For Immediate Release Contact: Linda Barba, Project Marketing, Inc., 610-889-2036 or via e-mail at lbarba@projectmarketinginc.com Blue Cross and Blue Shield of New Mexico Hosts Annual Direct Marketing Conference for  Independent Blue Cross and Blue Shield Plans

Conference devoted to Blue Cross Blue Shield plans and direct marketing is in its 14th year

Wayne, PA – July 5, 2005 – Blue Cross and Blue Shield of New Mexico served as the host plan for this year’s Annual Direct Marketing Conference for Independent Blue Cross and Blue Shield Plans. Held in Santa Fe, New Mexico, the conference series is now in its 14th year. 

The first direct marketing conference, in 1992, was organized by Blue Cross and Blue Shield plans eager for continuing education in the direct response marketing specialty, and for help in developing strategies and tactics for meeting industry challenges. 

This year’s conference opened with a welcome and remarks by Dorane Wintermeyer, vice president, marketing and sales division, Blue Cross and Blue Shield of New Mexico. Pamela Kiecker, Ph.D., executive director of The Interactive Marketing Institute of Virginia Commonwealth University and head of research and issue analysis for the Royall & Company, presented a keynote on “Trends that are Shaping the Future of Marketing.”

CareFirst BlueCross BlueShield’s Keith Langrehr and Blue Cross Blue Shield of Vermont’s Catherine Hamilton co-presented “The Most Powerful Brand in the World” – a topic that covered leveraging the brand to drive response and the importance of education in creating brand strength. 

The following day, a round table group tackled “Telemarketing in light of DNC,” “Using Database Marketing and Profiling to Target,” “The Web: How to Use it Most Effectively,” and “What’s Working: Success Stories.” The morning rounded out with “Sales Training Techniques for the Over 65 Market” presented by Shelley Griffin, BlueCross BlueShield of South Carolina, and Tab Norris, Aslan Sales Training.

A panel presentation on “Targeting the Individual Under 65 Market” included Sharon Jones, BlueCross BlueShield of Florida; John Mavros, BlueCross BlueShield of Oklahoma; Rachel Wagner-Hutchison, CareFirst BlueCross BlueShield; and Joe Camargo, Horizon BlueCross BlueShield of New Jersey. Topics included the essentials – marketing a low-cost product to the under 65 market; persuasive TV; targeted lead-generation campaigns for improved response; and individual health care reform update. Kevin Shanklin of the Blue Cross Blue Shield Association spoke on “Retiree Health and Related Benefits: Employer and Employee Choices.” 

The last day’s session opened with a Town Meeting on Medicare and Part D – a forum in which attendees shared the ideas and challenges of handling the wave of Medicare changes in 2005 and 2006. Mike Rae of Independence Blue Cross and Paula Harper, BlueCross BlueShield of Texas, served as moderators. 

A second Town Meeting was moderated by Warren Hunter, president and CEO of DMW, on “What’s Hot and What’s Not in Financial Marketing in Your Market Area.” Richard Tooker and Tina Taylor of KnowledgeBase Marketing, Inc. spoke of how the competition is using database marketing techniques and analytics to target individual consumers in a presentation called “What Non-Blue Healthcare Marketers are Doing.” Susan Ward of Anthem Blue Cross and Blue Shield discussed HSAs and High-Deductive Health Plans. James Burns of Blue Cross and Blue Shield of New Mexico wrapped up the conference. 

Preceding the conference, a bonus workshop themed “Marketing with Attitude” was conducted by DMW, a direct response advertising agency with a specialty practice devoted to assisting BlueCross and BlueShield plans using direct to market products to individual consumers, Medicare beneficiaries, and small groups. DMW has worked with Blues plans in more than 30 states and has handled event planning for this annual direct marketing event since its inception in 1992. Topics included “Generational Segmentation – It’s All About Lifestyle and Attitude”; Finding the Right People by Finding the Right Medium”; “Digital Assets, Printing, and Personalizing the Web”; and “Creative for the Generations – It’s All About Who You’re Talking To.” 

A presentation called “Give Attitude Credit – Marketing to Individuals Under Age 65” covered the emerging use of credit data in penetrating the market who’s doing it and how it works. “Marketing to the Seniors of Tomorrow – Today” covered trends that impact how marketers stay in tune with the Medicare beneficiary. 

“This gathering of industry thought leaders offered the ideal platform for idea exchange and in-depth discussion as the Blues continue to stay ahead of the curve in a constantly evolving marketplace,” said Dorane Wintermeyer, vice president, marketing and sales division, Blue Cross and Blue Shield of New Mexico, the conference host plan. 

About Blue Cross and Blue Shield of New Mexico (BCBSNM) 
For 65 years, Blue Cross and Blue Shield of New Mexico has been committed to the health needs of its state, adapting to changes in the health care environment and developing new and innovative products to administer a variety of private business and government benefit programs. BCBSNM and HMO New Mexico (HMONM) offer a complete range of health plans, including Point-of-Service, HMO, PPO, indemnity, and individual health plans. They serve more than 235,000 individuals, employees, and family members, with the most comprehensive provider network in the state. Visit their Website at www.bcbsnm.com. 

About DMW
DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion. Industries served include insurance, financial services, consumer products, B2B, and non-profit. Warren Hunter, president of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com.