SSG decoded key differences between long standing insured and new ACA Exchange consumer, which could improve relationships and retention with current new ACA enrollees.

1. Santiago Solutions Group Findings
Distinct Differences Between New
ACA Exchange Insured & Group
Insured Consumers
5
1

2. 5 Differences between New ACA
Exchange Insured & Long-term Insured
Education
5Health
system
cultural
nuances
Preferred
experience
channels
Health care
literacy
Language
SSG decoded key differences between long standing insured
and new ACA Exchange consumer, which could improve
relationships and retention with current new ACA enrollees.
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2014SantiagoSolutionsGroupInc.

3. Education
HS Diploma/Less vs College Educated
1. These populations will likely be miles apart in
their ability to understand complex
terminology, processes and documentation
in the unfamiliar world of health care and
health insurance, requiring materials and
follow-up to be available at basic and below
basic levels.
2. Engaging potential eligibles and newly ACA
insured will require clear and simple
communications due to their low Health
Care literacy and experience.
3
1
Uninsured Insured
Some College
or above 75%
High School Diploma
or Less
43%
57%
25%
≤HS
≤HS
College+
College+
2014SantiagoSolutionsGroupInc.

4. Health Care Literacy
29%
No Insurance History vs. Long-term Insured
Lack of experience with health care and health
insurances worlds will further complicate their
ability to navigate the unfamiliar health care
and health insurance territory, including
understanding such standard topics as: co-
payments, deductibles, maximums, and
complex prescriptions plans.
What are
the choices
for health
Insurance?
How
do I
get it?
How
do I
use it?
What will
it cost
me?
1
2 3
4
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2014SantiagoSolutionsGroupInc.

5. Language
66% of Hispanic
eligibles are Spanish
dominant
They may lack communication
essentials, requires in-language
materials & services
5
66%
30%34%
70%
Uninsured Insured
Spa Dom Eng Dom
Hello!
¡Hola!
¡Hola!
Hello!
2014SantiagoSolutionsGroupInc.

6. Preferred Experience Channels
29%
Face to Face > Digital
• Despite being known for being
more socially connected and
generally mobile savvy, 40% of
the uninsured Hispanic eligibles
are offline
• Active storefronts and face-to-
face staff will be required to
bring consumers from
enrollment to onboarding at a
comfort level, to build trust and
conduct business in an
unfamiliar arena
2x
6
Banking Methods
WNH 25-64
58%
39%
26%
53%
14% 8%
Insured Uninsured
2014SantiagoSolutionsGroupInc.

7. Health System Cultural Nuances
Uninsured Use vs. Insured Use
1. They may view health through distinct
cultural nuances, such as: Believing they
are their own doctors, or believing hat
certain conditions (such as pregnancy) are
natural and do not require medical
attention
2. Their insured counterparts more likely
believe that the doctor knows best and
may be more inclined to prevention.
3. Overall clarity and simplicity in information
and service can bring in the newly insured
population into the fold of regular
checkups
Importance in Medical
Consultation
5
7
52% 63%
48% 37%
Uninsured Insured
I'm My Own
Doctor
Exchange
Eligible Insured
2014SantiagoSolutionsGroupInc.

8. 1. Modifying information and services to
accommodate the distinct difference
with newly insured ACA consumer could
improve their customer experience, help
increase brand image, and strengthen
relationships.
2. Improved customer experience will
increase customer loyalty, and ensure
healthier business growth through
retention and positive referrals with ACA
eligibles during the upcoming ACA Open
Enrollment Round #2.
CONCLUSION
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2014SantiagoSolutionsGroupInc.

9. • SSG Analyses of Scarborough USA+ 2013R2Uninsured
Eligibles: Uninsured, Ages 25-64, FPL 139-400. Insured:
Insured, FPL400+
• Scarborough USA+ 2013 and GfK MRI Fusion R2 Survey of
the American Consumer; Enrolled a/o Apr 19 FPL 400%+ vs
Uninsured + FPL 139-400%; Age 25-64. Significance tests
run at 95% confidence level
• SSG Wellness SpectrumTM Powered by GfK-MRI
Sources:
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2014SantiagoSolutionsGroupInc.

10. FollowUs
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We guide clients to focus their
resources toward the highest
ROI growth opportunities by
delivering ownable insights,
projectable opportunity
volumetrics, fact-based
marketing plans, and customer
journeys that respond to
influencers and high-value
prospects. We get there by
leveraging our client-side
experience, applying rigorous
predictive analytics that yield
accurate manageable priorities
fueling highly actionable &
effective Total Market
roadmaps.
About
Santiago Solutions Group
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Santiago Solutions Group
@Carlos_SSG
818.736.5661
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Carlos@SantiagoSolutionsGroup.com
2014SantiagoSolutionsGroupInc.