Enroll America’s Communicator’s Guide: How to Message Get Covered, Stay Covered

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014

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Enroll America’s Communicator’s Guide: How to Message Get Covered, Stay Covered Jessica Barba Brown, National Communications Director Jonathan Shields, Director of Spokesperson Communications Sara Little, Director of Content and Social Media

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 2

Agenda

I.  Lessons Learned: What We Know

Jessica Barba Brown (moderator), National Communications Director, Enroll America

II.  Our Core Message: Get Covered, Stay Covered

Jonathan Shields, Director of Spokesperson Communications, Enroll America

III.  Effective Messaging in the Digital Space

Sara Little, Director of Content and Social

Media, Enroll America

IV.   Effective Messaging in the Press

Jessica Barba Brown (moderator), National Communications Director, Enroll America

V.  Q&A Jessica, Sara, Jonathan


•  Website and email •  Local media •  Newsletters and internal communication •  Social media •  Word of mouth

How do you message enrollment?

Interactive Poll


I.  WHAT WE KNOW HEADING INTO OE2

Jessica Barba Brown, Enroll America October 27, 2014


What We Know


4%

7%

9%

11%

15%

18%

20%

48%

Website was broken

I heard bad stories in the news

I don't need insurance

I am waiting to get insurance through a job

It was too confusing

I didn't think I was eligible

I don't want Obamacare

I can't afford insurance

Source: PerryUndem for Enroll America, April 2014

It’s Affordability, Stupid!

[Of those who did not enroll] What are the most important reasons you didn’t look for insurance?


Knowledge is Power


Knowledge Differences between the Newly Enrolled and Those Who Did Not Enroll

Newly Enrolled

Did Not Enroll

Knew the law gives financial help/tax subsidies to low- and moderate-income Americans

56% 26%

Knew that there is free in-person help with signing up for health insurance

43% 28%

Knew that the health law required plans to cover preventive care free 41% 24%

Knew that health plans cannot deny people coverage based on pre-existing conditions

67% 42%

Knew the health law says most people have to pay a fine if they do not get insurance

84% 69%



7% 8%

13% 15%

19% 19%

23% 23%

24% 26%

30% 34%

35% 36%

Family and friends I was already in medical debt

I wanted dental care I got a tax subsidy/financial help

I could afford a plan I have a chronic condition

I qualified for Medicaid I wanted insurance for my family

To get my medications I was worried about getting sick

I was worried about big medical bills I didn't want to pay the fine

To go to my doctor It's the law

[Of the newly enrolled] Are any of these reasons why you decided to sign up for health insurance?

The Carrots, The Sticks


The Remaining Uninsured

Who are they? •  Hard-to-reach •  Distracted •  Skeptical •  Cost-Conscious


The Newly Enrolled

•  Have mixed feelings about their plans, but thankful for coverage

•  Interested in shopping around

•  Not yet thinking about renewing

•  Need to know about changing financial help


Get Covered. Stay Covered.


II.  OUR MESSAGING MISSION: GET COVERED, STAY COVERED

Jonathan Shields, Enroll America October 27, 2014


Step One

Lay Out the Facts Clear up the misconceptions. •  Everyone wants the certainty that comes with

health coverage, but too often misconceptions about cost and what is covered get in the way.

•  The reality is that financial help and comprehensive coverage means health insurance is finally affordable and within reach.


Step One

Lay Out the Facts

Their Question Your Response What do you mean Get Covered?

The Health Insurance Marketplace is a new way to find health insurance. It offers quality health plans and financial help to help pay for the cost of your health insurance. Having health insurance means that if you or a family member gets sick, you won’t have to worry about big medical bills or going bankrupt.

Can I afford it? For the first time ever, financial help is available to help pay for the cost of insurance. In fact, 85% of those who have already signed up in the Marketplace qualified for financial help, and most Americans are finding plans for $100 a month or less.


Step One

Lay Out the Facts Their Question Your Response

What will it cover? All plans offered through the Marketplace must cover the important benefits, including doctor visits, hospitalizations, maternity care, emergency room visits, prescriptions and more.

All plans cover free preventive care with no co-pay. This means free cancer screenings, checkups, and more.

I’m healthy. Why do I need it? No one plans to get sick or injured, but when the unexpected occurs, you want to know that you and your family are covered.

Medical debt is the #1 cause of bankruptcy in the U.S.

If you do not secure coverage for 2015, you may have to pay a fine: $325 or 2% of your income, whichever is more.

What if I’m denied coverage? No one can be turned down or charged more for coverage because they are sick or have a pre-existing condition like asthma, diabetes or even cancer.


Step Two

Convince Them of Affordability •  Now there are low-cost health insurance options

available, and you can get help paying for the cost of your insurance.

•  The majority of Americans who are signing up or renewing their health coverage can get a plan for $100 per month or less.

•  In fact, 8 in 10 who signed up in the Marketplace received financial help for their new coverage.


