Individual Health Plans: Marketing, Data & Strategic

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Event Date/Time: Nov 01, 2007 End Date/Time: Nov 01, 2007
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Individual Health Plans: Marketing, Data & Strategic Implications
A Webinar & Audio Conference Event

Thursday, November 1st, 2007 at 1-2:30PM Eastern

A Webinar & Audio Conference with Sam Gibbs, Senior Vice President, eHealthInsurance; Lindsay Resnick, Chief Marketing Officer, Finelight Marketing Communications; and Douglas B. Sherlock, CFA, Senior Health Care Analyst, Sherlock Company.
This event provides three key perspectives for those involved with, or monitoring, the individual market: 1) the case experience of e-HealthInsurance, the nation's leading online source of health insurance; 2) the Sales and Marketing strategic expertise of a senior health plan marketing expert, and 3) the critical analysis of the individual market from one of the nation's leading health plan benchmarking, financial and strategic analysts.
The Individual Health Insurance Market might be the highest growth sector for health plans today. The confluence of a shrinking base of mid-size and small employer group coverage, consumerism, internet distribution and tools, rapidly changing plan designs, and demand for more affordable options have fueled this growth and created an shifting environment. Health plans need to re-position themselves to adapt these changes and opportunities, and need to invest in the technology, marketing strategies and platforms, and achieve an understanding of the core metrics in order to succeed.
Internet Solutions
• A case study of e-Health's eHealthInsurance provides key information, data and experience regarding Individual insurance from the nation's leading online source of health insurance.
• The eHealth technology platform has revolutionized the way Americans shop for and compare health insurance polices by bringing insurance plans from multiple carriers online and enabling users to compare benefits side by side and apply for the plan that best meets their needs.
• eHealth will explore new and innovative ways to make health insurance options more affordable and accessible for individuals and families.
Marketing: Segmentation, Positioning and Sales
• As employer-based health insurance erodes, the emergence of a multi-faceted individual medical market means opportunity. From product options to customer demographics, this highly competitive consumer segment depends on a well-managed marketing and sales strategy - one that articulates your selling proposition and delivers the right message, at the right time, in the right place.
• Marketing health insurance to individuals, through agents or direct-to-consumer, requires an ability to segment and connect with prospective customers logically and emotionally. This means a deep understanding what's important to them, what they want and how they feel about their health insurance benefits.
• Marketing strategy, customer segmentation, product positioning, sales cycle management, and brand response marketing for Individual products will be thoroughly discussed.
Individual Market Data and Analysis
• Data from the e-HealthInsurance case experience will be shared.
• Health Plan industry wide metrics and analysis applicable to the Individual market will be explored. Metrics that health plans employ to measure the performance of these products will be examined.
• Selected relevant results of the Sherlock Company 2007 SEER study will be presented which suggest various performance attributes of the individual market may not as different from the group business as some have perceived.
Participants will:
6. Achieve a heightened understanding of the impact and strategic importance of Individual products and offerings in the current and future marketplace
7. Understand the implications, scope, available tools and technology, and current application of Internet Solutions for the Individual Market
8. Become well-versed in the specific sales and marketing approaches that should be taken to the Individual market, including Marketing strategy, customer segmentation, product positioning, sales cycle management, and brand response marketing.
9. Gain the benefit of lessons learned, success strategies and key data from case studies
10. Receive an analysis of performance metrics applicable to the Individual market
• Health Plans, Insurance Companies, PBMs, Consultants, Insurance Agencies, Solutions Providers, Consumerism Providers, and Media
• C-Suite Executives including Chief Executive, Financial, Strategy, Marketing & Sales, and Business Development Officers;
• VPs & Directors of Marketing, Sales, Advertising, Public Relations, Product, Operations
• Sales and Marketing Staff
• Competitive Intelligence, Business Intelligence and Market Research Staff

Sam Gibbs
Senior Vice President, eHealthInsurance
Sam Gibbs, Insurance Industry Expert, is a senior vice president at eHealthInsurance. During his seven years in the health insurance industry, he has focused on helping companies understand the shifting healthcare/technology marketplace. Gibbs has a keen understanding of the shifts in how people search for and buy health insurance online, and the impact technology has had and will continue to have on the financial services and health insurance industries. He is a credible subject expert who is skilled at explaining the complexities of health insurance to consumers. He has worked with print and broadcast media, discussing business issues and as a consumer advocate.
Specific areas of expertise:
• Consumer tips for finding and buying affordable health insurance
• Information, education and consumer adoption of Health Savings Account programs
• The impact of technology on health insurance and the accessibility of information for consumers
• Drivers of technological innovation in the health insurance industry
• New and emerging products in the health insurance industry
Professional achievements and responsibilities: Prior to working for eHealthInsurance, Gibbs served as Vice President and General Manager for Rand Worldwide, an engineering services company. He also was founder, President and Chief Executive Officer of AVCOM Systems, Inc., an engineering services and systems integration company. Gibbs has also held engineering positions at Raytheon Aircraft and TRW Space Systems.
Educational background: B.S. degree, Arizona State University

