This webinar presentation focused on effectively engaging multicultural and millennial consumers in the second growth race of the Affordable Care Act. It began with an overview showing that while some progress was made in enrollment, vast opportunities remain, particularly among Hispanics, African Americans, and millennials. The presentation then explored the similarities and nuances between newly insured exchange consumers and the uninsured eligible population. It highlighted approaches for readiness, acquisition, loyalty, and profitability, including tools for channel selection and prioritizing acquisition based on wellness propensity. The webinar concluded with a discussion of best practices for turning insights into effective engagement of eligible consumer segments.

1. 2014SantiagoSolutionsGroupInc.
Dedicated Sessions Available
Over the next 3 weeks we can schedule dedicated sessions
for your team. Contact us if you are interested.
Welcome to:
Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials
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Housekeeping
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Comments & Questions
Please summit your questions and
comments via chat under ‘Question’ section

2. 2014SantiagoSolutionsGroupInc.
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
We guide clients using advanced
research, projectable opportunity
sizings, innovative modeling and
predictive analytics. Yet, integrating
and distilling rigorous data is just the
base to reduce your financial risk.
Leveraging client-side and
consulting experience, we arm you
with intelligence, ownable insights to
purchase, strategic options aligned
with the highest impact priorities,
and effective Total Market roadmaps
inclusive of customer journeys.
About Santiago Solutions Group
Welcome to:
Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials

3. 2014SantiagoSolutionsGroupInc.
Welcome to:
Countdown to ACA’s 2nd Growth Race: Effectively
Engaging Multicultural & Millennials
3
HOW
Exchange Readiness,
Acquisition, Advocacy
& Profitability
WHO
New Exchange
Consumers
Similarities &
Nuances
WHAT
Assess Exchange
Market Progress and
Define Opportunity
1 2 3

4. 2014SantiagoSolutionsGroupInc.
1. Progress Attained
& Opportunity Ahead
4

5. 2014SantiagoSolutionsGroupInc.
5
1,396
36%
2,447
64%
Remaining
Opportunity
Enrolled
Twice as Many Eligibles
Remain in the Sidelines
Total Eligible Opp’y 3.8M
One Fifth of the Eligibles
Enrolled in NY
371
22%
1,310
78%
Remaining
Opportunity
Enrolled
Total Eligible Opp’y 1.7M
Remaining
Opportunity
21,665
80%
Four Times as Many Eligibles
Remain in the Sidelines
Total Eligible Opp’y 27M
Enrolled
5,446
20%
Analysis is not including Medicaid Expansion (FPL 100-138), Universe Consists: Eligible
Uninsured (139-400) + IFP (139-400)
Some States Performed Stronger Than
Others Yet The ACA Triathlon Offers
Vast Opportunity To Sprint Ahead

6. 2014SantiagoSolutionsGroupInc.
California Most Successful at Enrolling
Hispanics & Millennials In Exchange
6
Total
White
NH
Hispanic
African
American
Asian/
Other NH
Millennial
California 36% 29% 27% 15% 111% 23%
New York 22% 22% 17% 12% 107% 16%
FFM 20% 20% 14% 20% 44% 13%
CA and NY most successful at attracting A/O; More work
needed for AA
Source: SSG Analyses of Covered California Press Release on April 17, NY State of Health Open Enrollment Report June 2014, DHHS
Summary Enrollment Report-DHHS on May 2014, and Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar
31 vs Uninsured + IFP Opportunity; Total estimated elegibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64

7. 2014SantiagoSolutionsGroupInc.
42%
66%
58%
34%
Enrolled Eligible
Spa Dom Eng Dom
39%
68%
61%
32%
Enrolled Eligible
Spa Dom Eng Dom
7
Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report June 2014
& Scarborough USA+ 2013 R2
Index Calculation: (Hispanic enrolled) / (Hispanic Eligible)
Spanish Dominant Hispanics
Underperformed In ACA 1 Exchange
Enrollment Rate by Language of Preference Among Hispanics
Index
171
64
191
57
Index

8. 2014SantiagoSolutionsGroupInc.
ACA Has Reshuffled Consumer Health
Care Marketplace
Blues & HN in California & CO-OPs in New York
8
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%

9. 2014SantiagoSolutionsGroupInc.
31%
30%
10%
8%
1%, A/O
10%
8%
1%
WNH nonMill
Mill WNH
Mill Hisp
Mill AA
Mill A/O
Hisp nonMill
AA nonMill
A/O non-Mill
~34M Opportunity Remaining; 24M, or
7 in 10, Are Multicultural & Millennial
9
Opportunity By
Segment
1. WNH 61%
2.Millennials 49%
3.Multicultural 39%
4.Hispanic 20%
5.AA 16%
Includes Uninsured + Individually Insured in FPL 139-400 Eligibles
Multicultural
39%
Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY)
projected to US Total

10. 2014SantiagoSolutionsGroupInc.
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2. Understanding the Newly
Insured Segments
- Similarities & Key Nuances

11. 2014SantiagoSolutionsGroupInc.
66%
34% Insured
Communications Will Need To Be
Adapted to Uninsured
11
Uninsured Eligibles
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+

12. 2014SantiagoSolutionsGroupInc.
61% 59%
20%
34%
19%
7%
Insured Uninsured
Banking Methods
18-34
83%
57%
1%
3%
6%
3%
10%
38%
Insured Uninsured
Internet & Mobile Web
HISP 25-64
.7x
HISP
1.7x
12
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
Mill
Despite Digital Adoption, Face-To-Face Still Key
6 in 10 Hispanic Uninsured Eligibles Mobile Savvy; 1/3
Uninsured Millennials Prefer in Person Transaction

