Lifewise open enrollment plan client reivew 9.7.20

LifeWise:
Open Enrollment Plan
September 2020

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www.knackcollective.com
Goals
• Retention of customer base
• Acquisition of new customers

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What we know about the individual
health insurance market
and landscape.

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CULTURE
Builds relevance

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The pandemic increasingly
exposes the underlying structural
vulnerabilities of health insurance
How do we navigate and
address authentically?

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CATEGORY
Distinct from the competition
Surprising from the category

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Washington state regulations continue
to make product level
differentiation challenging
Now, cascade care could create
confusion and even more competition at
same time with consumers
How will we truly stand out?

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The Buyers Journey When Applying For Individual Coverage In
Washington State Is Complicated
Go to an insurance broker (producer) and have them sell you a healthcare insurance product.
• You want someone to help you navigate the complexity and/or have someone on your 'side’
• Because the broker is a trusted friend, or financial advisor you already work with
Go directly to the site of the provider
• However you can’t sign up plans on the Exchange via the provider site.
Go to the Washington State Health Plan Finder (the exchange)
• Buyers can use the "finder" to identify the right plan.
• Buyers can enter in information about income, age, and zip code – making it easier to find a plan and qualify for
subsidies.
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CUSTOMER
Motivating to the customer

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Thousands of coverage-
insecure Washingtonians new
to individual market will face
switching choices in open enroll
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COVID-19 FORCES NEW COVERAGE DILEMMAS FOR
AMERICANS

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In any other circumstance, A multitude of
choice would elate the average consumer.
However, when it comes to insurance THIS AUDIENCE IS CONFUSED! Often, they
aren’t clear what will cost the most money, if they may be wasting money, picking a
plan with in-network doctors who will give you inadequate care — or both.

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The pandemic is taking an
emotional toll on health care
consumers
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In regards to health care and health plan decisions
consumers…
82% are experiencing anxiety or fear
77% feel uncertainty or a lack of control
75% feel loneliness or a sense of isolation

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Consumers are becoming better
informed and more engaged in
their own care
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46% of consumers with health
insurance said they have gained a better
understanding of their benefits since the
COVID-19 crisis began

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Desired Brand Behavior
Comms Challenge
Primary
Secondary
Tertiary
Encourage secondary
audience to switch from
their current status
(whether with another
provider or uninsured)
to LifeWise.
Primary in the city are more likely to be digitally
engaged and conduct their own research regarding
a provider, however, they can often be disengaged
on social media. This may either because they only
use it as an entertainment source and are not easily
swayed or they are not utilizing the channel at all.
Retain primary audience
and communicate the
benefits of staying on board
with LifeWise. Utilize
learnings from existing
audience, in order to
optimize and expand
primary group.
Recruit and engage
tertiary audience (outliers)
on the benefits of insuring
themselves (particularly
during the global
pandemic ).
Secondary audience is more likely to be uninsured –
(particularly the younger of this set). However, there
may be an opening to engage them on minimal
coverage ( given the current times). They are likely to
feel less financially stable They are more likely to
respond via email or website, and less likely to respond
via social media. This audience is more likely to enroll
via the website or on the phone. The older side of this
group is also more likely to consider WOM and advice
from friends.
Tertiary audience often lives paycheck to paycheck
and are the least likely within the target groups to be
financially stable. Whether it is being provided
Medicaid like Ashley or light usage of their PCP like
Jason this target audience doesn’t take full
advantage of a medical network and will put off the
services of a professional unless it is an emergency
or in the case of their children being in need. This
group is digitally savvy, however, their on ( and
offline) preferences tend to lean towards casinos and
online gambling.
Risk of a high churn rate
Likely to be loyal
• Brand Preference
• Campaign Awareness
• Brand Image
• Brand Consideration
• Change in Behavior
• Brand Image
• Response to Promotion
• Direct/Immediate Sales
• Frequency of purchase
Desired Consumer
Behavior
Michelle
Rural Care-giver
Jessica
Young Professional
in the Suburbs
Jennifer & Michael
Healthy & Active
Families
Susan
Healthy & Affluent in the
City
Elizabeth & John
Early Retiree in a
Small Town
Jason
Struggling, Hoping for
his Big Break
Matteo
Unengaged
Part Timer
Ashley
Underserved
Independent Moms
Lifewise Consumer Segments

