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SSG’s deep analysis of the first ACA Exchange enrollment period reveals that Multicultural & Millennials will constitute the vast majority, 7 in 10, of the 2014-15 ACA Open Enrollment opportunity. As penalties double, the next ACA open enrollment will likely see nearly 6 million new Multicultural and Millennial entrants despite the fact that their enrollment rates were 20-35% below Non-Hispanic Whites during the first open enrollment. Additionally, this new wave of entrants will be strongly influenced by the experiences of the 5.7 million new exchange-insured Multicultural & Millennial consumers.
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Welcome to: Winning ACA’s 2nd Growth Race
?
Housekeeping
Dedicated Sessions Available Dedicated sessions are available over the next 4 weeks. Contact us through our website if you are interested
!
1
Welcome to: ACA 2nd Growth Race Webinar!
2
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
SSG is a growth consulting leader driven by management P&L experience, Big Data and predictive analytics.
We develop fact-based business models, insights, customer experiences and roadmaps that profitably segment distinct customer groups and drive revenue.
We help clients focus their resources where the highest ROI opportunities exist and customize strategies advancing efffective Total Market growth.
About Santiago Solutions Group
Winning ACA's 2nd Growth Race
3
Agenda
1. Cultural operations readiness
2. Acquisition
• tools for fine-tuning messaging
• balancing in-person vs. digital touch-points
3. Loyalty
• bonding through loyalty & word of mouth
• stewarding brand advocates in customer experience
4. Profitability
• managing costs of care
HOW
Readiness, Acquisition,
Loyalty & Profitability in
4 Steps
1. Key Similarities and Nuances by segment vs. Insured counterpart
2. Which key nuances impact Acquisition and Retention
WHO
New Exchange Consumers
Similarities & Nuances
1. Segments, language, key states, competitors
2. Big Winners & Losers
WHAT
Define Progress
and
Opportunity
1. Progress Attained
& Opportunity Ahead
4
2%
3%
3%
3%
4%
4%
5%
8%
8%
25%
CO
MI
WA
PA
NC
GA
TX
NY
FL
CA
States Converting Most Eligibles
5
States Enrolling Most US Eligibles
a
Top 10 US best performance states account for 66% of US Actual Enrollment
66%
Source: DHSS Summary Enrollment Report May 2014 & Kaiser Family Foundation, Marketplace Enrollment as a Share of the Potential Marketplace Population
WNH Hisp AANH AONH Millennials
CA Enrolled One Third of the ACA Eligibles; Includes Eligible Uninsured + IFP (FPL 139-400)
WNH & Asian/Other performed strongly
6
Over One third of Eligibles Enrolled in CA
Source: SSG Analyses of Covered California Press Release on April 17, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64
1,396 36%
2,447 64%
Remaining Opportunity
Enrolled
Enrolled
Total Eligible Opp’y 3.8M In 000’s
Total Enrolled 495 391 39 471 403
WNH Hisp AANH AONH Millennials
CA Enrolled One Third of the ACA Eligibles; Twice as Much Opportunity Remains Includes Eligible Uninsured + IFP (FPL 139-400)
Overall Hispanic performed very strongly
AA & Millennials trail behind
7
Twice as Many Eligibles Remain in the Sidelines
Source: SSG Analyses of Covered California Press Release on April 17, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64
29% 15% 111% 23%
1,396 36%
2,447 64%
Remaining Opportunity
Enrolled
Enrolled
Opportunity
Remaining
Total Eligible Opp’y 3.8M
27%
In 000’s
-21% v. WNH
-7% v. WNH
50%
42%
9% AA
Hisp
WNH
Total Enrolled 495 391 39 471 403
WNH Hisp AANH AONH Millennials
NY Enrolled One Fifth of the ACA Eligibles Includes Eligible Uninsured + IFP (FPL 139-400)
Hispanic & Millennials performed second after White NH
8
One Fifth of the Eligibles Enrolled in NY
Total Enrolled: 213 58 39 62 115
371 22%
1,310 78%
Remaining Opportunity
Enrolled
Total Eligible Opp’y 1.7M
In 000’s
Source: SSG Analyses of NY State of Health Open Enrollment Report June 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o April 15vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 1.7 M; Age: 18-64
