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.

1. www.SantiagoSolutionsGroup.com  t: 818.736.5661  Carlos@SantiagoSolutionsGroup.com
May 22nd, 2013
Winning Under ACA
New Entrants Are Key

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. 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. 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. Opportunity is Here!
5

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. 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. 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
• 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
• 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
Differentiated
Value
Proposition
Capturing Hispanics doesn’t require a different plan,
it calls for an integrated plan
Distribution Messaging

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. Let’s get Started!
13

14. Focused Approach
Capture
Low Hanging Fruit
Simplify
Communications
Nurture Customer
Experience
14
Foundation of Trust

15. Brand Trust is key in Attracting Previously Uninsured
15
Tip # 1

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
Tip # 3

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. Engage THEIR way!
Great opportunity for
Word-of-Mouth…
19
Tip # 5
Digital
An enabling
tool for your
ACA
strategy…

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. 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. 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. 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