ACA Retaining Newly Enrolled v7-17-14-Final verCS
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SSG’s deep analysis of the first ACA Exchange enrollment period reveals that Multicultural & Millennials will constitute the vast majority, 7 in 10, of the 2014-15 ACA Open Enrollment opportunity. As penalties double, the next ACA open enrollment will likely see nearly 6 million new Multicultural and Millennial entrants despite the fact that their enrollment rates were 20-35% below Non-Hispanic Whites during the first open enrollment. Additionally, this new wave of entrants will be strongly influenced by the experiences of the 5.7 million new exchange-insured Multicultural & Millennial consumers.
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ACA Retaining Newly Enrolled v7-17-14-Final verCS
- 1. 2014SantiagoSolutionsGroupInc. Technical Difficulties Call Webinar Support at +1 (855) 352-9023 Webinar ID 138-899-491 Go to JoinWebinar.com Audio Participants can use their computer’s speakers or telephone - Call (646) 307-1707 - Access Code: 793-096-937 Only the presenter can be heard and participants will remain on mute Comments & Questions Please summit your questions and comments via chat under ‘Question’ section Welcome to: Winning ACA’s 2nd Growth Race ? Housekeeping Dedicated Sessions Available Dedicated sessions are available over the next 4 weeks. Contact us through our website if you are interested ! 1
- 2. 2014SantiagoSolutionsGroupInc. Welcome to: ACA 2nd Growth Race Webinar! 2 Carlos Santiago has been guiding strategic growth rooted on predictive analytics for leading marketers in health & wellness for 13 years at SSG. Mindy Figueroa leads an award-winning team that operationalizes roadmaps helping Hospitals, Providers and Organizations to go- to-market with coaching and proven tools that deliver results. Juan Ovalle is an expert in predictive analytics, effectively generating insights from data fusion across syndicated, customer databases, custom qualitative, quantitative and Social research in CPG, Telecom, and Health. About the Presenters SSG is a growth consulting leader driven by management P&L experience, Big Data and predictive analytics. We develop fact-based business models, insights, customer experiences and roadmaps that profitably segment distinct customer groups and drive revenue. We help clients focus their resources where the highest ROI opportunities exist and customize strategies advancing efffective Total Market growth. About Santiago Solutions Group
- 3. 2014SantiagoSolutionsGroupInc. Winning ACA's 2nd Growth Race 3 Agenda 1. Cultural operations readiness 2. Acquisition • tools for fine-tuning messaging • balancing in-person vs. digital touch-points 3. Loyalty • bonding through loyalty & word of mouth • stewarding brand advocates in customer experience 4. Profitability • managing costs of care HOW Readiness, Acquisition, Loyalty & Profitability in 4 Steps 1. Key Similarities and Nuances by segment vs. Insured counterpart 2. Which key nuances impact Acquisition and Retention WHO New Exchange Consumers Similarities & Nuances 1. Segments, language, key states, competitors 2. Big Winners & Losers WHAT Define Progress and Opportunity
- 4. 2014SantiagoSolutionsGroupInc. 1. Progress Attained & Opportunity Ahead 4
- 5. 2014SantiagoSolutionsGroupInc. 2% 3% 3% 3% 4% 4% 5% 8% 8% 25% CO MI WA PA NC GA TX NY FL CA States Converting Most Eligibles 5 States Enrolling Most US Eligibles Top 10 US best performance states account for 66% of US Actual Enrollment 66% Source: DHSS Summary Enrollment Report May 2014 & Kaiser Family Foundation, Marketplace Enrollment as a Share of the Potential Marketplace Population
- 6. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials CA Enrolled One Third of the ACA Eligibles; Includes Eligible Uninsured + IFP (FPL 139-400) WNH & Asian/Other performed strongly 6 Over One third of Eligibles Enrolled in CA Source: SSG Analyses of Covered California Press Release on April 17, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64 1,396 36% 2,447 64% Remaining Opportunity Enrolled Enrolled Total Eligible Opp’y 3.8M In 000’s Total Enrolled 495 391 39 471 403
