Advisory Council Meeting Based Exc… · Meets monthly to discuss certification, registration, timeline, and address feedback from web portal Outreach and Education Workgroup Monthly

Pennsylvania Health Insurance Exchange Authority

Advisory Council MeetingJune 24, 2020

Meeting Agenda

1. Preliminary Matters

2. Exchange Authority Milestone Review

3. Advisory Council Governance

4. Communications & Outreach Overview

5. Adjourn

Exchange Authority | 2


Preliminary Matters

3

Meeting Agenda





5. Adjourn



Exchange Authority Milestone Review

5



Build the Agency

▪ First wave of hiring completed

▪ Organization now includes 19 full-time employees

▪ Recruitment currently underway:

▪ Communications Associate, Designer, Outreach Associate, Legal Associate, Data Manager,

Reconciliation Specialist

Ready the Core System

▪ UAT testing for the “June or 20.6” release is underway and close to completion

▪ Initial Release to Production (20.6 Maintenance and Back Office Functions) has been tested, and

passed exit criteria

▪ The “June or 20.6” release will be deployed on 6/25/2020

▪ UAT testing for the “September or 20.9” release to begin shortly

▪ This release includes substantial content surrounding applications, notices and key features of the

SBE’s technological platform

Contact Center

▪ Training of call center representatives is underway

▪ 1st CSR Training Class has begun with a combination of LMS courses, live webinars, and hands-on

training environment scenarios

▪ The first training class will run through 6/26

▪ The second training class will begin 6/29 and run through 7/24 and will include mostly Pennsylvania

residents

▪ Decision made to transition to a virtual call center

▪ Due to COVID-19, GetInsured will operate a virtual call center for this upcoming OEP and throughout

2021

▪ The Exchange is closely monitoring the vendor with this transition and ensuring that the hiring of call

center representatives, securing of VPNs and securing of other technology all occurs smoothly



Internal Stakeholders

▪ Communications plan ready to be shared shortly

▪ Broker Workgroup

▪ Meets monthly to discuss certification, registration, timeline, and address feedback from web portal

▪ Outreach and Education Workgroup

▪ Monthly meetings to update on agency build, timeline, and marketing/outreach efforts

▪ This group engaged in proposal feedback on policy decisions and notice content

Ready the Market

▪ Selected a name for the organization: Pennie or “Pennsylvania Insurance Exchange”

▪ Descriptor Line: Connecting Pennsylvanians to health coverage

▪ Worked with Bravo Group to design the brand to be friendly, approachable, knowledgeable, and helpful

▪ Brand guide was finalized

▪ Delivered from Bravo to establish color scheme, font, writing style, tone, voice

▪ Public brand launch will be mid-September



Ready the Market continued…

▪ Website development is underway

▪ A number of domains were purchased which all direct to Pennie.com

▪ The Exchange is currently working to guide the design and development of the website

▪ Launch goal of August 24th

Collaborate with Carriers

▪ Various working group phone calls are occurring either on a weekly, biweekly, or monthly basis

▪ Share information with insurers on topics such as policy decisions and technology testing needs

▪ Connectivity testing is currently underway

▪ On track to be completed by early September

Meet Federal Requirements

▪ Creation of security polices and documentation underway

▪ Exchange team is working very closely with CMS

▪ ATC to the data services hub has not yet occurred, but is on track for completion by early July



Meeting Agenda





5. Adjourn



Advisory Council Governance

11

▪ Updated 2020 Meeting Schedule

▪ Next meeting – September 23rd at 2pm

▪ Chairperson Nominations

▪ Election of Chairperson

Advisory Council Governance


Meeting Agenda





5. Adjourn



Communications & Outreach Overview

14

Exchange Authority’s Goals

1. Ensure a seamless transition

2. Improve access and customer service

3. Lower costs and lower premiums

Communications & Outreach Secondary Goals

1. Increase access to high-quality medical and dental coverage, reduce the uninsured rate

2. Improve the health insurance purchasing process, make sure customers are buying the plan

best for them

3. Educate Pennsylvanians on the financial assistance and other resources available to them

4. Build rapport with a diverse group of stakeholder to create and activate brand ambassadors

Communications & Outreach Overview

Overarching Goals


Target Audiences


Current Customers

Transitioning from HealthCare.gov

Potential Customers in

Individual Market

Uninsured

Customers Eligible for Financial Assistance

(premium tax credits and cost sharing reductions)

Target Subsets:

Spanish Speaking

Workers in Transition

Young Invincibles

Prioritizing the uninsuredFive counties (Chester, Delaware, Lancaster, Montgomery and Philadelphia) in the southeast make up 36.6% of the uninsured


Notes: Uninsured has been adjusted to exclude uninsured undocumented immigrants (likely ineligible for ACA coverage) and uninsured individuals

who indicate Pennsylvania German ancestry. Civilian noninstitutionalized population.

