S3E3 · How SCAN Turns Member Obsession Into Strategy with Martin Esquivel & Trish Cox

What happens when a healthcare organization puts members at the center of every decision while staying disciplined about financial sustainability? On Speaking From Experience, host Sujay Saha speaks with Martin Esquivel, Chief Product Officer, and Trish Cox, Chief Experience Officer at SCAN Health Plan, about turning member obsession into a strategic advantage. They explore how Trish and Martin balance member advocacy with the discipline of running a sustainable business, and how that tension shapes the way SCAN embeds Voice of the Customer insights into daily decisions. Trish shares lessons from turning around a broken customer relationship earlier in her career, and how she's applying that discipline at SCAN today. While Martin explains how not-for-profit governance can enable longer-term innovation. They also discuss SCAN’s groundbreaking Costco partnership and how unconventional, mission-aligned collaborations can expand access and redefine healthcare value.

What happens when a healthcare organization puts members at the center of every decision while staying disciplined about financial sustainability?

On Speaking From Experience, host Sujay Saha speaks with Martin Esquivel, Chief Product Officer, and Trish Cox, Chief Experience Officer, at SCAN Health Plan, about turning member obsession into a strategic advantage. They explore how Trish and Martin balance member advocacy with the discipline of running a sustainable business, and how that tension shapes the way SCAN embeds Voice of the Customer insights into daily decisions.

Trish shares lessons from turning around a broken customer relationship earlier in her career, and how she's applying that discipline at SCAN today. While Martin explains how not-for-profit governance can enable longer-term innovation. They also discuss SCAN’s groundbreaking Costco partnership and how unconventional, mission-aligned collaborations can expand access and redefine healthcare value.

What You Will Learn:

How to transform NPS through disciplined Voice-of-Customer programs
Why "member obsession" demands operational structure, not just rhetoric
Why not-for-profit governance gives SCAN room to innovate
Strategic partnership as experience differentiation
Navigating the tension between advocacy and business sustainability

Trish Cox is the Chief Experience Officer and leads SCAN Health Plan’s consumer experience and insights, member service delivery, and digital engagement all focused on improving customer acquisition, retention, and the overall customer experience. With more than three decades of experience across healthcare and financial services, she has built her career around using data, consumer insights, and voice-of-the-customer programs to turn feedback into action and create better experiences across digital, phone, and in-person channels. Prior to SCAN, Trish held leadership roles at Charles Schwab, WellCare Health Plans, and Anthem.

Martin Esquivel is the Chief Product Officer at SCAN Health Plan, and leads the strategy, design, and management of SCAN’s Medicare Advantage products, with a focus on creating sustainable products that deliver meaningful value for older adults. He oversees benefit strategy, market analysis, and regulatory alignment, working across SCAN to develop products that improve health outcomes and the member experience. Before joining SCAN, Martin held several healthcare leadership roles, including Vice President of Medicare Product Management and Strategic Initiatives at Elevance Health, formerly Anthem.