Minnesota Health&Wellness_Conf post final 041116F
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This document summarizes key points from a conference on multicultural marketing and health/wellness. It finds that multicultural segments eligible for ACA plans are generally less risky than white non-Hispanics, yet enrollment rates for Hispanics and African Americans lag behind. Barriers to enrollment include complex plan information, lack of culturally relevant messaging, and concerns over immigration status. Insurers that effectively reach and serve multicultural customers are poised to gain significant market share, as the Blues have seen growth among new multicultural enrollments. Improving the customer experience for those enrolled will also be important.
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Minnesota Health&Wellness_Conf post final 041116F
- 1. 818.509.5901 www.SantiagoSolutionsGroup.com 20th Annual MULTICULTURAL MARKETING CONFERENCE: FOCUS ON HEALTH & WELLNESS “Shifting Health & Wellness in a Diverse America” Minneapolis, Minnesota Presented by Carlos Santiago Chief Strategist, SSG March 23, 2016 P.818.509.5901 www.SantiagoSolutionsGroup.com
- 2. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are less risky than White Non- Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What's more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention. 2
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- 4. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 4 Source: SSG Analysis of GfK MRI 2013 doublebase, Uninsured FPL 138-400%, Ages 25-64 PCD: High Blood Pressure Diabetes 2 High Cholesterol Obesity
- 5. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Hispanic (Middle Circle) 17% 33% 50% 22% 35% 43% Source: SSG Wellness Spectrum, GfK MRI data fusion Doublebase 2013 Survey of the American Consumer. Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400; Insured: Insured, Ages 25-64, FPL400+ Uninsured ACA Eligibles Total Market (Outer Circle) African Am (Inner Circle) 44% 18% 38% GfK MRI 5 SSG Wellness Spectrum™ powered by GfK MRI reveals that health & wellness outlooks of Uninsured ACA eligibles Hispanics & AA is better than uninsured WNH in the same FPL 139- 400. So, in terms of doing what they can to stay healthy, Hispanics & AA are less risky than WNH. Fit & Holistic Busy Striver Savvy-Indulgents SSG Wellness Spectrum is the joint property of Santiago Solutions Group, Inc. and GfK US, LLC ©2015 All Rights Reserved
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- 7. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 7 31% 46% Hispanic/AA Enrollment Rate % of Enrolled in ACA a/o May 2015 Sources: SSG Analysis of Scarborough, American Community Survey, Kaiser Family Foundation, DHHS, State Marketplaces reports until March/May 2015. With the Exception of NY & FL, Most States Have Yet to Enroll More than Half of Multicultural ACA Eligibles 29% 14% 34% 31% 51% 67% 61% 43% State White NH Hispanic African Am. California 45% 34% 31% Texas 38% 31% 46% New York 41% 61% 43% Florida 65% 51% 67% Arizona 34% 29% 14%
- 8. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 8 ACA Eligible Uninsured (Outer) Enrolled in ACA a/o Fall 2015 (Inner) Sources: SSG Analysis of Scarborough, American Community Survey, Kaiser Family Foundation, DHHS, State Marketplaces. The already ACA enrolled base (inner circle) is representative of the FPL 139-400 eligible population with the exception of Hispanics which enrollment is lagging 37% behind their estimated share of eligibiles. 7.9M 4.3M 2.5M
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- 10. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com TRUST VALUE MESSAGING RELEVANCY EFFECTIVENESS CONSUMER 1 2 3 4 5 6 7 EXPERIENCE
- 11. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 11 1
- 12. Unique Differences Between ACA Uninsured Eligible Multicultural & WNH CULTURE = FAMILY Wish they have more time with family HEALTHIER OUTLOOK Strongly believe in Herbal supplements Use more organic/natural foods Most likely to follow regular exercise Think & act with most adherence to good health & wellness behaviors Are nearly equally split in trusting that doctors know best and being their own doctors. SHOPPING Check ingredients & nutritional content of food most often Most community/cause focused DEMOGRAPHIC 66% high school education or less Nearly half are Millennials DR KNOWS BEST Go to Dr. regularly for check-ups and more likely to follow Dr. instructions Less likely to be their own Dr. Look for as much Rx info as possible prior to taking medicine CULTURE = REFLECTION & FAITH Like to see celebrities of same ethnicity in media Mindsets: Life should be as fun as possible Live for today Prayer is part of my daily life Trust TV media the most Source: SSG analysis of GfK MRI doublebase 2012 & 2015 Designby Insightsby Latinos vs. WNH ACA Eligibles AA vs. WNH ACA Eligibles
