際際滷

際際滷Share a Scribd company logo

Marketing to the Uninsured

KPS3 Marketing
KPS3 Marketing

Creative Models for Finding, Reaching and Marketing to the Un- and Under-insured: Lessons Learned from One State Health Insurance Exchange.

1 of 22
Download to read offline
1 Creative Models for Finding, Reaching and Marketing to the Un- and Under-insured: Lessons Learned from One State Health Insurance Exchange Sponsored by KPS3 Marketing
2 Presenters STEPHANIE KRUSE CEO of KPS3 Marketing Reno, NV stephanie@kps3.com M. DONALD KOWITZ Retired CEO of Saint Marys Health Plans Reno, NV mdkowitz@aol.com S H E R R I R I C E CEO of Access to Healthcare Network Reno, NV sherri@accesstohealthcare.org
3 Our topic today: Two creative models for identifying, reaching and enrolling un- and under-insured persons.
4 Model 1: A creative union between Saint Marys Health Plans and Access to Healthcare Network to reach uninsured Nevadans and market the Saint Marys health insurance products on the state exchange
5 Model 2: A successful research-based marketing AND outreach program developed by KPS3 Marketing to market Nevadas health insurance exchange
6 The players in Model 1: Access to Healthcare Network 損損 Mission: increase access to primary and specialty healthcare service for the under and uninsured, working poor, Nevada residents, through shared responsibility and community wide partnership 損損 The first nonprofit Medical Discount plan in the United States. Licensed with the Nevada Division of Insurance 損損 Served over 35,000 low income Nevadans since 2007 Saint Marys Health Plans 損損 A regional healthcare company with a full range of commercial health insurance products and administration services 損損 Serves over 65,000 members in Nevada
7 Model 1 How the model worked: Role of Saint Marys Health Plans 損損 Competitive product and rates 損損 Product design that mirrored member financial responsibility in AHNs existing medical discount plans Role of AHN 損損 Marketing 損損 Enrollment 損損 Care coordination
8 Model 1 Why we thought we could do this and benefit Nevadans, and our organizations. 損損 SMHP wanted to participate in the Nevada exchange but minimize the potential risk of a previously uninsured population 損損 AHN served several thousand people with its medical discount plan that placed a heavy emphasis on member financial responsibility and care coordination 損損 Many of AHNs members were eligible for subsidies to purchase insurance and AHN would lose them as medical discount plan members 損損 Since AHNs members were already accessing health care, they posed less risk than a population with no previous health care coverage
9 Model 1 Why Health Plans decided to partner with a non-profit. 損損 AHN had deep relationships with its medical discount plan members and could influence their selection of a health plan on the exchange 損損 AHN had a care coordination model that was effective in assisting its members to receive care in the appropriate setting 損損 AHN was creative and entrepreneurial; they were willing to become a licensed brokerage in order to sell exchange products to their members
2 $1,311 $1,744 $1,809 $1,822 $1,967 $1,980 $2,622 $3,278 $3,291 $3,933 $4,261 $4,589 $4,916 $5,244 3 $1,649 $2,193 $2,276 $2,292 $2,474 $2,490 $3,298 $4,123 $4,139 $4,947 $5,359 $5,772 $6,184 $6,596 4 $1,988 $2,644 $2,743 $2,763 $2,982 $3,002 $3,976 $4,970 $4,990 $5,964 $6,461 $6,958 $7,455 $7,952 5 $2,326 $3,094 $3,210 $3,233 $3,489 $3,512 $4,652 $5,815 $5,838 $6,978 $7,560 $8,141 $8,723 $9,304 6 $2,664 $3,543 $3,676 $3,703 $3,996 $4,023 $5,328 $6,660 $6,687 $7,992 $8,658 $9,324 $9,990 $10,656 7 $3,003 $3,994 $4,144 $4,174 $4,505 $4,535 $6,006 $7,508 $7,538 $9,009 $9,760 $10,511 $11,261 $12,012 8 $3,341 $4,444 $4,611 $4,644 $5,012 $5,045 $6,682 $8,353 $8,386 $10,023 $10,858 $11,694 $12,529 $13,364 10 1 $973 $1,294 $1,343 $1,352 $1,460 $1,469 $1,946 $2,433 $2,442 $2,919 $3,162 $3,406 $3,649 $3,892 Model 1 What populations we pursued, and why. 2014 Annual AHN Income Guidelines Family Size 100% 133% 138% 139% 150% 151% 200% 250% 251% 300% 325% 350% 375% 400% 1 $11,670 $15,521 $16,105 $16,221 $17,505 $17,622 $23,340 $29,175 $29,292 $35,010 $37,928 $40,845 $43,763 $46,680 2 $15,730 $20,921 $21,707 $21,865 $23,595 $23,752 $31,460 $39,325 $39,482 $47,190 $51,123 $55,055 $58,988 $62,920 3 $19,790 $26,321 $27,310 $27,508 $29,685 $29,883 $39,580 $49,475 $49,673 $59,370 $64,318 $69,265 $74,213 $79,160 4 $23,850 $31,721 $32,913 $33,152 $35,775 $36,014 $47,700 $59,625 $59,864 $71,550 $77,513 $83,475 $89,438 $95,400 5 $27,910 $37,120 $38,516 $38,795 $41,865 $42,144 $55,820 $69,775 $70,054 $83,730 $90,708 $97,685 $104,663 $111,640 6 $31,970 $42,520 $44,119 $44,438 $47,955 $48,275 $63,940 $79,925 $80,245 $95,910 $103,903 $111,895 $119,888 $127,880 7 $36,030 $47,920 $49,721 $50,082 $54,045 $54,405 $72,060 $90,075 $90,435 $108,090 $117,098 $126,105 $135,113 $144,120 8 $40,090 $53,320 $55,324 $55,725 $60,135 $60,536 $80,180 $100,225 $100,626 $120,270 $130,293 $140,315 $150,338 $160,360
11 Model 1 Lessons learned during enrollment. What we achieved. 損損 SMHP enrolled almost 5,000 exchange members in Northern Nevada 損損 A significant portion of those resulted from AHNs efforts 損損 Given the problems with the exchange web site, a partner like AHN, directing members to SMHP and assisting them in the enrollment process, was critical to achieving targeted membership results.
12 Model 1 Claims experience with AHN members who enrolled. Difference between care coordinated members and non-care coordinated members. 損損 Claims experience still being evaluated
13 Model 1 What if you dont have an ideal non-profit to partner with? 損損 Build your own strong care coordination component 損損 Partner with social services entity 損損 Find an organization with knowledge of what each FPL level qualifies for
14 Model 2 KPS3 Marketing: Nevada Health Links marketing and outreach firm. 損損 Full-service marketing, advertising, PR, digital firm 損損 23 years of healthcare marketing: providers, carriers, public health, associations 損損 Founder: 11 years prior experience in healthcare marketing 損損 Based in Reno and Las Vegas, national client base
15 Model 2 The research foundation to discover how our targets think and act. Especially about an unknown concept and sensitive topic. 損損 Secondary research 損損 Focus groups on brand, imagery, concepts to reach them 損損 Pre-campaign survey 損損 Self awareness: We are not our target audience
16 Model 2 Messaging 損損 Explain the concept of an exchange 損損 Simple terms, comparisons, graphics 損損 Explain value of insurance to uninsured: avoiding big debt or bills, staying healthy to work and enjoy life, protecting your family, the mom factor, peace of mind 損損 Income based, based on your budget (not affordable) 損損 Our targets wanted to know there would penalties on taxes 損損 $50/month threshold 損損 This is no laughing matter
17 Model 2 Outreach 損損 Trust, personal relationships critical 損損 Non profit, religious, government partners 損損 Events and presentations 損損 Door to door campaign 損損 School program 損損 Tupperware parties 損損 Enrollment events (updating this year to storefronts) 損損 Measured in quality of touches and cost per touch
18 Model 2 Channels to reach prospects 損損 Outreach 損損 TV 損損 Radio 損損 Transit 損損 Outdoor 損損 Digital/mobile (great for measurement) 損損 Print for Spanish and rural Nevada 損損 PR 損損 Some social 損損 B2B delayed because SHOP module didnt function
19 Model 2 Challenges 損損 Non functioning website for much of enrollment period 損損 Call center not staffed adequately for first two months 損損 Controversy of ACA and HealthCare.gov 損損 Pricing of plans above prospects stated price point 損損 Variations in brokers and assisters approaches 損損 Large influx of new Medicaid members 損損 Young Invincibles
20 Model 2 Results 損損 20 million plus visitors to website, 2 million plus unique 損損 Hundreds of thousands of calls to call center 損損 Post campaign survey: from 11% to 68% awareness in target audience, remarkable unaided recall of brand, 87% of prospects state propensity to buy but BIG price sensitivity 損損 Strong results in digital/mobile - high click through, views of pre-roll video 損損 Less than 90 cents in cost per touch of 1.6 million touches in outreach 損損 37,937 people enrolled and paid (payment module didnt work well) 損損 474,453 people completed applications and 45,729 selected a health plan
21 Lessons learned for next enrollment 損損 Value of people who know the target populations 損損 Personal assistance in enrolling 損損 Enrollment events - ease of access 損損 Have a website that works
22 THANK YOU. Q U E STIONS?

