MARKETING UPDATEFY18 GMMB NTE

BOARD OF DIRECTORS MEETINGAPRIL 17, 2017

FY17 AWARENESS

RESPONSES TO CALL CENTER WHEN ASKED HOW THEY LEARNED OF MHC:

Friend 2,557 Radio 87

Department of Social Services 2,165 Other Maryland Gov Website 71

Website – Maryland Health

Connection.gov 2,096 TV – PSA 69

Online Search 1,942 Social Media 65

Health Insurance Marketing 724 Event 56

Insurance Product/Broker 712 Print Media (Newspaper) 52

TV – Commercial 489 Brochure (capture code) 28

Health Center 481 Navigator / Assister 27

Online Ad 395 Billboard / Bus / Transit 16

Doctor 342 Cinema Ads 14

Local Health Department 308 CVS 6

Hospital 299 Giant Store 5

Community Organization 153 Ravens Game / Web / Social 3

Connector Organization 131 Safeway Store 1

Direct Marketing relationship Indirect Marketing relationship

1. Simplify the website

Consumers spent more time with website / less time with call center.

Web sessions up 5% from 1.6 mil to 1.7 mil. Avg. duration up 14% from 3:52 to 4:25. 25-34 year-old users +3%.

Consolidated Service Center was offered 130,000 fewer calls; attributed to app, improvements in IVR menu and website. CSC reduced avg. call handle time by 1:23 compared to a year earlier.

FY17 STRATEGY > OUTCOME

2. Improve User Experience.

Simplified website based on live consumer, CAC, producer feedback. Introduced and heavily promoted mobile app. MHBE named “Best Technology Campaign” for 2017 by American Marketing Assn / Baltimore

Mobile app was a hit. 100,000 downloads, 3,000 daily views of inbox notices, 300 daily uploads of docs, 50 enrollments per day.

65% usage coming from Medicaid population

FY17 STRATEGY > OUTCOME

3. Grow enrollment and awareness.

Shifted from a 100% conversion-aimed campaign in digital media to a 60/40 conversion/awareness to cast wider net after surveys indicated lack of awareness on financial help.

As a result of strategy shift, clicks from ads to MHC.gov tripled (from 160,000 to 585,000).

E-mail “chase campaign” resulted in 30% bump vs. non-email control group. E-mail subscribers to MHC.gov updates up 10% to 500,000. 19,000 subscribers for MHC.gov consumer blog, up from 6,000 last summer.

3rd highest ratio of new enrollees in U.S. at 40% of total (Centers for Medicare &

Medicaid Services, 3/15/17)

FY17 STRATEGY > OUTCOME

4. Target uninsured population.

(QHP Eligible, Young Invincibles, African Americans, Hispanics). Broadcast + print ads in black and Hispanic outlets. Live radio remotes on El Zol 107.9 FM on Library Enrollment Day; Bowie State WMMJ on College Enrollment Day and 92Q WERQ for “Extol and Enroll” weekend

18-34 age group enrollments ranked 5th in U.S. (Centers for Medicare &

Medicaid Services, 3/15/17)

African-American and Hispanic 2017 enrollments at 18% and 12% respectively of total enrollments (vs. 19% and 12% in 2016).

FY17 STRATEGY > OUTCOME

5. Meet potential enrollees where they live, work, pray, play.

Held 3 major statewide outreach campaigns at libraries, colleges, faith institutions

46 events. 727 consumer visits. 525 enrollments completed + 101 post-event appts scheduled. 17,609 views of event web pages. Media Coverage: Baltimore Sun, Washington Post, WJZ, WBAL, WFMD, Washington Hispanic

FY17 STRATEGY > OUTCOME

On post-enrollment survey (26,731 responses):

• 60% of consumers said application questions were “extremely

understandable” or “very understandable,” up from 56% a year earlier.

• 61% of consumers said they were "very likely" or "extremely likely" to

recommend MHC to a friend or colleague, up from 57%.

• Consumers who said they "had some trouble" navigating the process

decreased for all 10 parts of application compared to prior year.

• Most-improved areas were starting the application (31% said they “had

some trouble” vs. 39% year earlier) and “understanding the eligibility

determination” (50% vs. 59% year earlier).

• 36% said they were "very comfortable" or "extremely comfortable"

navigating the website, up from 30%.

CUSTOMER SATISFACTION SURVEY

FY18 TIMELINE

“Last

Chance”

statewide

event.

Date TBD

July

• Research to determine obstacles to enrollment, additional concerns; use feedback to shape messaging

Aug/Sept

• Targeted outreach to groups such as young adults, African-Americans, Hispanics, self-employed and occupational groups, small employers in need of coverage.

October

• Launch pre-open enrollment radio and digital campaign to prepare consumers for shorter enrollment period; address confusion or misconceptions

November

• 1st of 2 statewide events: “Beat The Rush” Date TBD

December

• “Last Chance” statewide event. Date TBD

FY18 MEDIA PLANNING

“Last

Chance”

statewide

event

TYPE MARKET 10/18-24 10/25-31 11/1-7 11/8-13 11/14-12/1 12/2-8 12/9-15

TV

Baltimore X X X

Salisbury X X X

DC Cable X X X

RA

DIO

Baltimore General X X X X

Baltimore AA X X

Salisbury General X X X X

Salisbury AA X X X X

Statewide Rural X X X

DC General X

DC AA X X

DC Hispanic X X X

PR

INT

African American X X X X

Hispanic X X X X

Additional Demos X X

OUTDOOR Western X X X X X X X

DIGITALAwareness X X X X X

Conversion X X X X X

FY18 BUDGET PLANNING

Comm. /

Marketing

Planning

Support

Market Research to

assess consumer

sentiment, challenges

Advertising

Creative

Services

Research will help inform

changes to OE5

campaign approach

Media Planning

and Buying

Seeking additional

opportunities in hard-to-

reach areas

Outreach and

Education

Strengthen outreach to

occupations lacking

health coverage and

young adults

Collateral

Development

Additional languages

where needed

FY 2016 (Initial Contract Year, approved 9/21/15):

$2,300,000

FY 2017 (Option Year 1, board approved 2/22/16):

$2,200,000

FY 2018 (Option Yr. 2, presented to board 4/17/17):

$2,200,000

GMMB CONTRACT NTE

(NOT TO EXCEED)

QUESTIONS?