Technical Difficulties
Call Webinar Support at
+1 (855) 352-9023
Webinar ID 138-899-491
Go to JoinWebinar.com
Audio
Partic...
Welcome to:
ACA 2nd Growth Race Webinar!
2
Carlos Santiago has been guiding
strategic growth rooted on predictive
analytic...
Winning ACA's 2nd Growth Race
3
Agenda
1. Cultural operations readiness
2. Acquisition
• tools for fine-tuning
messaging
•...
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 E...
WNH Hisp AANH AONH Millennials
CA Enrolled One Third of the ACA Eligibles;
Includes Eligible Uninsured + IFP (FPL 139-400)...
WNH Hisp AANH AONH Millennials
CA Enrolled One Third of the ACA Eligibles;
Twice as Much Opportunity Remains
Includes Elig...
WNH Hisp AANH AONH Millennials
NY Enrolled One Fifth of the ACA Eligibles
Includes Eligible Uninsured + IFP (FPL 139-400)
...
WNH Hisp AANH AONH Millennials
NY Enrolled One Fifth of the ACA Eligibles;
Four Times is the Opportunity Remaining
Include...
WNH Hisp AANH AONH Millennials
Fed Facilitated States* Have Enrolled One Fifth of
ACA Eligibles; 4x as Much Opportunity Re...
WNH Hisp AANH AONH Millennials
Fed Facilitated States* Have Enrolled One Fifth of
ACA Eligibles; 4x as Much Opportunity Re...
Spa Dom Eng Dom
12
Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report ...
31%
30%
10%
8%
1%, A/O
10%
8%
1%
WNH
Hisp
AA
A/O
14M Uninsured Opportunity Remaining
~34M Opportunity Including IFP Eligib...
Winners Rebalanced the Playing Field:
Blues & HN in CA & CO-OPs in NY
14
Sources: Covered CA Enrollment Press Released on ...
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...
-31 -33
-44
0
20 17
6
64
47
42
56
50
Wellness- Minded Individuals are
More Prone to Engage in Prevention
Wellness-MindedWe...
Unins. & Ins. Millennials Transact Online;
1/3 Uninsured Still Prefer Store-Front
18
61% 59%
20%
34%
19%
7%
Insured Uninsu...
6 in 10 Uninsured Eligibles Mobile Savvy;
Prefer “Sealing the Deal” in Retail/In-Person
83%
57%
1%
3%
6%
3%
10%
38%
Insure...
66%
34%
Span Dom Eng Dom
Insured
Vast Majority of Uninsured Eligibles
Lack Communication Essentials
20
Uninsured Eligibles...
Exchange Population is Very Different From
Insured; Millennials Not Too Different
21
Exchange
Eligible
Insured
Nuances
Imp...
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 necess...
Latin Ready Assessment®
An Innovation and Growth Tool
• How ready is your organization to provide a seamless customer
expe...
Barely Latin Ready
(10-19)
Almost Latin Ready
(20-29)
Fairly Latin Ready
(30-39)
Latin Ready
(40-50)
Stages of Latin Readi...
Latin Ready™ Spectrum - Benchmarks
Surveyed Sectors are Almost Latin Ready™ with
an average score of 27.09
Barely Latin Re...
Latin Ready™ Spectrum – Benchmarks
Challenges and Business Impact
28
Challenges
Operationally
 Ad Hoc/ One off initiative...
Fine-Tuning Messaging
29
How Can A Marketer Reliably Listen To Fine-
tune Messaging For Branding & Acquisition?
30
Best-in-Class Leaders Mine Data ...
Segmented Approach Can
Overcome Regional Difficulties
31
Planet Superheroes
Fit & Trendy
Wellness Strivers
Busy Convenient...
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 Pe...
Online Radio and TV Key Engagement
Channel for Newly Enrolled Hispanics
34
White NH Hispanic African Am Asian/O
California...
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
•...
SSG Wellness Segmentation
Identifies Low Risk Acquisition Pool
37
Have/ Had Preventable Chronic Disease (PCD)
SSG Wellness...
38
Brand Advocates
SSG Brand Heart & Mind
Engagement Model™
Advocate
Relationship
Brand
Community
Active
Loyalty
Saliency
Deep
Engagement
Pur...
-20 -22
-35
7
1
-4
-26
59
55
71
36
43
Top Segment Is Most Likely To Be
Brand Advocate
40
Healthcare: Knowledge & WOM
SSG W...
Managing Cost$
4141
Effective Leaders Solve Specific
Strategic Issues Impacting Cost
Management
42
How to win
enrollment of loyal
members?
How...
Manage Risks by Augmenting
Healthy Segment Acquisition
Wellness-MindedWellness-
Ambivalent
Wellness-Averse
100 Index
US To...
Executive Summary
44
• An enrollment opportunity of 10-24 Million uninsured and
IFP eligibles still remains, 49% of which ...