- 7. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials CA Enrolled One Third of the ACA Eligibles; Twice as Much Opportunity Remains Includes Eligible Uninsured + IFP (FPL 139-400) Overall Hispanic performed very strongly AA & Millennials trail behind 7 Twice as Many Eligibles Remain in the Sidelines Source: SSG Analyses of Covered California Press Release on April 17, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64 29% 15% 111% 23% 1,396 36% 2,447 64% Remaining Opportunity Enrolled Enrolled Opportunity Remaining Total Eligible Opp’y 3.8M 27% In 000’s -21% v. WNH -7% v. WNH 50% 42% 9% AA Hisp WNH Total Enrolled 495 391 39 471 403
- 8. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials NY Enrolled One Fifth of the ACA Eligibles Includes Eligible Uninsured + IFP (FPL 139-400) Hispanic & Millennials performed second after White NH 8 One Fifth of the Eligibles Enrolled in NY Total Enrolled: 213 58 39 62 115 371 22% 1,310 78% Remaining Opportunity Enrolled Total Eligible Opp’y 1.7M In 000’s Source: SSG Analyses of NY State of Health Open Enrollment Report June 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o April 15vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 1.7 M; Age: 18-64 Enrolled
- 9. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials NY Enrolled One Fifth of the ACA Eligibles; Four Times is the Opportunity Remaining Includes Eligible Uninsured + IFP (FPL 139-400) Hispanic & Millennials performed second after White NH 9 One Fifth of the Eligibles Enrolled in NY 22% 12% 107% 16% Total Enrolled: 213 58 39 62 115 371 22% 1,310 78% Remaining Opportunity Enrolled Opportunity Remaining Total Eligible Opp’y 1.7M 17% In 000’s -27% v. WNH -23% v. WNH 56% 22% 22% AA Hisp WNH Source: SSG Analyses of NY State of Health Open Enrollment Report June 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o April 15vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 1.7 M; Age: 18-64 Enrolled
- 10. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials Fed Facilitated States* Have Enrolled One Fifth of ACA Eligibles; 4x as Much Opportunity Remains Includes Eligible Uninsured + IFP (FPL 139-400) Four Times as Many Eligibles Remain in the Sidelines Hispanic & Millennials are behind * Idaho & New Mexico are Federally supported SBMs for 2014 Source: SSG Analyses of DHHS Summary Enrollment Report-DHHS on May 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 27M; Age: 18-64 Enrolled 5,446 20% Total Enrolled: 3,424 585 908 529 1,538 Enrolled Total Eligible Opp’y 27M In 000’s 10
- 11. 2014SantiagoSolutionsGroupInc. WNH Hisp AANH AONH Millennials Fed Facilitated States* Have Enrolled One Fifth of ACA Eligibles; 4x as Much Opportunity Remains Includes Eligible Uninsured + IFP (FPL 139-400) 20% 14% 20% 44% 13% Remaining Opportunity 21,665 Four Times as Many Eligibles Remain in the Sidelines Hispanic & Millennials are behind * Idaho & New Mexico are Federally supported SBMs for 2014 Source: SSG Analyses of DHHS Summary Enrollment Report-DHHS on May 2014, Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated eligibles: Insurable Uninsured + IFP (FPL 139-400%): 27M; Age: 18-64 Enrolled 5,446 20% Total Enrolled: 3,424 585 908 529 1,538 Enrolled Opportunity Remaining Total Eligible Opp’y 27M In 000’s -35% v. WNH -30% v. WNH 63% 17% 17% 3% A/O AA Hisp WNH 11
- 12. 2014SantiagoSolutionsGroupInc. Spa Dom Eng Dom 12 Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report June 2014 & Scarborough USA+ 2013 R2 Spanish Speaking Hispanics Have Underperformed During Enrollment Enrollment Rate by Language of Preference Among Hispanics EligiblesEnrolled 42% 66% 34% 58% Index 64 171 Spa Dom Eng Dom EligiblesEnrolled 39% 68% 32% 61% Index 57 191 (Hispanic enrolled) / (Hispanic Eligible)
