Download - Healthcare Buzz Presentation 10.25.13
![Page 1: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/1.jpg)
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
![Page 2: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/2.jpg)
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 #NHIbuzz 2
Today’s Agenda
• 8:00 – 8:15 Coffee and Doughnuts
• 8:15 – 9:00BUZZ Presentation
• 9:00 – 9:15Have another doughnut!
![Page 3: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/3.jpg)
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 #NHIbuzz 3
World’s Simplest Explanation of ACA
http://www.upworthy.com/the-simplest-explanation-of-obamacare-ever?g=3&c=upw1
![Page 4: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/4.jpg)
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 #NHIbuzz
Speakers
• Leslie Gibson, Associate Director of Content Marketing
• Clair Wenzel, Senior Search Specialist
• Ashley Tibbets, Technical Search Specialist
![Page 5: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/5.jpg)
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 #NHIbuzz 5
Questions, Challenges Abound!
http://www.youtube.com/watch?feature=player_detailpage&v=sx2scvIFGjE
![Page 6: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/6.jpg)
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 #NHIbuzz 6
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
![Page 7: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/7.jpg)
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 #NHIbuzz 7
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
![Page 8: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/8.jpg)
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 #NHIbuzz
ACA MILESTONES
![Page 9: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/9.jpg)
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 #NHIbuzz 9
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
![Page 10: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/10.jpg)
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 #NHIbuzz
OCTOBER 1: Exchanges Open
![Page 11: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/11.jpg)
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 #NHIbuzz 11
Covered CA & MNsure
![Page 12: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/12.jpg)
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 #NHIbuzz 12
Dire Media Predictions Proved True
![Page 13: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/13.jpg)
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 #NHIbuzz 13
CoveredCA: Day 1 Tweets
![Page 14: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/14.jpg)
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 #NHIbuzz 14
CoveredCA Opens for Business
![Page 15: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/15.jpg)
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 #NHIbuzz 15
MNsure: Day 1 Tweets
![Page 16: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/16.jpg)
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 #NHIbuzz 16
Ta Da! MNsure Opened at 3:15 pm
![Page 17: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/17.jpg)
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 #NHIbuzz
WHAT’S HAPPENING NOW
![Page 18: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/18.jpg)
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 #NHIbuzz 18
Health.gov is Decidedly “Unwell”
![Page 19: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/19.jpg)
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 #NHIbuzz 19
Overwhelming Visitor Numbers to the Federal Exchange
![Page 20: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/20.jpg)
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 #NHIbuzz 20
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
![Page 21: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/21.jpg)
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 #NHIbuzz 21
Many Exchange Sites are Very Poorly Constructed
![Page 22: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/22.jpg)
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 #NHIbuzz 22
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
![Page 23: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/23.jpg)
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 #NHIbuzz 23
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
![Page 24: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/24.jpg)
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 #NHIbuzz 24
Challenges, Opportunities for Advertisers
Helping consumers get answers must be advertisers’ top priority.
![Page 25: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/25.jpg)
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 #NHIbuzz 25
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/
![Page 26: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/26.jpg)
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 #NHIbuzz
SEARCH SCORECARD:Exchanges
![Page 27: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/27.jpg)
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 #NHIbuzz 27
CoveredCA
![Page 28: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/28.jpg)
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 #NHIbuzz 28
CoveredCA:
Search Trends
![Page 29: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/29.jpg)
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 #NHIbuzz 29
CoveredCA:
Paid Search
CoveredCA.com started bidding on health-related keywords early in 2013.
![Page 30: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/30.jpg)
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 #NHIbuzz 30
CoveredCA:
Search Scorecard
![Page 31: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/31.jpg)
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 #NHIbuzz 31
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
![Page 32: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/32.jpg)
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 #NHIbuzz 32
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.
![Page 33: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/33.jpg)
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 #NHIbuzz 33
MNsure
![Page 34: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/34.jpg)
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 #NHIbuzz 34
MNsure:
Search Trends
Awareness of MNsure didn’t take off until late summer; awareness due in part to offline media campaigns.
![Page 35: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/35.jpg)
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 #NHIbuzz 35
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.
![Page 36: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/36.jpg)
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 #NHIbuzz 36
MNsure:
Search Scorecard
![Page 37: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/37.jpg)
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 #NHIbuzz 37
Facebook Comparison
0.02% of population
0.24% of population
![Page 38: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/38.jpg)
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 #NHIbuzz 38
PPC Keyword Comparison
MNsure would benefit from a broader keyword list for paid placements.
![Page 39: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/39.jpg)
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 #NHIbuzz 39
Search Scorecard: Exchanges
Provider Final Grade
CoveredCA B+MNsure B
![Page 40: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/40.jpg)
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 #NHIbuzz
SEARCH SCORECARD:Insurers
![Page 41: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/41.jpg)
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 #NHIbuzz 41
Search Trends: Health Insurance
![Page 42: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/42.jpg)
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 #NHIbuzz 42
Search Trends: Obamacare
![Page 43: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/43.jpg)
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 #NHIbuzz 43
Aetna
![Page 44: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/44.jpg)
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 #NHIbuzz 44
Aetna Landing Page
![Page 45: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/45.jpg)
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 #NHIbuzz 45
Aetna Health Reform Connection
![Page 46: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/46.jpg)
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 #NHIbuzz 46
Assurant
![Page 47: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/47.jpg)
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 #NHIbuzz 47
Assurant Landing Page
![Page 48: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/48.jpg)
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 #NHIbuzz 48
Humana
![Page 49: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/49.jpg)
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 #NHIbuzz 49
Humana Landing Page
![Page 50: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/50.jpg)
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 #NHIbuzz 50
Humana’s ACA-Specific Efforts
Humana has a Twitter account
specifically designed to
answer questions about the healthcare exchange.