Enrolled
WNH Hisp AANH AONH Millennials
NY Enrolled One Fifth of the ACA Eligibles; Four Times is the Opportunity Remaining Includes Eligible Uninsured + IFP (FPL 139-400)
Hispanic & Millennials performed second after White NH
9
One Fifth of the Eligibles Enrolled in NY
22% 12% 107% 16%
Total Enrolled: 213 58 39 62 115
371 22%
1,310 78%
Remaining Opportunity
Enrolled
Opportunity
Remaining
Total Eligible Opp’y 1.7M
17% In 000’s
-27% v. WNH
-23% v. WNH
56%
22%
22% AA
Hisp
WNH
Source: SSG Analyses of NY State of Health Open Enrollment Report June 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o April 15vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 1.7 M; Age: 18-64
Enrolled
WNH Hisp AANH AONH Millennials
Fed Facilitated States* Have Enrolled One Fifth of ACA Eligibles; 4x as Much Opportunity Remains
Includes Eligible Uninsured + IFP (FPL 139-400)
Four Times as Many Eligibles Remain in the Sidelines
Hispanic & Millennials are behind
* Idaho & New Mexico are Federally supported SBMs for 2014 Source: SSG Analyses of DHHS Summary Enrollment Report-DHHS on May 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 27M; Age: 18-64
Enrolled 5,446 20%
Total Enrolled: 3,424 585 908 529 1,538
Enrolled
Total Eligible Opp’y 27M
In 000’s
10
WNH Hisp AANH AONH Millennials
Fed Facilitated States* Have Enrolled One Fifth of ACA Eligibles; 4x as Much Opportunity Remains
Includes Eligible Uninsured + IFP (FPL 139-400)
20% 14% 20% 44% 13%
Remaining Opportunity
21,665
Four Times as Many Eligibles Remain in the Sidelines
Hispanic & Millennials are behind
* Idaho & New Mexico are Federally supported SBMs for 2014 Source: SSG Analyses of DHHS Summary Enrollment Report-DHHS on May 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 27M; Age: 18-64
Enrolled 5,446 20%
Total Enrolled: 3,424 585 908 529 1,538
Enrolled
Opportunity
Remaining
Total Eligible Opp’y 27M
In 000’s
-35% v. WNH
-30% v. WNH
63%
17%
17% 3%
A/O
AA
Hisp
WNH
11
Spa Dom Eng Dom
12 Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report June 2014 & Scarborough USA+ 2013 R2
Spanish Speaking Hispanics Have Underperformed During Enrollment
Enrollment Rate by Language of Preference Among Hispanics
Eligibles Enrolled
42%
66% 34%
58%
Index 64 171 Spa Dom Eng Dom
Eligibles Enrolled
39%
68% 32%
61%
Index 57 191
(Hispanic enrolled) / (Hispanic Eligible)
31%
30%
10%
8% 1%, A/O
10%
8%
1%
WNH
Hisp
AA
A/O
14M Uninsured Opportunity Remaining ~34M Opportunity Including IFP Eligibles 10-24M or 69% is Multicultural & Millennial
Opportunity By Segment
1. WNH 61%
2. Millennials 49%
3. Multicultural 39%
4. Hispanic 20%
5. AA 16%
13
Mu
lticultu
ral 3
9%
Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY)
projected to US Total
Winners Rebalanced the Playing Field: Blues & HN in CA & CO-OPs in NY
14
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
Index 32
57
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%
15
2. Understanding the Newly
Insured Segments - Similarities & Key Nuances
Uninsured Wellness Mindset Not Significantly Different From Insured
16
Wellness Mindset Opportunity
16%
32%
52%
20%
33%
47%
Insured
Source: Scarborough & GfK-MRI data fusion USA+ 2013 R2 Survey of the American Consumer
Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400
Insured: Insured, FPL400+
Uninsured Eligibles
-31 -33
-44
0
20 17
6
64
47 42
56 50
Wellness- Minded Individuals are More Prone to Engage in Prevention
Wellness-Minded Wellness- Ambivalent
Wellness-Averse
Regularly Go to Dr. for Check-ups
Uninsured 18+
SSG Wellness SpectrumTM Powered by GfK-MRI
100 Index US Total
Avg. Tot WnH H AA Tot WnH H AA
Tot WnH H AA
17 Source: GfK-MRI 2013 double base Survey of the American Consumer Base: Total Uninsured 18+, National
Unins. & Ins. Millennials Transact Online; 1/3 Uninsured Still Prefer Store-Front
18
61% 59%
20% 34%
19% 7%
Insured Uninsured
Banking Methods
92% 83%
Insured Uninsured
Internet & Mobile Web Mill
Omni-Channel Transactions are not shown, however very key.
