Marketing Survival Course: A Primer on How to Prepare and Compete in 2014 and Beyond

February 9, 2012

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GKV Background

• Celebrated our 30th Anniversary in November

• Headquartered near Baltimore’s Inner Harbor

• Staff of 81 full time marketing professionals

• Fully integrated communications firm offering multiple disciplines under one roof

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Select Clients

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Deep Health Care & Insurance Experience

What We’ll Cover Today

• Is your Brand ready for prime time?

• Are you ready for a new kind of member?

• Do you have the right marketing mix to reach the new member?

• How do you find the right agency partner to capitalize on this historic opportunity?

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Current Situation

Lots of UNCERTAINTY• Unpublished regulations

• Lawsuits and the Supreme Court Review

• Ongoing state budget cuts

• Presidential Politics6

Is Your Brand Ready for Prime Time?Why You Need to Build an Emotional Connection with Your

Prospects and Members

What Is a Brand?

Lots of definitions . . . here’s a simple one:

Brand is the ultimate promise an organization makes to its customers, employees and

shareholders

Why Should You Care About the Brand?

Think of the Brand Like a Personal Relationship

• People (at least most of us!) do not make rational decisions about relationships– We are attracted to each other emotionally. . .

and then maybe logically

• The same holds true for many purchase decisions– We react instinctively and impulsively. . .

and then purchase decisions are rationalized

Emotion Must Lead, Reason Must Follow

That’s how you communicate with the human brain

Heart, then facts . . .

That’s why a brand is so critical in creating

effective communications

What Does This Mean for Medicaid Marketing?

• The paradigm has shifted from one way communication to the consumer. . . to creating a dialogue. . . a conversation

Do you start a conversation with someone you just met with a fact?

What You Can Do?

Nothing. . . just do what you’ve always done

Nobody can rely on the same unchanging beliefs and models of thought. Yet, we do see much of

that in the Insurance category

What You Can Do?If you’re a big company. . .

Sit back and relax. . .you already have a big brand name. . .and an unlimited budget!

The big companies have less need to change the game. They will get bigger because in a parity environment and absent a failure to meet basic expectations, those companies can buy name

recognition and thrive

Smaller companies cannot rely on the same conventional thinking, and chase low,

incremental growth while overpaying to achieve it

What You Can Do?

• Find a better way to invest your precious marketing dollars– Connect emotionally with your prospects and members

– Develop your brand positioning and make certain it is communicated effectively in all of your marketing

– Leverage your marketing dollars year-over-year

– Build a integrated marketing campaign based upon your target audience

If there’s no difference in your advertising, are you building long term value in the brand?

Will anyone be able to tell if you put your logo on someone else’s ad

or vice versa?

Are You Ready for a New Kind of Member?

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Opening the Flood Gates• What is the most accurate number?

– 8.5 million

– 16 million

– 22.8 million

• From a marketing and branding perspective, it doesn’t really matter– You know they are coming, you just need to try to figure out

who the new members are and how you reach them

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So Who are the Prospective New Members?

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Expanded Eligibility• ACA mandates a floor of 133% FPL ($24,644 for family

of 3 in 2011)– 138% FPL in some cases

– MOE – No reduction in Existing Coverage

• 26 states currently cover children in families at or above 250% FPL ($46,325 for family of 3 in 2011)

• 18 states currently cover uninsured children at or above 300% FPL ($55,590 for family of 3 in 2011)

• Expansion moves us into higher income brackets than “traditional” Medicaid members

Expanding from the very poor to the lower-middle to middle class

Source: 2011 Poverty Guidelines. CMSO/DEHPG/DEEO 20

Who Are These Folks?• Individuals 19-64 w/o

children who are not eligible for Medicare

• Low to middle income adults

• Self-employed

• Pregnant woman

• Children under 19

• Singles

• Parents/Caregivers

• Disabled/Blind21

Long story short…you will need to market to a much broader audience

than before.

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Do you Have the Right Marketing Mix to Reach the New Members?

