HAP Names New Vice President of Consumer Experience

November 06, 2017

DETROIT - Health Alliance Plan has appointed Dustin D. Hoffman to the position of vice president, consumer experience. With more than 14 years of experience in IT, customer experience and marketing across various Fortune 500 companies, Hoffman will continue to ensure HAP customers receive the best brand experience possible.

Prior to his appointment to this newly created position, Hoffman served as HAP's director of digital strategy where he was responsible for HAP's digital strategy and web operations. In addition, Hoffman had oversight of the digital experience for integrated care and coverage as well as marketing initiatives for health plan members.

"Dustin's unique combination of expertise in digital strategy, IT and optimizing the customer experience will support HAP as we continue to enhance our customer service platforms," said Mary Ann Tournoux, senior vice president and chief marketing officer of HAP. "His mastery of this critical technology will enable HAP to provide agile digital systems that increase customer engagement with these platforms and enhance customer satisfaction."

Hoffman earned a bachelor's degree in economics and management from Albion College and an MBA from the Eli Broad Graduate School of Management at Michigan State University. In 2015, Hoffman was awarded a Davidson Fellowship for Entrepreneurs in Digital Health from the Henry Ford Innovation Institute at Henry Ford Health System. Hoffman is a St. Clair Shores, Mich. resident.

About Health Alliance Plan

Health Alliance Plan (HAP) is a Michigan-based, nonprofit health plan that provides health coverage to more than 650,000 members and companies of all sizes. For more than 50 years, HAP has partnered with leading doctors and hospitals, employers and community organizations to enhance the health and well-being of the lives we touch. HAP offers a product portfolio with six distinct product lines: Group Insured Commercial, Individual, Medicare, Medicaid, Self-Funded and Network Leasing. HAP excels in delivering award-winning preventive services, disease management and wellness programs, and personalized customer service. For more information, visit hap.org.

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HoffmanDustin17 web 


Ebony Dooley

Health Alliance Plan (HAP)

(248) 443‐7847



Rich Donley

MCCI on behalf of HAP

(313) 481-4712


Categories: HAP leaders, Company growth, Awards and honors

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