Winning Under Affordable Care Act (ACA)
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Transcript of Winning Under Affordable Care Act (ACA)
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www.SantiagoSolutionsGroup.com t: 818.736.5661 [email protected]
May 22nd, 2013
Winning Under ACANew Entrants Are Key
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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
2013 Santiago Solutions Group Inc.
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Carlos is a nationally-recognizedbusiness 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, Campbells Soup, GMAC
Mortgage, Health Net, HP, Humana,Johnson & Johnson, Nestl, and many
others.
3
About the Presenter
2013 Santiago Solutions Group Inc.
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Context
Preparing for massive changeGreatest challenge and
opportunity since Medicare
Part D
Extremely hectic time
132 days to Open Enrollment
Even more limited resources
Teams are playing double
duty
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Opportunity is Here!
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Hispanic
7.0
29%
African Am
3.2
14%
Asian
0.5
2%
White NH
13.2
55%
USA Total Uninsured
Newly Eligible for Subsidies100-400% FPL
Total = 23.9M
3 in 10 of Immediate New Growth Opportunity forUninsured under ACA originates from Hispanic segment
6
Sources: SSG Analysis of self reported data per Scarborough 2011-2012 and Census ACS
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Hispanicsrepresent an even greater source ofgrowth 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 2013 Santiago Solutions Group Inc.
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57% 60%
76%
43% 40%
24%
0%
20%
40%
60%
80%
100%
Millennial (18-29) Gen X (30-44) Boomer (45-64)
Denver UninsuredDistribution within Generation
NH Hisp.
Millennialsare 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
2013 Santiago Solutions Group Inc.
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Younger
Socioeconomic level
Inexperience in health
insurance decisions
Non-
HispanicHispanic
Hispanics are Somewhatdifferent
Foundational Similarity
Currently Uninsured & Newly Eligible for Subsidies 100-400 FPL
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Younger
Socioeconomic level
Inexperience in health
insurance decisions
Non-
HispanicHispanic
Hispanics are Somewhatdifferent
Foundational Similarity
Currently Uninsured & Newly Eligible for Subsidies 100-400 FPL
Cultural
imperatives
Attitudes &
behaviors
Slow to trust
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Different ia tedValue
Propos i t ion
Capturing Hispanicsdoesnt require a differentplan,it calls for an integratedplan
Distribution Messaging
2013 Santiago Solutions Group Inc.
http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538 -
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Differentiated
Value
Proposit ion
Capturing Hispanicsdoesnt require a differentplan,it calls for an integratedplan
Distributionessaging Potential
members and
influencers
Cultural know-
how
Emotional
connection
Wrap-around
Customer
Experience
2013 Santiago Solutions Group Inc.
http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538http://www.google.com/url?sa=i&rct=j&q=health+insurrance&source=images&cd=&cad=rja&docid=uNWVqfGzrnRzuM&tbnid=Dr3GAIZX6XWmnM:&ved=0CAUQjRw&url=http://whatscookintoday.blogspot.com/2011/07/720-sexy-health-insurance-5-fitness.html&ei=TJ-bUaD1CIWtigLiuoCoBA&bvm=bv.46865395,d.cGE&psig=AFQjCNFg4nQvOcMqH_j4aOB84zKJN-ChCA&ust=1369239449296538 -
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Lets get Started!
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Focused Approach
Capture
Low Hanging Fruit
SimplifyCommunications
Nurture Customer
Experience
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Foundation of Trust
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Brand Trustis key in Attracting Previously Uninsured
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Tip # 1
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Start with Low-hanging Frui t
a) Assess your
strengths
b) Find critical mass
c) Leverage
partnerships with
established entities
among Hispanics
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Tip # 2
2013 Santiago Solutions Group Inc.
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Tip # 3
2013 Santiago Solutions Group Inc.
http://www.lily.fi/suhteet/rakkaus-suhteethttp://www.lily.fi/suhteet/rakkaus-suhteethttp://www.lily.fi/suhteet/rakkaus-suhteethttp://www.lily.fi/suhteet/rakkaus-suhteethttp://www.lily.fi/suhteet/rakkaus-suhteethttp://www.lily.fi/suhteet/rakkaus-suhteet -
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Enhance your Customer Experience
Extremely SatisfiedMembers
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 5family members and friends about -
Hispanics are more likely than NH to
learn about Medicare Advantage plans
from friends & relatives
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Engage THEIR way!
Great opportunity for
Word-of-Mouth
19
Tip # 5
Digital
An enablingtool for your
ACAstrategy
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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
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Winning the Hispanic MarketNew Entrants are Key
Have a Question?
If you have a question, click
the button above the
presentation [Q&A] and typeyour question into the box
We will address as many
questions as possible within
our allotted time
If we are not able to answeryour questions feel free to
contact SSG [email protected]
Key Takeaways
3 in 10 of the newly subsidized market will beHispanic (total US)
Millenials, many of whom are Hispanic, willalso achieve critical mass in the new market
The newly subsidized population shares manysimilarities; there are but a few key differencesto 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
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About Santiago Solutions Group
The SSG team counts on decades of client experience working withnational 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, marketingeffectiveness, distribution and overall organization preparedness.
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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, Campbells, 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 andFleishman Hilliard. Steve brings decades of high-level corporate experience in the consumerproducts 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 ofstrategic plans and the implementation of growth initiatives. Experienced in brand & categorymanagement, product development, multicultural planning and change management forcompanies such as Health Net, J&J Nutritionals, Nestl, Home Depot, and Quaker.
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