USING DATA-DRIVEN INSIGHTS TO ACQUIRE AND … (888) 211-9353 Strategy Support and Ground Truth Implementation Intelligence October 16, 2014 USING …

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Strategy Support and Ground Truth Implementation

Intelligence

October 16, 2014

USING DATA-DRIVEN

INSIGHTS TO ACQUIRE AND

RETAIN MULTICULTURAL

CLIENTS

Contact: Henry Brulay

[email protected]

1 (888) 211-9353 | www.geoscape.com | [email protected]

Introduction

2

2

The New American

Mainstream

• Growth Trends

• Background

Multicultural Health

Spend Trends

• Spend by Category

• Where’s the

opportunity?

Application of Data

and Insights

• Case study

• Implications

http://www.geoscape.com/


Population Change by Ethnicity/Race

The three largest ethnic groups will be over 125 million with Hispanics

representing over half that population (65 million).

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3

Notes: Puerto Rico is not included in Hispanic figures. * 2000-2013-2018 numbers for Asian & PI and Black are for non-Hispanic. Census populations April 1st, AMDS estimates July 1st.



U.S. Population 2014

Over one-third of America’s population is of either Asian/Pacific Islander, Black or

Hispanic origin; however, these proportions vary dramatically at the state and

metropolitan area levels.

Over 114 million

4



Generational Growth & Decline

By 2019, Hispanics, Blacks, and Asians make up over 44% of the Millennial

(18-34 yr old) population.

5

Millennials make up 21.51% of the population, 68 Million people in the U.S.



Population Growth 1990 to 2018

6

6

The Growth-Majority is clearly multicultural



Multicultural America by County in 1990

Source: Geoscape, American Marketscape DataStream: 2012 Series.

Excluding non-Hispanic White

Population

7



Multicultural America by County in 2019

Source: Geoscape, American Marketscape DataStream: 2013 Series.

Multicultural expansion affects

nationwide growth

8



Majority-Minority Counties in 2014

Non-Hispanic Whites are the minority in

an increasing number of counties – 365 in 2014. Those listed at right are ranked

by multicultural population in 2014. Los Angeles County CA 73.0%

Cook County IL 57.2%

Harris County TX 69.1%

Miami-Dade County FL 86.1%

Orange County CA 57.6%

Dallas County TX 69.5%

San Diego County CA 53.2%

Queens County NY 73.7%

Kings County NY 64.4%

San Bernardino County CA 69.4%

Riverside County CA 63.3%

Bexar County TX 71.3%

Bronx County NY 89.9%

Santa Clara County CA 67.2%

Clark County NV 55.2%

Broward County FL 60.1%

Alameda County CA 67.7%

Philadelphia County PA 64.2%

Tarrant County TX 50.6%

Wayne County MI 50.8%

New York County NY 52.0%

Honolulu County HI 81.2%

Sacramento County CA 54.1%

Prince George's County MD 87.3%

Hidalgo County TX 93.1%

Top 25 CountiesPercent

Multicultural

Note: Ranked by multicultural population for those

counties with at least 500,000 and 50% multiculutral.

9



Hispanic Population Concentration: 1990

1

0

Gateway states bordering Mexico.

10



Hispanic Population Distribution: 2019

1

1

Major metro areas outside border states are now gateway cities too.

11



Asian American Population 2014

1

2

12



African-American Population 2014

1

3

13



Which Consumer is Worth More?

1

4

14



Health Care Subtotal

Health Insurance Subtotal

Traditional Fee For Svc

Health Plan

Preferred Provider Hlth Pln

Health Maint. Org

Medicare Payments

Medicare Supplement

Other Health Insurance

Medical Services Subtotal

Physicians Services

Consumer Spending Dynamix

™

15

Dental Services

Eye Care Services

Lab Tests, X-Rays

Svc By Pros Other than Physicians

Hospital Service

Other Medical Services

Prescription Drugs

Medical Supplies Subtotal

Eyeglasses & Contact Lenses

Other Medical Equipment

Non-Prescription Drugs

and Vitamins



Aggregate HH Health Spending by

Multicultural Segment as % - 2014

1

6

% Health Care % HealthInsurance

% MedicalServices

% MedicalSupplies

% PrescriptionDrugs

38% 35%

46% 37% 38%

40% 42%

32% 41%

45%

22% 23% 22% 22% 17%

Asian/Pacific Islander

Black

Hispanic

Represents $75 Billion in HH consumer spending in

these 3 groups



Hispanicity™

CultureCodes®

Immigrants and their offspring embrace a combination of their cultures through

language, customs, lifestyle, media usage and other practices. For Hispanics,

Geoscape® calls this characteristic Hispanicity™.

