Health Insurance - US - June 2014

SCOPE AND THEMES
What you need to know
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Percentage of uninsured Americans, March of following year, 2002-12
Market drivers
Unemployment is down
Figure 2: Unemployment in US, April 2010-April 2014
The aging of America
Figure 3: Percent change in US population, by age, 2015-35
The consumer
Figure 4: Type of health insurance coverage owned, April 2014
Figure 5: How knowledgeable about ACA – Any knowledgeable, by gender, April 2014
Figure 6: Preferred method for learning about health insurance plan, by age, April 2014
Figure 7: Information sources have used in the past and will again, by age, April 2014
What we think
ISSUES AND INSIGHTS
Has the ACA been successful in enrolling the uninsured?
Issues
Implications
Have younger people enrolled in the ACA?
Issues
Implications
How can insurers and employers increase the effectiveness of wellness programs?
Issues
Implications
TREND APPLICATION
Trend: Without a Care
Trend: Guiding Choice
Trend: Prepare for the Worst
MARKET SIZE AND FORECAST
Key points
Fewer Americans are uninsured
Figure 8: Number of insured/uninsured people in U.S., as of March of the following year, 2002-12
Figure 9: Percentage of uninsured Americans, March of following year, 2002-12
Figure 10: Percentage of uninsured in US population, by age, 2002, 2007 and 2012
Figure 11: Percentage who selected ACA marketplace, by age, October 1, 2013-March 31, 2014
MARKET DRIVERS
Key points
Unemployment continues to trend down
Figure 12: Unemployment in US, April 2010-April 2014
The aging of America
Figure 13: Population estimates, by age, 2015, 2020, 2025, 2030 and 2035
Figure 14: Age segments as a percentage of the population, 2015 and 2030
COMPETITIVE CONTEXT
Key points
Private exchanges
Concierge medicine continues to grow
INNOVATIONS AND INNOVATORS
Key points
Technology is increasingly part of the solution
Times Warner Cable Business Class/Cleveland Clinic
Samsung Galaxy 5S heart rate monitor
Oscar Health Insurance
Price transparency
Costco teams up with Aetna
MARKETING STRATEGIES
Key points
Marketing is increasingly important
Figure 15: Health insurer measured media ad spend, 2012 and 2013
Efforts have increased consumer knowledge
Figure 16: Change in knowledge of ACA provisions, 2013, 2014
Health insurance mailings have decreased
Figure 17: Health insurance direct mail volume, Q1 2012-Q4 2013
Top 10 mailers
Figure 18: Top ten medical plan mailers, 2012 vs. 2013
Internet most popular information source
Figure 19: Most popular sources of information about the ACA and health insurance options, April 2014
Overview of the brand landscape
Brand analysis: Aetna
Figure 20: Brand analysis of Aetna, 2014
Online initiatives
Videos
Figure 21: Aetna “What’s Your Healthy” video introduction, 2013
Email
Figure 22: Aetna wellness incentive email, 2014
Direct mail
Figure 23: Aetna health coach direct mail letter, 2014
Figure 24: Aetna direct mail members-only meeting invitation, 2014
Brand analysis: Cigna
Figure 25: Brand analysis of Cigna, 2014
Online initiatives
TV presence
Figure 26: Cigna You Go commercial, 2013
Direct mail
Figure 27: Cigna’s online tool direct mail ad, 2014
Online ads
Figure 28: Cigna go you online ad, 2014
Email
Figure 29: Cigna open enrollment email ad, 2014
Print
Figure 30: Cigna healthy tips ad, 2014
Brand analysis: Humana
Figure 31: Brand analysis: Humana
Online
TV presence
Figure 32: Humana’s “close the gap” tv ad, 2014
Figure 33: Humana’s “care is protecting” tv ad, 2014
Direct mail
Figure 34: Humana community meeting invite, 2014
Figure 35: Humana online classes direct mail ad, 2014
Print
Figure 36: Humana enrollment print ad, 2013
Brand analysis: UnitedHealthcare
Figure 37: Brand analysis: UnitedHealthcare
Online
YouTube
Figure 38: UHC/Sesame Street healthy food choice video, 2013
Figure 39: UHC Healthy LifeCycle video, 2012
Direct mail
Figure 40: UHC well-child checkup direct mail ad, 2014
Figure 41: UHC 24/7 nurse line direct mail newsletter, 2014
Online
Figure 42: UHC Nutrition contest online ad, 2014
Figure 43: UHC Innovations online ad, 2014
Email
Figure 44: UHC “MyPerks” email ad, 2014
Figure 45: UHC Mobile app email, 2014
Print
Figure 46: UHC Simplicity print ad, 2014
Figure 47: UHC Enrollment print ad, 2013
SOCIAL MEDIA – HEALTH INSURANCE
Key points
Market overview
Key social media metrics
Figure 48: Key performance indicators, selected health insurance brands, May 26, 2013-May 25, 2014
Brand usage and awareness
Figure 49: Brand usage and awareness of health insurance brands, April 2014
Interaction with brands
Figure 50: Interaction with health insurance brands, April 2014
Leading online campaigns
Educating the uninsured
Encouraging health literacy
Personalized health insurance coverage
Targeting Millennials through influential celebrities
What we think
Online conversations
Figure 51: Online mentions, selected health insurance brands, May 26, 2013-May 25, 2014
Where are people talking about health insurance brands?