Step Two

Make Financial Help Real •  “Financial help is here” isn’t enough

anymore: they need proof

•  What does work: •  Localize it •  Compare it to other bills •  Tell a story from your state


Step Three

How, When, Where to Sign Up •  Resources are available that make signing up for

coverage easier. •  Enrollment takes place between November 15,

2014 – February 15, 2015 •  You can get free, in-person help to guide you

through your options •  Visit GetCoveredAmerica.org


Our Approach

What’s Staying the Same What’s Changing

Leading with financial help Get more specific with financial help, tell a story

What’s Staying the Same What’s Changing Promoting help with the

process Emphasizing in-person help

What’s Staying the Same What’s Changing

Get Covered Stay Covered


Our Approach

What’s Staying the Same What’s Changing Leading with security, peace

of mind Giving details of the fine to

“close the deal”

What’s Staying the Same What’s Changing “New” way to shop for health

insurance “New” plans may be

available



Latinos & African Americans

Challenges Solutions Less Insurance Experience

Local Help Confusing Process

Unclear Eligibility Lay Out the Facts

Late Action

Motivation Financial Help

Cost


Young Adults

Challenges Solutions

Eligibility Mom & the Fine

“…but I’m healthy”

Costs Affordability

What’s covered?


On Renewals


III.  EFFECTIVE MESSAGING IN THE DIGITAL SPACE

Sara Little, Enroll America October 27, 2014


What We Know

The same messages are important in the digital space:

•  Affordability & financial help •  Local application help •  The deadline •  The fine


What We Know

•  More touch points = more likely to enroll

•  Social media and email are a great way to continue the conversation


Keep It Short & Sweet

•  Emails–100 words or less •  Clear, simple language •  Avoid from industry

jargon when possible


Digital Messaging

Affordability & Financial Help •  Find different ways to package the same

message •  Pam in Pennsylvania got covered for

$9.43 a month •  Give consumers a way to find out their

personalized financial help estimate •  Avoid: Sales-y, gimmicky language;

“savings”


Digital Messaging

Local Help •  60% of those who enrolled in

OE1 did so with in-person help •  Phrase “local help” has tested

better than “expert” •  Give consumers a way to find

local help in their community


Digital Messaging

The Fine •  Good motivator for those who

may be putting it off •  “Fine” performed better than

“fee” or “penalty” in tests •  Details of the fine were not

necessary in OE1, but that could change since it’s more this year


IV.   EFFECTIVE MESSAGING IN THE PRESS

Jessica Barba Brown, Enroll America October 27, 2014


Why Press Matters

[VALUE]%

18%

36%

21%

44%

16%

23% 21%

News Advertisements Website/online searches Friends and family

Where have you been getting information about the new health insurance options including HealthCare.gov?

Enrolled Uninsured



Why Press Matters

[VALUE]%

[VALUE]%

9%

[VALUE]%

19%

[VALUE]%

27%

4% 4%

[VALUE]%

Local TV National/Cable TV Print Radio Online

What has been your main news source on this issue? Enrolled Uninsured



Tools of the Trade

•  Press Releases •  Letters to the Editor •  Op-Eds •  Photo Ops •  Media Interviews •  Desk-Side Briefings •  Press Conferences •  Editorial Boards


Press Opportunities

Things to Remember… Ø Contact the media with purpose Ø Emphasize the local Ø Be direct and be brief Ø Be ready: prep spokespeople, gather

materials Ø Create your own media: photos/video,

social media Ø  Follow up before, during, after Every press opportunity is a messaging opportunity.


Press Opportunities

Around Your Work…. •  Enrollment events •  Outreach events •  Consumers helped


Press Opportunities

Responding to Concerns… •  HHS announcements •  Deadlines


Sound Bites

Online “Generally what we hear is people don't know if they are eligible and they don't know how the program works, so we start talking about what the eligibility looks like.”

State Director for Enroll America, Bill England

“A lot of people were not aware of the financial assistance available. Informing consumers about the availability of financial assistance was the single most important way to motivate uninsured consumers to enroll. Eighty-four percent of people who enrolled qualified for financial assistance.”

State Director for Enroll America, Justine Ceserano

“A lot of people have gotten financial assistance to pay for their plans, but that’s something we know a lot of people aren’t aware of. A lot of people are hesitant to sign up for health insurance because they think they can’t afford it.”

President of Enroll America, Anne Filipic

Enroll America bus tour promotes health law in Dayton.


Power of Visuals


Final Product


Join the Communicators Program!

www.EnrollAmerica.org/Communicators -  Weekly email messaging update -  Earned media best practices -  Localized messaging

resources -  Social media content


V.  QUESTIONS? Jessica Barba Brown, National Communications Director

Jonathan Shields, Director of Spokesperson Communications Sara Little, Director of Content and Social Media


#Ready4OE2 Series

#Ready4OE2 Webinar and Blog Series During

October!

Subscribe to Enroll America’s newsletter for updates: http://www.enrollamerica.org/

Healthcare

Enroll America’s Communicator’s Guide: How to Message Get Covered, Stay Covered