2014SantiagoSolutionsGroupInc.
Dedicated Sessions Available
Over the next 3 weeks we can schedule dedicated sessions
for ...
2014SantiagoSolutionsGroupInc.
2
Carlos Santiago has been guiding
strategic growth rooted on predictive
analytics for lea...
2014SantiagoSolutionsGroupInc.
Welcome to:
Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Mille...
2014SantiagoSolutionsGroupInc.
1. Progress Attained
& Opportunity Ahead
4
2014SantiagoSolutionsGroupInc.
5
1,396
36%
2,447
64%
Remaining
Opportunity
Enrolled
Twice as Many Eligibles
Remain in the...
2014SantiagoSolutionsGroupInc.
California Most Successful at Enrolling
Hispanics & Millennials In Exchange
6
Total
White
...
2014SantiagoSolutionsGroupInc.
42%
66%
58%
34%
Enrolled Eligible
Spa Dom Eng Dom
39%
68%
61%
32%
Enrolled Eligible
Spa Do...
2014SantiagoSolutionsGroupInc.
ACA Has Reshuffled Consumer Health
Care Marketplace
Blues & HN in California & CO-OPs in N...
2014SantiagoSolutionsGroupInc.
31%
30%
10%
8%
1%, A/O
10%
8%
1%
WNH nonMill
Mill WNH
Mill Hisp
Mill AA
Mill A/O
Hisp nonM...
2014SantiagoSolutionsGroupInc.
10
2. Understanding the Newly
Insured Segments
- Similarities & Key Nuances
2014SantiagoSolutionsGroupInc.
66%
34% Insured
Communications Will Need To Be
Adapted to Uninsured
11
Uninsured Eligibles...
2014SantiagoSolutionsGroupInc.
61% 59%
20%
34%
19%
7%
Insured Uninsured
Banking Methods
18-34
83%
57%
1%
3%
6%
3%
10%
38%...
2014SantiagoSolutionsGroupInc.
Uninsured Wellness Mindset Not Riskier,
Actually Quite Similar To Insured
13
Wellness Mind...
2014SantiagoSolutionsGroupInc.
Exchange Population Has A More
Balanced Approach To Medical Care
14
Insured
Exchange
Eligi...
2014SantiagoSolutionsGroupInc.
-31 -33
-44
0
20 17
6
64
47
42
56
50
Wellness-Minded Individuals are
More Prone to Engage ...
2014SantiagoSolutionsGroupInc.
16
3. RALP - Readiness, Acquisition,
Loyalty, & Profitability
2014SantiagoSolutionsGroupInc.
Ensuring Cultural Readiness To Enhance
Experience & Outcomes
Latin Ready™ Spectrum
17
Asse...
2014SantiagoSolutionsGroupInc.
Wellness Scores Allow For Geographic To
Individual-level Prioritization For Test &
Learns ...
2014SantiagoSolutionsGroupInc.
Precise Channel Selection Tools for Mass
to Personalized Efforts
Online Radio and TV Key E...
2014SantiagoSolutionsGroupInc.
-20 -22
-35
7
1
-4
-26
59
55
71
36
43
Wellness-Minded Segment Is Most
Likely To Become Bra...
2014SantiagoSolutionsGroupInc.
Manage Costs by Cultivating Healthier-
Outlook Segments
21
Through Focused Acquisition, Re...
2014SantiagoSolutionsGroupInc.
Countdown to ACA 2nd Growth Race
Foundation of Main Sources of Growth
22
Spotty Progress ...
2014SantiagoSolutionsGroupInc.
Effectiveness & Best Practices
Turnkey Tools
23
Test your network & providers operational ...
2014SantiagoSolutionsGroupInc.
Comments &
Questions
24
2014SantiagoSolutionsGroupInc.
SSG Monthly Insights Newsletter
Santiago Solutions Group
Latin2Latin Marketing + Communica...