13. 2014SantiagoSolutionsGroupInc.
Uninsured Wellness Mindset Not Riskier,
Actually Quite Similar To Insured
13
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
20%
39%
41%
24%
32%
44%
Total
Market
Hispanic

14. 2014SantiagoSolutionsGroupInc.
Exchange Population Has A More
Balanced Approach To Medical Care
14
Insured
Exchange
Eligible
Nuances
Mindset Towards Traditional Medicine
63% 52%
37% 48%
Insured Uninsured
I'm My Own Doctor
Doctor Knows Best
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+

15. 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+ FPL 139-400
SSG Wellness SpectrumTM Powered by GfK-MRI
100 Index
US Total
Avg. Tot WnH H AA Tot WnH H AA
Tot WnH H AA
15
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights Reserved
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total Uninsured
18+, National

16. 2014SantiagoSolutionsGroupInc.
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3. RALP - Readiness, Acquisition,
Loyalty, & Profitability

17. 2014SantiagoSolutionsGroupInc.
Ensuring Cultural Readiness To Enhance
Experience & Outcomes
Latin Ready™ Spectrum
17
Assesses the Operational Readiness of an organization to meet Linguistic and Cultural Needs of
Latinos in alignment with CLAS (Culturally and Linguistic Appropriate Standards)
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
*L2L’s Proprietary Latin Ready Spectrum™ Tool
Analysis based on LRA studies from 2012-2014: 5 healthcare, 5 education, 1 retail/direct sales, 1 non for profit
Education
Hospitals
Retail
Healthcare
18.8 25.6 36.827.0
No opportunities
are being explored.
Awareness and
interested in exploring
opportunities and /or
have tested at hoc
initiatives
Transitioning from Ad Hoc
initiative to an operational
readiness and strategic
transformation
Organization is
operationally
Fully integrated strategy
within the business
organization
Emotional
Financial
Operational

18. 2014SantiagoSolutionsGroupInc.
Wellness Scores Allow For Geographic To
Individual-level Prioritization For Test &
Learns To 1-to-1 Personalization
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Wellness-Minded
Wellness-Ambivalent
Wellness-Averse
Wellness Scores can be identified for any group
of Adults in the U.S. to enrich internal client
databases or targetable email/mobile prospect
lists through BigData vendors like Axciom, etc.
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Market to Market. Survey of the American Consumer

19. 2014SantiagoSolutionsGroupInc.
Precise Channel Selection Tools for Mass
to Personalized Efforts
Online Radio and TV Key Engagement In CA
19
White NH Hispanic African Am Asian/O
California Uninsured FPL 139-400
Source: Uninsured/IFP, age 18-64 in FPL 139-400% (000’s)
SSG Analysis of Scarborough USA+ 2013 R2
1.TV
viewers
2.Online
Radio
listeners
1,075 1,595 185 339
441 674 59 162

20. 2014SantiagoSolutionsGroupInc.
-20 -22
-35
7
1
-4
-26
59
55
71
36
43
Wellness-Minded Segment Is Most
Likely To Become Brand Advocate
20
Healthcare: Knowledge & WOM
SSG Wellness SpectrumTM Powered by GfK-MRI
Uninsured 18+
Wellness-MindedWellness-
Ambivalent
Wellness-Averse
100 Index
US Total
Avg.
Tot WnH H
AA
WnH H
Tot AA Tot WnH H AA
SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights Reserved
Source: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Doublebase Survey of the American Consumer. Base: 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

21. 2014SantiagoSolutionsGroupInc.
Manage Costs by Cultivating Healthier-
Outlook Segments
21
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: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Market to Market. Survey of the American Consumer
Tot WnH H AATot WnH
H AA
H
Tot WnH AA

22. 2014SantiagoSolutionsGroupInc.
Countdown to ACA 2nd Growth Race
Foundation of Main Sources of Growth
22
Spotty Progress  Vast Opportunity
•Progress was spotty for Hispanics, African Am & Millennials
•Among Uninsured Hispanics, Enrollment of Spanish Dominant eligibles is
lagging the most
•3-5 times more FPL 139-400 eligibles remain uninsured or with IFP
•70% are Millennial or Multicultural
Exchange Brings a New Consumer
•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 for check-ups

23. 2014SantiagoSolutionsGroupInc.
Effectiveness & Best Practices
Turnkey Tools
23
Test your network & providers operational Cultural Readiness to
uncover gaps challenging experience and loyalty
Enhance messaging using cultural triggers and motivators of eligible
segments to enhance conversion and brand relevance
Overlay wellness propensity onto Multicultural & Millennial segments
Select channels and engagement methods that reach eligibles directly
Bond with new customers by engaging culturally in treatment of health
disparities
Identify and exceed the expectations of Brand Advocates to influence
trust and positive WoM
Manage costs by focusing prevention & disease management directly to
individuals who are most wellness responsive
Readiness
Acquisition
Loyalty
Cost
Management

24. 2014SantiagoSolutionsGroupInc.
Comments &
Questions
24

25. 2014SantiagoSolutionsGroupInc.
SSG Monthly Insights Newsletter
Santiago Solutions Group
Latin2Latin Marketing + Communications, LLC
Santiago Solutions Group: 818.736.5661
Latin2Latin: 954.376-4800
SantiagoSolutionsGroup.com
Latin2Latin.com
@Santiago_Group
@Carlos_SSG
@Latin2Latin
santiagosolutionsgroup.com/subscribe/
Carlos@SantiagoSolutionsGroup.com
Arminda@Latin2Latin.com
Thank You
We appreciate the support of
your interest
25
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 new marketing conference