Patient engagement is a strategic building block for the future for both health plans and providers. Integrating engagement activities across the consumer/member/patient experience is a tremendous opportunity to improve effectiveness. Doing this well will lead to activating and measuring interventions that deliver results, particularly for the over 75 percent of spending on healthcare goes toward treating chronic conditions in the U.S. New levels of personalized consumer engagement are a game-changer in reducing those costs while also improving the outcomes for those patients. From proper diagnosis, education and ongoing engagement, Healthcare enterprises have the opportunity to make their communications more relevant, timely and engaging, resulting in better outcomes for members and patients. These communications should be integrated across the range of touchpoints, from wearables, portals and emails to in-person primary care practices. Personalized consumer communication can help close the gaps in care, and make sure that appropriate actions are taken whether in self-management or in scheduling and following up on the most effective interventions.
Personalized, omnichannel communication is vital, particularly in reaching the always-on, digitally connected consumers of today. To be able to communicate to consumers during every phase of care will help create experiences that are differentiated and sustainable for both payers and providers. Healthcare enterprises that create a better experience for consumers will drive higher revenue performance and better outcomes at lower interaction costs. The value equation also includes accurate risk adjustments, based on a deep understanding of each customer that is gained through data and analytics.
Chief Strategy Officer
John Nash has spent his career helping businesses profitably grow revenue through the application of advanced technologies, analytics, and business model innovations. As Chief Marketing and Strategy Officer at RedPoint Global, John is responsible for developing new markets, launch new solutions, building brand awareness, generating pipeline growth, and advancing thought leadership.
John has more than 25 years of industry experience, including 15 years at Accenture as part of the team that established the Global CRM practice, and as the leader of the Global Customer Insight practice. John also led product and corporate strategy for FICO, led product strategy for Seisint, Inc., and was founder and president of Nash Business Consulting. John invented several patented business methods, and also co-authored the book The Deciding Factor, the Power of Analytics to Make Every Decision a Winner.
New Business Founder
Consultant and Former President of Guidewell Connect
A successful senior health care executive with over 30 years of experience in a variety of roles with major health companies. He is recognized for his strategic vision and his ability to bring that vision to market. Craig is currently a founding partner of Lucerna Health, a new company helping healthcare providers expand, grow and succeed in the evolving value-based care environment.
Craig served as the Chief Marketing Officer (CMO) of GuideWell (the parent company of Florida Blue) and the President of GuideWell Connect (GWC), a leading marketing, sales and health engagement company. As CMO, Craig helped design and lead the transformation of Blue Cross Blue Shield of Florida to Florida Blue including brand development, developing and expanding retail centers statewide and developing new products and services to meet emerging market needs. As President of GWC, Craig led the launch of the company and the development of new products and services resulting in significant growth in the health plan market. GWC also acquired an advertising agency and launched a multi-line insurance agency.
Prior to this role, Craig was the Chief Strategy and Marketing Officer for GuideWell/Florida Blue. In the CSO role, Craig helped initiate and drive the establishment of GuideWell Mutual, a health solutions enterprise, enter the health care delivery market through acquisitions and joint ventures, and enter the Medicaid market. As CMO, he led a multi-disciplinary ‘green field’ development initiative that launched new health plans, provider networks, CDHP capabilities and consumer price transparency programs resulting in 1 million members in the new product line (Blue Options).
Craig also served as a Senior Vice President of Government and Consumer markets. In this role, he was responsible for the P&L of the individual under 65 and Medicare market segments. A major area of focus was the aggressive entry into the new ACA market resulting in profitable growth of over 1 million members.
Craig was also the Vice President and acting SVP of marketing and sales for Blue Cross and Blue Shield of North Carolina. In this role, Craig led the company’s expansion in the managed care marketplace growing membership from 82,000 in 1994 to 700,000 in 1998.