The Value Imperative: The Impact of Value-Based Care on Medical Products Marketing

Tuesday February 19th, 2013

05:30 pm - 07:15 pm (Healthcare)

Significant changes are afoot for marketers due to the health care industry’s increasing emphasis on value-based care. Medical suppliers, as well as health systems and health plans, are presented with both opportunities and challenges in this evolving marketplace.  This is your chance to hear directly from the provider and payer perspectives about how therapy selection and brand choice are likely to be affected in this new reality.  
Our panel will address your questions concerning: 
  • Who will be the key influencers in purchasing decisions?  
  • What are the evolving roles of the clinician and the patient in decisions related to therapy selection and brand choice?  
  • With health systems and payers facing increasing cost pressures, how can suppliers effectively demonstrate long-term value (including superior patient outcomes and savings) versus short-term cost?  
  • Examples of how medical product companies may market differently to payers, physicians, hospitals and patients due to value-based care, that is,  using comparative effectiveness research, social media programs, decision support tools and more.


Healthcare Panel

Steven SwansonDr. Steven Swanson is President of the John Nasseff Neuroscience Institute at Allina Health. Allina Health is dedicated to prevention and treatment of illness and enhancing the greater health of individuals, families and communities throughout Minnesota and western Wisconsin. Dr. Swanson is a neurosurgeon who trained at the Mayo Clinic and the University of Michigan and had an active clinical neurosurgery practice for over 25 years.  In his current role as the, he provides both clinical and business oversight for the Neuroscience and Spine clinical service line. As part of the Spine Clinical Program Committee, he brought together a collaborative group of spine surgeons, purchasing and supply chain specialists, operating room managers, and clinical service line team to reduce variation in the spinal implant and biologics cost and contracting strategies across Allina Health.  He brings an interesting perspective to the changing relationship between all of the stakeholders involved as we slowly migrate from a fee-for-service model to a value-based reimbursement model of payment.


LeAnn BornLeAnn Born serves as vice president of supply chain for Fairview Health Services.  In this role, she has responsibility for the centralized administration of the sourcing, contracting, value analysis, acquisition, logistics, inventory management, procure-to-pay, instrument sterilization, new technology assessment, vendor management and business enterprise system (PeopleSoft) support teams.
Born joined Fairview in 2010 with more than 16 years of experience in health care operations and supply chain leadership roles.  Most recently, Born served as vice president of custom contracting services for Novation, the contracting services company of University HealthSystem Consortium, VHA and Provista. Prior to joining Novation, Born held several leadership positions at Allina Health including interim vice president of supply chain. Prior to joining Allina, Born marketed senior housing options at Walker Methodist. 
Born holds a master of healthcare administration degree from the University of Minnesota in Minneapolis and a bachelor of business administration degree in marketing from the University of Wisconsin-Eau Claire.
Mark MorseAgency Founder and CEO Mark Morse is a true entrepreneur. Now in his fifteenth year of agency ownership, Morse is the poster child for passionate marketers. Armed with an MBA from the University of St. Thomas, a scar from the era and a wealth of brand experience, Morse provides the strategic and creative vision for Morsekode. Prior to founding Morsekode, Morse was principal at Whitney Morse, and he also worked in account service and new business at Carmichael Lynch and Fallon McElligott.  
As the son of a Mayo Clinic physician, it was only a matter of time before he and his agency won numerous creative awards for healthcare marketing excellence including Aster, Aurora, Telly, and Webby awards. Morse's experience in healthcare marketing includes clients UnitedHealthcare, Medtronic, Mayo Clinic, Otto Bock, and HealthPartners, among others. Currently, he is helping a client launch web-based tools that allow physicians and practice management staff  within accountable care programs to view the comprehensive care of patients provided by a variety of hospitals and practices in the community. This has had a dramatic effect on how organizations go to market.
Patrick CournyeaDr. Patrick Courneya is HealthPartners Health Plan Medical Director. HealthPartners is a top ranked member governed health plan based in Minnesota serving the needs of regional and national customers.  Dr. Courneya provides senior medical leadership in Quality and Utilization Management, Health and Medical Management, customer facing initiatives in the area of Health Initiatives, and provides visible medical leadership for Customer Business Units and external entities.  As a part of a dynamic integrated health solutions company, he directs a talented team of medical directors providing medical leadership in the development of policy and strategy for the health plan. Dr. Courneya received his undergraduate degree from the University of St. Thomas in St. Paul, Minnesota.  He received his medical degree from the University of Minnesota where he also completed his residency in Family Medicine.
Dr. Courneya spent the first 15 years of his medical career in full time family practice while pursuing his development as a medical leader in various roles at medical group, hospital, and health plan levels.  He is passionate about his family, his work, and his sailing.


Date and Agenda

Tuesday February 19th, 2013 - 05:30 pm to 07:15 pm

5:30 – 6:00 Registration, networking and light refreshments
6:00 – 7:15 Panel discussion and Q&A


Member Price: $25
Regular Price: $50
Student Member Price: $10
Student Regular Price: $15


University of St. Thomas - Opus Hall, 1000 LaSalle Ave, Opus Hall, MOH 201/202, Minneapolis, 55403, Minnesota, United States