- 13. 2014SantiagoSolutionsGroupInc. 31% 30% 10% 8% 1%, A/O 10% 8% 1% WNH Hisp AA A/O 14M Uninsured Opportunity Remaining ~34M Opportunity Including IFP Eligibles 10-24M or 69% is Multicultural & Millennial Opportunity By Segment 1. WNH 61% 2. Millennials 49% 3. Multicultural 39% 4. Hispanic 20% 5. AA 16% 13 Multicultural 39% Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY) projected to US Total
- 14. 2014SantiagoSolutionsGroupInc. Winners Rebalanced the Playing Field: Blues & HN in CA & CO-OPs in NY 14 Sources: Covered CA Enrollment Press Released on April 2014, NY State of Health 2014 Open Enrollment Report June 2014, & Scarborough CA & NY DMAs 2011, 2012 R2 Index 32 57 161 317 Exchange Enrollment 2014 Commercial Insurance 2012 Index 267 50 180 19% 30% 6% 36% 8% 19% 58% 2% Exchange Enrollment 2014 Commercial Insurance 2012 13% 40% 5% 3% 12% 6% 6% 17 6% 17% 17% 20% 9% 8% 19% 17% 15% 11% 62%
- 15. 2014SantiagoSolutionsGroupInc. 15 2. Understanding the Newly Insured Segments - Similarities & Key Nuances
- 16. 2014SantiagoSolutionsGroupInc. Uninsured Wellness Mindset Not Significantly Different From Insured 16 Wellness Mindset Opportunity 16% 32% 52% 20% 33% 47% Insured Source: Scarborough & GfK-MRI data fusion USA+ 2013 R2 Survey of the American Consumer Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400 Insured: Insured, FPL400+ Uninsured Eligibles
- 17. 2014SantiagoSolutionsGroupInc. -31 -33 -44 0 20 17 6 64 47 42 56 50 Wellness- Minded Individuals are More Prone to Engage in Prevention Wellness-MindedWellness- Ambivalent Wellness-Averse Regularly Go to Dr. for Check-ups Uninsured 18+ SSG Wellness SpectrumTM Powered by GfK-MRI 100 Index US Total Avg. Tot WnH H AA Tot WnH H AA Tot WnH H AA 17 Source: GfK-MRI 2013 double base Survey of the American Consumer Base: Total Uninsured 18+, National
- 18. 2014SantiagoSolutionsGroupInc. Unins. & Ins. Millennials Transact Online; 1/3 Uninsured Still Prefer Store-Front 18 61% 59% 20% 34% 19% 7% Insured Uninsured Banking Methods 92% 83% Insured Uninsured Internet & Mobile WebMill Omni- Channel Transactions are not shown, however very key. Source: Scarborough USA+ 2013 and GfK MRI Fusion R2 Survey of the American Consumer; Enrolled a/o Apr 19 FPL 400%+ vs Uninsured + FPL 139-400%; Age 18-34 Significance tests run at 95% confidence level
- 19. 2014SantiagoSolutionsGroupInc. 6 in 10 Uninsured Eligibles Mobile Savvy; Prefer “Sealing the Deal” in Retail/In-Person 83% 57% 1% 3% 6% 3% 10% 38% Insured Uninsured Internet & Mobile Web HISP 25-64 .7x58% 39% 26% 53% 14% 8% Insured Uninsured Banking Methods WNH 25-64 WHI TE NH HISP 2x 19 Source: Scarborough USA+ 2013 and GfK MRI Fusion R2 Survey of the American Consumer; Enrolled a/o Apr 19 FPL 400%+ vs Uninsured + FPL 139-400%; Age 25-64 Significance tests run at 95% confidence level
- 20. 2014SantiagoSolutionsGroupInc. 66% 34% Span Dom Eng Dom Insured Vast Majority of Uninsured Eligibles Lack Communication Essentials 20 Uninsured Eligibles HS Dimploma or less Some College College Degree or above Insured Uninsured Eligibles 70% 30% 57% 25% 29% 14% 29% 47% Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400 Insured: Insured, FPL400+
- 21. 2014SantiagoSolutionsGroupInc. Exchange Population is Very Different From Insured; Millennials Not Too Different 21 Exchange Eligible Insured Nuances Importance in Medical Consultation 52% 63% 48% 37% Uninsured Insured I'm My Own Doctor Doctor Knows Best The uninsured (ages 25-64) are 29% more likely to act as if they are their own doctors in comparison to those already insured Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400 Insured: Insured, FPL400+
- 22. 2014SantiagoSolutionsGroupInc. 22 3. RALP - Readiness, Acquisition, Loyalty, & Profitability