17

English dominant (nearly no Spanish)

Born in US; 3rd+ generation

Few Hispanic cultural practices

English preferred (some Spanish)

Born in U.S.; 2nd generation

Some Hispanic cultural practices;

often “retro-acculturate”

Bi-Lingual (equal or nearly)

Immigrant as child or young adult

Many Hispanic cultural practices

Spanish preferred (some English)

Immigrant as adult, in U.S. 10+ years

Pre-dominant Hispanic cultural practices

Spanish dominant (nearly no English)

Recent immigrant as adult

(less than 10 years ago)

Primarily Hispanic cultural practices

Identify with home country more so than

U.S.

HA1

HA2

HA3

HA4

HA5

HA1 Americanizado

HA2 Nueva Latina

HA3 Bi-Cultural

HA4 Hispano

HA5 Latinoamericana

28% 26% 16% 13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Mainstream Media In-Language, In-Culture Media

17%



Asianicity™ Segments

1

8

English dominant

Born in U.S.; 3rd+ generation

Few Asian cultural practices

English preferred (some home language)

Born in U.S.; 2nd generation

Some Asian cultural practices;

some “retro-acculturate”

Bi-Lingual (equal or nearly)

Immigrant as child or young adult

Many Asian cultural practices

Asian language preferred (some English)

Immigrant as adult, in U.S. 10+ years

Pre-dominant Asian cultural practices

Asian language dominant (nearly

no English)

Recent immigrant as adult

(less than 10 years ago)

Primarily Asian cultural practices

Identify with home country more so than

U.S.

AA1

AA2

AA3

AA4

AA5

18


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Geoscape Data in Action

Case Study

2


Case Study

Business Issue:

Client was looking for ways to educate Hispanic seniors about preventative care

Solution:

It was necessary to understand not only population concentrations, but also

nuances associated with acculturation levels, country of origin and spending

patterns, long with a variety of other relevant data points.

By using sophisticated targeting and mapping technology, we isolated the program

to 20,000 Medicare members in the Atlanta area.

A targeted community relations program was created in an area with a high

concentration of Hispanic Seniors.

Results:

100 workshops were delivered by public heath workers to educate the community.

Creation of in-culture experience resulted in increased program participation.

By understanding acculturation levels and language preferences, the Client was

able to match trained workers with cultural preferences of target audience.



Atlanta’s multicultural (non-White) population continues to

expand with a 5-year projection of xxx individuals.

Target DMA: Atlanta, GA

21

The Non-White multicultural population accounts for 49% of the

Atlanta DMA, over 3 Million individuals.

Population Group Population Pct of Total

Total Population (2014) 6,556,155

White non-Hispanic Population (2014) 3,351,184 51%

Hispanic Population (2014) 776,429 12%

Black non-Hispanic Population (2014) 1,966,357 30%

Asian non-Hispanic Population (2014) 315,966 5%



2014-2019 Growth Areas for

Multicultural Population

22

Darker red Zip Codes are areas where non- White

multicultural populations will be increasing over the next five

years.

While the 5-year total population is expected to grow

by 7%, the multicultural population will grow by 15%.

The non-Hispanic White

population will drop by 2% in the same period.



These Zip Codes represent the highest opportunity for our health

insurance client to align marketing, sales, and provider efforts.

Atlanta Zip Codes with highest 5-year

projections for Multicultural populations

23

Zip Code 30349 will experience 18% growth in the Non White population

over the next five years. It is a primarily African American Zip

Code.

Zip Code 30044 will grow by 15% and is a primarily Hispanic

neighborhood.



Atlanta is primarily a Mexican-Ancestry

Market, Relatively Low Acculturation

Level

24

Hispanicity: Americanizado (HA1) % (2014),

13%

Hispanicity: Nueva Latina

(HA2) % (2014), 24%

Hispanicity: Bi-Cultural

Hispanics (HA3) % (2014), 24%

Hispanicity: Hispano (HA4) % (2014), 18%

Hispanicity: Latinoamerican

a (HA5) % (2014), 21%

53% of local Hispanics are in the HA3-HA5 Hispanicity™ segments

with the highest propensity for Spanish. Population is predominantly

of Mexican ancestry.