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 18-34 Significance tests run at 95% confidence level
6 in 10 Uninsured Eligibles Mobile Savvy; Prefer “Sealing the Deal” in Retail/In-Person
83%
57%
1%
3%
6%
3%
10%
38%
Insured Uninsured
Internet & Mobile Web HISP 25-64
.7x 58%
39%
26% 53%
14% 8%
Insured Uninsured
Banking Methods WNH 25-64
WHITE NH
HISP
2x
19
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 25-64 Significance tests run at 95% confidence level
66%
34%
Span Dom Eng Dom
Insured
Vast Majority of Uninsured Eligibles Lack Communication Essentials
20
Uninsured Eligibles
HS Dimploma or less
Some College
College Degree or above
Insured
Uninsured Eligibles
70%
30%
57%
25%
29%
14%
29%
47%
Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400 Insured: Insured, FPL400+
Exchange Population is Very Different From Insured; Millennials Not Too Different
21
Exchange
Eligible Insured
Nuances
JS, Mary: Something related to Dr. Annual Consultation would be eye opening and of direct impact to our story … Im guessing that it would be different among eigible uninsured v insured and also across uninsured segments incl Mill….PLEASE CHECK Next slide, I think the statement need to be edited and sourced to SSG Wellness Spectrum without chart.
Importance in Medical Consultation
52% 63%
48% 37%
Uninsured Insured
I'm My Own Doctor
Doctor Knows BestThe 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 139-400 Insured: Insured, FPL400+
22
3. RALP - Readiness, Acquisition,
Loyalty, & Profitability
OPERATIONS CULTURAL READINESS 23
Socio-Economic & Cultural Needs
24
Too often Latino patients delay medical care until their conditions worsen and necessitate immediate attention
Two main drivers
• Socioeconomic factors
– Lack of health care insurance / limited health care literacy
– Limited transportation options
– Work concerns (i.e., no PTO)
• Cultural factors
– Expectation that one should tolerate pain without complaint
– Belief that certain conditions (such as pregnancy) are natural and do not require medical attention
HOW DO WE INCORPORATE CULTURE IN THE CUSTOMER JOURNEY OF NEWLY EXCHANGE INSURED?
Managing Latinos Use Of Acute Care Needs
Latin Ready Assessment®
An Innovation and Growth Tool
• How ready is your organization to provide a seamless customer
experience to Latino and other multicultural segments today?
25
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
No opportunities are
being explored.
No opportunities are
being explored.
Business is considering:
-Operations
-Human Resources
-Public Relations
Some opportunities are
being explored in:
-Operations
-Human Resources
-Public Relations
-Advertising
-Community Relations
Business is considering:
-Marketing Programs
-Social Media
Exploring opportunities
in:
-Operations
-Human Resources
-Public Relations
-Advertising
-Community Relations
-Marketing Programs
-Social Media
-Financial ROI
Business is considering:
-Development of
Taskforce
-Multicultural Champion
Exploring opportunities
in:
-Operations
-Human Resources
-Public Relations
-Advertising
-Community Relations
-Marketing Programs
-Social Media
-Financial ROI
-Multicultural Champion
-Budget
These opportunities are
integrated into the
business strategy; they
are proactive efforts, not
an afterthought.