- 24. 2014SantiagoSolutionsGroupInc. Socio-Economic & Cultural Needs 24 Too often Latino patients delay medical care until their conditions worsen and necessitate immediate attention Two main drivers • Socioeconomic factors – Lack of health care insurance / limited health care literacy – Limited transportation options – Work concerns (i.e., no PTO) • Cultural factors – Expectation that one should tolerate pain without complaint – Belief that certain conditions (such as pregnancy) are natural and do not require medical attention HOW DO WE INCORPORATE CULTURE IN THE CUSTOMER JOURNEY OF NEWLY EXCHANGE INSURED? Managing Latinos Use Of Acute Care Needs
- 25. 2014SantiagoSolutionsGroupInc. Latin Ready Assessment® An Innovation and Growth Tool • How ready is your organization to provide a seamless customer experience to Latino and other multicultural segments today? 25
- 26. 2014SantiagoSolutionsGroupInc. Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin Ready (40-50) Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 50 No opportunities are being explored. No opportunities are being explored. Business is considering: -Operations -Human Resources -Public Relations Some opportunities are being explored in: -Operations -Human Resources -Public Relations -Advertising -Community Relations Business is considering: -Marketing Programs -Social Media Exploring opportunities in: -Operations -Human Resources -Public Relations -Advertising -Community Relations -Marketing Programs -Social Media -Financial ROI Business is considering: -Development of Taskforce -Multicultural Champion Exploring opportunities in: -Operations -Human Resources -Public Relations -Advertising -Community Relations -Marketing Programs -Social Media -Financial ROI -Multicultural Champion -Budget These opportunities are integrated into the business strategy; they are proactive efforts, not an afterthought. Not Latin (0-9 0 Not Latin (0-9 0 Not Latin (0-9 0 Barely Latin Ready (10-19) Almost La (20 Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost La (20 Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost La (20 Stages of Latin Not Latin Ready (0-9) 0 10 20 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly La (30 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin Ready (40-50) Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 50 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin Ready (40-50) Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 50 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin Ready (40-50) Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 50 NotLatinReady (0-9) NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 01 NotLatinReady (0-9) 010 NotLatinReady (0-9) 01 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin (40 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin (40 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin (40 Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 Barely Lat (10-1 Not Latin Ready (0-9) 0 10 Barely La (10 Not Latin Ready (0-9) 0 10 Barely La (10 Not Latin Ready (0-9) 0 10 *L2L’s Proprietary Latin Ready Spectrum ™ Tool Latin Ready Assessment® An Innovation and Growth Tool • A revolutionary proprietary tool that evaluates how financially, operationally, and emotionally prepared organizations are to address the rapidly growing Latino market. • The LRA benchmarks an organization’s Latino DNA, objective observations and provides a road map on how your organization can become Latin Ready™, in alignment with CLAS – 15 National Standards by Minority Office. 26
- 27. 2014SantiagoSolutionsGroupInc. Latin Ready™ Spectrum - Benchmarks Surveyed Sectors are Almost Latin Ready™ with an average score of 27.09 Barely Latin Ready (10-19) Almost Latin Ready (20-29) Fairly Latin Ready (30-39) Latin Ready (40-50) Stages of Latin Readiness™ Not Latin Ready (0-9) 0 10 20 30 40 50 Barely ( Not Latin Ready (0-9) 0 10 Barely ( Not Latin Ready (0-9) 0 10 *L2L’s Proprietary Latin Ready Spectrum™ Tool Analysis based on a sample of 11 LRA studies from 2012-2014: 5 healthcare, 5 education, 1 retail/direct sales, 1 non for profit Healthcare (25.63) Education (18.75) (27.09) All Sectors 27 Retail (36.8) Non-for Profit (27.2)