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COMPANY
True to the product
True to the brand

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Mobile Site Performance Desktop Site Performance
Online Reviews
Our online user experience and
digital presence doesn’t match
the clarity and premium feel of
our branding
how do we evolve our digital
experience to acquire and retain?
Low Engagement Social

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Geography
Network
Cost
Brand
Key insurance shopping considerations:
In a down economy with unprecedented
cultural conflict, confusion, cost pressure, and
competition LifeWise must bring its brand
to life even if it’s a secondary customer
consideration [especially in a world where we
aren’t the cheapest plan!]
This includes strategies for:
• Entertaining utilitarian content [not just ads]
• Culturally relevant messaging
• An intelligent personalization and targeting
approach
• Improving online experience and presence

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Minimal content
and guidance
provided to date
Complicated Customer
Journey
2019
Long Customer
Service
Wait Times
Lifewise has some hurdles
to overcome

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The Lifewise brand centers on
empowerment and member
control over health
plan decisions.

Standing Out In A
Sea Of Sameness
• Build an emotional connection: design communications that better
convey your Brand personality.
• Take a stand: 85% of consumers expect brands to make a positive impact
in the world.
• Entertain and Inform: Where/when network and cost do not enable
differentiation, develop your Brand to increase recognition/ recall when it
matters most.
• Develop an intelligent personalization and targeting
approach: address the diversity of the audience and increase identification
with the LifeWise brand.
• Make loyalty your goal: Stay top of mind throughout the year vs just
during key moments to improve brand recall and word of mouth referrals.
• Create positive sentiment: Utilize customer satisfaction surveys to
improve online reviews, increase retention, and advance personalization
strategy.

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KEY INSIGHT
Consumers desire control over their
healthcare and health plan decisions
BRAND PLATFORM
Empowerment Engine
TERRITORY 1
HERO
TERRITORY 2
WISER
TERRITORY 3
SUPPORT

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Caring about yourself and your loved ones is no
easy feat.
LifeWise wants to empower you with the tools
you need to make the best decisions so that you
can live a healthy, safe, and most importantly
strong life!
At some point in our lives we look for a hero to
save the day --LifeWise wants to help you
become your own!
Because everyone of our members has an inner
hero ready to emerge. And every hero deserves
a partner (sidekick) who will be right along the
side them when it matters the most.
Big Idea
Empowering You To Be The Hero Of Your Own Story

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We at LifeWise know that often the only
constant in life is change, and with that change
hopefully comes the wisdom to prepare for new
paths ahead.
And whether that path is full of potholes or roses
– we want our members to have comfort in
knowing someone has your back every step of
the way.
In stumble or a stride, we want to make sure you
prepared for Life but Wiser!
Life BUT Wiser
Big Idea

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Life is about moments!
The moments that make us cry, the moments,
that make us laugh, and the moments we never
forget.
LifeWise wants to make sure that we are there
for the moments that matter to you most. And
that no matter what stage of life you are in,
LifeWise will always be there to support you
along the way, because choosing the right
healthcare plan is tough enough. So here’s to
those important moments….
Always with you, always behind you,
LifeWise
Big Idea
Supporting You At Key Moments