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The Current Medicaid Member• Demo: W18-34, Single, HHI

Less than $10,000, 1 or more kids

• Demo: W18-34, Single, HHI Less than $50,000, 1 or more kids

Medium Usage

Television Heavy

Radio Heavy

Magazines Heavy

Newspapers Light

OOH Light

Internet Light

Mobile Heavy

Source: MRI DoublebaseMedium Usage

Television Average

Radio Above Average

Magazines Above Average

Newspapers Light

OOH Light

Internet Average

Mobile Heavy

Source: MRI Doublebase

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Current Member Lifestyles

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W18-34, Single, HHI <$10k, 1 or more

kids

W18-34, Single, HHI <$50k, 1 or more

kids

Painting/Drawing Going to Movies

Playing Bingo Playing Backgammon

Playing Computer Games

Going to Bars/Night Clubs

Roller Skating Going Dancing

Karaoke

Playing Bingo

Scrapbooking

Kick Boxing

Roller Skating

The Newly Eligible Medicaid Member• The new Medicaid Member Profile

– Males under 30, married couples with kids, healthier, higher education attainment

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M18-34, Single, Some College / Bachelors, HHI <$30k

M35-49, Single, Some College / Bachelors, HHI <$30k

A18-34, Married/Kids, Some College / Bachelors, HHI <$60k

A35-49, Some College / Bachelors, HHI <$60k

Television Light Light/Selective Light Average

Radio Light Light Light/Average Above Average

Magazines Light Light Average Average

Newspapers Average Average Average Average

OOH Light Light Above Average Above Average

Internet Heavy Heavy Heavy Heavy

Mobile Heavy Heavy Heavy Heavy

Source: MRI Doublebase

New Member LifestylesM18-34, Single, Some

College / Bachelors, HHI <$30k

M35-49, Single, Some College / Bachelors, HHI

<$30k

A18-34, Married/Kids, Some College / Bachelors,

HHI <$60k

A35-49, Some College / Bachelors, HHI <$60k

Go to Movies Go to Movies Go to Movies Go to Movies

Play Video Games (consoles)

Play Video Games (consoles)

Play Video Games (consoles)

Play Video Games (consoles)

Attend Rock Concert Go to Art Galleries Play Billiards Play Board Games

Go to Bars/Night Clubs Attend Rock Concerts Play Board Games Hunting

Play Chess Play Chess Play Chess Play Chess

Fantasy Sports Leagues Play Billiards Fantasy Sports Leagues Involved in Church Activities

Karaoke Lift Weights Visit Zoo Visit Zoo

Karate Karaoke Picnicing

Play Basketball, Baseball, Football, Lacrosse, Soccer,

Frisbee

Scrapbooking Roller Skating

Hunting Picnicing

Watch Sports on TV Roller Skating 27

Source: MRI Doublebase

Importance of Building an Effective, Integrated Marketing Program

• Expanding Demographic– Must have multiple messages for multiple audiences

• Do the research – heed the research

• Use a healthy combination of touch points:– Traditional

– Non-traditional

– Digital

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Importance of Building an Effective, Integrated Marketing Program

• Traditional– TV, Radio, Newspaper, OOH/Transit/Mall, Cinema

• Non-Traditional– Grassroots events and activities, faith-based, adult sports

league sponsorships, corporate or non-profit partnerships

• Digital– Online advertising, gaming, mobile advertising and texting

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How Do You Find the Right Agency Partner?

• Look for. . .– An agency with a long track record of health care marketing

– A knowledgeable team that brings you new and creative thinking

– An agency that invests in media and other research tools to craft better, more effective strategies that reach diverse audiences

– An agency that is skilled at leveraging media buys and relationships to generate significant value-added benefits

– An agency that wants to be a PARTNER, not just another VENDOR

• Most of all, look for people you like doing business with

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A Few Things to Think About on February 13th

• Is your current brand positioning/messaging appropriate for 2014?

• Which of the new key target audience segments will you focus on?

• How will you reach them?

• What new resources and/or skills will you need to develop?

• Are you prepared for Valentine’s Day?

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Thank you!

32www.gkv.com