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Countdown ACA's 2nd Growth Race_Topline_webinar

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ACA exchange brings new consumer: Educational level is vastly less than High School level. 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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  • Indo-European Languages = 0.24% of Total Enrollment in California
    Footnotes:
    Other/Unknown includes individuals who hold mixed, other, or unknown race
    Asian + Native Hawaiian + Pacific Islander is 21%
  • Health Republic Insurance.- CO-OP (Consumer Operated & Oriented Plan). It is a non-profit
    Fidelis Care.- Catholic Health Plan organization that started in 1993 as Catholic Health Services Plan. Grew from 82K to 921K member in 2013
    Metro Plus Health Plan.- Low, non-cost health insurance organization
    MVP Health Care.- Non-profit
    http://www.aetna.com/health-reform-connection/reform-explained/transcript-HCR-Large-Group-Part3.html
  • Does not include IFP
    There have been many interesting shifts in the market due to the ACA. But now let’s switch gears to discuss what we should expect for round 2. If we look at the pie on the left, we see that 4 in 10 uninsured Eligibles are multi-cultural. This of course re-iterates what has been a constant theme in the ACA enrollment…a smart multi-cultural strategy that goes beyond translated advertisements, and documents, is critical.
    As per the total risk pool in the Nation among uninsured Eligibles, we do not see any notable differences with their already-insured counterparts. What this means is that if insurers practice smart acquisition, with a good segmented strategy they can gain a competitive edge by attracting enrollees from the green segments that are more aligned with wellness, rather than from the higher risk red section.
  • Indexed to Uninsured 18+ percentage of 13
  • “Only go to the doctor when very ill” Uninsured 18+ index: 40%
    “I go to the doctor regularly for check-ups” Uninsured 18+ index: 36%
  • Countdown ACA's 2nd Growth Race_Topline_webinar

    1. 1. 2014SantiagoSolutionsGroupInc. Dedicated Sessions Available Over 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 ? Housekeeping ! 1 Technical Difficulties Call Webinar Support at +1 (855) 352-9023 Webinar ID 100-534-411 Go to JoinWebinar.com Audio Participants can use their computer’s speakers or telephone - Call (480) 297-0021 - Access Code: 659-005-417 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
    2. 2. 2014SantiagoSolutionsGroupInc. 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 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
    3. 3. 2014SantiagoSolutionsGroupInc. Welcome to: Countdown to ACA’s 2nd Growth Race: Effectively Engaging Multicultural & Millennials 3 HOW Exchange Readiness, Acquisition, Advocacy & Profitability WHO New Exchange Consumers Similarities & Nuances WHAT Assess Exchange Market Progress and Define Opportunity 1 2 3
    4. 4. 2014SantiagoSolutionsGroupInc. 1. Progress Attained & Opportunity Ahead 4
    5. 5. 2014SantiagoSolutionsGroupInc. 5 1,396 36% 2,447 64% Remaining Opportunity 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% Remaining Opportunity Enrolled Total Eligible Opp’y 1.7M Remaining Opportunity 21,665 80% Four Times as Many Eligibles Remain in the Sidelines Total Eligible Opp’y 27M Enrolled 5,446 20% 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
    6. 6. 2014SantiagoSolutionsGroupInc. California Most Successful at Enrolling Hispanics & Millennials In Exchange 6 Total White NH Hispanic African American Asian/ 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
    7. 7. 2014SantiagoSolutionsGroupInc. 42% 66% 58% 34% Enrolled Eligible Spa Dom Eng Dom 39% 68% 61% 32% Enrolled Eligible Spa Dom Eng Dom 7 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
    8. 8. 2014SantiagoSolutionsGroupInc. ACA Has Reshuffled Consumer Health Care Marketplace Blues & HN in California & CO-OPs in New York 8 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%
    9. 9. 2014SantiagoSolutionsGroupInc. 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, or 7 in 10, Are Multicultural & Millennial 9 Opportunity By Segment 1. WNH 61% 2.Millennials 49% 3.Multicultural 39% 4.Hispanic 20% 5.AA 16% Includes Uninsured + Individually Insured in FPL 139-400 Eligibles Multicultural 39% Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY) projected to US Total
