HealthExecWire

Health plans will be part of an unprecedented undertaking in November 2005 when enrollment officially begins for Medicare's new Prescription Drug Plans (PDPs). Hundreds of Medicare-contracted plan sponsors will be aggressively competing with a range of benefit options and premiums in the 34 regions established by Medicare.

Topic:	Marketing Medicare Prescription Drug Plans
Speaker:	Lindsay R. Resnick, Senior Vice President, Finelight, Inc.
Date:	Thursday, September 15, 2005
Time:	1:00 p.m. Eastern
Location:	Your desk (Audio Conference dial-in instructions and session presentation will be emailed to attendees in advance of session)
To Register:	https://www.managedcarestore.com/summit.htm or call 209.577.4888.
Cost:	Individual Registration Fee: $195; Web Summit CD-ROM: $20 for attendees; $225 for non-attendees after the event. Corporate Site Licensing Available.

With enrollment predictions as high as 30 million, a lot has to happen to manage the introduction of PDPs. From November through a May 2006 open enrollment deadline, seniors will be comparison shopping and asking tough questions about how this new benefit fits with their current Medicare plan and, what's the right plan based on their prescription drug costs.

The array of marketing strategies includes customer segmentation, product messaging, brand image, senior positioning and sales cycle management. Tactics will include direct mail, television promotion, agent sales calls, community outreach, online marketing and word-of-mouth.

Marketing Medicare's new benefit calls for an approach that is equal parts education and selling. From product differentiation to plan communication to customer service it's a huge undertaking - the marketing and communication challenge is enormous.

Lindsay has twenty-five years of professional experience in health care and insurance. As Senior Vice President of Finelight, Lindsay is responsible for strategic advisory services and business development. Finelight is a national marketing communications firm serving health care, insurance and financial services clients. Expertise includes brand building, direct response marketing and sales support. Finelight has offices in Chicago, New York, Louisville and Bloomington, IN.

Lindsay has a Masters in Health Administration from Washington University in St. Louis and an undergraduate degree from Northeastern University in Boston. He has authored numerous articles on health care industry trends and business strategy appearing in Bests Review, Broker World, Contingencies, Health Insurance Underwriter, Healthcare Financial Management, National Underwriter and The Actuary.

Register online at https://www.managedcarestore.com/summit.htm or call 209.577.4888 and you will receive instructions for logging in to the Audio Conference. If you have questions, please contact Patty Jamison at the Healthcare Web Summit Office at 209.577.4888 for more information. We look forward to your participation in this event!