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 PresentationTRANSCRIPT
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
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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
National Partners
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The New Paradigm of 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.)?
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
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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
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
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Uninsured, Unnecessary & UninterestedSkeptical, Young (Mostly) Men
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Reluctant but Reachable Young, Diverse, Uninsured
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Desperate & Believing: Poorest, Sickest, Least Educated
Florida’s Uninsured
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Florida Uninsured by County (under age 65)
Source: U.S. Census
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
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
Messaging to the Uninsured
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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.
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
Where they need to be
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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
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.
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.
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.
www.getcoveredamerica.org24
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
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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
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
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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
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
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 -
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
Questions? Let’s work together!
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Nicholas X. Duran Florida State Director
John BrushwoodRegional Lead for West [email protected]
510-468-4020