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Simplistic And Easy To Understand Plans
LifeWise wants prospects to know
that whether they are looking for a
DO or an MD, they have choice in
the right medical professionals for
their needs.
Wide Network Of Doctors
And Medical Professionals LifeWise will communicate to their
members in the means in which they are
comfortable. With both an on and offline
approach to tackling customer care,
LifeWise will have its own online chat
feature, social networking (FB chat),
community service, and call center
advocates as continual and helpful guides
for consumers through the enrollment
process and beyond.
Seamless Customer Service
Premium Relief
LifeWise will feature content that is centered
around the subject of relief that the next year
has one less thing consumers have to worry
about in regard to seeking effective and secure
coverage in the way they’re used to
LifeWise wants take a differentiating approach to
explaining what Washington’s health care system
could do for its consumers. Consumers will be
offered information that explains the steps how to
use the marketplace as well as the ease of
selecting a plan with LifeWise.
Points Of Differentiation For Acquisition

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Plan Design Same
Retain The Same Doctors
Lowering Rate – You’ll See Your Rate Decrease
New ID Card Not Required
Premium Relief
LifeWise customers will not have to sift
through the existing marketplace to
find new health care plans that suit
their needs and lifestyle
LifeWise customers will see a rate
decrease this year.
LifeWise customers will not
have to acquire a new ID card
this year making their
experience with Lifewise as
seamless as possible.
LifeWise customers should rest
assured knowing they'll be
receiving quality care both with
their preferred network of
doctors and medical
professionals.
Some consumers will be
eligible for premium relief.
Points Of Differentiation For Retention

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Next Step: Concepts
Creative Concept Deliverables
• Overarching conceptual direction
• Look n feel
• Tag line/ Sign-off line
• Overarching copy narrative for retention (150 -250 words)
• Overarching copy narrative for acquisition (150 -250 words)
• Imagery direction 5 to 10 image choices for priority segments
• Healthy Active Families
• Healthy & Affluent (Individual) in the City
• Rural Caregiver
• Conceptual direction shown in
• Email banner
• Paid social ad (Facebook/ Insta)

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• Leverage what we know worked last open enrollment
• Email personalization: County and HH Income
• Lean into new testing of segmentation, modeling, etc. to further evolve future strategies
• Leverage every retention email to begin solicitation of positive reviews.
• Use Direct Mail to reach segments that prefer and channel and are likely to enroll or disenroll.
• Create branded content to guide prospects to informed health plan decisions and help them understand LifeWise
differentiation
• Consider developing a Member Newsletter (monthly during OE and quarterly there after)
• A letter from leadership
• Create branded wellness articles to stay relevant and top of mind
• Utilize unbranded/ reputable content from healthwise.net and the CDC to supplement and stay relevant (especially
during the pandemic)
• Highlight member success stories
• Solicit positive reviews
• Develop a microsite landing environment for acquisition efforts
• Leverage learnings from email and sniff county for personalization
• Develop floating/ sticky CTA driving prospects to Wahealthplanfinder
• Acquisition messaging: Simplified Plan Overview and Differentiation
• Acquisition content: See content plan
• Create digital member surprise and delight moments during holidays (Thanksgiving and December/Jan Holidays) to reduce
costs
• Clean up YouTube channel and use to house video content (old videos create confusion) – use a current source of truth
Key Connection Points With Prospects And Members

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Create digital member surprise and delight moments during holidays
(Thanksgiving and December/Jan Holidays) to reduce costs
:30 LifeWise
Branded Animated
Guided Meditation
Video
LifeWise Branded
Coloring Pages
A collection of
favorite heart-
healthy holiday
recipes from the
LifeWise Team
Member Surprise And Delight

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Member Newsletter Wireframe
Masthead
Letter from Leadership
Branded Article 1
Branded Article 2
Member Story
Google Review Solicitation
Unbranded
Wellness
Content
Masthead
Letter from Leadership
Branded Article 1
Branded Article 2
Member Story
Google Review Solicitation
Unbranded
Wellness
Content

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Acquisition Microsite Wireframe (mobile optimized)
Header Banner
Simplified Plan Overview
Points of Differentiation
Content
County
Personalization
Content Content
Content Content Content
Member Quote
Header Banner
Simplified Plan Overview
Points of Differentiation
Content
County
Personalization
Content Content
Content Content Content
Member Quote
FLOATING CTA
ENROLL NOW

