what the affordable care act has taught us as health marketers

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THREE YEARS OF ACA OPEN ENROLLMENT AND WHAT HAVE HEALTH INSURANCE MARKETERS LEARNED?

November 2015

HERE’S WHAT TO EXPECT FROM CONSUMERS THIS YEAR, AND WHAT IT MEANS


Merkle Company Overview


Merkle Named a Leader in Forrester Wave


Presenters

Ross Kaplan, Senior Solutions Consultant, AdobeRoss Kaplan serves as the Senior Solutions Architect for Healthcare in the Adobe Systems Healthcare practice. In this role, Ross supports healthcare initiatives across the Health & Life Sciences, State and Local Government, and Federal Government verticals. He has been active across North America, Europe, Middle East, Asia Pacific and South Africa, providing industry expertise and vision at conferences and directly to customers. Ross is a 16 year veteran in the health insurance industry, focusing on analytics in health and condition management, member retention, and provider profiling prior to specializing in health care. Ross is also trained and experience in Healthcare privacy laws.

David Magrini, Senior Vice President, Partner, Merkle HealthDavid Magrini is a client partner in Merkle’s Health practice, focusing on delivering CRM solutions for data-driven marketing in a digital world. Prior to joining Merkle in 2010, David led the individual acquisition, engagement and retention efforts for Prudential Retirement plans for two years, and spent the previous four years as Head of Consumer Marketing for Aetna in the Medicare and Individual marketplace. David’s wide-reaching CRM experience also includes 17 years of Agency Services, working with brands like MassMutual, CIGNA, Anthem, BlackRock, Nationwide, Humana, Mercer, Lowe’s, 3M, and General Electric.


WHAT TO EXPECT FROM THIS WEBINAR

Learn about the behaviour that drove buying decisions in 2015

Understand the role of Digital channels in the marketplace

Recognize the digital experience you are being measured against

Understand the concept of People-based Marketing

Ask Questions

• Click here to view the on-demand webinar and learn more about what to expect from consumers this year.

• Click here to view David’s white paper titled Three Years of ACA Open Enrollment and What Have Health Insurance Marketers Learned?

http://bit.ly/1ldQJCY


http://bit.ly/1YppcNL







ACA has created a new age for Healthcare Insurance Marketing

The Exchange has taught Americans how to shop for and buy Health Care Insurance online

Marketers must be able to react in the blink of an eye to campaign data and consumer behaviour

The ability to embrace primary, third party and digital data is creatingclear winners and losers in acquisition, retention and engagement


The impact of ACA on the uninsured population is real

Source: Deft Research


As a result, the rate of Group Health Insurance is also declining



10%

40% Premiu

m Increase

Switchers looking for lower cost

Factors driving this change



20%

2%Liked the

newer plan better

Switchers paid less than the average

10% premium increase

The grass looks greener over there



What is a Healthcare Insurance Marketer to do?



Social

Print

Direct Mail

Display

Search TV/Video

Mobile

Site

Product

LTV Segmen

t

Demographics

Life Events

Call cente

r

Meetings

Email

This isn’t the Future. This is Now.

A common consolidated view of every individual

Personalization and member engagement are key

Consistent experiences across channels and devices are in demand

Data strategy aligned to your technology

Channel strategy driven by your available data

Tracking anonymous and known behavior across channels and devices

ROI view by channel and segment to drive marketing investment


Click here to view the on-demand webinar and learn more about what to expect from consumers this year.

Click here to view David’s white paper titled “Three Years of ACA Open Enrollment and What Have Health Insurance Marketers Learned?

Questions? Please contact:

David MagriniSVP, Client Parnter, Merkle [email protected]@MagriniDavid





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