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They’re here! PHRs are no longer an IT manager’s pipe dream. Recent events show that PHRs are entering the mainstream of U.S. health, with far-reaching implications for health plans, consumers, employers, providers and vendors. Several major players have already launched exciting new Web-based PHRs that give consumers powerful tools to manage their health and the services they receive.

How well will you be positioned to take maximum advantage of this enormous development in the industry, as health plans partner up and stake claims on the most powerful, flexible PHR platforms?  To formulate winning strategies for your health plans, you need to be aware of the latest developments and what your competitors are doing. Those unable to meet the rapidly escalating demand for PHRs risk a loss of market share in this fall’s open enrollment and beyond.

Hear two of the country’s top PHR experts describe the details of effective health plan strategies for the development and implementation of PHRs. You’ll get all the market intelligence you need — and answers to your questions — in such areas as:

• How new standards and guidelines will affect your PHR development
• How to get consumers engaged and using your PHR effectively
• How to use PHRs to target specific patient populations for risk reduction and financial incentives
• How health plans can compete against non-health players entering the PHR market
• How you can use PHRs to support consumer decision-making
• How to use PHRs to manage the culture of change as relationships between health plans, consumers and providers evolve

Speakers

JAN OLDENBURG is a practice leader, health portfolio for the Internet Services Group within Kaiser Permanente. In this role, she is the product manager of My Health Manager, Kaiser’s Personal Health Record. Prior to joining Kaiser, Ms. Oldenburg was the principal in several consulting companies specializing in strategies for using the Internet effectively in health care, working at the intersection of marketing strategy and Internet technology. Clients included UnitedHealthcare, Kaiser Permanente, Blue Cross and Blue Shield of Minnesota, and Medtronic. In the mid-1990s, she was the senior director for electronic commerce at HealthPartners, a Minnesota HMO, where she developed a secure Internet transactional system for contracted providers. She has been a northern California Healthcare Information and Management Systems Society associate board member since 2003, and has been responsible for several programs on emerging technologies and personal health records.

SCOTT HEIMES is the senior vice president of Consumer Solutions for OptumHealth’s direct-to-consumer efforts, including www.myoptumhealth.com, a consumer health media and e-commerce portal that serves as a key channel for parent company UnitedHealth Group’s consumer-focused products and services. Previously, Mr. Heimes was group manager of interactive marketing for Target Corp. He has also held several prior executive marketing and editorial management positions, including president of interactive agency Virtucom Content Solutions and chief content officer for e-catalog services company Pacifiq Technologies.

Moderator: Bruce Goldfarb, contributing editor of The AIS Report on Blue Cross and Blue Shield Plans and editor of Inside Consumer-Directed Care.

Designed Especially For

• Health plan CEOs, chief technology officers, product development and marketing executives, member relations executives, clinical services directors and contracting directors

• Benefit managers for self-funded groups

• Information technology vendors’ marketing directors

• Health management information systems managers, consultants and vendors

• Consultants and attorneys

Written Materials