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Channel Targeting/ Prioritized Segmentation Carrot Health Lists Personalization
Email Broad Control Group Customer List Name, County, Imagery based on HH income
Email
Messaging Test
18,000 members with customer experience issues last
year CUSTOM LIST Broad imagery
Email
Market (County) Messaging Test
Defend Markets (Clallam, Okanogan, San Juan, Asotin,
Garfield)
Lowest Price Point Markets (Island, Skagit, Whatcom,
Chelan, Columbia, Douglas, Grant, Jefferson, Whitman,
Adams, Walla Walla, Benton, Cowlitz, Stevens, Ferry, Pend
Oreille)
Email
Segment Personalization Test
Healthy & Affluent in the City
Healthy & Active Families Customer List
Imagery and copy based on majority demographic
Name
County
Email
Model Personalization Test
Likely to Disenroll Top 2 to 4 deciles
Imagery and copy based on majority demographic (male,
married, $80K, rural) Age 40- 60
Name
County
DM Likely to Disenroll
Top 2 to 4 deciles (#
TBD)
Imagery and copy based on majority demographic (male,
married, $80K, rural)
Name
County
Retention Overview

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Channel Targeting/ Prioritized Segmentation Carrot Health Lists Personalization
Email Broad Control Group Full Prospect List
Name
County
Imagery based on HH income
Email
Segment Personalization Test
Healthy & Affluent in the City
Healthy & Active Families
Specific Segments in
Prospect List Messaging and Imagery
DM
Likely to become a LifeWise Member
Likely to become a LifeWise Member - Subsidy Top 2 deciles (# TBD) You may be eligible for a subsidy versioning
Acquisition Overview

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Paid Acquisition Media Plan

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Conversion
X% of media budget
10/11 10/18 10/25 11/1 11/8 11/15 11/22 11/29 12/6 12/13 12/20 12/27
Open enrollment and consider
LifeWise
Open enrollment has started Sign up before open enrollment ends
Display and Native driving
awareness of LifeWise
Retarget with Video amplifying
the benefits of LifeWise
Drive Sign up with high Impact Display Units and Native
Continue consideration tactics to drive last minute registrants
Awareness campaign driving
prospects to micro sites
Traffic optimized campaign to
drive users to learn more
information.
Add retargeting of video viewers
and site visitors.
Lower funnel tactic optimized towards clicks on the enroll button to
drive users who have previously engaged further down the funnel.
Awareness campaign to capture
the attention of Reddit users who
have engaged with relevant
content
Drive Reddit users who have
recently engaged with relevant
subreddits to the landing page to
learn more
Retarget Reddit users who have visted the landing page and engaged
with subreddits related to health insurance, unemployment and
independent contractor related topics
Broad targeting to become top of
mind
Competitive bids to maintain
market share and stay top of
mind during consideration
Competitive conquesting to ensure we stay in front of customers
finalizing their Health Insurance options
Consideration
X%
Awareness
X%
Search
Paid Media Flighting

