We sat down with Alex Gallegos, Senior Director, Sales & Marketing at L.A. Care, to discuss healthcare marketing initiatives for Hispanic Americans in Los Angeles. In this exclusive interview, Alex talks about L.A. Care’s marketing tactics and media mix.
Healthcare Marketing Tactics
Portada: What would you describe as advanced multicultural healthcare marketing tactics?
Alex Gallegos: There is certainly a broad definition that can be associated with a term like “advanced multicultural marketing tactics”. We approach our audiences in a way that I feel is very practical. The first step to that is listening and understanding. Our members all have diverse backgrounds, needs, and wants, and it’s our job to act in a way that is relevant to them. In some cases, that means we have different marketing channels for different audiences, and in some cases, that means we say things differently. In other cases, that means that we partner with community-based organizations. I feel that being advanced means being ready to do things differently because it’s the right way to do it for that person/audience.
Portada: How many Californians qualify for Covered Open Enrollment? What amount of the above are Hispanic?
A.G.: In theory, the pool of people who are eligible for Covered CA is very high. The point of distinction here is how many people really do need access to the Covered CA exchange. A large majority of people receive coverage through their employer and even Medicare, this means the difference of people left are those that should consider Covered California as an option. California has done well in the last six years to get people to enroll into Covered CA, and now the opportunity really is focused on the people who may want to switch through shopping health plans based on their needs. The demographics of L.A. County eligibles is very reflective of the county demographics as a whole, I would say roughly half the market is Hispanic or identifies as Hispanic.
We are all connected to a device and use the internet for everything, so we need to be more omnipresent in our advertising.
Top VS. Bottom of the Funnel
Portada: What marketing activities of L.A. Care would you categorize as top of the funnel?
A.G.: We utilize a lot of outdoor marketing to create product visibility – billboards, bus advertising, digital billboards, transit shelters. In addition, we are investing more and more in digital, it just makes sense. We are all connected to a device and use the internet for everything, so we need to be more omnipresent in our advertising. You can expect to see our digital advertising on Pandora, YouTube, Facebook, Instagram, Spotify and many leading websites.
Portada: What about the bottom of the funnel?
A.G.: We leverage our television and radio partnerships to really drive calls to our enrollment call center. We also leverage our medical group and broker partnerships to help create sales opportunities. And lastly digital. Digital, while being at the top of the funnel, also creates plenty of conversion opportunities with lead generation and the use of our shopping website for L.A. Care Covered.
We know that a bad web experience can derail an enrollment opportunity, so we take our web and digital experience very seriously.
Portada: To what extent is the success of your campaigns based on your users’ online experience?
A.G.: We look very closely at web traffic, search traffic, and the performance of our digital investments. It helps us understand what people are looking for, what people use on our websites and how we need to enhance our digital touchpoints. We know that a bad web experience can derail an enrollment opportunity, so we take our web and digital experience very seriously. Websites have to be easy to use and very functional.
L.A. Care’s Media Mix
Portada: Please describe the media mix of LA Care’s current campaign.
A.G.: I would break it down as follows:
30% – Outdoor, out of home
10% – Print and events
30% – Radio and television
30% – Digital
Portada: How has the media mix changed compared to 5 years ago and why?
A.B.: We have invested more in our digital offerings and Los Angeles being a commuter market, we have also grown our outdoor partnerships. The feedback and the research we undertake tells us that product and brand awareness has grown. Also, our membership has grown significantly. We will continue to monitor trends and make adjustments as necessary. A good marketer is always evolving.