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Dedicated Sessions AvailableOver the next 3 weeks we can schedule dedicated sessions
for your team. Contact us if you are interested.
Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials
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Housekeeping
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+1 (855) 352-9023Webinar ID 100-534-411Go to JoinWebinar.com
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speakers or telephone- Call (480) 297-0021- Access Code: 659-005-417
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Comments & QuestionsPlease summit your questions and comments via chat under ‘Question’ section
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Carlos Santiago has been guiding strategic growth rooted on predictive analytics for leading marketers in health & wellness for 13 years at SSG.
Mindy Figueroa leads an award-winning team that operationalizes roadmaps helping Hospitals, Providers and Organizations to go-to-market with coaching and proven tools that deliver results.
Juan Ovalle is an expert in predictive analytics, effectively generating insights from data fusion across syndicated, customer databases, custom qualitative, quantitative and Social research in CPG, Telecom, and Health.
About the Presenters
We guide clients using advanced research, projectable opportunity sizings, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk.
Leveraging client-side and consulting experience, we arm you with intelligence, ownable insights to purchase, strategic options aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys.
About Santiago Solutions Group
Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials
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Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials
HOWExchange
Readiness, Acquisition, Advocacy & Profitability
WHONew Exchange
Consumers
Similarities & Nuances
WHATAssess Exchange Market Progress
and Define Opportunity
1 2 3
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1. Progress Attained
& Opportunity Ahead
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1,396 36%
2,447 64%
RemainingOpportunity
Enrolled
Twice as Many Eligibles Remain in the Sidelines
Total Eligible Opp’y 3.8M
One Fifth of the Eligibles Enrolled in NY
371 22%
1,310
78%
RemainingOpportunity
Enrolled
Total Eligible Opp’y 1.7M
RemainingOpportunity21,66580%
Four Times as Many Eligibles Remain in the
Sidelines
Total Eligible Opp’y 27M
Enrolled5,44620%
Analysis is not including Medicaid Expansion (FPL 100-138), Universe Consists: Eligible Uninsured (139-400) + IFP (139-400)
Some States Performed Stronger Than Others Yet The ACA Triathlon Offers Vast Opportunity To Sprint Ahead
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California Most Successful at Enrolling Hispanics & Millennials In Exchange
Total White NH Hispanic African
AmericanAsian/
Other NH Millennial
California 36% 29% 27% 15% 111% 23%New York 22% 22% 17% 12% 107% 16%FFM 20% 20% 14% 20% 44% 13%
CA and NY most successful at attracting A/O; More work needed for AA
Source: SSG Analyses of Covered California Press Release on April 17, NY State of Health Open Enrollment Report June 2014, DHHS Summary Enrollment Report-DHHS on May 2014, and Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated elegibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64
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Enrolled Eligible
42%66%
58%34%
Spa Dom Eng Dom
Enrolled Eligible
39%68%
61%32%
Spa Dom Eng Dom
Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report June 2014& Scarborough USA+ 2013 R2 Index Calculation: (Hispanic enrolled) / (Hispanic Eligible)
Spanish Dominant Hispanics Underperformed In ACA 1 Exchange
Enrollment Rate by Language of Preference Among Hispanics
Index
171
64
191
57
Index
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ACA Has Reshuffled Consumer Health Care MarketplaceBlues & HN in California & CO-OPs in New York
Sources: Covered CA Enrollment Press Released on April 2014, NY State of Health 2014 Open Enrollment Report June 2014, & Scarborough CA & NY DMAs 2011, 2012 R2
Index3257
161
317
Exchange Enrollment 2014
Commercial Insurance 2012
Index
267
50
180
19%
30%
6%
36%
8%
19%
58%2%
Exchange Enrollment 2014
Commercial Insurance 2012
13%
40%
5%
3%12%6% 6%
17
6%17%