- 28. 2014SantiagoSolutionsGroupInc. Latin Ready™ Spectrum – Benchmarks Challenges and Business Impact 28 Challenges Operationally Ad Hoc/ One off initiatives Lack of ownership/champion Lack of diversity at C- level Financially Insufficient data e.g. revenue, market size, cultural nuances Lack of metrics of success Lack of financial commitment Emotionally Disconnect between C-level suite and middle management on unified strategy Not consistent external and internal communication Blame glame on “marketing/advertising” Business Opportunity Operationally Internal basic readiness/in language/in culture systems and protocols Compliance with national standards (healthcare) Diversity & Inclusion strategy Financially Established metrics and tracking mechanisms / results driven on revenue, market share, sales, volume, etc. Assigned budget 20-60% Latin Readiness increase in 12 months Emotionally Internal champion / company wide commitment External communication and outreach (segment goodwill)
- 30. 2014SantiagoSolutionsGroupInc. How Can A Marketer Reliably Listen To Fine- tune Messaging For Branding & Acquisition? 30 Best-in-Class Leaders Mine Data to Find Un-Met Needs of Key Segments Challenge Voice of Consumers, with emotions, frustrations, and unmet needs Approach Scientific-approach to sorting through a multitude of insights using Statistical, Text & Contextual Mining techniques Benefit Quickly identify sore spots from recent ACA enrollees. Insights help optimize messaging for second round
- 31. 2014SantiagoSolutionsGroupInc. Segmented Approach Can Overcome Regional Difficulties 31 Planet Superheroes Fit & Trendy Wellness Strivers Busy Convenients Savvy & Carefree Tech munchers Source: GfK-MRI 2012 double base Survey of the American Consumer Base: Total Uninsured 25-64 National
- 32. 2014SantiagoSolutionsGroupInc. 32 Selecting Optimal Promotional & Engagement Methods @
- 33. 2014SantiagoSolutionsGroupInc. Managed Care Industry Leaders Understand Nuances of Segments 33 Best-in-Class Leaders Mine Data to Find Nuanced Segment Personas Challenge Market Leaders interact with segmentations proactively with actionable nuanced consumer personas Approach Scalable Data Analysis that informs marketer how to improve Awareness, Consideration, and Preference Benefit Marketer can interact with growth segments, and efficiently guide the consumer through purchase funnel
- 34. 2014SantiagoSolutionsGroupInc. Online Radio and TV Key Engagement Channel for Newly Enrolled Hispanics 34 White NH Hispanic African Am Asian/O California Eligible Uninsured Source: Eligible Population: Uninsured/IFP, age 18-64 in FPL 139-400% (000’s) SSG Analysis of Scarborough USA+ 2013 R2 Managed Care CMO’s can influence new and confused enrollees by connecting with them in the proper channels…Relevantly! 1.TV viewers 2.Online Radio listeners 1,075 1,595 185 339 441 674 59 162
- 35. 2014SantiagoSolutionsGroupInc. Bonding with newly insured for loyalty by tackling segment health disparities 35 Bonding with Newly Insured
- 36. 2014SantiagoSolutionsGroupInc. Reduce Disparities • Education Partners • Outcomes • Cost & Subsidies • Spectrum • Data Fusion • Individual or Geo level • Wait til too sick • Non-compliance • Fear of system • Cultural Relevancy • Cultural Readiness • H/C Literacy Cultural Readiness Excess Cost/ Readmission Drivers Prevention & Disease Mgt Wellness Propensity 36 Cultural Nuances
- 37. 2014SantiagoSolutionsGroupInc. SSG Wellness Segmentation Identifies Low Risk Acquisition Pool 37 Have/ Had Preventable Chronic Disease (PCD) SSG Wellness SpectrumTM Powered by GfK-MRI Generations: GenX Indices vs. US Total Avg.;Likelihood to Have PCD Above or Below US Avg. Source: GfK-MRI 2013 double base Survey of the American Consumer Base: Total Generation X 1968-1982 9 -5 -14 Wellness-Averse Wellness -Ambivalent Wellness-Minded 100 Index US Total Avg.