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Site Description Audience Impressions
CPM Spend Custom Sizes
Community Targeting:
- Health Insurance
- Freelance
- Unemployed
- Insurance
Target Redditer's who have
recently engaged with
relevant content
Drive awareness through
Facebook's network of
placements: Facebook Feed,
Instagram Feed, Facebook
Stories and Instagram Stories
- A25+
- Household income top
50% - 5%
- Relationship Status:
Married/Engaged
- Demographic: Parents
- Health/Fitness Interest
- FB/IG Feed: Carousel
and Video
- - FB/IG Stories: Video
and interactive poll
Facebook ad specs
- video and static
promoted post
Reddit ad specs
- Affluent Families
- Affluent individuals
- recently unemployed
- Retargeting
- search behavior
- behavior site targeting
Billboard: 970x250
Mobile: 320x480
Native
$15,000
$2,000
$16,000
($8-$20)
1.5MM+
Budget
$150K
$100K
$150K
$100K
$150K
$100K
$150K
$100K
Search
Heavy up during the awareness
phase to be front of mind
during open enrollment
Target Broad Search Terms:
- Affordable/best/cheap/private
health insurance
Negative Target: election terms,
covid and nonmedical insurance
terms
($8-$15)
$5,000
$3,000
$9,000
$12,000
$1,000
($6-$20)
1.5MM+
1.1MM+
TBD
TBD
900K+
Utilize display and native ads to
drive awareness of LifeWise's
Health Insurance Option leading
up to Open Enrollment.
Layer on contextual and
behavioral targeting tactics to
reach them in the right mindset
N/A
N/A
N/A
Digital Details - Awareness

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Awareness Phase: 25%
• Programmatic: $9K
• Social: $13K
• Search: $3K
Consideration/Conversion Phase: 75%
• Social: $37K
• Search: $10K
Awareness Phase: 25%
• Social: $18K
• Search: $5K
Consideration/Conversion Phase: 75%
• Social: $57K
• Search: $15K
$100,000 $150,000
Media Mix And Budget Options

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Site Description Audience Impressions
CPM Spend Custom Sizes
Community Targeting:
- Health Insurance
- Freelance
- Unemployed
- Insurance
Drive Reddit users who have
recently engaged with relevant
content and the landing page
further down the funnel
Retarget and optimize towards
users most likely to enroll.
Optimizing between affluent,
healthy & affluent individuals and
affluent families.
- A25+
- Household income top 50% -
5%
- Relationship Status:
Married/Engaged
- Demographic: Parents
- Health/Fitness Interest
- Website Retargeting
- Video View Retargeting
- FB/IG Feed: Statics
- FB/IG Stories: Video and
Static
Facebook ad specs
- video and static
promoted post
Reddit ad specs
- Affluent Families
- Affluent individuals
- recently unemployed
- Retargeting
- search behavior
- behavior site targeting
Billboard: 970x250
Mobile: 320x480
Video
$40,000
$5,000
$52,000
($12-$20)
2MM+
Drive consideration with video retargeting
potential customers who engaged with the
Awareness campaign.
Surround relevant content and be in places
where consumers are researching with High
Impact units to drive registration
Layer on competitve conquesting tactics to
ensure LifeWise is top of mind
Budget
$150K
$100K
$150K
$100K
$150K
$100K
$150K
$100K
Search
Narrow targeting to convert
potential prospects during open
enrollment with competitive bid
to maintain market share
- Competitor targeting: Cascade
Health, Kaiser, Regence, etc..
- Key sign up search terms:
affordable health insurance,
Washington Health insurance plans
($8-$15)
$15,000
$10,000
$28,000
$34,000
$3,000
($6-$20)
5.1MM+
3.4MM+
TBD
TBD
1.4MM+
Digital Details – Consideration And Conversion

LifeWise:
Creative
September 2020
KNACK
CONFIDENTIAL

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Set up
We are all unique individuals on our own journeys. And
when it comes to health coverage, we all want the
same thing—a plan that works for us. Unlike a lot of
individual health plans out there, LifeWise delivers on
meeting our unique needs for coverage and price,
empowering us with the confidence to live our best
lives. LifeWise is the plan that works for me.
Why it works
There is a lot dividing people right now. This is a
chance for LifeWise to reach out and remind people
that we’re more alike than different, starting with what
we want from health insurance. “Works for me”
highlights that LIfeWise helps meet everyone’s unique
needs, while also empowering people to be their true
selves.
Lifewise. Works For Me.

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Alt.
Direct Mail

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Thank You.

Lifewise open enrollment plan client reivew 9.7.20

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Lifewise open enrollment plan client reivew 9.7.20