More Related Content

Marketing to the Uninsured

  • 1. 1 Creative Models for Finding, Reaching and Marketing to the Un- and Under-insured: Lessons Learned from One State Health Insurance Exchange Sponsored by KPS3 Marketing
  • 2. 2 Presenters STEPHANIE KRUSE CEO of KPS3 Marketing Reno, NV stephanie@kps3.com M. DONALD KOWITZ Retired CEO of Saint Marys Health Plans Reno, NV mdkowitz@aol.com S H E R R I R I C E CEO of Access to Healthcare Network Reno, NV sherri@accesstohealthcare.org
  • 3. 3 Our topic today: Two creative models for identifying, reaching and enrolling un- and under-insured persons.
  • 4. 4 Model 1: A creative union between Saint Marys Health Plans and Access to Healthcare Network to reach uninsured Nevadans and market the Saint Marys health insurance products on the state exchange
  • 5. 5 Model 2: A successful research-based marketing AND outreach program developed by KPS3 Marketing to market Nevadas health insurance exchange
  • 6. 6 The players in Model 1: Access to Healthcare Network 損損 Mission: increase access to primary and specialty healthcare service for the under and uninsured, working poor, Nevada residents, through shared responsibility and community wide partnership 損損 The first nonprofit Medical Discount plan in the United States. Licensed with the Nevada Division of Insurance 損損 Served over 35,000 low income Nevadans since 2007 Saint Marys Health Plans 損損 A regional healthcare company with a full range of commercial health insurance products and administration services 損損 Serves over 65,000 members in Nevada
  • 7. 7 Model 1 How the model worked: Role of Saint Marys Health Plans 損損 Competitive product and rates 損損 Product design that mirrored member financial responsibility in AHNs existing medical discount plans Role of AHN 損損 Marketing 損損 Enrollment 損損 Care coordination
  • 8. 8 Model 1 Why we thought we could do this and benefit Nevadans, and our organizations. 損損 SMHP wanted to participate in the Nevada exchange but minimize the potential risk of a previously uninsured population 損損 AHN served several thousand people with its medical discount plan that placed a heavy emphasis on member financial responsibility and care coordination 損損 Many of AHNs members were eligible for subsidies to purchase insurance and AHN would lose them as medical discount plan members 損損 Since AHNs members were already accessing health care, they posed less risk than a population with no previous health care coverage
  • 9. 9 Model 1 Why Health Plans decided to partner with a non-profit. 損損 AHN had deep relationships with its medical discount plan members and could influence their selection of a health plan on the exchange 損損 AHN had a care coordination model that was effective in assisting its members to receive care in the appropriate setting 損損 AHN was creative and entrepreneurial; they were willing to become a licensed brokerage in order to sell exchange products to their members
  • 10. 2 $1,311 $1,744 $1,809 $1,822 $1,967 $1,980 $2,622 $3,278 $3,291 $3,933 $4,261 $4,589 $4,916 $5,244 3 $1,649 $2,193 $2,276 $2,292 $2,474 $2,490 $3,298 $4,123 $4,139 $4,947 $5,359 $5,772 $6,184 $6,596 4 $1,988 $2,644 $2,743 $2,763 $2,982 $3,002 $3,976 $4,970 $4,990 $5,964 $6,461 $6,958 $7,455 $7,952 5 $2,326 $3,094 $3,210 $3,233 $3,489 $3,512 $4,652 $5,815 $5,838 $6,978 $7,560 $8,141 $8,723 $9,304 6 $2,664 $3,543 $3,676 $3,703 $3,996 $4,023 $5,328 $6,660 $6,687 $7,992 $8,658 $9,324 $9,990 $10,656 7 $3,003 $3,994 $4,144 $4,174 $4,505 $4,535 $6,006 $7,508 $7,538 $9,009 $9,760 $10,511 $11,261 $12,012 8 $3,341 $4,444 $4,611 $4,644 $5,012 $5,045 $6,682 $8,353 $8,386 $10,023 $10,858 $11,694 $12,529 $13,364 10 1 $973 $1,294 $1,343 $1,352 $1,460 $1,469 $1,946 $2,433 $2,442 $2,919 $3,162 $3,406 $3,649 $3,892 Model 1 What populations we pursued, and why. 2014 Annual AHN Income Guidelines Family Size 100% 133% 138% 139% 150% 151% 200% 250% 251% 300% 325% 350% 375% 400% 1 $11,670 $15,521 $16,105 $16,221 $17,505 $17,622 $23,340 $29,175 $29,292 $35,010 $37,928 $40,845 $43,763 $46,680 2 $15,730 $20,921 $21,707 $21,865 $23,595 $23,752 $31,460 $39,325 $39,482 $47,190 $51,123 $55,055 $58,988 $62,920 3 $19,790 $26,321 $27,310 $27,508 $29,685 $29,883 $39,580 $49,475 $49,673 $59,370 $64,318 $69,265 $74,213 $79,160 4 $23,850 $31,721 $32,913 $33,152 $35,775 $36,014 $47,700 $59,625 $59,864 $71,550 $77,513 $83,475 $89,438 $95,400 5 $27,910 $37,120 $38,516 $38,795 $41,865 $42,144 $55,820 $69,775 $70,054 $83,730 $90,708 $97,685 $104,663 $111,640 6 $31,970 $42,520 $44,119 $44,438 $47,955 $48,275 $63,940 $79,925 $80,245 $95,910 $103,903 $111,895 $119,888 $127,880 7 $36,030 $47,920 $49,721 $50,082 $54,045 $54,405 $72,060 $90,075 $90,435 $108,090 $117,098 $126,105 $135,113 $144,120 8 $40,090 $53,320 $55,324 $55,725 $60,135 $60,536 $80,180 $100,225 $100,626 $120,270 $130,293 $140,315 $150,338 $160,360