Figure 52: Mentions, by page type, selected health insurance brands, May 26, 2013-May 25, 2014
What are people talking about online?
Figure 53: Mentions, by topic of conversation, selected health insurance brands, May 26, 2013-May 25, 2014
HEALTH INSURANCE OWNERSHIP
Key points
Half have employer-sponsored insurance
Figure 54: Type of health insurance coverage owned, by gender, April 2014
Figure 55: Type of health insurance coverage owned, by age, April 2014
Figure 56: Type of health insurance coverage owned, by gender and age, April 2014
Figure 57: Type of health insurance coverage owned, by household income, April 2014
Figure 58: Type of health insurance coverage owned, by race/Hispanic origin, April 2014
Figure 59: Type of health insurance coverage owned, by race and household income, April 2014
Figure 60: Type of health insurance coverage owned, by Hispanic and household income, April 2014
Figure 61: Type of health insurance coverage owned, by current medical insurance provider, April 2014
Figure 62: Type of health insurance coverage owned, by number of types of health insurance coverage owned, April 2014
KNOWLEDGE ABOUT HEALTHCARE REFORM
Key points
People are much more knowledgeable now
Figure 63: How knowledgeable about ACA – Any knowledgeable, by gender, April 2014
Figure 64: How knowledgeable about ACA – Any knowledgeable, by age, April 2014
Figure 65: How knowledgeable about ACA – Any knowledgeable, by gender and age, April 2014
Figure 66: How knowledgeable about ACA – Any knowledgeable, by household income, April 2014
Figure 67: How knowledgeable about ACA – Any knowledgeable, by race and household income, April 2014
Figure 68: How knowledgeable about ACA – Any knowledgeable, by Hispanic origin and household income, April 2014
Figure 69: How knowledgeable about ACA – Any knowledgeable, by current medical insurance provider, April 2014
Figure 70: How knowledgeable about ACA – Any knowledgeable, by number of types of health insurance coverage owned, April 2014
HEALTH INSURANCE SHOPPING AND PURCHASING BEHAVIOR
Key points
One third have purchased insurance from a new provider
Figure 71: Health insurance shopping/purchasing behavior, by gender, April 2014
Figure 72: Health insurance shopping/purchasing behavior, by age, April 2014
PREFERRED METHOD OF LEARNING ABOUT HEALTH PLAN
Key points
Overall, email is preferred
Figure 73: Preferred method for learning about health insurance plan, by gender, April 2014
Figure 74: Preferred method for learning about health insurance plan, by age, April 2014
Figure 75: Preferred method for learning about health insurance plan, by household income, April 2014
Figure 76: Preferred method for learning about health insurance plan, by race/Hispanic origin, April 2014
USE OF DIFFERENT INFORMATION SOURCES
Key points
Most have gotten – and will continue to get – information about the ACA from the internet
Figure 77: Information sources have used in the past and will again, by gender, April 2014
Figure 78: Information sources have used in the past and will again, by age, April 2014
Figure 79: Information sources have used in the past and will again, by household income, April 2014
Figure 80: Information sources have used in the past and will again, by current medical insurance provider, April 2014
Repeat conversations with insurance company representatives are of little interest
Figure 81: Information sources have used in the past but will not use again, by gender, April 2014
Figure 82: Information sources have used in the past but will not use again, by age, April 2014
Figure 83: Information sources have used in the past but will not use again, by current medical insurance provider, April 2014
Interest in government-issued communications increases
Figure 84: Information sources I have not used in the past but will use in the future, by gender, April 2014
Figure 85: Information sources I have not used in the past but will use in the future, by age, April 2014
Figure 86: Information sources I have not used in the past but will use in the future, by household income, April 2014
Figure 87: Information sources I have not used in the past but will use in the future, by current medical insurance provider, April 2014
Figure 88: Information sources I have not used in the past but will use in the future, by number of types of health insurance coverage owned, April 2014
Little interest in print media
Figure 89: Information sources I have not used in the past and do not plan to use in the future, by gender, April 2014
Figure 90: Information sources I have not used in the past and do not plan to use in the future, by age, April 2014
Figure 91: Information sources I have not used in the past and do not plan to use in the future, by gender and age, April 2014
Figure 92: Information sources I have not used in the past and do not plan to use in the future, by household income, April 2014
Figure 93: Information sources I have not used in the past and do not plan to use in the future, by race/Hispanic origin, April 2014
Figure 94: Information sources I have not used in the past and do not plan to use in the future, by current medical insurance provider, April 2014
AWARENESS OF WELLNESS PROGRAMS
Key points
Prescription drug discount programs most popular wellness program
Figure 95: Aware of the program and use it, by gender, April 2014
Figure 96: Aware of the program and use it, by age, April 2014
Figure 97: Aware of the program and use it, by gender and age, April 2014
Figure 98: Aware of the program and use it, by household income, April 2014
Figure 99: Aware of the program and use it, by current medical insurance provider, April 2014
Programs customers know about, but do not use
Figure 100: Aware of the program but do not use it, by gender, April 2014
Figure 101: Aware of the program but do not use it, by age, April 2014
