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Connecting Millions of Americans with Health Coverage The 2013-2014 Opportunity

Connecting Millions of Americans with Health Coverage

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Connecting Millions of Americans with Health Coverage. The 2013-2014 Opportunity. Highlights. Who We Are The New Paradigm of Coverage The Uninsured: What we’ve learned Messaging to Reach Uninsured Americans Get Covered America Campaign. Mission: Maximize coverage for uninsured Americans. - PowerPoint PPT Presentation

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Page 1: Connecting Millions of Americans  with Health Coverage

Connecting Millions of Americans with Health Coverage

The 2013-2014 Opportunity

Page 2: Connecting Millions of Americans  with Health Coverage

Highlights

•Who We Are• The New Paradigm of Coverage• The Uninsured: What we’ve learned•Messaging to Reach Uninsured Americans• Get Covered America Campaign

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Page 3: Connecting Millions of Americans  with Health Coverage

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Mission: Maximize coverage for uninsured Americans

1. Educate and Engage 2. Mobilize to Enroll 3. Work with Partners to Ensure System works

Enroll America will execute a national education and enrollment campaign

Successful implementation of ACA requires all-out effort by government, not-for-profits, insurers, hospitals, community health centers, health providers, and others

Page 4: Connecting Millions of Americans  with Health Coverage

National Partners

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Page 5: Connecting Millions of Americans  with Health Coverage

The New Paradigm of Coverage

Page 6: Connecting Millions of Americans  with Health Coverage

Grounded in Research

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Research and Branding

We want to learn:

(1) The most effective messages to reach different demographic and geographic groups?

(2) Who are the best messengers for these communications?

(3) What are the best ways to deliver these messages (e.g. television, radio, social media, etc.)?

Page 7: Connecting Millions of Americans  with Health Coverage

Details on the research

7Source: ASPE, March 2012; Enroll America, Nov 2012

The Studies Released November 2012

Survey • National Survey of 1,814 • Adults (ages 18-64)

Focus Groups • Ten focus groups with diverse uninsured individuals across

four cities: • Columbus • Miami • Philadelphia • San Antonio

Page 8: Connecting Millions of Americans  with Health Coverage

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The Awareness Gap

Lack of awareness provides opportunity for education with effective messaging

Many of the uninsured still don’t know about their options

43%

Source: Enroll America, November 2012

of the uninsured don’t know about the new health insurance marketplace options

November 2012 August 2013

Source: Kaiser Family Foundation, August 2013

There is still plenty of work to do, but the uninsured are hearing more and more about the new options available to them

78%of the uninsured don’t know about the new health insurance options

Page 9: Connecting Millions of Americans  with Health Coverage

Awareness of new health coverage options is increasing

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But many of the uninsured still don’t know

Source: Enroll America *Source: Kaiser Family Foundation

November 2012 June 2013* August 2013*0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

22%45%

57%

0.43

Perc

ent o

f uni

nsur

eD A

war

e

Still Many Are Unaware

Page 10: Connecting Millions of Americans  with Health Coverage

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Uninsured, Unnecessary & UninterestedSkeptical, Young (Mostly) Men

Page 11: Connecting Millions of Americans  with Health Coverage

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Reluctant but Reachable Young, Diverse, Uninsured

Page 12: Connecting Millions of Americans  with Health Coverage

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Desperate & Believing: Poorest, Sickest, Least Educated

Page 13: Connecting Millions of Americans  with Health Coverage

Florida’s Uninsured

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Florida Uninsured by County (under age 65)

Source: U.S. Census

Page 14: Connecting Millions of Americans  with Health Coverage

Demographic Profile of the Uninsured in Florida(Nonelderly Adults, Ages 18-64)

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52%48%

Race/Ethnicity Percent of Uninsured

Uninsured Rate

White (non-Hispanic) 42% 18%

Black (non-Hispanic) 19% 28%

Hispanic 35% 36%

Other 4% 21%

62%Live in Families

with at least One Full Time Worker Under

100%100-138%

139-250%

251-399%

400%+

38%

13%

23%

14%12%

Federal Poverty Level

Source: Kaiser Commission on Medicaid and the Uninsured, October 2012

Page 15: Connecting Millions of Americans  with Health Coverage

In-Person Assistance

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75%

Three out of four of the newly eligible want in-person assistance to learn about and enroll in coverage.

Confused

Overwhelmed

Worried

Helpless

Secure

Confident

Reassured

Help gets them from here… …to here.

Source: Enroll America, November 2012

Page 16: Connecting Millions of Americans  with Health Coverage

Messaging to the Uninsured

Page 17: Connecting Millions of Americans  with Health Coverage

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Key Findings

Almost all (91%) believe health insurance is necessary or very important.

Cost and affordability are the biggest barriers.

Financial & health security are the biggest motivators.

Deep skepticism & confusion among consumers.