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely L
atin R
eady
(10-19)A
lmost L
atin R
eady
(20-29)Fairly L
atin R
eady
(30-39)Latin
Read
y(40-50)
Stag
es of L
atin R
eadin
ess™
Not L
atin R
eady
(0-9)
010
2030
4050
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
*L2L’s Proprietary Latin Ready Spectrum ™ Tool
Latin Ready Assessment®
An Innovation and Growth Tool
• A revolutionary proprietary tool that evaluates how financially, operationally, and
emotionally prepared organizations are to address the rapidly growing Latino market.
• The LRA benchmarks an organization’s Latino DNA, objective observations and provides
a road map on how your organization can become Latin Ready™, in alignment with
CLAS – 15 National Standards by Minority Office.
26
Latin Ready™ Spectrum - Benchmarks Surveyed Sectors are Almost Latin Ready™ with an average score of 27.09
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
Barely Latin Ready(10-19)
Almost Latin Ready(20-29)
Fairly Latin Ready(30-39)
Latin Ready(40-50)
Stages of Latin Readiness™
Not Latin Ready(0-9)
0 10 20 30 40 50
*L2L’s Proprietary Latin Ready Spectrum™ Tool
Analysis based on a sample of 11 LRA studies from 2012-2014: 5 healthcare, 5 education, 1 retail/direct sales, 1 non for profit
Healthcare (25.63)
Education
(18.75)
(27.09)
All Sectors
27
Retail (36.8)
Non-for Profit
(27.2)
Latin Ready™ Spectrum – Benchmarks Challenges and Business Impact
28
Challenges Operationally Ad Hoc/ One off initiatives Lack of ownership/champion Lack of diversity at C- level Financially Insufficient data e.g. revenue,
market size, cultural nuances Lack of metrics of success Lack of financial commitment Emotionally Disconnect between C-level suite
and middle management on unified strategy
Not consistent external and internal communication
Blame glame on “marketing/advertising”
Business Opportunity Operationally Internal basic readiness/in
language/in culture systems and protocols
Compliance with national standards (healthcare)
Diversity & Inclusion strategy Financially Established metrics and tracking
mechanisms / results driven on revenue, market share, sales, volume, etc.
Assigned budget 20-60% Latin Readiness increase in
12 months Emotionally Internal champion / company wide
commitment External communication and
outreach (segment goodwill)
Fine-Tuning Messaging
29
How Can A Marketer Reliably Listen To Fine-tune Messaging For Branding & Acquisition?
30
Best-in-Class Leaders Mine Data to Find Un-Met Needs of Key Segments
Challenge Voice of Consumers,
with emotions, frustrations, and unmet
needs
Approach Scientific-approach to
sorting through a multitude of insights
using Statistical, Text & Contextual Mining
techniques
Benefit
Quickly identify sore spots from recent ACA enrollees. Insights help optimize messaging for
second round
Segmented Approach Can Overcome Regional Difficulties
31
Planet Superheroes
Fit & Trendy
Wellness Strivers
Busy Convenients
Savvy & Carefree
Tech munchers
Source: GfK-MRI 2012 double base Survey of the American Consumer Base: Total Uninsured 25-64 National
32
Selecting Optimal Promotional & Engagement Methods
@
Managed Care Industry Leaders Understand Nuances of Segments
33
Best-in-Class Leaders Mine Data to Find Nuanced Segment Personas
Challenge
Market Leaders interact with segmentations
proactively with actionable nuanced consumer personas
Approach
Scalable Data Analysis that informs marketer
how to improve Awareness,
Consideration, and Preference
Benefit
Marketer can interact with growth segments,
and efficiently guide the consumer through
purchase funnel
Online Radio and TV Key Engagement Channel for Newly Enrolled Hispanics
34
White NH Hispanic African Am Asian/O
California Eligible Uninsured
Source: Eligible Population: Uninsured/IFP, age 18-64 in FPL 139-400% (000’s) SSG Analysis of Scarborough USA+ 2013 R2
Managed Care CMO’s can influence new and confused enrollees by connecting with
them in the proper channels…Relevantly!
