Las Vegas, NV


Unlocking New Possibilities: Redefining
the Digital Front Door

  • September 16, 2021
  • 1:00 PM – 2:00 PM ET
  • Online

From Amazon to Netflix, digital technology has radically transformed the consumer experience in multiple industries, delivering a new level of personalization, convenience and ease of use unimaginable just a few years ago. Health insurance providers who choose to embrace this digital-first strategy will gain a distinct competitive advantage by increasing member satisfaction, boosting brand loyalty, and improving health outcomes.

Many terms are being used within the health care industry to describe this transformation of the member experience. One of the most used is the Digital Front Door. The term is somewhat misleading, however, given that it implies no more than an entry point for members, who must still navigate their way through the system.

In this webinar, we’ll explore a new and expanded definition of the Digital Front Door: a proactive, consumer-centric strategy that digitally meets members where they are, providing them with the information and recommendations they need at each touchpoint throughout their entire care journey.

The panelists, who represent a cross-section of the health care industry, will discuss the following topics:

Expanding the Digital Front Door: The concept can be expanded to deliver an integrated, highly personalized experience that guides members, encouraging them to take the next right step throughout their health care journey.

Generating Buy-In: Successfully adopting the Digital Front Door strategy requires a commitment by the company’s executive leadership throughout the organization. Achieving this starts with understanding and then communicating the multiple benefits that this innovative strategy can deliver across all lines of business.

Making Data King: The ongoing collection and analysis of member data is a critical component and the chief means to creating a personalized member experience. In addition, integrating a bi-directional data exchange is also important. With this two-way street of information, both the health insurance provider and the member receive and share data with each other in order to create the most accurate and up-to date view of current member needs.

Attendees will gain:

  • A detailed understanding of the key components of a proactive Digital Front Door strategy and how this innovative system for member engagement works.
  • The practical know-how to select the best framework for building a Digital Front Door that matches their organizational structure, needs and goals.
  • A new awareness of the importance of systematically gathering and analyzing data in order to launch a robust Digital Front Door strategy.


Dr. Catherine Bass
Senior Director of Informatics & 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.

Glenn Leary
Vice President of Sales
Onlife Health

As Vice President of Sales, Glenn identifies, cultivates, manages, and supports strategic partnerships with health plans, employers and major benefit consulting firms nationwide in the health and well-being market. 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.

Clint Porch
Wellness Solutions Product Manager
Florida Blue Cross Blue Shield

Clint has over 20 years of experience in the health plan and provider settings and has served in several capacities with Florida Blue including marketing and capability development.  For the past 10 years, he has been a part of the health promotions team and is responsible for digital health strategy and product solutions.

Amanda Martin Owens
Vice President of Brand and Market Strategy
Capital BlueCross

Amanda Martin Owens joined Capital BlueCross in 2019 to oversee corporate communications, brand, marketing, advertising, public relations, and social media as vice president of Brand and Market Strategy. Prior to that, she was president and CEO of the Martin Owens Group, an integrated communications and marketing firm in Harrisburg; she also served as COO and partner of Banting Barclay Martin, a boutique advertising agency with clients in retail, energy, national non-profit, higher education, and healthcare.

As an Emmy award winning television news journalist, Amanda has traveled the world working for local, national, and international news outlets, and in 2006 she began communications strategy consulting for private and public sector clients. She completed her studies at the University of Notre Dame in Indiana, including time abroad in London, England.