TPG partnered with Google to understand who are the uninsured and how marketers can engage them when ACA Healthcare Reform takes affect. What channels are most effective with each segment and how to engage them.

1. Engaging the Uninsured
September 20th, 2012
Million
Uninsured
47

2.  3rd Party Research
 Assumption Personas
 Online Trends
 Go-To-Market Plan
2
Agenda
Non-elderly Uninsured
18-64 years old
Not eligible for Medicaid

3. 3
30%
postponed seeking
care due to costs
26%
went without care
due to costs
55%
have no usual
source of care
More than 3/4 are
families with one or more
full-time workers
Who Are The Uninsured?
Source: The McKinsey Quarterly, The Role of Emotions in Buying Health Insurance. KCMUanalysisof 2010 NHIS data.
Most in poor health or
have chronic condition26%
could not afford a
prescription
Undocumented and
illegal account for < 20%
of uninsured
Since 2010, only 1/4 are
young adults
50%
say they do not
understand health
insurance

4. 4
$100B IN PURCHASING POWER
51M
Total
Uninsured
42M
Ages 18-64
33M
ACA
Eligible
18M
Medicaid
Eligible
Latino
31%
Other
18%
African
American
21%
Caucasian
12%
Asian
18%
Source: Oliver Wyman, 2011 “Understanding The Uninsured”
Who Are The Uninsured?

5. 5
Assumption Personas
SOURCE: US Census, NHIS, Kaiser Family Foundation, KCMU, Oliver Wyman, The Commonwealth Fund,McKinsey Quarterly, Gallap,
I can afford it,
But I don’t want it.
I’m 18-29 years old and
I want it my way!
I’m in between jobs
and only temporarily
uninsured.
I know what’s
best for me. No one
should tell me to buy
insurance.
I work hard & still
don’t have insurance for
my family.
Risk taker
(low)
Risk taker
(High)
Young
Individualist
Value
Optimist
Struggling &
Engaged

6. Darnell's Story
 Single guy living in a modest apartment.
 Keeping living expenses low - cut back on groceries and walks to
work as much as possible to save money.
 Has back pain, but can’t afford the $900 for an MRI he doesn’t think
he needs. Thinks a new mattress will do the job.
 It’s been 5.5 years since he’s been examined by a physician.
 Non smoker that drinks occasionally and plays recreational sports
to stay fit.
 Doesn’t’understand why the government is requiring him to buy
health insurance he doesn’t think he needs.
 “I’m young. I’m healthy. I realize I’m taking chances by not having
health insurance, but that’s my choice. I know what’s best for me”.
6
Uninsured: Risk Taker
Name Gender Age Geography HHI Family
Darnell Morris Male 34 Los Angeles, CA $32,000 Single

7. Maria’s Story
 Busy home life, spending time with her family and at Mama’s house
for family dinners.
 Struggles with diabetes, and family is very involved in her care.
Mama feeds her lots of soup which is an old family remedy.
 Husband works long hours laying cable at his telecom job, but hasn’t
had a raise in a few years. He has survived layoffs but doesn’t get
insurance benefits.
 Both work but their employers don’t offer health insurance
 Dreams of having health insurance for her kids, and for her so that
she can get care from a specialist rather then the local free clinic.
 Has gotten used to waiting a long time to see a doctor and get her
medicine and sometimes has to choose between her medicine and
buying gas for her husband to get to work.
 Her family matters the most.
7
Uninsured: Struggling & Engaged
Name Gender Age Geography HHI Family
Maria Lopez Female 38 North Miami, FL $46,000 Married, 3 kids

8. Josh’s Story
 An athlete in college, he still maintains a healthy and fit lifestyle
working out and mountain biking with his girlfriend.
 Planning on getting married some day but for now wants to
travel and save money to buy a house.
 His company offers insurance but he feels that he can spend his
money more wisely somewhere else so he “opted out”.
 Health insurance isn’t high on his priority list. He’s young,
strong, and healthy and places priority on other financial needs
and wants.
 He doesn’t understand the real cost of medical care because his
parents have always supplied health insurance for him.
 Recognizes that he will need it later when he starts a family.
 Would consider a plan that just covered what he needed like
dental or serious injury at a good price… just to be safe.
8
Uninsured: Young Individualist
Name Gender Age Geography HHI Family
Josh Myers Male 26 Austin, TX $27,000 Single, live-in girlfriend

9. 9
Uninsured: Value Optimist
Linda’s Story
 Hasn’t had health insurance since her husband was laid off.
 Her family has always been covered by health insurance. This is
the first time she’s had to deal with finding healthcare services
without it.
 Works for herself. Her salary is not enough to support their family.
 Buying independent/individual insurance is impossible. They’re
denied based on pre-existing conditions.
 Pays out-of-pocket for medical expenses. They need healthcare
services but are holding off until they can afford it.
 Can’t imagine having to go to the local clinic for care.
 Wants a plan to fit her family’s healthcare needs and budget
 Advocate of the healthcare system and is willing to pay extra for
great coverage.
Name Gender Age Geography HHI Family
Linda Hall Female 43 Springfield, IL $67,000 Married, 2 kids