17%
20%9%
8%19%
17%15%11%
62%
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31%
30%10%
8%1%, A/O
10%
8%
1%
WNH nonMill
Mill WNH
Mill Hisp
Mill AA
Mill A/O
Hisp nonMill
AA nonMill
A/O non-Mill
~34M Opportunity Remaining; 24M, or7 in 10, Are Multicultural & Millennial
Opportunity By Segment
1. WNH 61%2.Millennials 49%3.Multicultural39%4.Hispanic 20%5.AA 16%
Includes Uninsured + Individually Insured in FPL 139-400 Eligibles
Multicultural
39%
Millennial 49%
Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY) projected to US Total
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2. Understanding the Newly
Insured Segments
- Similarities & Key Nuances
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66%
34% Insured
Communications Will Need To Be Adapted to Uninsured
Uninsured Eligibles
Insured
Uninsured Eligibles
70%
30%
57%
25%
29%
14%
29%
47%
Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400Insured: Insured, FPL400+
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Insured Uninsured
61% 59%
20% 34%
19%7%
Banking Methods18-34
Insured Uninsured
83%
57%
1%
3%
6%
3%
10%
38%
Internet & Mobile WebHISP 25-64
.7x
HISP
1.7x
Source: Scarborough USA+ 2013 and GfK MRI Fusion R2 Survey of the American Consumer; Enrolled a/o Apr 19 FPL 400%+ vs Uninsured + FPL 139-400%; Age 25-64Significance tests run at 95% confidence level
Mill
Despite Digital Adoption, Face-To-Face Still Key6 in 10 Hispanic Uninsured Eligibles Mobile Savvy; 1/3 Uninsured Millennials Prefer in Person Transaction
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Uninsured Wellness Mindset Not Riskier, Actually Quite Similar To Insured
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Wellness Mindset Opportunity
16%
32%52%
20%
33%
47%
Insured
Source: Scarborough & GfK-MRI data fusion USA+ 2013 R2 Survey of the American ConsumerUninsured Eligibles: Uninsured ,Ages 25-64, FPL 139-400Insured: Insured, FPL400+
Uninsured Eligibles
20%
39%
41%24%
32%
44%
Total Market
Hispanic
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Exchange Population Has A More Balanced Approach To Medical Care
Insured
Exchange
Eligible
NuancesMindset Towards Traditional Medicine
Insured Uninsured
63% 52%
37% 48%
Doctor Knows BestI'm My Own Doctor
Uninsured (ages 25-64) are
29% more likely to act as if they are their own doctors in comparison to those already insured
Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400Insured: Insured, FPL400+
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-31 -33-44
0
20 176
64
4742
5650
Wellness-Minded Individuals are More Prone to Engage in Prevention
Wellness-MindedWellness-Ambivalent
Wellness-Averse
Regularly Go to Dr. for Check-upsUninsured 18+ FPL 139-400
SSG Wellness SpectrumTM Powered by GfK-MRI
100 Index US Total
Avg. Tot WnH H AA Tot WnH H AATot WnH H AA
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights ReservedSource: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total Uninsured 18+, National
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3. RALP - Readiness, Acquisition,
Loyalty, & Profitability
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Ensuring Cultural Readiness To Enhance Experience & OutcomesLatin Ready™ SpectrumAssesses the Operational Readiness of an organization to meet Linguistic and Cultural Needs of Latinos in alignment with CLAS (Culturally and Linguistic Appropriate Standards)
*L2L’s Proprietary Latin Ready Spectrum™ ToolAnalysis based on LRA studies from 2012-2014: 5 healthcare, 5 education, 1 retail/direct sales, 1 non for profit
Education
Hospitals
Retail
Healthcare
18.8 25.6 36.827.0
No opportunities are being explored.
Awareness and interested in exploring opportunities and /or have tested at hoc initiatives
Transitioning from Ad Hoc initiative to an operational readiness and strategic transformation
Organization is operationally
Fully integrated strategy within the business organization
EmotionalFinancial
Operational
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Wellness Scores Allow For Geographic To Individual-level Prioritization For Test & Learns To 1-to-1 Personalization
Wellness-Minded
Wellness-Ambivalent
Wellness-Averse
Wellness Scores can be identified for any group of Adults in the U.S. to enrich internal client databases or targetable email/mobile prospect lists through BigData vendors like Axciom, etc.
