winning under affordable care act (aca)

7/28/2019 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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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



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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

4 2013 Santiago Solutions Group Inc.


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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



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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

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

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

http://www.lily.fi/suhteet/rakkaus-suhteet


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Tip # 3

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.

2012 Santiago Solutions Group Inc. 22 2013 Santiago Solutions Group Inc.


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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.

23 2013 S i S l i G I

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