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Applying Retail Best Practices
for a Successful Private Exchange


An optimal consumer shopping and enrollment experience is the most critical component of a successful private exchange, according to a recent survey on the health of private exchanges. But what does an "optimal consumer experience" look like?

This webinar examines three key requirements for healthcare consumers that every health insurer needs to understand for developing the best, personalized shopping and enrollment experience:

  • Make sure your decision support approach helps, rather than hinders, your consumer experience
  • Apply the right lessons from retailing and ecommerce markets to improve the consumer experience
  • Shape the success of a consumer's experience beyond shopping and enrollment

Attendees will hear first-hand experience from health insurers and from an expert on consumer decision-making with experience from the large retailers and Apple. Health Insurer executives and program managers responsible for consumer engagement, sales, marketing and product are encouraged to attend.



Peg Eitl—VP of Sales and Client Management, Highmark Delaware

Peg Eitl leads the Sales and Client Retention efforts efforts at Highmark BCBS Delaware. She joined Highmark 18 months ago with more than 30 years of experience in healthcare sales andmarketing across a number of carriers, including Optum, a UnitedHealth Group Company, where she was an individual contributor in their payer sales division; Cigna International, where she led marketing and sales support; and Aetna, where she spent 10 years in a number of individual contributor and sales leadership roles.


Roberta Braum—MS, MBA, Director of Product Management, Array Health

Roberta Braum is Director of Product Management at Array Health, a leading provider of private insurance exchange technology. Roberta leads Array’s product design initiatives and works closely with development to optimize usability and create an ideal consumer experience. Roberta has over 15 years of experience in developing and managing software products, including extensive experience in designing and creating consumer-facing web and mobile applications. Roberta has managed mobile payments for OpenMarket; led the paid services organization at IMDb; and managed product merchandising, ordering and fulfillment systems teams for Amazon. Early in her career she was a technical lead for Apple Computer. She holds an MS in Electrical Engineering and Computer Science from MIT and an MBA from the MIT Sloan School of Management.


JoAnn Cipiti—Sales Excellence and Government Strategy, Blue Cross Blue Shield of Arizona

JoAnn Cipiti represents Blue Cross Blue Shield of Arizona as the company's Government Strategic Executive. In this role JoAnn establishes the company's sales acquisition and retention strategy. Prior to joining BCBSAZ JoAnn worked for more than 25 years in the insurance industry. She has served as a principal in the Buck Consulting business, a leading human resources and benefits consulting firm in Phoenix. In addition, she has worked in sales and consulting capacities at Aon, Mercy Health Services and Blue Cross Blue Shield of Michigan.

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