VP, FEP Product Marketing and Engagement

2 weeks ago

Chicago, United States Blue Cross Blue Shield Association Full time
Provides strategic leadership for all current FEP member facing products (Medical, Dental and Vision, Postal and Overseas) as well as future portfolio expansion to meet enrollment goals and profitability targets. Works collaboratively with Actuarial team to develop the strategy for product pricing, and competitive scenarios to manage portfolio stability. Responsible for working with all BCBS Plans, strategic partners and internal resources to develop and implement a comprehensive product development/strategic marketing plan. This includes using consumer segmentation, focus groups and competitive assessments along with feedback from Plan field servicing teams.Oversees development of new benefits and products essential to meeting membership needs, and improvements in customer satisfaction and retention of 5.7M total lives. Responsible for developing and maintain a comprehensive member engagement program and integrating across all member touchpoints to include Plans and vendors. This also includes internal online member tools, external websites for all products and member incentive programs. Works extensively with the VP of Care Operations to deliver a comprehensive suite of member tools to improve HEDIS and CAHPS rates for the overall program and to develop the yearly benefit and product changes and negotiate these with FEP for all products. Responsible for FEP's engagement with federally focused associations supporting both Federal employees, Tricare and active-duty populations to build awareness of the BCBS and FEP brands within these communities.

Marketing and Sales Strategy

  • Leads the development of the long term FEP national portfolio strategy, requiring Board of Members approval for: product development, marketing strategy, brand positioning, and product pricing and meet targeted membership growth.
  • Responsible for strategic execution through national and local market implementation of new products, including sales forecasting, sales incentive programs, and local market profiles identifying opportunities.
  • Leads the identification, development and implementation of FEP's research agenda including member segmentation, CAHPS, Plan Satisfaction, and Member Panels identified as strategically strengthening FEP's competitive position within the FEHBP market. Responsibilities include strategic planning, management of all research related activities, and ownership of select FEP partner relationships. Leads all the quantitative and qualitative projects, focus groups and segmentation.


Product development and maintenance

  • Leads the development of new business initiatives such as new products, new lines of business and new technology applications.
  • Oversees the implementation of new product and new system initiatives with the Plans to assure operational alignment with business design.
  • Directs long term strategy to maintain viability of all FEP products while also integrating new offerings in postal and FEDVIP to grow the overall business.
  • Maintain and evolve current products to ensure disruption and migration is manageable and drives the long term strategic direction of both BCBSA, Plans and OPM.
  • Partner oversight and management


Engagement Strategy/Tools

  • Develops a comprehensive member engagement strategy designed to attract new members and retain existing members. Creates a unique member experience that enables FEP to be a leader in the marketplace. Provides strategic direction and leadership to staff and, as necessary, vendors for all related projects to ensure division and corporate objectives are met. Recruits, trains, and develops staff and assures that staff management responsibilities are completed appropriately and as required.
  • Works with the VP of Clinical Operations to create a seamless member engagement to drive greater HEDIS and CAHPS rates for FEP members.


Community Engagement Activities

  • Leads partnership development across all federal populations to drive greater product awareness.
  • Oversee development and maintenance of a comprehensive community engagement plan for both active, retirees and the Tricare population


BCBSA Leadership and Engagement activities

  • Works across the organization to incorporate overall BCBSA strategic initiatives for measuring member engagement and satisfaction with the Brand.
  • Represents FEP in BCBSA workgroups focused on member and product development an experience.
  • Works with community relations partners and partnerships to support new initiatives for greater brand recognition.

Education

  • Bachelors Degree - Required
  • Masters Degree, Marketing, Statistics or related field, MBA - preferred


Experience

  • Minimum of 15+ years of progressive related research and analysis work experience, preferably in a health care/health insurance environment, with demonstrated knowledge of market, survey, and/or qualitative methods required.* Minimum of 10 years of project management experience.
  • Minimum 7 years of supervisory experience. * Minimum 7 year of experience leading/managing teams and vendors.
  • Project management experience including leading project teams, guiding workgroups and teams to develop consensus on objectives and problem resolution for a broad range of topics and scope, and managing work plans and budget and resources.


Skills

  • Leadership skills: Ability to delegate and motivate others, team-build, and achieve results.
  • Advanced organizational skills: Ability to develop and manage plans and budgets to accomplish objectives.
  • Relationship management skills: Ability to develop and maintain high level relationships and gain the trust of customers and internal staff (e.g. OPM/FEP)
  • Customer service oriented skills: a cross-boundary perspective with the ability to meet and integrate the needs of multiple customers
  • Facilitation skills: Ability to facilitate group meetings and projects and review the work of others, as well as exercise flexibility related to changing and dynamic business issues and priorities
  • Strategic and critical thinking skills for establishing and implementing strategic initiatives, solving problems and addressing customer and operational issues; ability to create and communicate innovative conceptual models and synthesize diverse types of information
  • Advanced quantitative and qualitative analytic and data skills are required, including critical thinking skills, attention to details, and inductive/deductive reasoning/judgment for developing and executing the appropriate methodologies to answer analytic questions.
  • Advanced presentation skills are required for facilitating and/or presenting at meetings, conferences, etc., as are excellent communication skills, verbal and written, for communicating effectively with staff at all levels, both internal and external to BCBSA.
  • Analytical skills: Ability to conceptualize long term, innovative strategies as well as conceive tactical, issue-driven solutions, including the ability to identify data/information needs, acquire and organize data, deliver analyses, and identify major findings.


People Management

  • Yes

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