Re-imagining the Affordable Care Acts’s Insurance Exchange Panel Brief

CREATIVE BRIEFING

UNITED FOR SOLUTIONS: HEALTHCARE.GOV REVIEW

FEBRUARY 11, 2013

Panel Objective

Give the Obama administration concrete

recommendations to improve the

health care exchange user experience

for 48 millions of uninsured Americans.

White House Goal

The White House has set a goal of

enrolling 7 million people in private

insurance plans through the new health

insurance exchanges by March 31, 2014

Background & Assignment

§  The healthcare.gov has finally launched, but has received

widespread and very vocal disapproval.

§  There is a target date of having the website “fixable” by the end

of November.

§  Shopping for insurance is not a new behavior. How do users shop for

health insurance in the offline world?

§  Give suggestions and concrete insight and ideas on how to create an

exchange that is friendly to all users for a Live Panel Discussion on

November 7 at 1pm Est.

What are the goals for the healthcare.gov site?

§  Provide relevant information to educate our audience regarding

whether or not they are eligible to enroll.

§  Demonstrate how to enroll in their state exchanges or participate in the federal exchange. To this end, they require a concise way to send a user to the appropriate information. §  Drive users to the appropriate state exchange site: one of 36

federally runs healthcare exchanges or to one of the 14 states running their own exchanges.

§  Facilitate “shopping” of plans

§  Make people feel like they are getting an affordable coverage.

The Audience: Big and Diverse

This program is for all (48 Million) uninsured adult

US citizens, at all economic levels, of all

educational, cultural and geographic backgrounds

(and who are ineligible for Medicaid, or beyond

the age range to be be considered a dependent).

The Audience: User Groups

§  48 Million uninsured adult

US citizens

§  Aging Baby Boomers

§  Generation X

§  Millennials

§  States: State Marketplaces

§  Health Care Providers

§  Businesses:

§  50 Or More Employees

§  Small Business

§  Insurance Providers

§  Partners

§  Media

The Mood: Confused and Concerned

▪  The entire healthcare issue has been polarizing, to the point of leading to a government shutdown. ▪  Some users are optimistic and want help. ▪  Others users outright antagonistic at having to be forced

into a mandatory program. ▪  Many are just confused.

▪  In many cases, once passing through healthcare.gov, the state exchanges themselves are overloaded or shut down (see next page).

The Mood: Confused and Concerned

INSIGHT

PEOPLE ARE CONFUSED, FRUSTRATED, CONCERNED, AND IN SOME CASES FEAR THIS CHANGE.

ACT AS A GUIDE, SHERPA AND COUNSELOR IN ORDER TO AID 48 MILLION PEOPLE

FIND AFFORDABLE HEALTHCARE IN THEIR STATE.

Features Today: Responsive Design

Features Today: Basic Features 1

1.  Language Selection

2.  Shopping For Insurance

1.  Creating An Account

Before I can Shop

2.  Can I Get A quote?

3.  Contact For Information

1.  Click To Chat

2.  Enable Phone Links

4.  Applying Online /

Creating An Account

Hurdles: The User Experience Today

Obstacles & Hurdles: Today

1.  Account Creation

2.  Shop options before you register before account

3.  Pricing Transparency

4.  Rural competition to drive pricing down

5.  Devoid of prevention & education

Working toward a solution

Aside from the technical database/server issues which must be overcome, we would like to start a positive discussion toward a workable solution for a better user experience.

Topics for discussion include:

▪ Designing to create a calm simplicity: How can we get the right information to the right people at the right time, without anyone feeling overwhelmed? ▪ Creating safety nets: How do we guide people back on track if

they do get lost? How do we communicate with our audience if the servers or the system fail?

Schedule & Next Steps

§  Today & Tomorrow: Panel Briefings

§  Wednesday, November 6, 2014- 12-1PM: Technical Rehearsal for participants via Google+ Hangout

§  Thursday, November 7, 2014 (Noon): Live Broadcast via Google+ Hangout

Research & Resources

§  Key Facts about the Uninsured Population: http://kff.org/uninsured/fact-sheet/key-facts-about-the-uninsured-population/

§  Percentage of Americans Lacking Health Coverage Falls Again: http://www.nytimes.com/2013/09/18/us/percentage-of-americans-lacking-health-coverage-falls-again.html

§  US Census: http://www.census.gov/newsroom/releases/archives/income_wealth/cb13-165.html

§  48 Million Americans Are Uninsured Ahead Of Obamacare Changes: http://www.huffingtonpost.com/2013/09/17/census-uninsured-2012_n_3941339.html

Research & Resources

Event Contact Information

§  Moderator: Joanna Peña-Bickley joanna@matterww.com 1-866-240-7244 @jojobickley

§  Event Hashtag: #ACAWebsite §  Matter Twitter: @matterwwnetwork

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