  • 11. 11 Model 1 Lessons learned during enrollment. What we achieved. 損損 SMHP enrolled almost 5,000 exchange members in Northern Nevada 損損 A significant portion of those resulted from AHNs efforts 損損 Given the problems with the exchange web site, a partner like AHN, directing members to SMHP and assisting them in the enrollment process, was critical to achieving targeted membership results.
  • 12. 12 Model 1 Claims experience with AHN members who enrolled. Difference between care coordinated members and non-care coordinated members. 損損 Claims experience still being evaluated
  • 13. 13 Model 1 What if you dont have an ideal non-profit to partner with? 損損 Build your own strong care coordination component 損損 Partner with social services entity 損損 Find an organization with knowledge of what each FPL level qualifies for
  • 14. 14 Model 2 KPS3 Marketing: Nevada Health Links marketing and outreach firm. 損損 Full-service marketing, advertising, PR, digital firm 損損 23 years of healthcare marketing: providers, carriers, public health, associations 損損 Founder: 11 years prior experience in healthcare marketing 損損 Based in Reno and Las Vegas, national client base
  • 15. 15 Model 2 The research foundation to discover how our targets think and act. Especially about an unknown concept and sensitive topic. 損損 Secondary research 損損 Focus groups on brand, imagery, concepts to reach them 損損 Pre-campaign survey 損損 Self awareness: We are not our target audience
  • 16. 16 Model 2 Messaging 損損 Explain the concept of an exchange 損損 Simple terms, comparisons, graphics 損損 Explain value of insurance to uninsured: avoiding big debt or bills, staying healthy to work and enjoy life, protecting your family, the mom factor, peace of mind 損損 Income based, based on your budget (not affordable) 損損 Our targets wanted to know there would penalties on taxes 損損 $50/month threshold 損損 This is no laughing matter
  • 17. 17 Model 2 Outreach 損損 Trust, personal relationships critical 損損 Non profit, religious, government partners 損損 Events and presentations 損損 Door to door campaign 損損 School program 損損 Tupperware parties 損損 Enrollment events (updating this year to storefronts) 損損 Measured in quality of touches and cost per touch
  • 18. 18 Model 2 Channels to reach prospects 損損 Outreach 損損 TV 損損 Radio 損損 Transit 損損 Outdoor 損損 Digital/mobile (great for measurement) 損損 Print for Spanish and rural Nevada 損損 PR 損損 Some social 損損 B2B delayed because SHOP module didnt function
  • 19. 19 Model 2 Challenges 損損 Non functioning website for much of enrollment period 損損 Call center not staffed adequately for first two months 損損 Controversy of ACA and HealthCare.gov 損損 Pricing of plans above prospects stated price point 損損 Variations in brokers and assisters approaches 損損 Large influx of new Medicaid members 損損 Young Invincibles
  • 20. 20 Model 2 Results 損損 20 million plus visitors to website, 2 million plus unique 損損 Hundreds of thousands of calls to call center 損損 Post campaign survey: from 11% to 68% awareness in target audience, remarkable unaided recall of brand, 87% of prospects state propensity to buy but BIG price sensitivity 損損 Strong results in digital/mobile - high click through, views of pre-roll video 損損 Less than 90 cents in cost per touch of 1.6 million touches in outreach 損損 37,937 people enrolled and paid (payment module didnt work well) 損損 474,453 people completed applications and 45,729 selected a health plan
  • 21. 21 Lessons learned for next enrollment 損損 Value of people who know the target populations 損損 Personal assistance in enrolling 損損 Enrollment events - ease of access 損損 Have a website that works
  • 22. 22 THANK YOU. Q U E STIONS?