Read. Deleted. Ignored. What It Takes to Drive Behavior Change and Lower the Cost of Care

Tuesday, August 4th, 2026 | 11:00 AM - 12:00 PM CT

Healthcare organizations have spent years investing in personalization, digital engagement, omnichannel outreach, and member experience. Yet despite more communications, more channels, and more technology, behavior change remains frustratingly difficult to achieve at scale.

Why?

Because most organizations still treat behavior change as a communication problem.

The reality is that members do not act simply because they receive a message. Action depends on three critical questions:

Will they trust the recommendation?
Are they ready and willing to act?
Can they realistically execute the action within the context of their daily lives?

Attendees will learn:

Why engagement metrics often fail to predict real-world behavior change
How trust and readiness influence whether members respond to outreach
Why identical interventions produce dramatically different outcomes across populations
The role of member context in determining whether action is realistically possible
How leading organizations operationalize behavior change at enterprise scale
What capabilities will define the next generation of member influence and cost reduction

This conversation moves beyond engagement and personalization to explore a more fundamental question:

How do health plans consistently turn communication into action—and action into measurable health and financial outcomes?

Panelists:

Koleen Cavanaugh

SVP & Chief Marketing Officer, Independence Blue Cross