Atlanta DMA

Acculturation Distribution

Atlanta DMA

Hispanic Population by

Country of Origin

480,611

68,577 44,204 30,921 24,564

Mexican (2014) Puerto Rican(2014)

Salvadoran(2014)

Guatemalan(2014)

Colombian(2014)



Healthcare Spending by Ethnicity: An

$8.6 Billion Opportunity

25

27% of local health care spending ($2.3 Billion) is directly impacted by

multicultural populations.

Atlanta DMA

Healthcare Spending

Health Care Subtotal: Agg: AsianPI (2014),

$0.316

Health Care Subtotal: Agg: Black (2014),

$1.662

Health Care Subtotal: Agg: Hisp (2014),

$0.342

Health Care Subtotal: Agg: White (2014),

$6.288

$2.3 Billion

Healthcare Spending: Includes out of

pocket spending for insurance, medical

services, and medications



Healthcare Spending Detail:

Multicultural Health Insurance Annual

Spending Tops $1.4 Billion

26

The $2.3 Billion in annual expenditures are generated primarily

through health insurance spending at $1.4 Billion.

Atlanta DMA

Multicultural Healthcare Spending by Category

(in Millions) $1,457

$457

$314

$91

Multicultural HealthInsurance Spending

Multicultural MedicalServices Spending

Multicultural Drugs andOTC Spending

Multicutural MedicalSupplies Spending



DirecTarget ®

Database Enrichment

27

Enhances your database with key consumer attributes that allow

for extremely precise engagement.

o Ethnicity, Race

o Region, Country-of-Origin

o Language Preference

o Acculturation (Hispanicity & Asianicity)

o Social-Economic Status

o Consumer Spending Indices

o Educational Attainment Index

o GenderCoding



Customer Information File (CIF)

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UniqueID First Name Last Name Address City State Zip Annual_Premium_Total Dental #_Covered Type

