New Insights Into Customer Behaviors and Motivations

© 2016 Merkle. All Rights Reserved. Confidential |1

Learn about the Consumer Behavior and Motivations in the Affordable Care Act Marketplace that Drove

Buying Decisions in Open Enrollment 2016

What to expect:

Merkle has partnered with Deft Research, a leading research organization with deep experience in the Healthcare Insurance marketplace, to bring you this information – which will give you new insight into the ACA Marketplace.

We will focus on:

• the shopping and buying behavior that drove decision-making in OE16• understanding how a People-Based Marketing strategy can help you leverage

this insight into your 2017 Marketing plans

© 2016 Merkle. All Rights Reserved. Confidential

Click here to watch the full on-demand webinar New Insights Into Customer Behaviors and Motivations

and learn how to bring it all together through People-Based Marketing.

http://bit.ly/29iF2aZ








Meet your thought leaders:

David MagriniSVP, Partner

Merkle Health

George DippelVP, Client Service

Deft Research

David is the Health Practice Lead for Merkle and an Industry veteran of over 20 years. He was Head of Consumer Marketing at Aetna for 5 years prior to joining Merkle in 2010.

George’s range of healthcare consumer research expertise spans Medicare Advantage, MedSupp, Small Group, ACA/off-exchange, Uninsured, PBM and Part D. Over the past five years, George has been part of over 100 health insurance consumer quantitative research projects at Deft Research.












Agenda


62016 ACA Marketplace

• 12.693M people enrolled between 11.1.15 and 2.1.16*

• 2.7M aged 18-34 in 2016

• 8.5% increase in enrollment from 2015**

• 17.6M have signed up through the Exchanges over 3 OE period**

* Excludes 477k enrollees from the New York and Minnesota Basic Health Plan (BHP) new to the Exchange in 2016 (ACA Sign Ups.net)

**CNBC











Agenda


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* excludes 477k enrollees from the New York and Minnesota Basic Health Plan (BHP) new to the Exchange in 2016 (ACA Sign Ups.net)

**CNBC


• 11.9% Uninsured on 12.31.15*

• Represents a 5.2% decline since 2013 when the ACA Exchange went into effect*

• Non-Expansion states are driving the nation’s uninsured rate**

• Nearly a third of the Uninsured are individuals who are at or below 138% FPL and reside in a state that did not expand Medicaid**

* Gallup**Deft Research











Agenda


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**CNBC

• 11.9% Uninsured on 12.31.15*

• Represents a 5.2% decline since 2013 when the ACA Exchange went into effect*

• Non-Expansion states are driving the nation’s uninsured rate**

• Nearly a third of the Uninsured are individuals who are at or below 138% FPL and reside in a state that did not expand Medicaid**



Percentage of Uninsured US Adults by Demographic Groups*

4Q13

%4Q15

%Net Change

%National Adults 17.1 11.9 -5.2 18 - 25 23.5 15.9 -7.626 - 34 28.2 20.9 -7.335 - 64 18 12 -665 + 2 2 0 Whites 11.9 7.4 -4.5Blacks 20.9 13.5 -7.4Hispanics 38.7 30.9 -7.8 Less than $36,000 HHI 30.7 21.9 -8.8$36 - $89,999 HHI 11.7 9.2 -2.5$90,000 + 5.8 3.2 -2.6* Gallup Healthways Well-being Index













**CNBC



State distribution of the Uninsured











• 77% of online health seekers say they began at a search engine such as Google, Bing or Yahoo*

• 13% say they began at a site that specializes in health information like Web MD*• 75% of people say they would like to use digital healthcare services**

• Older people prefer traditional digital channels such as websites and e-mail, while younger people are, unsurprisingly, more open to newer channels such as social media.

• Core features expected**• Efficiency• Better access to information• Integration with other channels• Availability of a real person if the digital service doesn’t give them what they need • Highly innovative services, better apps, and more social media are far less

important to most patients.

Content Consumption Patterns

* Merkle** McKinsey











• 45% of patients in the US have chronic conditions*• Healthcare Marketers said they earmarked 25% of

budget for content management and production and over 70% are using Facebook, YouTube and Twitter to distribute content*

• Phones and Tablets produce 53% of Search Ad clicks*• Facebook produced 62% of Social Media visits in Q1*• 53% of emails are opened on a mobile device and

23% of those are opened again a second time**


* Merkle** Campaign Monitor











• Mobile Health Statistics:

• 52% of smartphone users gather health information on their phones

• Average age = 35• 87% have a smartphone (33% own an iPhone)• 54% are male• 85% use social media for Health• 30% are Caregivers• 76% take a prescription


* Greatcall











Want to learn more about the research?

Click here to watch the full on-demand webinar New Insights Into Customer Behaviors and Motivations and learn how to bring it all together through People-Based Marketing.











New Insights Into Customer Behaviors and Motivations

Marketing

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