making lives better a conversation about health with the california health benefit exchange board...
TRANSCRIPT
Making Lives BetterA Conversation about Health with the California Health Benefit Exchange Board Christine Paige, PhDSenior Vice President, Marketing and Internet ServicesKaiser Permanente
MARCH 22, 2012
2 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
Who we are and what we value
Founded in 1945, Kaiser Permanente is one of the nation’s largest not-for-profit health plans, serving more than 9 million members
– Hospitals: 36
– Medical Offices: 533
– Physicians: 15,853 Committed to total health—mind, body,
spirit Making our communities healthier from the
inside out Engaged in the national discussion on
health care Focused on eliminating disparities
in care and providing culturally competent care
3 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
Successful enrollment of young, low income, diverse members
KP SHARE BY ETHNICITY
44%
30%
53%
25%
0%
20%
40%
60%
Hispanic White Af-Am Asian
KP SHARE BY AGE38%
31%36% 34%
0%10%20%30%40%50%
18 - 29 30 - 44 45 - 64 65+
KP SHARE BY INCOME44% 45%
38%29%
25%
0%10%20%30%40%50%
<$30K $30K-$50K $50K-$75K $75K-$100K $100K+
Drivers:
Affordability
Urban presence
Manufacturing/Building trades
Small Business
4 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
KP’s Marketing Experience
8 Year investment in successful Thrive Campaign
Direct marketing targeted at most responsive segments
Strong Online marketing presence and sales tools
Telesales capabilities with 11-touch collateral support
Brand Advertising: TV, radio, outdoor, OLA
Direct Marketing: search, direct mail,
Online Shopping
Salesengagement
Salesengagement
Objective: awareness, brand perception
Objective: product awareness, consideration
5 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
1%1%9%
7%
18%65%
Paid Search(SEO/PPC)
Direct Mail (FormerMember)
Web PurchasedLeads
Direct Mail
Mobile
Individual Plan Direct Marketing Channels
Source: Text is 9pt Arial Narrow
Share of spend by channel
6 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
Exchanges — Consumer marketing success factors
Awareness of subsidies and Exchanges
Direct marketing – Reinforcing the value of coverage
– Positioning your brand
– Target marketing
Linguistic and cultural focus– In language support
– In culture spokes people
– Social media
7 | © Kaiser Permanente 2010-2011. All Rights Reserved.April 21, 2023
Exchanges – Enrollment success factors
HIX Objectives Leverage Health Plans Simple and Easy
Re-enroll current members
Enroll the newly eligible
Transitions across coverage
HIX enrollment process
Eligibility systems
Transition current enrollees
Enroll the newly eligible