- 39. 2014SantiagoSolutionsGroupInc. SSG Brand Heart & Mind Engagement Model™ Advocate Relationship Brand Community Active Loyalty Saliency Deep Engagement Purchase & Experience Disillusionment Bitterness © 2014 Santiago Solutions Group, Inc. Familiarity Performance-Imagery Favorability Love-Like Intent Cultural Relevance 39
- 40. 2014SantiagoSolutionsGroupInc. -20 -22 -35 7 1 -4 -26 59 55 71 36 43 Top Segment Is Most Likely To Be Brand Advocate 40 Healthcare: Knowledge & WOM SSG Wellness SpectrumTM Powered by GfK-MRI Uninsured 18+ Wellness-MindedWellness- Ambivalent Wellness-Averse 100 Index US Total Avg. Source: GfK-MRI 2013 double base Survey of the American Consumer Indices vs. Uninsured 18+ US Total Avg. Category Influentialism Segments*- Categories Recommended To People: Healthcare Family/Friends or Neighbors/Colleagues or People you Don't Necessarily Know (in stores, online, etc.) AND Healthcare: I have a great deal of knowledge in this area Tot WnH H AA WnH H Tot AA Tot WnH H AA
- 42. 2014SantiagoSolutionsGroupInc. Effective Leaders Solve Strategic Issues Around Cost Management 42 How to win enrollment of loyal members? How to manage and keep new exchange members? How to contain risk and ensure marketing dollars deliver against goals?
- 43. 2014SantiagoSolutionsGroupInc. Manage Costs by Boosting Healthier Segments In Base 43 Through Focused Acquisition, Retention, & Prevention Efforts Wellness- Minded Wellness- Ambivalent Wellness- Averse 100 Index US Total Avg. 9 9 -5 18 -5 -9 5 14 -14 -9 -23 0 Have/ Had Preventable Chronic Disease (PCD) SSG Wellness SpectrumTM Powered by GfK-MRI Generations: GenX Indices vs. US Total GenX Avg. Likelihood to Have PCD Above or Below US Avg. Source: GfK-MRI 2013 double base Survey of the American Consumer Tot WnH H AATot WnH H AA H Tot WnH AA
- 44. 2014SantiagoSolutionsGroupInc. Executive Summary 44 Spotty Progress Vast Opportunity • Progress was spotty for Hispanics, African Am & Millennials • Spanish Dominant eligibles are lagging the most • 3-5 times more FPL 139-400 eligibles remain uninsured or with IFP • 14-34M eligibles remain out of Exchanges; 70% are Millennial or Multicultural Exchange Brings a New Connsumer •Educational level is vastly < HS •Among Hispanics, the preferred language is predominantly Spanish •Exchange eligible is mobile savvy but also likes to transact in-person •Wellness Minded are most likely to go to Dr regularly
- 45. 2014SantiagoSolutionsGroupInc. Executive Summary: Effectiveness Best Practices & Tools 45 Cultural Readiness through operations gauges gaps in a systematic/standard tool Fine-tune messaging reflecting voice of consumer to enhance conversion and brand relevance Focus efforts on individuals with highest wellness propensity Select promotional mix and engagement methods that reach eligibles directly Bond with new customers by engaging culturally in treatment of health disparities Identify and excel delivering to the expectations of Brand Advocates to spread positive word of mouth Manage costs by focusing prevention efforts on those who are most wellness responsive Readiness Acquisition Loyalty Cost Management
- 46. 2014SantiagoSolutionsGroupInc. 46 Marketing to a Diverse America Conference October 15-17 – Atlanta 3rd Multicultural Health Marketing Conference featuring SSG and leading multicultural marketers. DTC Perspectives is proud to announce the third annual edition of this exciting and important new marketing conference – The Multicultural Health National: Marketing to a Diverse America (MCH National) – October 15-17 at the Melia Hotel in Atlanta, GA. Attendance Recommended For: Pharmaceutical (Rx and OTC) Marketers Advertising Agency Executives and Creatives Representatives from Health Plans and Managed Care Companies Healthcare Providers Mass and Ethnic Media Companies Government Officials and Policy Makers