Lindsay Resnick
Chief Marketing Officer, Finelight Marketing Communications Lindsay R. Resnick has twenty-five years of professional experience in the health care and insurance industry. Currently, Lindsay leads business development and strategic advisory services at Finelight, a national marketing communications firm. Prior to joining Finelight, Lindsay was Chief Marketing Officer of one of the country's early consumer driven health plans. Previously he was President of a specialized investment-banking firm focused on health insurance merger and acquisition. Lindsay was also a senior officer at a national commercial health insurer specializing in small group, individual medical and senor markets. He has authored numerous articles on industry trends and business strategy appearing in Best Review, Broker World, Contingencies, Health Insurance Underwriter, Healthcare Financial Management, National Underwriter and the Actuary. You can visit his blog at


Douglas B. Sherlock, CFA
Senior Health Care Analyst, Sherlock Company Douglas B. Sherlock, CFA, is President of Sherlock Company, a health care financial research and advisory firm serving institutional investors and health care firms. Now in its sixteenth year, health care clients have included Ætna Inc., BlueCross BlueShield of Massachusetts, the Office of the Attorney General for the State of Connecticut, and SCAN Health Plan. Investor clients have included Warburg Pincus, T. Rowe Price Associates, Morgan Stanley Venture Partners and J.H. Whitney & Co.
Sherlock Company provides corporate finance services, administrative expense benchmarks (Sherlock Expense Evaluation Reports) and a finance-oriented health plan newsletter (PULSE). Corporate finance services include valuation and analysis related to investments and mergers. Sherlock Company's SEER studies provide the leading benchmarks of administrative expenses for health plans and comprise the results of health plans serving one in four insured Americans.
Prior to his founding of Sherlock Company, Sherlock was Vice President of Financial Analysis of U.S. Healthcare, Inc. where he directed the company's merger and joint venture activity, its investor relations program and its Medicare + Choice product. Sherlock was formerly Vice President of Salomon Brothers, Inc where he specialized in the financial research of prepaid health plans and hospital systems, and assisted in the capital formation and merger activities of health care companies.
Sherlock is a Chartered Financial Analyst. He has been a member of the Financial Accounting Policy Committee of the Association of Investment Management and Research. Sherlock chaired its committee to review and comment on the AICPA audit guide for health care providers, and served on its subcommittee to review and comment on drafts of FASB's statement on Employers' Accounting for Postretirement Benefits Other Than Pensions (FAS 106). He has served on the Editorial Board of Inquiry, and is a reviewer for Health Affairs.
Sherlock is a frequent speaker before many health care groups including the American Association of Health Plans, the National Health Lawyers Association and the Blue Cross and Blue Shield Association. He has lectured on HMO valuation at the National Center for Managed Care Administration at the University of Missouri-Kansas City. The research of Sherlock Company has been cited in such periodicals as The New York Times, Forbes, Investor's Business Daily, Modern Healthcare, Hospitals, The Wall Street Journal, HMO Managers Letter, Business Week and The Medical Business Journal.
Sherlock holds an M.B.A. in finance from Loyola College in Maryland. He received his bachelor's degree in economics from Franklin and Marshall College, Lancaster, Pennsylvania.

Get your questions answered! Session participants will have an opportunity to email questions in advance of the session or ask the speaker their questions during the "live" session.
• Individual Registration: $225. Covers a single phone line. Multiple persons may listen via speaker phone for the individual fee.
• Web Summit CD-ROM: $40 for attendees; $285 for non-attendees after the event
• Each individual receives a unique dial-in ID
• Corporate Group Pricing is available when registrations are desired for more than one phone line. Call 209.577.4888 for details
Two business days prior to the event, registrants will receive a copy of the dial-in instructions and a link to the speaker presentation. The dial-in instructions will include a unique dial-in ID Participant code that can only be used for a single phone line and not shared. Session participants will also have an opportunity to email speaker questions in advance of the live session.
1. Online:
2. Call: Healthcare Web Summit office at: 209.577.4888
3. Fax: Print off registration form at: and fax to: 209.577.3557
4. Mail: Print off registration form at: and mail to:
Healthcare Web Summit Office
1101 Standiford Avenue, Suite C-3
Modesto, CA 95350


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