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Perspectives_Q3_Aug21_MH and the Consultant

internal seminar on current industry topic
by

Michelle Rosowsky

on 9 June 2016

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Transcript of Perspectives_Q3_Aug21_MH and the Consultant

Marathon Health's informal advisory network:
Leslie Arcana, Director of Consulting Services at HUB Int'l Gulf South, Metairie, LA
Russell Berman, Executive Vice President at Hayes Companies, Minneapolis, MN
Greg Howe, Wellness Manager at Lincoln Industries, Lincoln, NE
Franck Labiche, HR Director at Laitram, Harahan, LA
Leonard Martin, City Manager of Carrollton, TX
Catherine Hamilton, VP of Strategic Planning at BCBS of VT, Berlin, VT
Perspectives
Friday, August 21, 2015

Broker:
Transactional
Oriented around selling a product
Focused on annual renewals
Compensation based on commission
Brokers and Consultants
Marathon Health and Brokers, Consultants
Marathon Health's new business pipeline
Broker/consultant relationship building
Stratification
Advisory network
feedback
Consultant:
Strategic
Focused on outcomes---getting the most value from benefit dollar
Compensation based on fees or retainer
National
Regional
Local
Willis
Mercer
AON
Towers Watson
Arthur Gallagher
Wells Fargo
HUB
Hays
Willis
CBIZ
The Rhodes Insurance Group
Apex
Gibson
Gravity
Value:
Example:
http://www.aon.com/human-capital-consulting/consulting/health_benefits_consultants.jsp
Lead generation
Employer
(direct)
Broker/consultant
Client, Ambassador referral
Trade shows, conferences, professional network events
Inbound & outbound marketing
RFI/RFP
Request for Information
(RFI); formal or informal
Request for Proposal (RFP)
Finalist presentation;
Vendor of Choice (VOC)
Contracting
Lead opportunity
Prospect qualified
Implementation
Timeframe: 1- 3 years

Knowledge of the landscape of product offerings
Feasibility studies
Manage procurement process (RFP,RFI)
Impartial vetting of potential vendors
Makes recommendations
First point of contact to resolve issues
Account management
Discussion:
Role of the broker/consultant at each phase
Example:
PROS
& CONS
Devote as much time & resources to relationship building as to RFP writing
Efficiency of developing relationships "higher" in the national organizations (without neglecting local efforts)
Be sure brokers/consultants understand our cost/benefit (especially if 'premium' priced); relationships throughout MH
Raise visibility through conference attendance, webex's, "mini forums" for brokers, etc.
Time efforts appropriately--i.e. be aware of busy seasons
Brokers will favor vendors they're already familiar with & trust
Target top brokers with the right client base; target geographic areas where we have a presence
Marketing to brokers
Inbound marketing (website persona)
Professional network events
'Drip' email campaigns, webinars
Sales team activities (conferences, etc)

Full transcript