The True ACA Multicultural & Millennial Story:Uneven Progress -> Vast Potential

As companies gear up for the upcoming Round #2 of ACA enrollment, a review of SSG’s statistical analysis of the 2013-14 ACA enrollment efforts reveals the real progress made during ACA Round #1, pinpoints what segments will generate the bulk of the opportunity ahead, and provides insight on the next recruitment effort to win new consumers.

As companies gear up for the upcoming Round #2 of ACA enrollment, a review of SSG’s statistical analysis of the 2013-14 ACA enrollment efforts reveals the real progress made during ACA Round #1, pinpoints what segments will generate the bulk of the opportunity ahead, and provides insight on the next recruitment effort to win new consumers.

SSG results analytics uncovered an uneven progress:
(Relative to Non-Hispanic White enrollment rate)

  • Ten states accounted for 66% of the U.S. total 8.1 million enrollment in exchanges as of Spring 2014
  • Millennials were enrolled somewhat better in CA, lagged in NY and fell behind most acutely in Fed-facilitated states
  • Hispanic enrollment rate hit the nail in CA but missed the mark in NY and Fed-facilitated states including TX & FL
    –  Spanish Dominant Opportunity: Spanish-Dominant eligibles enrollment rate severely underperformed
  • African Americans performed well in Fed-facilitated states, but lagged in CA and NY
  • Asian & Other exceeded expected enrollment across the board

SSG analytics also pointed to a vast and critical opportunity in specific segments:

  • Opportunity Total

– 14M uninsured eligibles still remain
– when including Individually insured (IFP) who fall in eligible Federal Poverty Levels the opportunity rises to 34M eligible

  • Opportunity By Segment
1. WNH 61% (of total eligibles Uninsured + IFP)
2. Millennials 49%
3. Multicultural 39%
4. Hispanics 20%
5. Multicultural Millennials 19%
6. African American 16%
  • Multicultural and Millennial Opportunity:  70% Combined potential
  • NY and Fed-facilitated States Opportunity: 4x the opportunity remains
  • CA Opportunity: 2x the opportunity remains

SSG’s statistical analysis of ACA Round #1 figures allowed for a more accurate delineation of the actual progress attained, while exposing the vast opportunity ahead for the upcoming ACA Round #2.  Clarification of the true ACA Round #1 story allows insurance companies, hospitals and medical professionals to accurately “prioritize the potential” and develop strategies that target the specific segment and consumer opportunities.

One over-arching strategic recommendation seems clear, and reiterates what has been a constant theme in the ACA Round #1 enrollment:  Winning in ACA Round #2 will require a smart multi-cultural strategy that goes beyond translated communications and outreach, into segment and state-specific efforts that personally engage the potential consumer and retains the current new ACA enrollees.

 

Related Articles:
5 Distinct Differences Between New ACA Exchange Insured & Group Insured Consumers

About SSG 
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.

Tags:

No comments yet.

Leave a Reply

CAPTCHA

PLEASE RESOLVE THE MATH PROBLEM BELOW:

Ten Latina Millennial Nuances

Slider_combined2

SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. […]

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

forbes

Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

Complete infographic Capture4

Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

6456457 - extended family relaxing at home together

In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]