45
Marketing to a Diverse America Conference
October 15-17 – Atlanta
3rd Multicultural Health Marketing Conference featuri...
TIME FOR
YOUR
QUESTIONS
46
SSG Monthly Insights Newsletter
Santiago Solutions Group
@Carlos_SSG
818.736.5661
SantiagoSolutionsGroup.com
@Santiago_Gro...
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Winning ACA 2ND Growth Race ver07-16-14-Final

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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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Winning ACA 2ND Growth Race ver07-16-14-Final

  1. 1. Technical Difficulties Call Webinar Support at +1 (855) 352-9023 Webinar ID 138-899-491 Go to JoinWebinar.com Audio Participants can use their computer’s speakers or telephone - Call (646) 307-1707 - Access Code: 793-096-937 Only the presenter can be heard and participants will remain on mute Comments & Questions Please summit your questions and comments via chat under ‘Question’ section 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
  2. 2. 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
  3. 3. 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
  4. 4. 1. Progress Attained & Opportunity Ahead 4
  5. 5. 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 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 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) 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
  11. 11. 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
  12. 12. 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 EligiblesEnrolled 42% 66% 34% 58% Index 64 171 Spa Dom Eng Dom EligiblesEnrolled 39% 68% 32% 61% Index 57 191 (Hispanic enrolled) / (Hispanic Eligible)
  13. 13. 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 Multicultural 39% Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY) projected to US Total
  14. 14. 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. 15. 15 2. Understanding the Newly Insured Segments - Similarities & Key Nuances
  16. 16. 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
  17. 17. -31 -33 -44 0 20 17 6 64 47 42 56 50 Wellness- Minded Individuals are More Prone to Engage in Prevention Wellness-MindedWellness- 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
  18. 18. 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 WebMill 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
  19. 19. 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 .7x58% 39% 26% 53% 14% 8% Insured Uninsured Banking Methods WNH 25-64 WHI TE 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
  20. 20. 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+
  21. 21. Exchange Population is Very Different From Insured; Millennials Not Too Different 21 Exchange Eligible Insured Nuances Importance in Medical Consultation 52% 63% 48% 37% Uninsured Insured I'm My Own Doctor Doctor Knows Best The 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. 22. 22 3. RALP - Readiness, Acquisition, Loyalty, & Profitability
  23. 23. OPERATIONS CULTURAL READINESS 23
  24. 24. 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
  25. 25. 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
  26. 26. 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. Not Latin (0-9 0 Not Latin (0-9 0 Not Latin (0-9 0 Barely Latin Ready (10-19) Almost La (20- Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost La (20- Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost La (20- Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 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 NotLatinReady (0-9) NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin R (40- Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin R (40- Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin R (40- Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely La (10 Not Latin Ready (0-9) 0 10 Barely La (10 Not Latin Ready (0-9) 0 10 Barely La (10 Not Latin Ready (0-9) 0 10 *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
  27. 27. 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 (1 Not Latin Ready (0-9) 0 10 Barely (1 Not Latin Ready (0-9) 0 10 *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)
  28. 28. 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)
  29. 29. Fine-Tuning Messaging 29
  30. 30. 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
  31. 31. 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. 32. 32 Selecting Optimal Promotional & Engagement Methods @
  33. 33. 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
  34. 34. 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
  35. 35. Bonding with newly insured for loyalty by tackling segment health disparities 35 Bonding with Newly Insured
  36. 36. 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
  37. 37. 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.
  38. 38. 38 Brand Advocates
  39. 39. SSG Brand Heart & Mind Engagement Model™ Advocate Relationship Brand Community Active Loyalty Saliency Deep Engagement Purchase & Experience Disillusionment Bitterness © 2014 Santiago Solutions Group, Inc. Familiarity Performance-Imagery Favorability Love-Like Intent Cultural Relevance 39
  40. 40. -20 -22 -35 7 1 -4 -26 59 55 71 36 43 Top Segment Is Most Likely To Be Brand Advocate 40 Healthcare: Knowledge & WOM SSG Wellness SpectrumTM Powered by GfK-MRI Uninsured 18+ Wellness-MindedWellness- 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
  41. 41. Managing Cost$ 4141
  42. 42. Effective Leaders Solve Specific Strategic Issues Impacting Cost Management 42 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?
  43. 43. Manage Risks by Augmenting Healthy Segment Acquisition Wellness-MindedWellness- 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 AATot WnH H AA H Tot WnH AA 43
  44. 44. Executive Summary 44 • 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
  45. 45. 45 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
  46. 46. TIME FOR YOUR QUESTIONS 46
  47. 47. SSG Monthly Insights Newsletter Santiago Solutions Group @Carlos_SSG 818.736.5661 SantiagoSolutionsGroup.com @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Thank You We appreciate the support of 47
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