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1 
Creative Models for Finding, 
Reaching and Marketing to the 
Un- and Under-insured: 
Lessons Learned from One State 
He...
2 
Presenters 
STEPHANIE KRUSE 
CEO of KPS3 Marketing 
Reno, NV 
stephanie@kps3.com 
M. DONALD KOWITZ 
Retired CEO of Sain...
3 
Our topic today: 
Two creative models 
for identifying, reaching 
and enrolling un- and 
under-insured persons.
4 
Model 1: 
A creative union between Saint Mary’s 
Health Plans and Access to Healthcare 
Network to reach uninsured Neva...
5 
Model 2: 
A successful research-based marketing 
AND outreach program developed by 
KPS3 Marketing to market Nevada’s h...
6 
The players in Model 1: 
Access to Healthcare Network 
»» Mission: increase access to primary and specialty healthcare ...
7 
Model 1 
How the model worked: 
• Role of Saint Mary’s Health Plans 
»» Competitive product and rates 
»» Product desig...
8 
Model 1 
Why we thought we could do this and benefit Nevadans, and our organizations. 
»» SMHP wanted to participate in...
9 
Model 1 
Why Health Plans decided to partner with a non-profit. 
»» AHN had deep relationships with its medical discoun...
2 $1,311 $1,744 $1,809 $1,822 $1,967 $1,980 $2,622 $3,278 $3,291 $3,933 $4,261 $4,589 $4,916 $5,244 
3 $1,649 $2,193 $2,27...
11 
Model 1 
Lessons learned during enrollment. What we achieved. 
»» SMHP enrolled almost 5,000 exchange members in North...
12 
Model 1 
Claims experience with AHN members who enrolled. Difference between 
care coordinated members and non-care co...
13 
Model 1 
What if you don’t have an ideal non-profit to partner with? 
»» Build your own strong care coordination compo...
14 
Model 2 
KPS3 Marketing: Nevada Health Link’s marketing and outreach firm. 
»» Full-service marketing, advertising, PR...
15 
Model 2 
The research foundation to discover how our targets think and act. 
Especially about an unknown concept and s...
16 
Model 2 
Messaging 
»» Explain the concept of an exchange 
»» Simple terms, comparisons, graphics 
»» Explain value of...
17 
Model 2 
Outreach 
»» Trust, personal relationships critical 
»» Non profit, religious, 
government partners 
»» Event...
18 
Model 2 
Channels to reach prospects 
»» Outreach 
»» TV 
»» Radio 
»» Transit 
»» Outdoor 
»» Digital/mobile (great f...
19 
Model 2 
Challenges 
»» Non functioning website for much of 
enrollment period 
»» Call center not staffed adequately ...
20 
Model 2 
Results 
»» 20 million plus visitors to website, 
2 million plus unique 
»» Hundreds of thousands of calls to...
21 
Lessons learned for 
next enrollment 
»» Value of people who know the target populations 
»» Personal assistance in en...
22 
THANK YOU. Q U E STIONS?
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Marketing to the Uninsured

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Creative Models for Finding, Reaching and Marketing to the Un- and Under-insured: Lessons Learned from One State
Health Insurance Exchange.

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Marketing to the Uninsured

  1. 1. 1 Creative Models for Finding, Reaching and Marketing to the Un- and Under-insured: Lessons Learned from One State Health Insurance Exchange” Sponsored by KPS3 Marketing “
  2. 2. 2 Presenters STEPHANIE KRUSE CEO of KPS3 Marketing Reno, NV stephanie@kps3.com M. DONALD KOWITZ Retired CEO of Saint Mary’s Health Plans Reno, NV mdkowitz@aol.com S H E R R I R I C E CEO of Access to Healthcare Network Reno, NV sherri@accesstohealthcare.org
  3. 3. 3 Our topic today: Two creative models for identifying, reaching and enrolling un- and under-insured persons.
