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Dedicated Sessions AvailableOver the next 3 weeks we can schedule dedicated sessions

for your team. Contact us if you are interested.

Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively

Engaging Multicultural & Millennials

?

Housekeeping

! Technical DifficultiesCall Webinar Support at

+1 (855) 352-9023Webinar ID 100-534-411Go to JoinWebinar.com

AudioParticipants can use their computer’s

speakers or telephone- Call (480) 297-0021- Access Code: 659-005-417

Only the presenter can be heard and participants will remain on mute

Comments & QuestionsPlease summit your questions and comments via chat under ‘Question’ section

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Carlos Santiago has been guiding strategic growth rooted on predictive analytics for leading marketers in health & wellness for 13 years at SSG.

Mindy Figueroa leads an award-winning team that operationalizes roadmaps helping Hospitals, Providers and Organizations to go-to-market with coaching and proven tools that deliver results.

Juan Ovalle is an expert in predictive analytics, effectively generating insights from data fusion across syndicated, customer databases, custom qualitative, quantitative and Social research in CPG, Telecom, and Health.

About the Presenters

We guide clients using advanced research, projectable opportunity sizings, innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk.

Leveraging client-side  and consulting experience, we arm you with intelligence, ownable insights to purchase, strategic options aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys.

About Santiago Solutions Group

Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively

Engaging Multicultural & Millennials

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Welcome to:Countdown to ACA’s 2nd Growth Race: Effectively

Engaging Multicultural & Millennials

HOWExchange

Readiness, Acquisition, Advocacy & Profitability

WHONew Exchange

Consumers

Similarities & Nuances

WHATAssess Exchange Market Progress

and Define Opportunity

1 2 3

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1. Progress Attained

& Opportunity Ahead

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1,396 36%

2,447 64%

RemainingOpportunity

Enrolled

Twice as Many Eligibles Remain in the Sidelines

Total Eligible Opp’y 3.8M

One Fifth of the Eligibles Enrolled in NY

371 22%

1,310

78%

RemainingOpportunity

Enrolled

Total Eligible Opp’y 1.7M

RemainingOpportunity21,66580%

Four Times as Many Eligibles Remain in the

Sidelines

Total Eligible Opp’y 27M

Enrolled5,44620%

Analysis is not including Medicaid Expansion (FPL 100-138), Universe Consists: Eligible Uninsured (139-400) + IFP (139-400)

Some States Performed Stronger Than Others Yet The ACA Triathlon Offers Vast Opportunity To Sprint Ahead

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California Most Successful at Enrolling Hispanics & Millennials In Exchange

Total White NH Hispanic African

AmericanAsian/

Other NH Millennial

California 36% 29% 27% 15% 111% 23%New York 22% 22% 17% 12% 107% 16%FFM 20% 20% 14% 20% 44% 13%

CA and NY most successful at attracting A/O; More work needed for AA

Source: SSG Analyses of Covered California Press Release on April 17, NY State of Health Open Enrollment Report June 2014, DHHS Summary Enrollment Report-DHHS on May 2014, and Kaiser Family Foundation, and Scarborough USA+ 2013 R2; Enrolled a/o Mar 31 vs Uninsured + IFP Opportunity; Total estimated elegibles: Insurable Uninsured + IFP (FPL 139-400%): 3.8M; Age: 18-64

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Enrolled Eligible

42%66%

58%34%

Spa Dom Eng Dom

Enrolled Eligible

39%68%

61%32%

Spa Dom Eng Dom

Sources: Covered California Press Release on April 17, NY State of Health, 2014 Open Enrollment Report June 2014& Scarborough USA+ 2013 R2 Index Calculation: (Hispanic enrolled) / (Hispanic Eligible)

Spanish Dominant Hispanics Underperformed In ACA 1 Exchange

Enrollment Rate by Language of Preference Among Hispanics

Index

171

64

191

57

Index

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ACA Has Reshuffled Consumer Health Care MarketplaceBlues & HN in California & CO-OPs in New York

Sources: Covered CA Enrollment Press Released on April 2014, NY State of Health 2014 Open Enrollment Report June 2014, & Scarborough CA & NY DMAs 2011, 2012 R2

