Pharmacy Benefit Management Institute (PBMI) helps industry professionals manage pharmacy benefit programs through research-based drug benefit education.

1:15 pm – 2 pm
Microtrends: The Small Forces Behind Tomorrow’s Big Changes

E. Kinney Zalesne, co-author of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, will interpret data on religion, leisure, politics, and family life that are impacting you and your beneficiaries. Mircrotrends identifies critical habits and choices of U.S. consumers of interest to business professionals in all industries.

“The power of individual choice has never been greater, and the reasons and patterns for those choices never harder to understand and analyze,” writes Zalesne. “The skill of microtargeting—identifying small, intense subgroups and communicating with them about their individual needs and wants—has never been more critical. The one-size-fits-all approach to the world is dead.”

Society is changing in many ways. “By focusing only on the major trends that reach a ‘tipping point,’ most observers are missing the fact that you no longer have to reach that point to be a successful trend with a vast potential impact on society” write Penn and Zalesne in their book.

The U.S. labor force has a measurably different demographic profile today than in years past. Zalesne’s remarks will focus on some the microtrends working among groups in the U.S. workforce including:

   • Working Retired
   • Extreme Commuters
   • Stay-at-Home Workers
   • Wordy Women
   • Ardent Amazons

The author also will discuss emerging viewpoints on health and wellness. Drilling down into the microtrends of this critical aspect of American life will provide insights to guide health, wellness, and disease management initiatives.

Zalesne has served as a White House Fellow, counsel to U.S. Attorney General Janet Reno, and held executive positions with national social-change organizations. She graduated cum laude from both Yale University and Harvard Law School.

2:00 pm – 2:45 pm Case Study
How to Customize Benefit Messages for Diverse Employee Groups

M. Brad Reynolds, SPHR, Chief Human Resources Officer/VP,
Ohio Presbyterian Retirement Services

Ohio Presbyterian Retirement Services has an extremely diverse workforce to operate home health care services plus 11 full-service retirement communities. Using a strategic approach to benefits communications, OPRS uses a depth of interpersonal, electronic, and print media to get its messages to employees. This case study session allows attendees to develop a tactical plan for sending drug benefit messages

2:45 pm – 3:15 pm
Break – Educational Forum Café

3:15 pm – 4 pm
Extreme Generic Dispensing

There are tremendous savings opportunities associated with brand-name drugs coming off patent in the next two to three years. Identify the most effective strategies to increase generic dispensing rates, exploring the highest or most extreme rates possible.

4:00 pm – 4:30 pm
Hot Topics Discussion
Afternoon faculty will participate in a question-and-answer session on up-to-the-minute issues impacting drug benefit programs.

4:30 pm – 6:30 pm
Microtrends Book Signing – East Courtyard
Reception – Educational Forum Café
Each conference attendee will receive a copy of Microtrends, compliments of PBMI. Ms. Zalesne will visit with attendees and sign books at the 4:30 pm Conference Reception.