The San Jose Group Unveils Second Multicultural Concept Based on Global Truths for American Family Insurance

Multicultural agency develops concept with crossover appeal for reaching both Hispanic and general markets Continuing on the success of its previous efforts in finding global truths among Hispanic and general market audiences for client American Family Insurance, The San Jose Group (SJG) has developed a second concept that transcends traditional segmentation to effectively resonate with both markets.  Part of the overall Unique Families campaign, the new television executions, “Three Kids”, embrace today’s new markets with global insights that cut across ethnic diversity. “The ‘Three Kids’ spots showcase the reality of today’s multicultural market and the unique insurance needs of each family”, said Telisa Yancy, advertising director at American Family Insurance.  “The concept tested very well in focus groups across the Hispanic and general markets and both audiences quickly identified with the message.  It effectively communicates that American Family Insurance understands the insurance needs of individuals and/or families.” The “Three Kids” television spots focus on the busy life of the total market mom, featuring different scenes driving her kids around town to take them to and from different activities.  The universal sentiment in the spots is that every mom’s life is hectic and a little chaotic, and each family has different needs.  American Family Insurance understands that every family, no matter what market they represent, is unique and offers custom insurance policies that fit their needs while making the process easy. Since launch of “Three Kids” and the entire Unique Families campaign, consideration has increased from 29% to 36% for the brand in the general market.  Of the campaign’s four executions tested, “Three Kids” is one of the most memorable and stronger than all previously tested spots for the company. “Three Kids” marks the second time SJG has gone through the process of uncovering global truths for American Family Insurance’s advertising efforts.  In 2010, after the creative concept for the Spanish spot, “Batazo,” tested well in both Hispanic and general market focus groups, SJG developed an English-language spot, “Baseball”, for the general market. “Seeing how...

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Multicultural Impact of the 2010 Patient Affordable Care Act: Health Benefit Exchanges will change health-related marketing

By Martha C. Rivera, Director of Insights & Planning As SJG discussed in our previous newsletter on the topic of the Patient Protection and Affordable Care Act, after its full implementation in 2014, an estimated 43% of the total insured individuals in the U.S. will be from the multicultural population. A portion of the Act includes state specific online marketplaces, or Health Benefit Exchanges, that will impact how health-related marketers reach their audiences.  The online Exchanges are the only means that the newly eligible individuals can use to purchase insurance under the Act.  The establishment of the online platform for purchasing insurance from the Exchanges is representative of the importance of the digital landscape within the country’s healthcare system. While roughly 83% of Americans who are online seek out health-related information regularly, the Act marks the first time that individuals will actually have the ability to purchase health insurance online.  Additionally, the Exchanges must include an 800 number and live navigators to help shoppers choose their insurance plans. Of the 33 million Americans who will be newly insured under the Act, 43% will be of multicultural segments, forcing ethnicity and language to be crucial components in the development of the online marketplaces and its resources.  Recently, the U.S. Census Bureau reported that the percentage of people in the U.S. who speak a language other than English at home is estimated at 20%.  In addition, of the Spanish-dominant Hispanics in the U.S., 41% are not active online.  This reality that many individuals whose language is one other than English indicates that there will be a great need to educate and guide these individuals to effectively navigate and use the online marketplace.  One foreseeable consequence of the Act is that the Exchanges will most likely develop in-language versions and resources for the online users, as well as the live navigators and representatives at the 800 number. The Act presents a tremendous opportunity for pharma companies.  An opportunity to lead in share of the market by helping...

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