Index3257

161

317

Exchange Enrollment 2014

Commercial Insurance 2012

Index

267

50

180

19%

30%

6%

36%

8%

19%

58%2%

Exchange Enrollment 2014

Commercial Insurance 2012

13%

40%

5%

3%12%6% 6%

17

6%17%

17%

20%9%

8%19%

17%15%11%

62%

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31%

30%10%

8%1%, A/O

10%

8%

1%

WNH nonMill

Mill WNH

Mill Hisp

Mill AA

Mill A/O

Hisp nonMill

AA nonMill

A/O non-Mill

~34M Opportunity Remaining; 24M, or7 in 10, Are Multicultural & Millennial

Opportunity By Segment

1. WNH 61%2.Millennials 49%3.Multicultural39%4.Hispanic 20%5.AA 16%

Includes Uninsured + Individually Insured in FPL 139-400 Eligibles

Multicultural

39%

Millennial 49%

Source: Based on Share of Eligible Opportunity in 38 states (FFM states, CA & NY) projected to US Total

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2. Understanding the Newly

Insured Segments

- Similarities & Key Nuances

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66%

34% Insured

Communications Will Need To Be Adapted to Uninsured

Uninsured Eligibles

Insured

Uninsured Eligibles

70%

30%

57%

25%

29%

14%

29%

47%

Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400Insured: Insured, FPL400+

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Insured Uninsured

61% 59%

20% 34%

19%7%

Banking Methods18-34

Insured Uninsured

83%

57%

1%

3%

6%

3%

10%

38%

Internet & Mobile WebHISP 25-64

.7x

HISP

1.7x

Source: 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 25-64Significance tests run at 95% confidence level

Mill

Despite Digital Adoption, Face-To-Face Still Key6 in 10 Hispanic Uninsured Eligibles Mobile Savvy; 1/3 Uninsured Millennials Prefer in Person Transaction

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Uninsured Wellness Mindset Not Riskier, Actually Quite Similar To Insured

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Wellness Mindset Opportunity

16%

32%52%

20%

33%

47%

Insured

Source: Scarborough & GfK-MRI data fusion USA+ 2013 R2 Survey of the American ConsumerUninsured Eligibles: Uninsured ,Ages 25-64, FPL 139-400Insured: Insured, FPL400+

Uninsured Eligibles

20%

39%

41%24%

32%

44%

Total Market

Hispanic

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Exchange Population Has A More Balanced Approach To Medical Care

Insured

Exchange

Eligible

NuancesMindset Towards Traditional Medicine

Insured Uninsured

63% 52%

37% 48%

Doctor Knows BestI'm My Own Doctor

Uninsured (ages 25-64) are

29% more likely to act as if they are their own doctors in comparison to those already insured

Source: SSG Analyses of Scarborough USA+ 2013R2Uninsured Eligibles: Uninsured, Ages 25-64, FPL 139-400Insured: Insured, FPL400+

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-31 -33-44

0

20 176

64

4742

5650

Wellness-Minded Individuals are More Prone to Engage in Prevention

Wellness-MindedWellness-Ambivalent

Wellness-Averse

Regularly Go to Dr. for Check-upsUninsured 18+ FPL 139-400

SSG Wellness SpectrumTM Powered by GfK-MRI

100 Index US Total

Avg. Tot WnH H AA Tot WnH H AATot WnH H AA

SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights ReservedSource: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Doublebase Survey of the American Consumer. Base: Total Uninsured 18+, National

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3. RALP - Readiness, Acquisition,

Loyalty, & Profitability

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Ensuring Cultural Readiness To Enhance Experience & OutcomesLatin Ready™ SpectrumAssesses the Operational Readiness of an organization to meet Linguistic and Cultural Needs of Latinos in alignment with CLAS (Culturally and Linguistic Appropriate Standards)

*L2L’s Proprietary Latin Ready Spectrum™ ToolAnalysis based on LRA studies from 2012-2014: 5 healthcare, 5 education, 1 retail/direct sales, 1 non for profit

Education

Hospitals

Retail

Healthcare

18.8 25.6 36.827.0

No opportunities are being explored.

Awareness and interested in exploring opportunities and /or have tested at hoc initiatives

Transitioning from Ad Hoc initiative to an operational readiness and strategic transformation

Organization is operationally

Fully integrated strategy within the business organization

EmotionalFinancial

Operational

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Wellness Scores Allow For Geographic To Individual-level Prioritization For Test & Learns To 1-to-1 Personalization

Wellness-Minded

Wellness-Ambivalent

Wellness-Averse

Wellness Scores can be identified for any group of Adults in the U.S. to enrich internal client databases or targetable email/mobile prospect lists through BigData vendors like Axciom, etc.