6044604884 DWIGHT CECIL 1 BEACON AVE ROMEOVILLE IL 60446 $12,345 No 2 Individual

6043301038 RONALDB FRANZEN 10 BERKLEY AVE JOLIET IL 60433 $7,500 Yes 3 Group

7738202031 SUSAN MCINTOSH 10 S BRISTOL OAK CIR SPRING TX 77382 $9,650 Yes 4 Group

7514910790 KIM RAY 1001 CASCADE ST APT A MESQUITE TX 75149 $9,980 Yes 4 Group

7613103769 JAMES HEDLEY 1001 RECEDA CT FORT WORTH TX 76131 $5,789 Yes 2 Group

7606302685 DOUGLAS DUTTON 1002 BIRCHWOOD LN MANSFIELD TX 76063 $2,300 Yes 1 Group

6080503395 JOSEPH NASSIN 10025 S SPAULDING AVE EVERGREEN PARK IL 60805 $1,800 Yes 1 Group

6043512107 ROLANDO GARCIA 1228 NORLEY AVE JOLIET IL 60435 $6,740 Yes 2 Individual

7709002110 MICHAEL POETZ 1006 MARANON LN HOUSTON TX 77090 $8,879 Yes 3 Individual

7603102053 RICHARD WARREN 1006 N BORDER ST CLEBURNE TX 76031 $11,290 No 4 Group

3344211752 FRED THORGILSSON 101 LINCOLN CT DEERFIELD BEACH FL 33442 $10,879 No 4 Individual

6008905699 RAYMOND JAGERT 101 OLD OAK DR APT 400 BUFFALO GROVE IL 60089 $10,345 Yes 4 Individual

3346210318 PAUL REINHOLZ 101 WESTWOOD CT ATLANTIS FL 33462 $13,453 Yes 5 Individual

3342813425 BETH MEYER 10110 BOCA ENTRADA BLVD APT 406BOCA RATON FL 33428 $5,670 No 2 Individual

3306810180 ADAM ROSENBERG 1012 SW 49TH AVE MARGATE FL 33068 $1,564 No 1 Group

6061715507 GERALD JOHNSON 10137 S YATES BLVD CHICAGO IL 60617 $1,500 No 1 Group

6046211795 MARIE ANDERSON 10140 HUNTINGTON CT ORLAND PARK IL 60462 $1,500 Yes 1 Group

7523807551 JAMES URBANUS 10141 CHESTERTON DR DALLAS TX 75238 $8,349 Yes 4 Group

3349804719 LARRY LEVY 10176 SPYGLASS WAY BOCA RATON FL 33498 $8,763 Yes 4 Group

7735406963 SCOTT MCWILLIAMS 1018 MONARCH OAK DR MAGNOLIA TX 77354 $1,345 Yes 2 Group

7514200005 DAVID CONNER 1019 COUNTY ROAD 143 KAUFMAN TX 75142 $8,989 Yes 3 Group

6041903967 PAUL ABRAM 1019 E 142ND ST DOLTON IL 60419 $8,734 Yes 3 Group

7703100809 KEHINDE ABAYOMI 10200 W BELLFORT ST APT 114 HOUSTON TX 77031 $5,678 No 2 Group

6030213637 TONY ZIBERT 1021 LINCOLN TRL OAK PARK IL 60302 $2,322 No 1 Group

7624403875 MARICELA LAUGHLIN 10216 CRAWFORD FARMS DR KELLER TX 76248 $14,234 Yes 6 Individual



DirecTarget™ CultureCodes®

29

Identify Ethnicity, Country-of-Origin, Language

Usage and Hispanicity Segments.



DirecTarget™ MarketCodes™

30

Overlay Health Insurance, Medical Services and

other Health related spending indices.



HomeBase™ Appends

31

Select from dozens of targeted

demographic, economic and

behavioral fields.



Enhanced Customer File

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UniqueID First Name Last Name Annual_Premium_Total Region Hispanicity Segment Children Health Insurance Idx Hispanic SES HH Income

3305503056 DAVID LLERENA $13,453 HISP HA1 Y 240 C $150,000

3306708267 JESSICA MAURA $1,500 HISP HA2 N 210 A $120,000

3319614069 CHRIS CINTRON $1,500 HISP HA3 N 190 B $60,000

3332506638 MISHKA PERALTO $8,349 HISP HA3 Y 180 B $60,000

3318618703 RAUL LOPEZ $8,763 HISP HA3 Y 175 A $90,000

3344511711 EVELYN CARMONA $1,345 HISP HA3 N 155 A $60,000

4630706556 NELSON VARGAS $8,989 HISP HA3 Y 96 A $60,000

3317306447 MARTHA TRUYOL $8,734 HISP HA3 Y 95 C $60,000

3319613128 CARLOS BERMUDEZ $5,678 HISP HA3 Y 95 B $60,000

4641000801 ELEJANDRA HERRERA $2,322 HISP HA3 N 95 C $70,000

3303208137 JOEL PEREZ $10,879 HISP HA3 Y 256 C $60,000

3317003375 JOSE LOPEZ $10,345 HISP HA3 Y 124 C $70,000

3317504834 IRENE SOL $8,876 HISP HA4 Y 93 B $60,000

3319313806 SILVIO MENESES $5,670 HISP HA3 Y 75 B $60,000

3319314185 ALINA TUDELA $1,564 HISP HA3 N 93 B $60,000

4631004288 CARLOS SALDANA $1,500 HISP HA2 N 92 C $60,000

3317806735 IRELA YEPES $1,500 HISP HA3 N 91 B $60,000

3317809813 VICTOR VAZQUEZ $8,349 HISP HA3 Y 201 B $60,000

3317802950 PEDRO ESPINOSA $8,763 HISP HA4 Y 187 B $60,000

3319311243 ANDREW PEREZ $1,345 HISP HA3 N 90 B $60,000

3331305467 PAOLA BARRERA $8,989 HISP HA3 Y 134 B $60,000

3318302074 ZUJEY GARCIA $8,734 HISP HA3 Y 145 B $60,000

3331402656 JUAN BOLIVAR $5,678 HISP HA3 Y 111 C $60,000



The Atlanta DMA is an attractive market for our health insurance

provider; the multicultural population will grow by 15% in the

next 5 years, compared to a -2% drop in the non-Hispanic

White population.

There are many ZIP Codes in the DMA where the multicultural

population will grow most rapidly, providing a focus for local

outreach.

Atlanta’s multicultural population generates $2.3 billion annually

in health-related expenditures. Health insurance alone is a $1.4

Billion annual category.

Benchmarking pertinent files by CultureCode® helps gauge

progress and implement outreach in-culture.

Conclusions & Take-aways

33


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Thank You! Access the New Mainstream

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Documents

USING DATA-DRIVEN INSIGHTS TO ACQUIRE AND … (888) 211-9353 Strategy Support and Ground Truth Implementation Intelligence October 16, 2014 USING …