10. 10
Personas At A Glance
Total
Population
Age
Young
Individualists
Value
Optimists
Risk Takers
Struggling &
Engaged
Marital Status Job StatusHHI Federal
Poverty Level
Key Insights
13M 18-40
Skews older
male
$18-$50k
$200%+
122-250%,
600%
% Affluent
Single,
Childless
Couples
Working,Unemployed,
Not In Workplace
- Does NOT trust healthcare system
- Highestmortality rate
- Mustshow real value to persuade to
purchase.Mostlikely to switch.
- DisproportionatelyMinority/immigrant
FPL
10M 35-50 $30-$60k 122-399% Married, Single
women w/kids
Working,Unemployed,
RecentlyUninsured
Primarily SMB employees or
trade workers
- Actively engaged in healthcare system
- Acutelyprice sensitive
- Higherrisk of chronic disease
- Mostlikely to “buydown” price
- DisproportionatelyMinority/immigrant
4M 18-29
skews male
$22-$60k 150-250%,
400+%
Single,
Childless
Couples
College Students,
Young Professionals
- Grew up on parents health insurance
- Wants personalizedplans and options
- Very interested in healthylifestyle content
- Prefers premium care but will switch easily
if not satisfied
6M 30-50 $40-$90k
$200k+
200-400%,
600+%
% Affluent
Married with
families,
caretakers
RecentlyUninsured,
SMB Owners,
Early Retirees,
“Uninsurables”
- Mosttrusting of healthcare system
- Alreadyhas or is caring for someone
with chronic disease
- Wants stable multi-year relationship
with carrier. Willing to pay more for
premium concierge type service
SOURCE: US Census, NHIS, Kaiser Family Foundation, KCMU, Oliver Wyman, The Commonwealth Fund,McKinsey Quarterly, Gallap,

11. How can insurers create value that exceeds their expectations?
 Market regulation likely to limit the choices health plans can offer
 But consumers want personalized benefits, access, and service
 Choice, complexity, and cost are their main concern
 Seeking is peace of mind
 They will drive transformation, demanding new
products and services currently unavailable
 The uninsured are BRAND NEUTRAL
 Education is key to helping them translate
their concern into action
11
Earning Their Confidence
The uninsured will reward
companies that find
innovative ways to make
healthcare more affordable
while personalizing
products and services

12. Leveraging Digital to Engage
Healthcare Consumers
Bill Lan

13. Major events cause people to seek education and reevaluate their options.
13
Preparing for 2014…

14. Building brand recognition is critical as we get closer to 2014
14
Utah
Massachusetts
We already have an idea of what this could look like from other states.

15. Shopping for Health Insurance is moving online.
15
We have seen this happen in several other industries.

16. How do consumers view your brand now?
What needs to change?
What will matter most when the exchange is in place?
16
Price
Recognition
Trust
Value

17. Insurance shoppers used over 11 sources of information to help
them make their purchase decision.
17
11.7
sources
How many times is your brand a part of the path to purchase?

18. Health Insurance consumers use online throughout the
shopping process…especially search engines
18
55%
53% 52%
50%
46%
44% 44%
41%
36%
28%
23% 23% 22% 22%
16% 16%
Online Offline Traditional
Current state
Opportunity

19. 19
Search Engine
87% Health Insurance
CompanyWebsite
63%
Social Networking
Website
59%
Government
Website
46%
Search is the #1 source used by Health
Insurance shoppers on a mobile device…
Consumer Generated
Online Review
48%

20. Google/Compete Health Insurance ShopperStudy August 2012 M6.From which of the following locationsdid you use yourmobile
device(s)(e.g., mobile phone and/ortablet) to shop for Health Insuranceservices?Pleaseselectall that apply.
Home, 67%
Public transit, 25% Work, 22%
Restaurant, 34%
Airport, 16%
In line, 38%
While traveling, 18%
Mobile to research
after hours

21. Digital drives brand awareness… especially video
21
• Source: Google/Compete Health Insurance Shopper Study, August 2012
• Q: RT9. How did each of the following source(s) help you while you shopped for Health Insurance services?
Video Sites
40%
Gov’t
Sites
17%29% 19% 16%
Search
Engines
Consumer
Reviews
Comparison
Sites
17%22%
RadioTV
22%
Newspapers
OnlineOffline
“Discover health insurance companies I wasn’t aware of”
36%
Social
Networks
9%
Information
Sites
22%
Flyers/
Brochures
17%
Magazines
8%
HR
Dept.
Traditional
10%
Employers
Intranet
16%
Family/
Friends

22. 22
Educational videos are most popular among health
insurance shoppers
20%
23%
25%
31%
33%
39%
42%
Watch customer testimonials
Decide which health insurance company to
purchase from
Obtain general information
Understand specific features
Watch instructional videos
Compare features across multiple health
insurance companies
I wanted to learn more about health
insurance plans

23. 23
Main reasons for shoppers not watching online video:
Not aware
the videos
existed Too
Long
Load
Time
58%
15% 15%

24. 24
Stay in touch with social.

