Revolutionizing Member Engagement: How Icario is Powering Personalized Healthcare Outreach

Marc Willard, CEO, Icario, joins Eric to discuss Icario’s new, innovative platform and how it improves member engagement and health outcomes. The conversation also touches on the challenges health plans face in adapting to changing member needs, the importance of data integration and organization, and the potential impact of AI-driven solutions on healthcare delivery and cost reduction.

Here are some key takeaways from the conversation:

The Power of Personalization – Health plans are lagging in using AI and data-driven insights to create truly personalized member experiences. Icario’s approach focuses on knowing the member through data to improve engagement and outcomes.

Beyond Transactions to Long-Term Engagement – Many health plans operate in silos, leading to disconnected member experiences. Icario’s platform shifts from one-time interactions to continuous, AI-driven engagement that adapts to member behaviors and preferences.

Smart Outreach Strategies – Effective member engagement requires understanding preferences (text, email, phone, or mobile apps), timing communication to when members are most responsive, and avoiding member abrasion through excessive outreach.

Leveraging AI and Machine Learning – Icario’s new platform, Aivella, goes beyond rules-based engines to incorporate machine learning. Based on member responses, it dynamically adjusts outreach strategies in real time.

About Marc

Marc Willard is responsible for Icario’s overall strategy, growth, and operations. Marc has over three decades of experience leading digital transformation and technology in the digital health sector. Marc is passionate about improving lives with industry-leading, cloud-first digital health platforms. 

 

Marc brings a unique and highly relevant set of abilities, operational experiences, and industry relationships to Icario at the perfect time in the company’s development. Before joining Icario, Marc founded Certify, where he pioneered the first cloud-based data and interoperability platform connecting providers and payors at scale. Marc founded Transcend Insights at Humana, the merger of three Humana acquisitions, including Certify. Transcend developed and launched an innovative cloud-based population health platform. At Humana Corp, as SVP, he led all member, patient, and provider digital engagement initiatives. These initiatives were focused on data and analytics to improve care delivery and quality and lower healthcare costs. In addition, Marc holds several board member positions.

 

Marc studied Electronic Engineering at Farnborough College of Technology and in classic entrepreneurial style, left to focus on his first start-up. Outside work, he enjoys spending time with his wife and family, collecting classic cars, and being on the water. He also mentors entrepreneurs while supporting the start-up community, which he finds very rewarding. 

Find Marc on LinkedIn: https://www.linkedin.com/in/marcwillard/

About Icario

Icario serves health plans using robust whole-person data, predictive behavioral science, and a proprietary engagement platform to offer personalized experiences that meet members where they are in their health journey. Icario combines the industry's largest member data repository with unparalleled industry expertise to implement health action programs that deliver personalized member engagement, reduce abrasion and encourage positive health behaviors. Visit Icariohealth.com.

 

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