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.
