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)|
|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.
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.