- 13. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 13 Younger 25-34 31% 35-49 32% 63% Age is split more evenly HHSize 4+ 50-64 28% HHSize 2-3 53% FPL 139-250% 75% 45-46% HS Grad HHI $35-50K ~45% Married 27% Married 45% White Collar ~30% Spanish Dominant 61% Not Employed Not Employed 35% 28% Rent ~60%% Blue Collar 36% 43% Blue Collar SIMILARITIES Source: SSG Analysis of Scarborough USA+ R1 2015, Base: 18-64 in FPL 139-400% 29% FB Time in US 15 yrs
- 14. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 14 Mixed status families don’t want to risk exposing immigration status of certain members to official entities, preferring to remain without insurance. 2
- 15. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 15 For many, current plans deductibles are far from affordable. The plans are still above what many middle-income families can afford relative to their income and other living expenses. Many of them choose to continue to pay-as-they go using urgent care/community clinics, gladly paying the tax penalty. Introduction of cheaper plans is critical to engagement. 3
- 16. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 16 Two-fold messaging problem: 1. Mass media messaging is over-promising and reality is under-delivering. 2. Insurance ‘fine print’ is too complex to trust/easily understand & clearly evaluate. Both result in negative word-of-mouth and skepticism, with many consumers not even bothering to seek official information in-person or digitally. 4
- 17. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 17 While exchange communications and messages from the government and insurers have improved, they are mostly translations or adaptations of communications intended for audiences with high levels of health care and health literacy. For the most part, Hispanic- nuanced messages, addressing specific barriers and the most effective triggers to adoption, have just begun to be brought to the forefront. 5
- 18. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Your Logo The Blues are dominating the newly insured growth from Multicultural populations, especially African American. Coops and Heath Net are also over-delivering among the Hispanic population. 6
- 19. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 19 BLUES: Wellpoint (BCBS affiliated), HCSC (TX, IL, AZ), Highmark (affiliated) Subtotal: $32M Source: SSG Analysis of Nielsen Monitor Plus, AHAA AdSpend Allocation Report 2014 * Aetna $429.7 (1%)
- 20. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com Aetna BCBS CIGNA Health Net Humana Oxford United Healthcare Other 20 White NH Hispanic African Am. Source: SSG Analysis of GfK MRI Spring 2015 & 2013 % of Newly Insured Growth 2015 vs 2013
- 21. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 21 Customer experience of those newly enrolled is rampant with stories of poor or no on- boarding, repeated incorrect bills, systems that don’t reflect conversations with customer service, physicians not in the promised network, communications that are contradictory and difficult to understand, inconsistency of in-language communications, and very mixed experiences with call-centers. 7
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- 23. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com • Insurers who can effectively figure out the nuances of educating, influencing, signing up and serving multicultural customers are poised to accelerate their growth and win significant share. • Effectively tapping the Multicultural opportunity is a requirement for boosting growth and reducing costs. 23
- 24. ©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com 24 SSG Growth Insights Newsletter Santiago Solutions Group SantiagoSolutionsGroup.com @Santiago_Group @Carlos_SSG santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com SSG: 818.509.5901 Santiago Solutions Group SSG guides clients to identify the highest ROI opportunities, simplify business decision- making through advanced analytics & insights, and craft effective marketing strategies that advance sustainable total growth fueled by Millennial, Multicultural & Hispanic segments. SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.