1.TV viewers
2.Online Radio listeners
1,075 1,595 185 339
441 674 59 162
Bonding with newly insured for loyalty by tackling segment health disparities
35
Bonding with Newly Insured
Reduce Disparities
• Education Partners
• Outcomes
• Cost & Subsidies
• Spectrum
• Data Fusion
• Individual or Geo level
• Wait til too sick
• Non-compliance
• Fear of system
• Cultural Relevancy
• Cultural Readiness
• H/C Literacy Cultural
Readiness
Excess Cost/ Readmission
Drivers
Prevention & Disease Mgt
Wellness Propensity
36
Cultural Nuances
SSG Wellness Segmentation Identifies Low Risk Acquisition Pool
37
Have/ Had Preventable Chronic Disease (PCD)
SSG Wellness SpectrumTM Powered by GfK-MRI
Generations: GenX
Indices vs. US Total Avg.;Likelihood to Have PCD Above or Below US Avg. Source: GfK-MRI 2013 double base Survey of the American Consumer Base: Total Generation X 1968-1982
9
-5
-14 Wellness-Averse Wellness -Ambivalent Wellness-Minded
100 Index US Total
Avg.
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Brand Advocates
SSG Brand Heart & Mind Engagement Model™
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Bra
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Ac
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Deep
En
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Purchase &
Experience
Disillusionment
Bitterness
© 2014 Santiago Solutions Group, Inc.
Fam
ilia
rity
Perf
orm
ance
-Im
agery
Favora
bilit
y
Love
-Lik
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Inte
nt
Cultu
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Rele
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-20 -22
-35
7 1
-4
-26
59 55
71
36 43
Top Segment Is Most Likely To Be Brand Advocate
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Healthcare: Knowledge & WOM SSG Wellness SpectrumTM Powered by GfK-MRI
Uninsured 18+
Wellness-Minded Wellness- Ambivalent
Wellness-Averse
100 Index US Total
Avg.
Source: GfK-MRI 2013 double base Survey of the American Consumer Indices vs. 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
Tot WnH H AA
WnH H Tot AA Tot WnH H AA
Managing Cost$
41 41
Effective Leaders Solve Specific Strategic Issues Impacting Cost
Management
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How to win
enrollment of loyal
members?
How to manage and keep new exchange members?
How to contain risk and ensure marketing dollars deliver against goals?
Manage Risks by Augmenting Healthy Segment Acquisition
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: GfK-MRI 2013 double base Survey of the American Consumer
Tot WnH H AA Tot WnH H AA
H Tot WnH AA
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Executive Summary
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• An enrollment opportunity of 10-24 Million uninsured and IFP eligibles still remains, 49% of which is Millennial and 39% of which is Multi-cultural
What
• Most uninsured lack the communication and health literacy displayed by their insured counterparts and vital to ensuring their successful and sustained enrollment
Who
•Honing in on the socio-economic & cultural needs of the newly insured and remaining eligibles, identifying a low risk acquisition pool (as defined by the SSG Wellness Spectrum), and mindfully building a consumer brand advocate team will place providers in an adequate position to profitably mine the 2nd ACA enrollment period.
How
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Marketing to a Diverse America Conference October 15-17 – Atlanta 3rd Multicultural Health Marketing Conference featuring SSG and leading multicultural marketers.
DTC Perspectives is proud to announce the third annual edition of this exciting and important new marketing conference – The Multicultural Health National: Marketing to a Diverse America (MCH National) – October 15-17 at the Melia Hotel in Atlanta, GA.
Attendance Recommended For: Pharmaceutical (Rx and OTC) Marketers Advertising Agency Executives and
Creatives Representatives from Health Plans and
Managed Care Companies Healthcare Providers Mass and Ethnic Media Companies Government Officials and Policy Makers
TIME FOR
YOUR QUESTIONS
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SSG Monthly Insights Newsletter
Santiago Solutions Group
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818.736.5661
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@Santiago_Group
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Thank You
We appreciate the support of
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