NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y #NHIbuzzNINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y

October 25, 2013

Searching for

Affordable Care

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Today’s Agenda

• 8:00 – 8:15 Coffee and Doughnuts

• 8:15 – 9:00BUZZ Presentation

• 9:00 – 9:15Have another doughnut!

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World’s Simplest Explanation of ACA

http://www.upworthy.com/the-simplest-explanation-of-obamacare-ever?g=3&c=upw1

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Speakers

• Leslie Gibson, Associate Director of Content Marketing

• Clair Wenzel, Senior Search Specialist

• Ashley Tibbets, Technical Search Specialist

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Questions, Challenges Abound!

http://www.youtube.com/watch?feature=player_detailpage&v=sx2scvIFGjE

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What We’ll Cover Today

• The consumer journey to buying insurance• ACA milestones, October 1, what’s

happening now• Search “Scorecards”

– Health care exchanges– Health insurance providers

• Crucial role of navigators, assisters• Reaching young adults• Importance of social, face time• Key takeaways, best practices

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Consumer Journey

Consumers engage with brands through multiple channels for weeks, even months, before making a purchase decision.

“The vast majority of insurance shoppers take a month or more to go from decision to action.” - Google Insurance Shopper Study

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ACA MILESTONES

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Affordable Care ActMilestones

• March 2010 – Patient Protection and Affordable

Care Act signed into law

• July 2010– “High risk pool” is created

• September 2010– Child, young adult coverage

phased in

• January 2013– Income tax deduction threshold for

medical expenses rises from 7.5% of income to 10%

• October 1, 2013– Health insurance exchanges open

in 16 states; other states are served by a federal exchange

AP Photo/Carlos Osorio

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OCTOBER 1: Exchanges Open

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Covered CA & MNsure

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Dire Media Predictions Proved True

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CoveredCA: Day 1 Tweets

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CoveredCA Opens for Business

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MNsure: Day 1 Tweets

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Ta Da! MNsure Opened at 3:15 pm

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WHAT’S HAPPENING NOW

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Health.gov is Decidedly “Unwell”

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Overwhelming Visitor Numbers to the Federal Exchange

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Search Tools “Lacking” on Many Exchanges

No site search on KY exchange

Onsite search is all over the place on the exchanges – few, if any, have an effective site search function.

 

http://www.nytimes.com/2013/10/17/us/comparison-shopping-still-hard-on-exchanges.html

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Many Exchange Sites are Very Poorly Constructed

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MNsure – 2 weeks in

1 million Minnesotans are expected to participate. (WCCO News, 10/22/13)

Unique visitors: 34,442Individual accounts opened:12,011Completed applications: 5,569Small business accounts opened: 355“Most of the enrollment is going to come in December for January”- MNsure Executive Director April Todd-Malmov

 

http://www.minnpost.com/politics-policy/2013/10/mnsure-advocates-opponents-debate-meaning-first-data-snapshot

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CoveredCA – 2 weeks in

Consumer interest ‘remains strong’ (Sacramento Bee 10/17/13)

Unique visitors: 1.5 millionIndividual accounts opened: 94,500Completed applications: UnknownSmall business accounts opened: UnknownPhone calls handled: 100,000+

"You won't see movie stars and rock stars," said Peter Lee, executive director of Covered California, while unveiling the first ads for the health insurance exchange.

"Californians want to hear from people like them."

http://www.youtube.com/watch?v=97WvAIH6ER4

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Challenges, Opportunities for Advertisers

Helping consumers get answers must be advertisers’ top priority.

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Public Perception is a Hurdle

“Public says media coverage and ads more about politics than practical information or impact on people.”

http://kff.org/health-reform/poll-finding/kaiser-health-tracking-poll-september-2013/

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SEARCH SCORECARD:Exchanges

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CoveredCA

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CoveredCA:

Search Trends

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CoveredCA:

Paid Search

CoveredCA.com started bidding on health-related keywords early in 2013.

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CoveredCA:

Search Scorecard

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CoveredCA:

Search Scorecard

404 not found errors

http://www.aetna.com/

http://www.assurant.com

http://www.cigna.com/

https://healthy.kaiserperma-nente.org/html/kaiser/index.shtml

https://www.humana.com

https://www.coveredca.com/

http://mnsure.org/Missing critical meta:

• 54, 404 not found errors on launch (.js - bad coding)

• Missing 61 titles• Missing 148

descriptions• Missing 64 h1 tags

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Still, Confusion Reignsin CA

74% don’t know or don’t think they qualify.

50% of Medicaid eligibles know they can sign up.

70% of eligible uninsured Californians don't understand how the law will impact them.

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MNsure

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MNsure:

Search Trends

Awareness of MNsure didn’t take off until late summer; awareness due in part to offline media campaigns.

