Las Vegas, NV


Beyond Star Ratings: Innovative Strategies for Engaging Medicare Members

  • October 21, 2021
  • 1:00 PM – 2:00 PM ET
  • Online

Medicare Advantage is an incredibly popular program for seniors, which offers a number of opportunities and challenges for health insurance providers. For example, as popularity among beneficiaries increases, so too does competition. More than 4,800 MA plans were available to beneficiaries during the 2021 open enrollment. Add to this the fact that, in 2021, CMS gave more weight to member-experience measures in calculating its Star Ratings, presenting new opportunities for growth and improvement.

Tiny differences in a Star Rating can have enormous financial consequences. That’s the reason any MA plan must continue to find effective ways to respond to these challenges, improve the member experience, and differentiate themselves. This webinar will discuss several strategies to help health insurance providers improve their Star Rating, attract new members, and more effectively engage their current MA members.

Panelists will discuss specific strategies to improve Medicare Star ratings:

  1. “Low-Hanging Fruit” Strategies: As a common industry norm, leveraging a HEDIS/Star Rating scorecard to identify and target the CMS quality and performance measures with the greatest potential of producing a higher Star Rating.
  2. “Know Your Member” Strategies: Using personas to align marketing and communications to the needs and expectations of members with greater precision. Leveraging content more effectively by understanding the topics and delivery modes that are the most engaging for the MA population.
  3. The Zip Code Strategy: A person’s zip code is a better predictor of health than a person’s genetic code. By collecting and analyzing socio-economic information about a population, health insurance providers can identify the specific SDoH that need to be addressed and then use its member engagement platform to connect each member with the appropriate information, social support, resources and community services.

Panelists will also address member engagement:

  1. Why is User Interface (UI) design so important for the MA market and what specific design elements need to be incorporated to improve engagement?
  2. Why and how should health insurance providers engage members ages 55-64, before they become eligible for Medicare?
  3. Which programs are most appealing to the MA population and offer the greatest opportunity for an MA plan to differentiate itself from the competition?

Attendees will learn about:

  • The best strategies for educating and motivating members to engage in the behaviors that drive higher scores on CAHPS, HEDIS, HOS and other quality metrics.
  • Specific recommendations on how to improve member engagement and provide a more personalized and relevant member experience that improves brand loyalty.
  • How to leverage data to produce a series of recommended actions and activities, as well as targeted incentives and rewards, that are personalized for each member to close specific gaps in care.


Glenn Leary, moderator
Vice President of Sales
Onlife Health

In his position, Glenn identifies, cultivates, manages and supports strategic partnerships with health plans, employers and major benefit consulting firms nationwide in the health and wellness market for Onlife Health. During his 33-year career, Glenn has created and led teams involved in business and product development, account management, growth operations, research, reporting and contracting.

Before joining Onlife, he served as Vice President of Business Development for HealthFitness, where he defined and led a health plan and aggregator market strategy that established partnerships with leading BCBS plans, regional plans and other employer aggregators. Prior to that, Glenn served in various client growth and strategic account leadership roles at IncentOne, WebMD, OPTUM and in the pharmaceutical industry.

Catherine Bass
Senior Director of Informatics and Innovation
Onlife Health

Dr. Bass serves as the Senior Director of Informatics and Innovation at Onlife Health. Her areas of responsibility include data science, advanced analytics, reporting and research. She holds a PhD in Health and Human Performance with an emphasis in Health Promotion and has 20 years of experience in the health and wellness industry, including a national award from the Center for Disease Control and Prevention for innovations in healthy behavior data collection. Her areas of expertise include measurement, incentive design, program planning and health behavior theory.

Dr. Bass has authored articles for peer-reviewed and trade journals, speaks at industry conferences, holds adjunct faculty positions at several universities and is active in the data and technology industry in Nashville.

Stacey Walters, CPA, CIA
Director of Medicare Advantage and Quality Management
Blue Cross Blue Shield of Alabama

Stacey Walters is the Director of Medicare Advantage and Quality Management at Blue Cross Blue Shield of Alabama.  She joined Blue Cross Blue Shield of Alabama in 2003 and has worked in a variety of capacities including Government Financial Services, Internal Audit, Actuarial, and Quality, Risk and Plan Performance. Her more recent responsibilities include overseeing the company’s various quality management programs, overseeing risk adjustment and star rating efforts for the company’s Medicare Advantage and ACA products, and leading development of a new Medicare Advantage division.

Prior to this, she worked in public accounting with Arthur Andersen LLP in New Orleans, Louisiana, and KPMG in Birmingham, Alabama. She is an Accounting Honors Graduate from the University of Alabama.

Kathy Feeny
Florida Blue Medicare

Katherine Feeny joined Florida Blue in 2018 as the President of the Medicare organization for GuideWell, where she is responsible for ensuring  successful and efficient health plan operations and for achieving profitability. As a senior-level executive with more than 35 years of success in achieving revenue, profit and business growth objectives, Kathy has extensive knowledge of the Medicare, Medicaid, and Individual insurance industries combined with a deep understanding of critical business drivers in multiple markets.

She is highly successful in working within the evolving regulated environment and building relationships with key decision makers, both internally and externally. Kathy is an innovative visionary with superior interpersonal skills and is highly valued for her expertise in interpreting corporate vision and strategy by translating objectives into actionable plans.