Source: SHADAC analysis of the United States Census Bureau's American Community Survey (ACS).

DATA

WAY2,433

WYO1,065

LAC7,958

ELK814

VEN2,909

FOR94 CAME

114PIK

2,549LYC5,372

SUL409

MER5,827 CLI

2,437CLA2,593

LUZ12,778

JEF2,648

COL2,273

CEN6,767

CLE3,528

MONROE9,062

NORTHUMBERLAND3,996

BUT5,623

ARM2,667

MONTOUR749UNI

3,457CAR2,381

LAW3,810

NORTHAMPTON11,655SCH

6,219IND6,071

SNY3,871BEA

6,327MIF4,458

LEH16,924

BLA5,373

HUN1,795

CAMB4,991

JUN1,989 BER

19,483

WES11,221

ALL43,514

DAU12,106PER

3,334

BUC18,851LEB

10,296

WAS6,992

MONTG21,022

BED2,932

CUM10,993 LAN

52,785

FRA12,027

SOM4,305

CHE20,651

YOR19,802FUL

858

FAY5,860

PHI104,860

ADA4,569

DEL22,836

GRE1,568

ERI12,149

BRA3,442TIO

2,682

WAR1,744

SUS2,451MCK

1,592 POT1,023CRA

6,693

<5k

5-10k

10-20k

20-50k

>50k

Legend

PY2021

Critical Milestones


JANDECNOVOCTSEPAUGJULJUN

OEP

Begins! Call Center

Operational

Exchange

Assisters and

Broker Training

Website Launch

Customers are

Auto-Renewed

2021

Coverage

Begins

Awareness Campaign

(September 15 – October 31)

▪ Public roll-out of Pennie brand

▪ Launch of advertising to increase familiarity

with organization and services offered

▪ Earned media push begins

▪ Grassroots outreach efforts and education

begins

Call-to-Action Campaign

(November 1 – January 15, 2021)

▪ Message shifts across channels, focus on

shopping and enrollment

▪ Increased effort during OEP milestones

▪ Behavioral-based microtargeting across all

platforms

▪ Direct communication whenever possible

Plan Year 2021 and Special Enrollment Period

(January 16 – November 1, 2021 )

▪ Support and retain current enrollees

▪ Assist those eligible for an Special

Enrollment Period

▪ Advertising to focus on importance of

coverage and Qualifying Life Events

Brand Guide

Delivered

Public Brand

Launch

Start

coverage

1/1/21

Start

coverage

2/1/21

Earned Media

▪ Press releases, Interviews, press events, online reviews

▪ Word of mouth efforts, social shares

Paid Media

▪ Television, Radio, Out of Home/Transit, Print, Sponsorships

▪ Social Media advertisements, Search Engine Optimization,

influencer marketing

Owned Media

▪ Website, Social pages, Pennie Podcast, portal content

▪ Collateral materials

Brand Ambassadors (internal & external)

▪ Open Enrollment Toolkit Kit

Education and Enrollment Events

▪ Exchange Assister enrollment events and fairs

▪ Educational outreach events held in conjunction with outreach

partners

Direct Communications

▪ Emails, Newsletters, Text Messages

potential: direct mail, auto-dials

▪ System generated notices

Federal

▪ Mid October – First notice to customers informing them

of the transition to state-based exchange

State

▪ Mid October – Post-CMS launch email and postal mail to

customers welcoming them to Pennie

▪ Late October – Written and electronic notices sent

depending on preference selected on HealthCare.gov -

Invitation for current customers to enroll in Pennie;

autorenewal notice, corresponding eligibility notice

Tactics


Outreach Priorities

▪ Public libraries

▪ Non-profit, community-based organization

▪ Municipalities and public officials

▪ Faith-based organizations

▪ Cultural organizations

▪ Small business owners

▪ State agency partners

Planning in a Precarious Environment

▪ With and without Covid-19 Restrictions

▪ Researching the most effective digital

platforms for outreach

Stakeholder Engagement



Feedback & Discussion

21

Now that you have seen the plans, what are the

strengths & weaknesses?


Adjourn

22

Documents

Advisory Council Meeting Based Exc… · Meets monthly to discuss certification, registration, timeline, and address feedback from web portal Outreach and Education Workgroup Monthly