- 48. 2014SantiagoSolutionsGroupInc. SSG Monthly Insights Newsletter Santiago Solutions Group @Carlos_SSG 818.736.5661 SantiagoSolutionsGroup.com @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com Thank You We appreciate the support of 48
Notas do Editor
- Best performance measure = (Enrollment in the State) / (Total Eligibles in the U.S.) Enrollment Rate = (Enrollment in StateA) / (Eligibles in State A) States in top 10 that do have high Multicultural growth or share are Colorado and Michigam Source: Kaiser Family Foundation: http://kff.org/health-reform/state-indicator/marketplace-enrollment-as-a-share-of-the-potential-marketplace-population/ Interactive State by State Look http://kff.org/interactive/uninsured-gap/
- Asian enrolled in CA 230,352 Hispanic enrollment rate trails WNH rate by 7% Millennial enrollment rate falls short of WNH by 21% African Americans enrolled at nearly half the rate of WNH Share of Enrollment in CA: WNH 35%, Hisp 28%, AA 3%, A/O 34% Opportunity Remaining in CA (000’s): WNH 1,237, Hisp 1,044, AA 214, Millennials 1,398 Source: http://news.coveredca.com/2014/04/covered-californias-historic-first-open.html Millenials: People in Age 18-34, 29% of total population Eligibles: People in Age 18-64, FPL 139-400%> for uninsured (no undocumented) & IFP
- Asian enrolled in CA 230,352 Hispanic enrollment rate trails WNH rate by 7% Millennial enrollment rate falls short of WNH by 21% African Americans enrolled at nearly half the rate of WNH Share of Enrollment in CA: WNH 35%, Hisp 28%, AA 3%, A/O 34% Opportunity Remaining in CA (000’s): WNH 1,237, Hisp 1,044, AA 214, Millennials 1,398 Source: http://news.coveredca.com/2014/04/covered-californias-historic-first-open.html Millenials: People in Age 18-34, 29% of total population Eligibles: People in Age 18-64, FPL 139-400%> for uninsured (no undocumented) & IFP
- Asian enrolled in CA 42,500 Hispanic enrollment rate trails WNH rate by 23% Millennial enrollment rate falls short of WNH by 27% African Americans enrolled at nearly half the rate of WNH Share of Enrollment in NY: WNH 57%, Hisp 16%, AA 10%, A/O 16% Opportunity Remaining in NY (000’s): WNH 740, Hisp 285, AA 288, Millennials 617 Source: Millenials: People in Age 18-34, 29% of total population Eligibles: People in Age 18-64, FPL 139-400%> for uninsured (no undocumented) & IFP
- Asian enrolled in CA 42,500 Hispanic enrollment rate trails WNH rate by 23% Millennial enrollment rate falls short of WNH by 27% African Americans enrolled at nearly half the rate of WNH Share of Enrollment in NY: WNH 57%, Hisp 16%, AA 10%, A/O 16% Opportunity Remaining in NY (000’s): WNH 740, Hisp 285, AA 288, Millennials 617 Source: Millenials: People in Age 18-34, 29% of total population Eligibles: People in Age 18-64, FPL 139-400%> for uninsured (no undocumented) & IFP
- This tool is aligned with CLAS (Culturally and Linguistically Appropriate Services) 15 National Standards –by DHHS. So while assessing we are making sure the healthcare organization is aligned with the 15 national standards. Additionally, we align in the implementation with REAL data based on the American Hospital Association standards. Bear in mind that their research shows that only 18% hospitals are in compliant with collecting REAL data – race, ethnicity and language. Hence the tool is allowing the healthcare sector meet those in the recommendations and implementations. he National CLAS Standards Click here to learn more about the National CLAS Standards and access The Blueprint with guidance and implementation strategies. The National Culturally and Linguistically Appropriate Services (CLAS) Standards in Health and Health Care are intended to advance health equity, improve quality and help eliminate health care disparities by establishing a blueprint for health and health care organizations to: Principal Standard 1) Provide effective, equitable, understandable and respectful quality care and services that are responsive to diverse cultural health beliefs and practices, preferred languages, health literacy and other communication needs. Governance, Leadership and Workforce 2) Advance and sustain organizational governance and leadership that promotes CLAS and health equity through policy, practices and allocated resources. 