Communication Strategies for a Consumer-Centric Market

December 5, 2012
1 p.m. - 2:30 p.m. EST

Presented by Krames StayWell 

The health care industry is rapidly evolving, but one thing remains clear–the market is shifting to a more consumer-centric model. The growth of the individual market coupled with a growing trend of consumerism means health care strategists and marketers are faced with a challenge– and yet, a real opportunity–engaging and connecting with individual consumers and members.  

To meet the challenges of this evolving environment, health plans need to engage and communicate individually with health care consumers–to create a positive and long-lasting member experience. 

The webinar will begin with a discussion of these growing industry trends including: healthcare reform and the resulting growth of consumerism, as well as general consumer trends, including communication preferences and an increased emphasis on consumer decision making. Speakers will delve into best practices to communicate effectively to maximize member engagement, build trust and foster loyalty, including: 

  • understanding health care consumers and the type of information they need and are seeking 
  • making the member experience as intuitive and as “easy” as possible, with an emphasis on content design, imagery and health literacy concepts as well as the importance of simplicity and consistency in messaging
  • reaching members where they are—including a discussion of new media and the use of various communication channels to create more effective “touch-points”. 

The webinar will also include examples of using data and consumer insights to refine and create highly targeted communications, including using consumer insights and tools such as variable printing to create more personalized, relevant messages. Examples from leading health plans will be used to illustrate these concepts in practice.

List of Speakers: 

Jen Cressman, Vice President, Strategic Account Management, Krames StayWell

Speaker Bios: 

Jen Cressman is the Vice President of Strategic Accounts for Krames StayWell.  Krames StayWell employs over 300 people and is the largest provider of patient education and consumer health information solutions in the country, crafting custom engagement strategies to achieve the unique communications and health management objectives of its clients.  Jen has worked in healthcare for thirteen years.  Prior to joining Krames StayWell, she was Director of Marketing Communications at Intracorp – the health management division of CIGNA Healthcare – where she worked with employer clients to develop member-facing communications to promote quality care and program engagement.  Jen holds a B.A. from Rutgers University and The School of Communication, Information and Library Studies.


The content presented in this webinar is solely attributable to the speaker and does not represent an endorsement by America's Health Insurance Plans (AHIP) of the accuracy of the information presented in the audio conference or any opinion expressed by the speaker.