25. Thank You

26. 2012 (Fall)
Research and
Persona Development
2012 - 2013
Long Term Strategic Plan
Development
Engage and Educate the Uninsured
2014
Move the Uninsured
to Action
26
Go-To-Market Plan

27. Key Messaging Strategies:
 Understand the implications of the reform act
 How insurance can keep you from financial ruin
 How to evaluate and compare insurance coverage
 How to choose a doctor
 Why preventative care will save you money
 Healthy living thought leader- families and individuals
 Disease management/chronic condition management thought leader
27
Engage, Educate, Build Brand Awareness & Trust
START
NOW!

28. Timing is everything
 Search engine optimization
 Site Optimization for Mobile access
 Market your health programs
 Build out your own social strategies
 Be a thought leader
 Create educational tools/videos
 Consider mobile gaming applications
 Grass Roots/Community Event Support
Let Your Social and Digital Strategy Do The Work
http://img.lightreading.com/thecmosite/20
11/01/202562/state_farm.jpg

29. 29
Engaging the Uninsured Now – Their Online Preferences
Grassroots /
Experiential
Search
Young
Individualists
Value
Optimists
Risk Takers
Struggling &
Engaged
Social Media Website
Tools
Mobile Video Key Insights
. . . . .
- Video simplifies the complexityof healthcare
- Activate in the community
- Supportwith online content& tools
- Mobile SEM and awarenessbasedsocialmedia
- Smartphone main connection to the internet
.  . .  .  .
- Video simplifies the complexityof healthcare
- Activate in the communityand retail storefronts
- Supportwith online content& tools
- Mobile SEM and awarenessbasedsocialmedia
- Smartphone main connection to the internet
 . .  . . .
- Video simplifies the complexityof healthcare
- Activate with socialmedia.Tap consumerinfluencers
- Provide online comparison & evaluation tools
- Supportwith online content& tools
- Mobile SEM
 . .  . . .
- Video simplifies the complexityof healthcare
- Activate with socialmedia.Tap consumerinfluencers
- Provide online comparison & evaluation tools
- Supportwith online content& tools
- Mobile SEM
SOURCE: US Census, NHIS, Kaiser Family Foundation, KCMU, Oliver Wyman, The Commonwealth Fund,McKinsey Quarterly, Gallap,

30. 30
All Personas - Video Blog
Engaging the Uninsured - Examples

31. 31
Mindbloom – online/social healthy lifestyle game
Healthy Food Fight with celebrity Chef Bobby Flay
and food truck events
Risk Takers and Struggling & Engaged
Engaging the Uninsured - Examples
DailyFeats – social rewards program.
Offers points for variety of healthy
living activities

32. 32
Mobile Games
 Colorfall
 Hands2gether
 Goldwalker
Facebook Game - Battle of the Bulge. Users
answer questions about their lifestyles and
are assigned a virtual waistline (“bellytar”)
Dance Town – O65 video dance game for
Xbox Connetex
Horse Power Challenge – created to help
fight child obesity and integrated with the
community.
Young Individualists & Value Optimists
Humana Fit website and mobile app: Partnered with MapMyFitness, Inc to provide tips and trails
for runners http://www.humanafit.com/
Engaging the Uninsured - Examples

33. 33
Reaching the Uninsured – Lessons from Massachusetts
Massachusetts Healthcare Reform Coalition

34. Education & Brand Engagement
 Take advantage of “events” to drive increased online search activity
 Decision process needs to happen before they get to the exchange
 Educate and build credibility with unbranded/soft branded website
• Comprehensive use of video and social media tools
• Encourage and engage in an open dialog (community)
• Listen and learn
• Target influencers to amplify
• Generate soft leads
• Leverage grass roots events, offline marketing to increase traffic
 Move to branded experience in mid 2013
• Target soft leads and influencers
• Expand branded experiences & product messaging
• Nurture and move soft leads to hard leads
• Convert
34
Engage Before It’s Too Late

35. We make it easy to get started
 Free SEO/SEM Audit
 Free Mobile Readiness Assessment
 Free Half-day Strategy Session
• Your bring your key strategic leaders
• We bring in some of our best from in and outside the industry
• Explore the possibility to extend to a multi-day TPG Imagine Session
35
How Can Help