Denise Shouse Email & Phone Number

Minneapolis, Minnesota, United States

Responsible for overseeing the development and implementation of all marketing, communications, creative services, and digital content.

Greater Minneapolis-St. Paul Area

Provide strategic direction and management of all marketing communications campaigns to association members. Manage and direct a team responsible for communications, marketing, advertising, and promotional activities through the research, planning, implementation and evaluation of integrated communications plans with a focus on return on investment. Responsible for identifying emerging market trends and new channels to reach targeted audiences.

Greater Minneapolis-St. Paul Area

Provide strategic direction, develop and launch marketing plans to AAN members. Marketing and communication plans include launch of clinical evidence-based guidelines, quality improvement initiatives including a neurology specific clinical improvement database, practice management tools and resources to run an efficient medical practice and optimize reimbursement and advocacy initiatives including a political action committee and annual hill day.

Accountable for development and execution of the annual strategic marketing plan for a segment generating $2.5 million in revenue consisting of fully insured, self-insured and third party administrator purchasers. Implement new marketing strategies based on market segmentation research identifying five unique business-to-business buyer segments. Develop e-campaigns for buyer segments resulting in 15% improvement in customer engagement with open rates that exceed industry average by 22%. By directing a marketing team of four, new products are brought to market with compelling value proposition messages delivered in collateral, presentations, promotions and events for new innovations such as defined contribution, private exchanges, tiered networks and accountable care models. Product launches include targeted distribution channel strategies using a consultative sales approach while recognizing and rewarding loyalty to improve retention and up sell.

Develop and deploy market driven strategies required to drive business development activities within a diverse commercial product line of health insurance offerings that serve more than 1.2 million members. Execution of plans resulted in enrollment growth, profitability and cost of care reduction contributing to $87 million in savings. Define and launch a suite of health incentive products to engage and reward consumers in making healthier lifestyle choices. Incentives range from rewarding participation to outcome based (biometric) and includes the reward delivery vehicles such as wellness credits.Oversee the lifecycle of health insurance products through product roadmaps, market requirements as a result of market and customer research and oversee the cross functional operational teams in a matrix organization to ensure requirements are implemented. Engage the sales and market research teams to gather market intelligence about products, positioning and features to determine customer priorities. Support the development of the sales training sessions focusing on how to sell the product using a defined consultative sales process. Collaborate with Marketing to develop the product positioning, marketing messages and launch plans.

Strategize, define and implement detailed marketing/communication plans associated with seven clinically focused physician and hospital quality and cost programs for both internal and external audiences. Programs focus on chronic conditions, cardiac, radiology, oncology and women's health and included more than 100,000 physicians.Write, edit and produce physician/hospital quality and cost clinical program execution toolkits for external audiences including marketing materials, presentations, Internet content and media talking points among other promotional tools.Serve as project manager in managing the deliverables identified in the marketing plans including interactions with legal, compliance, clinical and executive leadership across a matrix organization.

Developed a national durable medical equipment contracting module of best practices, standard fee schedules, contracting templates and reference materials.Consolidated 108 local contracts into nine national contracts resulting in $14M in savings.Negotiated national durable medical equipment contracts and reduced annual pmpm trend by 13%Created turn key diabetic disease management programs for employer groups and established contract relationships with medical supply vendors for discounted diabetic supplies.

Managed project implementation of national chiropractic network within 35 local health plans consisting of more than 250,000 chiropractors, acupuncturists and massage therapists.Facilitated and managed cross functional implementation team including representatives from commercial and government product lines, legal and compliance staff, operations (claims, customer service, data management) sales and marketing staff, finance and information systems.