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MNsure:

Paid Search

MNsure.org didn’t start bidding on health-related keywords until September 2013.

They appear to be dayparting PPC; no ads at night (when more people are searching) but that’s when they do site maintenance.

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MNsure:

Search Scorecard

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Facebook Comparison

0.02% of population

0.24% of population

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PPC Keyword Comparison

MNsure would benefit from a broader keyword list for paid placements.

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Search Scorecard: Exchanges

Provider Final Grade

CoveredCA B+MNsure B

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SEARCH SCORECARD:Insurers

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Search Trends: Health Insurance

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Search Trends: Obamacare

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Aetna

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Aetna Landing Page

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Aetna Health Reform Connection

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Assurant

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Assurant Landing Page

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Humana

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Humana Landing Page

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Humana’s ACA-Specific Efforts

Humana has a Twitter account

specifically designed to

answer questions about the healthcare exchange.

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Cigna

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Cigna – Slider to ACA Content

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Cigna: Engaging Content

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Cigna: Step-by-Step Graphic

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Cigna: Customized InformationProvides customized information about the ACA based on your answers to the survey.

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Cigna hosted a Twitter chat on October 1, fielding questions about the ACA.

Cigna Twitter Chat

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Kaiser Permanente: Dueling PPC

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Kaiser Permanente Landing Pages

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Kaiser Permanente vs. CoveredCA

Kaiser is competing with CoveredCA, encouraging individuals to see if they are eligible for federal assistance under the new law.

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Kaiser Permanente ACA-Specific

Link below the fold on home page.

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Kaiser Permanente on Twitter

October 1Kaiser Permanente didn’t tweet much about the exchange when it opened - however, they retweeted an M.D. talking about it.

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Kaiser Permanente on Facebook

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Search Scorecard: Insurers

Provider Final Grade

Aetna BAssurant CHumana BCigna B+Kaiser Permanente B

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ASSISTERS AND NAVIGATORS

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Assisters and Navigators May Be Key

• Navigator / In-Person Assister 

• Certified Application Counselor 

• Agent/Broker (Insurance Producer) 

http://www.columbiatribune.com/news/diagnosis_confusion/missourians-have-limited-options-on-the-marketplace/article_4daf1ccc-2b87-11e3-9c4f-10604b9f6eda.html

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Enroll America

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Volunteers Help People Navigate the Healthcare Landscape

AP Photo/Chris O'Meara

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Enroll America: Twitter

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RESEARCHING THE “INVINCIBLES”

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Social, Mobile to Reach Young Adults

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Educational Content is Key

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MNsure Trying, But Not Connecting

http://www.mndaily.com/news/metro-state/2013/10/07/mnsure-targets-young-people

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AARP Suggests Using “Mom” to Reach Young Adults

http://www.aarp.org/ws/affordable-care-act/mom-means-it/?intcmp=EDO-RDRCT-MOMMEANSIT-20130909

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CO is Only Exchange with Content Directed to Young Adults

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Mobile, Site Performance

• A poorly done mobile site can set you back, especially with a younger audience

• Site speed important

• Can visitors share from your mobile site?

• Is your site responsive?

• Can people click to call?

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Consumer Journey – Another Look

Consumers engage with brands through multiple channels for weeks, even months, before making a purchase decision.

“The vast majority of insurance shoppers take a month or more to go from decision to action.” - Google Insurance Shopper Study

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Importance of Social, “Face Time”

http://www.businessweek.com/articles/2013-10-17/under-obamacare-insurers-learn-to-sell-to-consumers-directly

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Ongoing Conversation is Key

It is estimated that six to seven conversations per person will be required to educate them about options. That doesn’t include conversations people will be having with friends and family.

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Social, Video Will BeCritical to Success

“It's very likely that the majority of people buying health insurance in 2014 will wait until the last minute before they actually make a decision, which is why social and video will be important tools to help insurers stay in customers' minds.” http://www.google.com/think/articles/health-of-a-nation.html

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Google Insurance Shopper Study

http://www.google.com/think/research-studies/zmot-insurance-study.html

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Use Every Tool to Your Advantage

"We need to not only protect our turf, but we've got to acquire our fair share of the new market that's up for grabs, because a segment of consumers are going to be looking to different sources for information."

- WellPoint Chief Marketing Officer Patrick Blair, to Advertising Age

http://adage.com/article/news/health-insurers-fight-share-obamacare-rolls/244457/

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Key Takeaways, Best Practices

• Audit your PPC campaigns• Audit your content• Ramp up your social efforts• Invest in video• Plan for conversations that begin

online to continue offline• If you participate in an exchange,

advocate for yourself to get the best possible exposure

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Contact Us: Lee Ann Villella & Steve Manthei

leeann@ninahale.comsteve@ninahale.com

612.877.6565

For any questions about this presentations or how your company can improve its online search results

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Thank you

Thank you