Minnesota Health&Wellness_Conf post final 041116F

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 SantiagoChief Strategist, SSG

March 23, 2016

P.818.509.5901 www.SantiagoSolutionsGroup.com

©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

3

©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com4

Source: SSG Analysis of GfK MRI 2013 doublebase, Uninsured FPL 138-400%, Ages 25-64

PCD: High Blood PressureDiabetes 2 High CholesterolObesity


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 EligiblesTotal Market(Outer Circle)

African Am(Inner Circle)

44% 18%

38%

GfK MRI5

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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©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%


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

9


TRUSTVALUE

MESSAGING

RELEVANCY

EFFECTIVENESS

CONSUMER

1

2

3

4

5

67

EXPERIENCE


1

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.

SHOPPINGCheck ingredients & nutritional content of

food most often

Most community/cause focused

DEMOGRAPHIC66% 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 Des

ign

by

Insi

ghts

by

Latinos vs. WNH ACA Eligibles AA vs. WNH ACA Eligibles


Younger25-34

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%

Married27%

Married45%

White Collar~30%

Spanish

Dominant

61%

Not Employed

Not Employed

35%

28%

Rent~60%%

Blue Collar36%

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


Mixed status families don’t want to

risk exposing immigration status of

certain members to official entities,

preferring to remain without

insurance.

2


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


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


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


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


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%)


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


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

22


• 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


SSG Growth Insights

Newsletter

Santiago Solutions Group

SantiagoSolutionsGroup.com

@Santiago_Group

@Carlos_SSG

santiagosolutionsgroup.com/subscribe/

[email protected]

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.

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Minnesota Health&Wellness_Conf post final 041116F

Marketing