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www.SantiagoSolutionsGroup.com  t: 818.736.5661  Carlos@SantiagoSolutionsGroup.com
May 22nd, 2013
Winning Under ACA
New ...
Housekeeping
2
• Submitting Questions
– Just click the Q&A button on the upper left of your screen and type
them into the ...
Carlos is a nationally-recognized
business strategist. He is known for his
innovative branding, segmentation and
ROI analy...
Context
– Preparing for massive change
Greatest challenge and
opportunity since Medicare
Part D
– Extremely hectic time
13...
Opportunity is Here!
5
Hispanic
7.0
29%
African Am
3.2
14%
Asian
0.5
2%
White NH
13.2
55%
USA Total Uninsured
Newly Eligible for Subsidies
100-40...
Hispanics represent an even greater source of
growth in large markets…
7
In Chicago metro,
4 in 10 uninsured eligible
(100...
57% 60%
76%
43% 40%
24%
0%
20%
40%
60%
80%
100%
Millennial (18-29) Gen X (30-44) Boomer (45-64)
Denver Uninsured
Distribut...
9
• Younger
• Socioeconomic level
• Inexperience in health
insurance decisions
Non-
Hispanic
Hispanic
Hispanics are Somewh...
10
• Younger
• Socioeconomic level
• Inexperience in health
insurance decisions
Non-
Hispanic
Hispanic
Hispanics are Somew...
11
Differentiated
Value
Proposition
Capturing Hispanics doesn’t require a different plan,
it calls for an integrated plan
...
12
Differentiated
Value
Proposition
Capturing Hispanics doesn’t require a different plan,
it calls for an integrated plan
...
Let’s get Started!
13
Focused Approach
Capture
Low Hanging Fruit
Simplify
Communications
Nurture Customer
Experience
14
Foundation of Trust
Brand Trust is key in Attracting Previously Uninsured
15
Tip # 1
Start with Low-hanging Fruit
a) Assess your
strengths
b) Find critical mass
c) Leverage
partnerships with
established enti...
17
Tip # 3
Enhance your Customer Experience
Extremely Satisfied Members…
18
Tip # 4
More likely to Recommend & Learn from Friends
His...
Engage THEIR way!
Great opportunity for
Word-of-Mouth…
19
Tip # 5
Digital
An enabling
tool for your
ACA
strategy…
Capturing Hispanics Under ACA is
within your reach
Opportunity is knocking
1. Follow a Focused Approach
2. Take Short-Term...
Winning the Hispanic Market – New Entrants are Key
Have a Question?
 If you have a question, click
the button above the
p...
About Santiago Solutions Group
The SSG team counts on decades of client experience working with
national and regional heal...
SSG Senior Team
Carlos Santiago – President & Chief Strategist
• Strategic planning expert coaching solutions for Fortune ...
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SSG_Winning Under ACA 1.0

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Growing business under the Affordable Care Act requires managing change and taking advantage of new opportunities. Our SSG team has helped national and regional leaders in the healthcare sector ready themselves for the changing landscape.

