Why the Smart Money Is On Data

  • November 09, 2020
  • 1:00 PM – 2:00 PM ET
  • Online

Health insurance providers today face a daunting challenge: How to meet aggressive member-acquisition goals on a limited budget. For some, creating and executing a large-scale brand awareness campaign is cost prohibitive. For others, the pressure to meet immediate membership goals makes it difficult, if not impossible, to implement a more long-term data-driven strategy.

What’s needed is a smarter approach to membership acquisition that combines in-depth data analysis and omni-channel marketing. Such an approach generates targeted, timely and personalized messaging that effectively reaches consumers and generates a higher response rate.

After a brief overview of the current business landscape for health insurance providers, including the uncertainty created by COVID-19, the webinar will first define and then discuss the benefits of a true omni-channel marketing strategy. By collecting data from multiple sources and conducting a deep analysis of that information, health insurance providers can gain a holistic understanding of their consumers and communicate with them more effectively. The webinar will also provide insights on the data-science techniques that need to be leveraged to implement such a strategy.

Attendees will learn about:

  • “The Echo Effect”—How a true omni-channel communication strategy with multiple synchronized touch points, combined with targeted messaging, can amplify the power and effectiveness of a marketing campaign.
  • How health plans can implement a long-term marketing strategy and still focus on and achieve their short-term membership goals.
  • How personas can provide engagement insights about consumer messaging and communication preferences for decision gatekeepers.


Justin Leedy
Senior Director, Marketing & Engagement
GuideWell Connect

Justin Leedy leads GuideWell Connect’s engagement marketing team, providing expertise to health plans on the best strategies to engage at every phase of the member’s healthcare journey. He has spent 17 years as a marketing and consumer engagement leader, focused on developing strategic multi-million-dollar partnerships with national and regional healthcare insurance companies. Justin’s strong focus in applying the voice of the customer ensures the development of strong, successful engagements. He has served in several key leadership roles including customer communications, customer research, product management and marketing.

Catherine Bass, Ph.D.
Director of Informatics
Onlife Health

Dr. Bass serves as the Director of Informatics at Onlife Health. Her areas of responsibility include data science, advanced analytics, reporting and survey science. She holds a Ph.D. 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.