  4. 4. 4 Model 1: A creative union between Saint Mary’s Health Plans and Access to Healthcare Network to reach uninsured Nevadans and market the Saint Mary’s health insurance products on the state exchange
  5. 5. 5 Model 2: A successful research-based marketing AND outreach program developed by KPS3 Marketing to market Nevada’s health insurance exchange
  6. 6. 6 The players in Model 1: Access to Healthcare Network »» Mission: increase access to primary and specialty healthcare service for the under and uninsured, working poor, Nevada residents, through shared responsibility and community wide partnership »» The first nonprofit Medical Discount plan in the United States. Licensed with the Nevada Division of Insurance »» Served over 35,000 low income Nevadans since 2007 Saint Mary’s Health Plans »» A regional healthcare company with a full range of commercial health insurance products and administration services »» Serves over 65,000 members in Nevada
  7. 7. 7 Model 1 How the model worked: • Role of Saint Mary’s Health Plans »» Competitive product and rates »» Product design that mirrored member financial responsibility in AHN’s existing medical discount plans • Role of AHN »» Marketing »» Enrollment »» Care coordination
  8. 8. 8 Model 1 Why we thought we could do this and benefit Nevadans, and our organizations. »» SMHP wanted to participate in the Nevada exchange but minimize the potential risk of a previously uninsured population »» AHN served several thousand people with its medical discount plan that placed a heavy emphasis on member financial responsibility and care coordination »» Many of AHN’s members were eligible for subsidies to purchase insurance and AHN would lose them as medical discount plan members »» Since AHN’s members were already accessing health care, they posed less risk than a population with no previous health care coverage
  9. 9. 9 Model 1 Why Health Plans decided to partner with a non-profit. »» AHN had deep relationships with its medical discount plan members and could influence their selection of a health plan on the exchange »» AHN had a care coordination model that was effective in assisting its members to receive care in the appropriate setting »» AHN was creative and entrepreneurial; they were willing to become a licensed brokerage in order to sell exchange products to their members
  10. 10. 2 $1,311 $1,744 $1,809 $1,822 $1,967 $1,980 $2,622 $3,278 $3,291 $3,933 $4,261 $4,589 $4,916 $5,244 3 $1,649 $2,193 $2,276 $2,292 $2,474 $2,490 $3,298 $4,123 $4,139 $4,947 $5,359 $5,772 $6,184 $6,596 4 $1,988 $2,644 $2,743 $2,763 $2,982 $3,002 $3,976 $4,970 $4,990 $5,964 $6,461 $6,958 $7,455 $7,952 5 $2,326 $3,094 $3,210 $3,233 $3,489 $3,512 $4,652 $5,815 $5,838 $6,978 $7,560 $8,141 $8,723 $9,304 6 $2,664 $3,543 $3,676 $3,703 $3,996 $4,023 $5,328 $6,660 $6,687 $7,992 $8,658 $9,324 $9,990 $10,656 7 $3,003 $3,994 $4,144 $4,174 $4,505 $4,535 $6,006 $7,508 $7,538 $9,009 $9,760 $10,511 $11,261 $12,012 8 $3,341 $4,444 $4,611 $4,644 $5,012 $5,045 $6,682 $8,353 $8,386 $10,023 $10,858 $11,694 $12,529 $13,364 10 1 $973 $1,294 $1,343 $1,352 $1,460 $1,469 $1,946 $2,433 $2,442 $2,919 $3,162 $3,406 $3,649 $3,892 Model 1 What populations we pursued, and why. 2014 Annual AHN Income Guidelines Family Size 100% 133% 138% 139% 150% 151% 200% 250% 251% 300% 325% 350% 375% 400% 1 $11,670 $15,521 $16,105 $16,221 $17,505 $17,622 $23,340 $29,175 $29,292 $35,010 $37,928 $40,845 $43,763 $46,680 2 $15,730 $20,921 $21,707 $21,865 $23,595 $23,752 $31,460 $39,325 $39,482 $47,190 $51,123 $55,055 $58,988 $62,920 3 $19,790 $26,321 $27,310 $27,508 $29,685 $29,883 $39,580 $49,475 $49,673 $59,370 $64,318 $69,265 $74,213 $79,160 4 $23,850 $31,721 $32,913 $33,152 $35,775 $36,014 $47,700 $59,625 $59,864 $71,550 $77,513 $83,475 $89,438 $95,400 5 $27,910 $37,120 $38,516 $38,795 $41,865 $42,144 $55,820 $69,775 $70,054 $83,730 $90,708 $97,685 $104,663 $111,640 6 $31,970 $42,520 $44,119 $44,438 $47,955 $48,275 $63,940 $79,925 $80,245 $95,910 $103,903 $111,895 $119,888 $127,880 7 $36,030 $47,920 $49,721 $50,082 $54,045 $54,405 $72,060 $90,075 $90,435 $108,090 $117,098 $126,105 $135,113 $144,120 8 $40,090 $53,320 $55,324 $55,725 $60,135 $60,536 $80,180 $100,225 $100,626 $120,270 $130,293 $140,315 $150,338 $160,360
  11. 11. 11 Model 1 Lessons learned during enrollment. What we achieved. »» SMHP enrolled almost 5,000 exchange members in Northern Nevada »» A significant portion of those resulted from AHN’s efforts »» Given the problems with the exchange web site, a partner like AHN, directing members to SMHP and assisting them in the enrollment process, was critical to achieving targeted membership results.