3) Recruit, promote and support a culturally and linguistically diverse governance, leadership and workforce that are responsive to the population in the service area. 4) Educate and train governance, leadership and workforce in culturally and linguistically appropriate policies and practices on an ongoing basis. Communication and Language Assistance 5) Offer language assistance to individuals who have limited English proficiency and/or other communication needs, at no cost to them, to facilitate timely access to all health care and services. 6) Inform all individuals of the availability of language assistance services clearly and in their preferred language, verbally and in writing. 7) Ensure the competence of individuals providing language assistance, recognizing that the use of untrained individuals and/or minors as interpreters should be avoided. 8) Provide easy-to-understand print and multimedia materials and signage in the languages commonly used by the populations in the service area. Engagement, Continuous Improvement and Accountability 9) Establish culturally and linguistically appropriate goals, policies and management accountability, and infuse them throughout the organizations’ planning and operations. 10) Conduct ongoing assessments of the organization’s CLAS-related activities and integrate CLAS-related measures into assessment measurement and continuous quality improvement activities. 11) Collect and maintain accurate and reliable demographic data to monitor and evaluate the impact of CLAS on health equity and outcomes and to inform service delivery. 12) Conduct regular assessments of community health assets and needs and use the results to plan and implement services that respond to the cultural and linguistic diversity of populations in the service area. 13) Partner with the community to design, implement and evaluate policies, practices and services to ensure cultural and linguistic appropriateness. 14) Create conflict- and grievance-resolution processes that are culturally and linguistically appropriate to identify, prevent and resolve conflicts or complaints. 15) Communicate the organization’s progress in implementing and sustaining CLAS to all stakeholders, constituents and the general public.2 - See more at: http://minorityhealth.hhs.gov/templates/browse.aspx?lvl=2&lvlID=15#sthash.Mq3AC4M1.dpuf
- Overall Challenges to Latin Readiness Operationally – Ad Hoc/ One off initiatives Lack of ownership/champion Lack of diversity at C- level Lack of basic customer touch points resources: 800#, forms, website Financially – Insufficient data e.g. revenue, market size, cultural nuances Lack of metrics of success Lack of financial commitment Emotionally – Disconnect between C-level suite and middle management on unified strategy Not consistent external and internal communication Blame glame on “marketing/advertising” Latin Readiness Business Impact Operationally – Internal basic readiness/in language/in culture systems and protocols Compliance with national standards (healthcare) Diversity & Inclusion strategy Financially – Established metrics and tracking mechanisms / results driven on revenue, market share, sales, volume, etc. Assigned budget 20-60% Latin Readiness increase in 12 months Emotionally – Internal champion / company wide commitment External communication and outreach (segment goodwill)