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SSG_Winning Under ACA 1.0

  1. 1. www.SantiagoSolutionsGroup.com  t: 818.736.5661  Carlos@SantiagoSolutionsGroup.com May 22nd, 2013 Winning Under ACA New Entrants Are Key
  2. 2. Housekeeping 2 • Submitting Questions – Just click the Q&A button on the upper left of your screen and type them into the box • Technical Difficulties – Call 888-506-3671 for MeetingBurner support • Archived Recording – An online archived video will be available to view after the meeting • You are on Mute – As you all probably know by now, everyone else is on mute, so only those of us in the presenting room can be heard
  3. 3. Carlos is a nationally-recognized business strategist. He is known for his innovative branding, segmentation and ROI analytics. Carlos founded Santiago Solutions Group in 2000, developing proprietary econometric methodologies for analysis of the multicultural segments. Over the last 12 years, he has guided strategic growth, corporate planning, product branding, consumer engagement, and social marketing strategies for organizations such as AARP, Campbell’s Soup, GMAC Mortgage, Health Net, HP, Humana, Johnson & Johnson, Nestlé, and many others. 3 About the Presenter
  4. 4. Context – Preparing for massive change Greatest challenge and opportunity since Medicare Part D – Extremely hectic time 132 days to Open Enrollment – Even more limited resources Teams are playing double duty 4
  5. 5. Opportunity is Here! 5
  6. 6. Hispanic 7.0 29% African Am 3.2 14% Asian 0.5 2% White NH 13.2 55% USA Total Uninsured Newly Eligible for Subsidies 100-400% FPL Total = 23.9M 3 in 10 of Immediate New Growth Opportunity for Uninsured under ACA originates from Hispanic segment 6Sources: SSG Analysis of self reported data per Scarborough 2011-2012 and Census ACS
  7. 7. Hispanics represent an even greater source of growth in large markets… 7 In Chicago metro, 4 in 10 uninsured eligible (100-400% FPL) are Hispanic Hispanic 321K 44% NH 403K 56% Chicago Currently Uninsured & Newly Eligible for Subsidies 100-400% FPL Total = 724K Sources: SSG Analysis of self reported data per Scarborough 2011-2012 and Census ACS
  8. 8. 57% 60% 76% 43% 40% 24% 0% 20% 40% 60% 80% 100% Millennial (18-29) Gen X (30-44) Boomer (45-64) Denver Uninsured Distribution within Generation NH Hisp. Millennials are also critically important 8 126K 115K 100K • Millennials represent a substantial portion of the currently uninsured • In many large & medium-sized cities, such as Denver, Millennials are heavily Hispanic Sources: SSG Analysis of self reported data per Scarborough 2011-2012 and Census ACS Total = 341K
  9. 9. 9 • Younger • Socioeconomic level • Inexperience in health insurance decisions Non- Hispanic Hispanic Hispanics are Somewhat different Foundational Similarity Currently Uninsured & Newly Eligible for Subsidies 100-400 FPL
  10. 10. 10 • Younger • Socioeconomic level • Inexperience in health insurance decisions Non- Hispanic Hispanic Hispanics are Somewhat different Foundational Similarity Currently Uninsured & Newly Eligible for Subsidies 100-400 FPL • Cultural imperatives • Attitudes & behaviors • Slow to trust
  11. 11. 11 Differentiated Value Proposition Capturing Hispanics doesn’t require a different plan, it calls for an integrated plan Distribution Messaging
  12. 12. 12 Differentiated Value Proposition Capturing Hispanics doesn’t require a different plan, it calls for an integrated plan DistributionMessaging • Potential members and influencers • Cultural know- how • Emotional connection • Wrap-around • Customer Experience
  13. 13. Let’s get Started! 13
  14. 14. Focused Approach Capture Low Hanging Fruit Simplify Communications Nurture Customer Experience 14 Foundation of Trust
  15. 15. Brand Trust is key in Attracting Previously Uninsured 15 Tip # 1
  16. 16. Start with Low-hanging Fruit a) Assess your strengths b) Find critical mass c) Leverage partnerships with established entities among Hispanics 16 Tip # 2
  17. 17. 17 Tip # 3
  18. 18. Enhance your Customer Experience Extremely Satisfied Members… 18 Tip # 4 More likely to Recommend & Learn from Friends Hispanics tell an average of 7 family members and friends about + Hispanics tell an average of 5 family members and friends about - Hispanics are more likely than NH to learn about Medicare Advantage plans from friends & relatives
  19. 19. Engage THEIR way! Great opportunity for Word-of-Mouth… 19 Tip # 5 Digital An enabling tool for your ACA strategy…
  20. 20. Capturing Hispanics Under ACA is within your reach Opportunity is knocking 1. Follow a Focused Approach 2. Take Short-Term efforts with impact 3. Look for Aligned Impact & Long-Term growth 20
  21. 21. Winning the Hispanic Market – New Entrants are Key Have a Question?  If you have a question, click the button above the presentation [Q&A] and type your question into the box  We will address as many questions as possible within our allotted time  If we are not able to answer your questions feel free to contact SSG at Tatiana@SantiagoSolutionsGroup.com Key Takeaways • 3 in 10 of the newly subsidized market will be Hispanic (total US) • Millenials, many of whom are Hispanic, will also achieve critical mass in the new market • The newly subsidized population shares many similarities; there are but a few key differences to address for successful outreach • Tips – Establish trust – Leverage relationships with cultural know-how – Simplify all communications and touch points – Enhance your Customer Experience Q&A
  22. 22. About Santiago Solutions Group The SSG team counts on decades of client experience working with national and regional health and wellness businesses. By incorporating econometric models and assessing a broad set of internal & external factors, we objectively discern the key drivers of growth. We combine general market expertise with multicultural and generational segments to make our insights more precise and actionable. This knowledge reveals the total market opportunity and the drivers to profitable growth captured in a fitting roadmap. As a partner we can guide your implementation across the organization with particular expertise on strategy, customer experience, marketing effectiveness, distribution and overall organization preparedness. © 2012 Santiago Solutions Group Inc. 22
  23. 23. SSG Senior Team Carlos Santiago – President & Chief Strategist • Strategic planning expert coaching solutions for Fortune companies such as J&J, Health Net, Humana, AIDS Institute, AT&T, PepsiCo, Wells Fargo, Campbell’s, HP, Principal Financial, among others since 2000. Previously, Carlos led segment marketing for Bell Atlantic-Verizon, a $3B business unit overseeing brand strategy, retail channels, direct response and loyalty. Steve Moya – Senior Advisor • Immediate former chief marketing officer of Humana, a FORTUNE 100 company. Steve was founding partner of LatinWorks and senior vp/partner at Manning, Selvage & Lee and Fleishman Hilliard. Steve brings decades of high-level corporate experience in the consumer products and healthcare arenas, with expertise in strategy, marketing, segmentation, and PR/communications. Derene Allen - Partner • Strategic and tactical expertise in Latin America, the Caribbean and US Multicultural markets, Customer Acquisition, Customer Experience and Loyalty Programs including Humana, Cigna, AARP, Ortho-McNeil-Janssen, AMEX, Dannon, and Verizon. USF Adjunct Professor. Bessie Ramirez - Partner • Seasoned strategist who specializes in the application of insights in the development of strategic plans and the implementation of growth initiatives. Experienced in brand & category management, product development, multicultural planning and change management for companies such as Health Net, J&J Nutritionals, Nestlé, Home Depot, and Quaker. 23

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