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Market to Market. Survey of the American Consumer
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Precise Channel Selection Tools for Mass to Personalized EffortsOnline Radio and TV Key Engagement In CA
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White NH Hispanic African Am Asian/O
California Uninsured FPL 139-400
Source: Uninsured/IFP, age 18-64 in FPL 139-400% (000’s)SSG Analysis of Scarborough USA+ 2013 R2
1.TV viewers
2.Online Radio listeners
1,075 1,595 185 339
441 674 59 162
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-20 -22
-35
71
-4
-26
59 55
71
3643
Wellness-Minded Segment Is Most Likely To Become Brand Advocate
Healthcare: Knowledge & WOMSSG Wellness SpectrumTM Powered by GfK-MRI
Uninsured 18+
Wellness-MindedWellness-Ambivalent
Wellness-Averse
100 Index US Total
Avg.
Tot WnH H AA
WnH HTot AA Tot WnH H AA
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights ReservedSource: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Doublebase Survey of the American Consumer. Base: Uninsured 18+ US Total Avg. Category Influentialism Segments*- Categories Recommended To People: Healthcare Family/Friends or Neighbors/Colleagues or People you Don't Necessarily Know (in stores, online, etc.) AND Healthcare: I have a great deal of knowledge in this area
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Manage Costs by Cultivating Healthier-Outlook Segments
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Through Focused Acquisition, Retention, & Prevention Efforts
Wellness-Minded
Wellness-Ambivalent
Wellness-Averse
100 Index US Total
Avg.
9 9
-5
18
-5-9
5
14
-14
-9
-23
0
Have/ Had Preventable Chronic Disease (PCD)SSG Wellness SpectrumTM Powered by GfK-MRI
Generations: GenX
Indices vs. US Total GenX Avg. Likelihood to Have PCD Above or Below US Avg.Source: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Market to Market. Survey of the American Consumer
Tot WnH H AATot WnH H AA
HTot WnH AA
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Countdown to ACA 2nd Growth RaceFoundation of Main Sources of Growth
Spotty Progress Vast Opportunity• Progress was spotty for Hispanics, African Am & Millennials• Among Uninsured Hispanics, Enrollment of Spanish Dominant eligibles is
lagging the most• 3-5 times more FPL 139-400 eligibles remain uninsured or with IFP• 70% are Millennial or Multicultural
Exchange Brings a New Consumer• Educational level is vastly < HS• Among Hispanics, the preferred language is predominantly Spanish• Exchange eligible is mobile savvy but also likes to transact in-person• Wellness Minded are most likely to go to Dr regularly for check-ups
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Effectiveness & Best Practices Turnkey Tools
Test your network & providers operational Cultural Readiness to uncover gaps challenging experience and loyalty
Enhance messaging using cultural triggers and motivators of eligible segments to enhance conversion and brand relevance
Overlay wellness propensity onto Multicultural & Millennial segments
Select channels and engagement methods that reach eligibles directly
Bond with new customers by engaging culturally in treatment of health disparities
Identify and exceed the expectations of Brand Advocates to influence trust and positive WoM
Manage costs by focusing prevention & disease management directly to individuals who are most wellness responsive
Readiness
Acquisition
Loyalty
Cost Management
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Comments &Questions
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SSG Monthly Insights Newsletter
Santiago Solutions GroupLatin2Latin Marketing + Communications, LLC
Santiago Solutions Group: 818.736.5661Latin2Latin: 954.376-4800
SantiagoSolutionsGroup.comLatin2Latin.com
@Santiago_Group@Carlos_SSG@Latin2Latin
santiagosolutionsgroup.com/subscribe/
[email protected]@Latin2Latin.com
Thank YouWe appreciate the support of
your interest
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Marketing to a Diverse America ConferenceOctober 15-17 – Atlanta3rd Multicultural Health Marketing Conference featuring SSG and leading multicultural marketers.DTC Perspectives is proud to announce the third annual edition of this new marketing conference