Minnesota Health&Wellness_Conf post final 041116F
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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
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©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.
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Source: SSG Analysis of GfK MRI 2013 doublebase, Uninsured FPL 138-400%, Ages 25-64
PCD: High Blood PressureDiabetes 2 High CholesterolObesity
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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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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%
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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
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TRUSTVALUE
MESSAGING
RELEVANCY
EFFECTIVENESS
CONSUMER
1
2
3
4
5
67
EXPERIENCE
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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
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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
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Mixed status families don’t want to
risk exposing immigration status of
certain members to official entities,
preferring to remain without
insurance.
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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.
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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.
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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.
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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.
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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%)
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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
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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.
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• 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.
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©2016 Santiago Solutions Group, Inc. SantiagoSolutionsGroup.com24
SSG Growth Insights
Newsletter
Santiago Solutions Group
SantiagoSolutionsGroup.com
@Santiago_Group
@Carlos_SSG
santiagosolutionsgroup.com/subscribe/
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.