Melissa Hulke is the Market Development Officer for Aetna’s West Region, where she develops and leads the successful execution of strategic plans; implements management processes; evaluates operational performance; manages new business opportunities; identifies emerging markets and trends; and manages internal and external relationships that increase market share, retention, and brand expansion.

She has over 20 years of strategy experience, including Chief Strategy Officer, Chief of Staff, and Enterprise Market Strategy positions at Aetna and CVS Health. Prior to joining CVS in 2018, she was a senior leader of a data analytics consulting practice for healthcare clients, including payers, physician practices, hospitals, health systems, and PBMs, on issues relating to finance, analytics, compliance, and growth strategies. She currently serves as the Chair of the Board of Directors for Arizona Autism United.

How did you become a leader in healthcare? Was healthcare always something you were interested in?

I have always been interested in healthcare and wanted to be a doctor when I was young, except I never got over being queasy at the sight of blood when volunteering at a local hospital as an undergraduate student. So, I decided to go the business route.

From a business standpoint, I was attracted to the complex, data-driven, and innovative nature of the healthcare industry. I worked my way up to become a senior leader in the international healthcare consulting practices of Navigant Consulting (now Ankura) and Berkeley Research Group, where I led teams that solved clients’ most complex business challenges. I became a leader in professional healthcare associations, as well as a thought leader, by regularly presenting at national conferences and publishing in national journals. It has been fantastic to continue my journey as a leader driving cross-collaborative strategic initiatives at Aetna / CVS Health.

From rapid advancements in technologies like AI to sudden, worldwide crises like COVID, it can feel like change in healthcare is happening faster than we can keep up. As a leader in strategic planning, how do you ensure a balance between long-term goals and the need to be flexible when the unexpected happens?

When setting long-term goals, I am a strong proponent of identifying and focusing on the most critical goals, ideally 3, maximum 5. Focusing on just a few highly impactful goals enables organizations to drive meaningful results, and also be flexible to changing market and competitive dynamics that require immediate attention. I also hire people who are flexible, adaptive to change, and ready to embrace new challenges, because having the right talent makes all the difference.

We’re excited to see you at the WBL Summit next month! As a longtime Summit attendee, what are you looking forward to most about the experience?

I get so much out of the WBL Summit and find it incredibly worthwhile to attend. The thing I enjoy most is connecting with talented healthcare executives through meaningful networking, which no other conference has been able to replicate. A highlight is the Roundtable Networking discussions, where attendees share their leadership or business challenges and others provide their insights. I am grateful to learn from some of the best and brightest healthcare executives in the industry by discussing real-world situations and establishing meaningful connections at the same time.

Throughout the Summit, I also enjoy hearing perspectives on innovation and emerging issues from a diverse group of speakers and attendees who are executives across the healthcare spectrum, including managed care organizations, providers, life sciences, and vendors. It is important to bring a balanced perspective back to our organizations, especially in a market development role.

Lastly, I truly enjoy reconnecting with old friends and making new ones.

Personally or professionally, what might the WBL network be surprised to know about you?

I grew up on a farm in a village (it was too small to be incorporated as a town) in the middle of Wisconsin. I love continuing my wellness journey, doing anything active and adventurous outdoors.