperson of the independent panel of judges who evaluated all the nominations, will explain the purpose of the program, explain the criteria used in judging the entries, and then announce the winner. Be on hand to applaud a deserving healthcare organization that is proactively providing information that helps consumers better help themselves! Speaker(s): Deborah Bosley Director, Center for Writing, Language, and Lit. UNC Charlotte Farewell - conference and exhibits close Tuesday 2:00 PM Copyright@InsightForums The conference sessions, abstracts and presentations at the The Financial Communications Forum are copyrights of Insight Forums and the speakers. Privacy Statement