Figure 102: Aware of the program but do not use it, by gender and age, April 2014
Figure 103: Aware of the program but do not use it, by household income, April 2014
Figure 104: Aware of the program but do not use it, by current medical insurance provider, April 2014
Programs customers would be interested in, if only they knew about them
Figure 105: Don't know if program is offered but would be interested in it, by gender, April 2014
Figure 106: Don't know if program is offered but would be interested in it, by age, April 2014
Figure 107: Don't know if program is offered but would be interested in it, by gender and age, April 2014
Figure 108: Don't know if program is offered but would be interested in it, by household income, April 2014
Figure 109: Don't know if program is offered but would be interested in it, by current medical insurance provider, April 2014
No interest in program even if offered
Figure 110: Don't know if program is offered and wouldn't be interested in it, by gender, April 2014
Figure 111: Don't know if program is offered and wouldn't be interested in it, by age, April 2014
Figure 112: Don't know if program is offered and wouldn't be interested in it, by household income, April 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Health insurance ownership
Figure 113: Type of health insurance coverage owned, by marital/relationship status, April 2014
Knowledge about health care
Figure 114: How knowledgeable about ACA – Any knowledgeable, by race/Hispanic origin, April 2014
Health insurance shopping and purchasing behavior
Figure 115: Health insurance shopping/purchasing behavior, by number of types of health insurance coverage owned, April 2014
Preferred method of learning about health plan
Figure 116: Preferred method for learning about health insurance plan, by gender and age, April 2014
Figure 117: Preferred method for learning about health insurance plan, by number of types of health insurance coverage owned, April 2014
Use of different information sources
Sources have used before and will again
Figure 118: Information sources have used in the past and will again, by gender, April 2014
Figure 119: Information sources have used in the past and will again, by number of types of health insurance coverage owned, April 2014
Sources have used in the past but won’t in the future
Figure 120: Information sources have used in the past but will not use again, by gender and age, April 2014
Figure 121: Information sources have used in the past but will not use again, by household income, April 2014
Figure 122: Information sources have used in the past but will not use again, by repertoire of type of health insurance coverage owned, April 2014
Sources have not used in the past but will in the future
Figure 123: Information sources I have not used in the past but will use in the future, by gender and age, April 2014
Awareness of wellness programs
Aware of program and use it
Figure 124: Aware of the program and use it, by number of types of health insurance coverage owned, April 2014
Unaware whether program is offered, but would be interested in it if it were
Figure 125: Don't know if program is offered but would be interested in it, by number of types of health insurance coverage owned, April 2014
Unaware of availability of program, but wouldn’t be interested, anyway
Figure 126: Don't know if program is offered and wouldn't be interested in it, by gender and age, April 2014
Figure 127: Don't know if program is offered and wouldn't be interested in it, by current medical insurance provider, April 2014
APPENDIX – SOCIAL MEDIA
Brand analysis
Figure 128: HCSC key social media indicators, May 2014
Figure 129: Kaiser Permanente key social media indicators, May 2014
Figure 130: Aetna key social media indicators, May 2014
Figure 131: Humana key social media indicators, May 2014
Figure 132: UnitedHealthcare key social media indicators, May 2014
Figure 133: Cigna key social media indicators, May 2014
Figure 134: WellPoint key social media indicators, May 2014
Brand usage or awareness
Figure 135: Brand usage or awareness, April 2014
Figure 136: HCSC (ie BlueCross and BlueShield) usage or awareness, by demographics, April 2014
Figure 137: United Healthcare usage or awareness, by demographics, April 2014
Figure 138: Aetna usage or awareness, by demographics, April 2014
Figure 139: Humana usage or awareness, by demographics, April 2014
Figure 140: Kaiser Permanente usage or awareness, by demographics, April 2014
Figure 141: WellPoint usage or awareness, by demographics, April 2014
Figure 142: Cigna usage or awareness, by demographics, April 2014
Activities done
Figure 143: Activities done, April 2014
Figure 144: HCSC (ie BlueCross and BlueShield) – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 145: HCSC (ie BlueCross and BlueShield) – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
Figure 146: HCSC (ie BlueCross and BlueShield) – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 147: United Healthcare – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 148: United Healthcare – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 149: Aetna – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 150: Aetna – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 151: Humana – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 152: Humana – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 153: Kaiser Permanente – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 154: Kaiser Permanente – Activities done – I have researched the brand on social media to, by demographics, April 2014
Figure 155: Cigna – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
Figure 156: Cigna – Activities done – I have researched the brand on social media to, by demographics, April 2014
APPENDIX – TRADE ASSOCIATIONS