  12. 12. 12 Model 1 Claims experience with AHN members who enrolled. Difference between care coordinated members and non-care coordinated members. »» Claims experience still being evaluated
  13. 13. 13 Model 1 What if you don’t have an ideal non-profit to partner with? »» Build your own strong care coordination component »» Partner with social services entity »» Find an organization with knowledge of what each FPL level qualifies for
  14. 14. 14 Model 2 KPS3 Marketing: Nevada Health Link’s marketing and outreach firm. »» Full-service marketing, advertising, PR, digital firm »» 23 years of healthcare marketing: providers, carriers, public health, associations »» Founder: 11 years’ prior experience in healthcare marketing »» Based in Reno and Las Vegas, national client base
  15. 15. 15 Model 2 The research foundation to discover how our targets think and act. Especially about an unknown concept and sensitive topic. »» Secondary research »» Focus groups on brand, imagery, concepts to reach them »» Pre-campaign survey »» Self awareness: “We are not our target audience”
  16. 16. 16 Model 2 Messaging »» Explain the concept of an exchange »» Simple terms, comparisons, graphics »» Explain value of insurance to uninsured: avoiding big debt or bills, staying healthy to work and enjoy life, protecting your family, the “mom factor,” peace of mind »» Income based, based on your budget (not affordable) »» Our targets wanted to know there would penalties on taxes »» $50/month threshold »» This is no laughing matter
  17. 17. 17 Model 2 Outreach »» Trust, personal relationships critical »» Non profit, religious, government partners »» Events and presentations »» Door to door campaign »» School program »» Tupperware parties »» Enrollment events (updating this year to storefronts) »» Measured in “quality of touches” and cost per touch
  18. 18. 18 Model 2 Channels to reach prospects »» Outreach »» TV »» Radio »» Transit »» Outdoor »» Digital/mobile (great for measurement) »» Print for Spanish and rural Nevada »» PR »» Some social »» B2B delayed because SHOP module didn’t function
  19. 19. 19 Model 2 Challenges »» Non functioning website for much of enrollment period »» Call center not staffed adequately for first two months »» Controversy of ACA and HealthCare.gov »» Pricing of plans above prospects’ stated price point »» Variations in brokers and assisters’ approaches »» Large influx of new Medicaid members »» “Young Invincibles”
  20. 20. 20 Model 2 Results »» 20 million plus visitors to website, 2 million plus unique »» Hundreds of thousands of calls to call center »» Post campaign survey: from 11% to 68% awareness in target audience, remarkable unaided recall of brand, 87% of prospects state propensity to buy but BIG price sensitivity »» Strong results in digital/mobile - high click through, views of pre-roll video »» Less than 90 cents in cost per touch of 1.6 million touches in outreach »» 37,937 people enrolled and paid (payment module didn’t work well) »» 474,453 people completed applications and 45,729 selected a health plan
  21. 21. 21 Lessons learned for next enrollment »» Value of people who know the target populations »» Personal assistance in enrolling »» Enrollment events - ease of access »» Have a website that works
  22. 22. 22 THANK YOU. Q U E STIONS?

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