Page 18: Connecting Millions of Americans  with Health Coverage

Where our audience is

have shopped for insurance outside their job

44%have been uninsured for 2 years or more

67%

Source: Enroll America, November 2012 18

Page 19: Connecting Millions of Americans  with Health Coverage

Where they need to be

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Page 20: Connecting Millions of Americans  with Health Coverage

Facts about coverage and financial help are critical

Top facts should be used to introduce new 2014 options

1. All insurance plans will have to cover doctor’s visits, hospitalizations, maternity care, emergency room care, and prescriptions

2. You might be able to get financial help to pay for a health insurance plan

3. If you have a pre-existing condition, insurance plans cannot deny you coverage

4. All insurance plans will have to show costs and what is covered in simple language

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89% of respondents identified one of these as the most important fact to communicate

Source: Enroll America, November 2012

Page 21: Connecting Millions of Americans  with Health Coverage

Words that work

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To Use Why

“Fits your needs and budget” What is affordable to one person may not be affordable to the next. Fits your needs and budget opens it up to a wider range of possibilities.

“Financial help is available” People want assistance figuring out what financial help they could get.

“You can talk to an expert – by phone, on-line, or in-person - who will help you choose a plan that’s right for you ”

The majority of people will want or need help choosing the plan that is right for them. They want to know about the help. It is important to include the ways in which help will be available – by phone, on-line, or in-person.

Page 22: Connecting Millions of Americans  with Health Coverage

Words that work

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To Use Why“Safe, secure and covered” The most motivating message tap into

financial security and being reassured that a plan will be there if they need it.

“No sales pitch or fine print, just side-by-side comparisons of each plan”

A majority of those who have shopped for insurance in the past have found it hard to understand all of the details and fine print in the plans. They are drawn to side-by-side comparisons.

“All plans are required to cover the basics – doctor visits, hospital stays, preventive care, prescriptions and more”

One of the most important things people need to know is the specific types of coverage provided in the plans.

Page 23: Connecting Millions of Americans  with Health Coverage

Words that don’t work

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To Use Why“Exchange” This word makes people think they are going

to be dealing with the stock market. Use “marketplace” or “health insurance marketplace” to align with the federal terms.

“One click away” or other salesy words Messages that sound too salesy turn people away.

Page 24: Connecting Millions of Americans  with Health Coverage

www.getcoveredamerica.org24

Page 25: Connecting Millions of Americans  with Health Coverage

www.getcoveredamerica.org25

Region 1: Miami-Dade• 7 FOs

Region 2: Broward/Palm Beach• 5 FOs

Region 3: Hillsborough/Pinellas• 3 FOs

Region 4: Orange/Seminole/Volusia• 3 FOs

Region 5: Duval/Clay/Baker• 2 FOs

Page 26: Connecting Millions of Americans  with Health Coverage

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Get Covered America campaign targets key audiences

Uninsured Floridians Influencers General Public

Campaign will conduct outreach and messaging to specific groups

Core Audiences

Page 27: Connecting Millions of Americans  with Health Coverage

Campaign Driven by Guiding Principles

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1. Data-driven and Metrics-based

2. Grassroots-focused

3. Coalition-based

4. Committed to Cutting-edge Online Organizing and Social Media Tactics and Tools

5. Building a Narrative of Success

Page 28: Connecting Millions of Americans  with Health Coverage

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Modeling and Testing Connect Individuals With Most Effective Messages and Tactics

Example: In Houston, 120K out of 800K

uninsured live in areas with low uninsured

rates

Example: Individual level targeting

increases efficiency of volunteer outreach

Example: Experiments identify which

individuals respond better to mail or

phone calls

119,508

Houston Uninsured Map

Example Neighborhood

9% 49% 7%

23%54% 35%

Example Tactics + Message

Mail – Security Msg.

Call – Cost Msg.

Without Modeling, Campaign Would Miss Millions of

Uninsured

Modeling Identifies

Uninsured at Individual

Level

Additional Testing

Identifies Best Message +

Tactic

Page 29: Connecting Millions of Americans  with Health Coverage

Enroll America implementing a national education and enrollment campaign using cutting-edge strategies and tactics

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Grassroots Organizing

Digital + Social Media

Data &Results Driven

Community Engagement

Strategic Partners

Earned Media

Paid Media

Surrogates

Page 30: Connecting Millions of Americans  with Health Coverage

Enroll America seeks to coordinate with Navigators, CACs and Community Health Centers

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• Coordinate efforts to maximize impact in your communities• Tabling/Community events• Communications and messaging• Organizing info sessions and townhalls• Leverage community resources to assist with enrollment efforts• Attracting additional partners to assist with efforts• Refer consumers

• Data tracking and sharing -

Page 31: Connecting Millions of Americans  with Health Coverage

Get Covered America Resources

• Enroll America’s Best Practices Instituteo Expertise in ACA policy, education and guidance related to enrollment o Identifying best practices and strategies to reach specific racial and ethnic communities with low rates

of health coverage enrollment • Enroll America’s Communications/Data

o Extensive research on most resonating messages, messengers and tactics for reaching the uninsuredo Data driven approach and training on same to maximize outreach efforts

• Get Covered America Literatureo Literature that can be provided to disseminate at your office, church, pharmacy,

• Florida State Team/Infrastructureo 6 offices (Miami, Broward, Palm Beach, Hillsborough, Orange, Duval)o 27 staff – 19 organizerso A growing volunteer base o Wide variety of volunteer opportunitieso National/state press operation

Page 32: Connecting Millions of Americans  with Health Coverage

Questions? Let’s work together!

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Nicholas X. Duran Florida State Director

[email protected]

John BrushwoodRegional Lead for West [email protected]

510-468-4020