11.30 – 13.30 Section 5
HOW TO SUCCESSFULLY COMMUNICATE HEALTHCARE PRODUCTS TO CONSUMERS

The strength of communication - case studies from 2 US health plans
Diana Dennett
(Americas Health Insurance Plans, USA)
 Presentation (password needed)

CV
Diana Dennett serves as counsel to America’s Health Insurance Plans – AHIP, the largest trade association for health plans and affiliated companies. Since joining the association in 1993, she has held several executive level positions including serving as the most senior member of the association’s staff responsible for federal and state relations, legislative and regulatory policy development, and the development of the association’s policy for public programs including Medicare, Medicaid and the Federal Employees Health Benefits Program (FEHBP).
Ms. Dennett has had primary responsibility for staffing several of the association’s governance committees, task forces and working groups including those relating to government programs legislation and regulation. After heading AHIP’s legislative and policy team leading up to the enactment of Medicare’s prescription drug program, she went on to developing the association’s policy positions on the implementation of this complex new benefit and its administration by local, regional and national health plans. Ms. Dennett is now working on a number of initiatives including leading an ongoing effort for the association’s Board of Directors to develop a health plan strategy in response to future catastrophic events related to acts of terrorism, pandemics or natural disasters.

Summary
Reaching health consumers and increasing health literacy is an essential process in the current growing focus on consumer driven health plans and other plans. Individuals must be more involved with their health. Information on how to manage their health should be provided to them. The reason behind it is the fragmented variety of players in the health system, which causes lack of transparency and understanding.
This is why communication is very significant in reaching consumers in the US healthcare system. Clear communication and health promotes consumers’ engagement in their own health and results in better outcomes. In this respect, health plans have a significant role in providing information and incentives for changing behavior to consumers.
The objective of the America’s Health Insurance Plans (AHIP) is to target these challenges. AHIP’s mission is to create best possible environment for health plans to provide innovative and flexible health coverage in the private sector and in support of government health programs.  

Structuring and Communicating Private Health Insurance Cover
Amiad BenMeir
(Swiss Re, Switzerland)
 Presentation (password needed)

CV
Amiad BenMeir is Vice President in Swiss Re, Zurich headquarter. He is responsible for providing support and services to Swiss Re clients in Europe, Middle East, Africa and Latin America in the area of Medical Insurance. In this role, Mr. BenMeir also supports business development and product design. Mr. BenMeir has qualifications for Actuarial Science from City University UK, and holds a Masters in Statistics and Finance from the Hebrew University in Israel.

Summary
Private Healthcare Insurance is provided alongside the Public Healthcare provision. The nature of the Private Insurance requires efficient communication to customers to align expectations of what the provisions are, in particularly with the scope of the insurance cover, which is not always understood by customers. This presentation will discuss the reasons for potential gaps in the perception of the private healthcare between insurers and customers. Then the presentation will highlight some of the main principles in Product Development of Private Insurance, which brings value to the customers and reduce the miscommunication issues.

Online advertising in healthcare business
Vladimír Hruda
(Google, Slovakia)
 Presentation (password needed)

CV
Vladimir Hruda graduated from University of Richmond in Virginia with a major in Mathematical-Economics. After short consulting experience with BCG he started to work for Google in Czech Republic where he was in charge of developing a go-to-market strategy for the launch of a new Google Sales office in Slovakia. In 2011, he helped facilitate the start of this new Slovak office and aided in its double digit sales growth. After three years of working at Google, he now works as a Product Strategist focusing on consulting clients in understanding the potential of online for their businesses and helping them to use online marketing to grow their sales by double to triple digits.

Summary
In 2011, there were 5 million medical tourists worldwide, while this industry is growing by 20 – 30% annually. 80% of UK population is online and over 90% of them can be reached vie Google AdWords for the purpose of marketing medical products abroad.
Established players in Hungary invest in Google up to $100,000 and can receive 333 patients per quarter with average cost of acquisition of $300 and 100% Return on Investment (ROI). The business is focused on patients from UK, Germany, Austria, France and Norway, who travel in a large extent to Hungary especially for dental treatment.
There are three key levers to increase online sales and ROI in medical tourism:
1. Search Engine Marketing (SEM) for attracting visitors
2. Usability (website optimization) for increasing visitor conversion on a website
3. Lead management for increasing e-mail to patient conversion

Panel Discussion with Speakers led by Jim A. Rice
(Management Sciences for Health, USA)


13.30 – 14.30 Lunch
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