![Page 51: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/51.jpg)
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 #NHIbuzz 51
Cigna
![Page 52: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/52.jpg)
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 #NHIbuzz 52
Cigna – Slider to ACA Content
![Page 53: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/53.jpg)
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 #NHIbuzz 53
Cigna: Engaging Content
![Page 54: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/54.jpg)
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 #NHIbuzz 54
Cigna: Step-by-Step Graphic
![Page 55: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/55.jpg)
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 #NHIbuzz 55
Cigna: Customized InformationProvides customized information about the ACA based on your answers to the survey.
![Page 56: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/56.jpg)
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 #NHIbuzz 56
Cigna hosted a Twitter chat on October 1, fielding questions about the ACA.
Cigna Twitter Chat
![Page 57: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/57.jpg)
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 #NHIbuzz 57
Kaiser Permanente: Dueling PPC
![Page 58: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/58.jpg)
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 #NHIbuzz 58
Kaiser Permanente Landing Pages
![Page 59: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/59.jpg)
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 #NHIbuzz 59
Kaiser Permanente vs. CoveredCA
Kaiser is competing with CoveredCA, encouraging individuals to see if they are eligible for federal assistance under the new law.
![Page 60: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/60.jpg)
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 #NHIbuzz 60
Kaiser Permanente ACA-Specific
Link below the fold on home page.
![Page 61: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/61.jpg)
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 #NHIbuzz 61
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.
![Page 62: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/62.jpg)
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 #NHIbuzz 62
Kaiser Permanente on Facebook
![Page 63: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/63.jpg)
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 #NHIbuzz 63
Search Scorecard: Insurers
Provider Final Grade
Aetna BAssurant CHumana BCigna B+Kaiser Permanente B
![Page 64: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/64.jpg)
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 #NHIbuzz
ASSISTERS AND NAVIGATORS
![Page 65: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/65.jpg)
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 #NHIbuzz 65
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
![Page 66: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/66.jpg)
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 #NHIbuzz 66
Enroll America
![Page 67: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/67.jpg)
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 #NHIbuzz 67
Volunteers Help People Navigate the Healthcare Landscape
AP Photo/Chris O'Meara
![Page 68: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/68.jpg)
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 #NHIbuzz 68
Enroll America: Twitter
![Page 69: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/69.jpg)
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 #NHIbuzz
RESEARCHING THE “INVINCIBLES”
![Page 70: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/70.jpg)
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 #NHIbuzz 70
Social, Mobile to Reach Young Adults
![Page 71: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/71.jpg)
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 #NHIbuzz 71
Educational Content is Key
![Page 72: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/72.jpg)
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 #NHIbuzz 72
MNsure Trying, But Not Connecting
http://www.mndaily.com/news/metro-state/2013/10/07/mnsure-targets-young-people
![Page 73: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/73.jpg)
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 #NHIbuzz 73
AARP Suggests Using “Mom” to Reach Young Adults
http://www.aarp.org/ws/affordable-care-act/mom-means-it/?intcmp=EDO-RDRCT-MOMMEANSIT-20130909
![Page 74: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/74.jpg)
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 #NHIbuzz 74
CO is Only Exchange with Content Directed to Young Adults
![Page 75: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/75.jpg)
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 #NHIbuzz 75
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?
![Page 76: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/76.jpg)
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 #NHIbuzz 76
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
![Page 77: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/77.jpg)
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 #NHIbuzz
Importance of Social, “Face Time”
http://www.businessweek.com/articles/2013-10-17/under-obamacare-insurers-learn-to-sell-to-consumers-directly
![Page 78: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/78.jpg)
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 #NHIbuzz 78
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.
![Page 79: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/79.jpg)
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 #NHIbuzz 79
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
![Page 80: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/80.jpg)
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 #NHIbuzz 80
Google Insurance Shopper Study
http://www.google.com/think/research-studies/zmot-insurance-study.html
![Page 81: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/81.jpg)
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 #NHIbuzz 81
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/
![Page 82: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/82.jpg)
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 #NHIbuzz 82
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
![Page 83: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/83.jpg)
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 #NHIbuzz
Contact Us: Lee Ann Villella & Steve Manthei
[email protected]@ninahale.com
612.877.6565
For any questions about this presentations or how your company can improve its online search results
![Page 84: Healthcare Buzz Presentation 10.25.13](https://reader033.vdocuments.us/reader033/viewer/2022052822/554ce6d8b4c905d1488b5752/html5/thumbnails/84.jpg)
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 #NHIbuzz
Thank you
Thank you