    10. 10. 2014SantiagoSolutionsGroupInc. 10 2. Understanding the Newly Insured Segments - Similarities & Key Nuances
    11. 11. 2014SantiagoSolutionsGroupInc. 66% 34% Insured Communications Will Need To Be Adapted to Uninsured 11 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 139-400 Insured: Insured, FPL400+
    12. 12. 2014SantiagoSolutionsGroupInc. 61% 59% 20% 34% 19% 7% Insured Uninsured Banking Methods 18-34 83% 57% 1% 3% 6% 3% 10% 38% Insured Uninsured Internet & Mobile Web HISP 25-64 .7x HISP 1.7x 12 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 Mill Despite Digital Adoption, Face-To-Face Still Key 6 in 10 Hispanic Uninsured Eligibles Mobile Savvy; 1/3 Uninsured Millennials Prefer in Person Transaction
    13. 13. 2014SantiagoSolutionsGroupInc. Uninsured Wellness Mindset Not Riskier, Actually Quite Similar To Insured 13 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 20% 39% 41% 24% 32% 44% Total Market Hispanic
    14. 14. 2014SantiagoSolutionsGroupInc. Exchange Population Has A More Balanced Approach To Medical Care 14 Insured Exchange Eligible Nuances Mindset Towards Traditional Medicine 63% 52% 37% 48% Insured Uninsured I'm My Own Doctor Doctor Knows Best 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+
    15. 15. 2014SantiagoSolutionsGroupInc. -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+ FPL 139-400 SSG Wellness SpectrumTM Powered by GfK-MRI 100 Index US Total Avg. Tot WnH H AA Tot WnH H AA Tot WnH H AA 15 SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights Reserved Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total Uninsured 18+, National
    16. 16. 2014SantiagoSolutionsGroupInc. 16 3. RALP - Readiness, Acquisition, Loyalty, & Profitability
    17. 17. 2014SantiagoSolutionsGroupInc. Ensuring Cultural Readiness To Enhance Experience & Outcomes Latin Ready™ Spectrum 17 Assesses the Operational Readiness of an organization to meet Linguistic and Cultural Needs of Latinos in alignment with CLAS (Culturally and Linguistic Appropriate Standards) 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 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 Emotional Financial Operational
    18. 18. 2014SantiagoSolutionsGroupInc. Wellness Scores Allow For Geographic To Individual-level Prioritization For Test & Learns To 1-to-1 Personalization 18 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
    19. 19. 2014SantiagoSolutionsGroupInc. Precise Channel Selection Tools for Mass to Personalized Efforts Online Radio and TV Key Engagement In CA 19 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
    20. 20. 2014SantiagoSolutionsGroupInc. -20 -22 -35 7 1 -4 -26 59 55 71 36 43 Wellness-Minded Segment Is Most Likely To Become Brand Advocate 20 Healthcare: Knowledge & WOM SSG Wellness SpectrumTM Powered by GfK-MRI Uninsured 18+ Wellness-MindedWellness- Ambivalent Wellness-Averse 100 Index US Total Avg. Tot WnH H AA WnH H Tot 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 Reserved Source: 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
    21. 21. 2014SantiagoSolutionsGroupInc. Manage Costs by Cultivating Healthier- Outlook Segments 21 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 H Tot WnH AA
    22. 22. 2014SantiagoSolutionsGroupInc. Countdown to ACA 2nd Growth Race Foundation of Main Sources of Growth 22 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
    23. 23. 2014SantiagoSolutionsGroupInc. Effectiveness & Best Practices Turnkey Tools 23 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
    24. 24. 2014SantiagoSolutionsGroupInc. Comments & Questions 24
    25. 25. 2014SantiagoSolutionsGroupInc. SSG Monthly Insights Newsletter Santiago Solutions Group Latin2Latin Marketing + Communications, LLC Santiago Solutions Group: 818.736.5661 Latin2Latin: 954.376-4800 SantiagoSolutionsGroup.com Latin2Latin.com @Santiago_Group @Carlos_SSG @Latin2Latin santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Arminda@Latin2Latin.com Thank You We appreciate the support of your interest 25 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 new marketing conference

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