Source: SSG Wellness SpectrumTM Powered by GfK MRI 2012 Market to Market. Survey of the American Consumer

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Precise Channel Selection Tools for Mass to Personalized EffortsOnline Radio and TV Key Engagement In CA

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White NH Hispanic African Am Asian/O

California Uninsured FPL 139-400

Source: Uninsured/IFP, age 18-64 in FPL 139-400% (000’s)SSG Analysis of Scarborough USA+ 2013 R2

1.TV viewers

2.Online Radio listeners

1,075 1,595 185 339

441 674 59 162

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-20 -22

-35

71

-4

-26

59 55

71

3643

Wellness-Minded Segment Is Most Likely To Become Brand Advocate

Healthcare: Knowledge & WOMSSG Wellness SpectrumTM Powered by GfK-MRI

Uninsured 18+

Wellness-MindedWellness-Ambivalent

Wellness-Averse

100 Index US Total

Avg.

Tot WnH H AA

WnH HTot AA Tot WnH H AA

SSG Wellness Spectrum is the joint property of GfK US, LLC and Santiago Solutions Group, Inc.©2014 GfK US LLC. All Rights ReservedSource: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Doublebase Survey of the American Consumer. Base: Uninsured 18+ US Total Avg. Category Influentialism Segments*- Categories Recommended To People: Healthcare Family/Friends or Neighbors/Colleagues or People you Don't Necessarily Know (in stores, online, etc.) AND Healthcare: I have a great deal of knowledge in this area

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Manage Costs by Cultivating Healthier-Outlook Segments

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Through Focused Acquisition, Retention, & Prevention Efforts

Wellness-Minded

Wellness-Ambivalent

Wellness-Averse

100 Index US Total

Avg.

9 9

-5

18

-5-9

5

14

-14

-9

-23

0

Have/ Had Preventable Chronic Disease (PCD)SSG Wellness SpectrumTM Powered by GfK-MRI

Generations: GenX

Indices vs. US Total GenX Avg. Likelihood to Have PCD Above or Below US Avg.Source: SSG Wellness SpectrumTM Powered by GfK MRI 2013 Market to Market. Survey of the American Consumer

Tot WnH H AATot WnH H AA

HTot WnH AA

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Countdown to ACA 2nd Growth RaceFoundation of Main Sources of Growth

Spotty Progress Vast Opportunity• Progress was spotty for Hispanics, African Am & Millennials• Among Uninsured Hispanics, Enrollment of Spanish Dominant eligibles is

lagging the most• 3-5 times more FPL 139-400 eligibles remain uninsured or with IFP• 70% are Millennial or Multicultural

Exchange Brings a New Consumer• Educational level is vastly < HS• Among Hispanics, the preferred language is predominantly Spanish• Exchange eligible is mobile savvy but also likes to transact in-person• Wellness Minded are most likely to go to Dr regularly for check-ups

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Effectiveness & Best Practices Turnkey Tools

Test your network & providers operational Cultural Readiness to uncover gaps challenging experience and loyalty

Enhance messaging using cultural triggers and motivators of eligible segments to enhance conversion and brand relevance

Overlay wellness propensity onto Multicultural & Millennial segments

Select channels and engagement methods that reach eligibles directly

Bond with new customers by engaging culturally in treatment of health disparities

Identify and exceed the expectations of Brand Advocates to influence trust and positive WoM

Manage costs by focusing prevention & disease management directly to individuals who are most wellness responsive

Readiness

Acquisition

Loyalty

Cost Management

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Comments &Questions

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SSG Monthly Insights Newsletter

Santiago Solutions GroupLatin2Latin Marketing + Communications, LLC

Santiago Solutions Group: 818.736.5661Latin2Latin: 954.376-4800

SantiagoSolutionsGroup.comLatin2Latin.com

@Santiago_Group@Carlos_SSG@Latin2Latin

santiagosolutionsgroup.com/subscribe/

Carlos@SantiagoSolutionsGroup.comArminda@Latin2Latin.com

Thank YouWe appreciate the support of

your interest

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Marketing to a Diverse America ConferenceOctober 15-17 – Atlanta3rd Multicultural Health Marketing Conference featuring SSG and leading multicultural marketers.DTC Perspectives is proud to announce the third annual edition of this new marketing conference