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Tuesday, October 22, 2013

2:00 p.m. - 2:30 p.m.
Track: Master Data Management: CDI Track View Track

BEST PRACTICES: SUPPORTING THE SHIFT IN HEALTHCARE FROM B2B MARKETING TO B2C VIA MDM

John Wollman, Executive VP, HIGHPOINT SOLUTIONS

Customer master data management (including relationships/hierarchies) is a prerequisite for enterprises competing in the rapidly evolving healthcare payer landscape. Many organizations can benefit from the pioneering experiences of healthcare payer organizations as they undergo a major transformation from their historical B2B focus into a new reality of B2C focus demanded by the USA's affordable healthcare mandate (PPACA). This session will focus on topics of interest to all MDM program managers by discussing how multi-channel marketing and sales is inherently difficult. Segmenting, targeting and response modeling all require consolidation of interactions to the right member/prospect—which, in turn, requires a fully populated, accessible, multi-sourced member/prospect master data hub that includes "relationships." Topics to be discussed include:

  • Applying proven MDM principles and tools to establish an Exchange Hub to improve consumer engagement initiatives
  • Delivering member acquisition and retention in growth segments to support enhanced consumer engagement
  • Enabling consumer relationship marketing via consistent, sustained management and execution of marketing campaigns and analytics at the right segments/sub-segments

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