Mass. Appeal:How One State Spread the
Word on Health Care ReformCenter for State Health Policy
Rutgers University, June 21, 2011
Paul WingleDirector of Creative Media
Phase 1: The Initial PushFall 2006 – 2007
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Goals for Phase 1
Launch an aggressive public education campaign to:
• Provide information about the new law and raise awareness
• Promote the availability of new plans, all certified by the state for quality and value
• Promote the Health Connector’s ability to offer unprecedented choice
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Who Are the Uninsured?
• 56% between ages 19 to 39
• 57% male
• 70% are employed– Of these two-thirds worked for small firms with
fewer than 50 employees– About one-third reported that their employers
offer health insurance
Source: Massachusetts Division of Health Care Finance and Policy 2006 household survey of Mass. residents
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What Market Research Showed
Two basic messages resonated:
– Health Security: Protection from financial ruin in the event of an unexpected accident or diagnosis
– Access to Preventive Care
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Public Education and Outreach Campaign
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Elements of the Campaign
• Partnerships w/corporate and civic organizations including the health care community, faith communities, unions, business groups, sports teams, etc.
• Media Outreach • Direct Mail• Seminars & forums (over 150 presentations) • Grassroots Outreach • Paid Advertising• Public Information Unit• Grants to Community Organizations
The Ultimate EndorsementHealth Connector teams up with
Boston Red Sox to build enrollment in new health insurance plans.
Other corporate/civic partnerships announced as part of public
education campaign
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Boston Red Sox
• Information booth at Fenway Park for all home games (focal point for media outreach)
• Live NESN interviews with Health Care Reform proponents – Senator Kennedy, Governor Patrick, State Sec. HHS Judy Ann Bigby, Connector Executive Director Jon Kingsdale
• Public Service Announcements
• Connect to Health Day at Fenway
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Boston Red Sox
• Tim Wakefield PSA
• NESN Interview with Senator Kennedy
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Health Care Reform Coalition
• Group of 18 organizations, including Boston teaching hospitals, Blue Cross, Greater Boston Chamber, Mass Taxpayers, Health Care for All
• Raised funding for complimentary ad campaign
• Enabled the Health Connector to focus on target market, while the Coalition focused on broad-based awareness
• Provided the glue to hold key supporters together
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Health Care Reform Coalition
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Our Partners
• Other State Agencies• Greater Boston Interfaith Organization
– Developed train the trainer materials – Educational workshops following weekend
services– Went door to door– Helped at grassroots outreach events
• CVS– Window Signage, info at pharmacy counters,
overhead radio announcements• Shaw’s and Star Market Supermarkets
– Messaging in circulars, messages on store receipts
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Our Partners Continued
• Associated Industries of Massachusetts, (AIM) – Partnered with key business associations to
co-sponsor 16, three-hour sessions across the state.
• Retailers Association, NFIB, Bank of America– helped with business outreach
• IBEW– Messaging on lighted billboard on Expressway
• Comcast– pro bono advertising
• Zip Car– website link
• Massachusetts Health Plans– MMCOs and commercial plans advertised
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Other State Agencies
• Department of Revenue– Postcards to tax filers (3.1 million), letters to
employers (193,000) and uninsured • MassHealth (Office of Medicaid)
– EOHHS Outreach and Enrollment Grants• Division of Insurance & Division of Health Care Finance
and Policy– Presentations
• Registry of Motor Vehicles– Notices to new Mass. residents via new license
process • Division of Unemployment Assistance
– Inserts in resident mailings• MBTA
– Advertising on subway cars and buses
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Grassroots Outreach
• 20 community-based enrollment events during Fall & Winter 2007
• Partnered with:– Legislators – Mayors/City Councilors– Local Hospitals – Community Health Centers– Community Groups– Health Plans– MMCOs– School systems
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Advertising
• Television, including New England Sports Network
• Radio • Print, including community, ethnic and
college newspapers• Internet• Transit• Targeted to all geographies, from
western Massachusetts to Cape Cod
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Our Message
• There's a new law - you need health insurance
• Unprecedented choice of plans
• Easy comparison of plans and prices through our website
• State Seal of Approval for quality and value
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Health Connector Advertising
TV ads began mid-May 2007:
“I’ve Got It”
Broken Arm
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Health Connector Advertising
Message updated as deadline for tax penalties approached, as this fall 2007 radio ad indicates.
Sign Up by Nov 15
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J uly 1st: Mandate goes into effect.
Nov. 15th: Final push to sign-up to avoid 2007 tax penalties
Spike in visits to web site prior to tax penalty going into effect (May ’07 to Jan ’08 shown below)
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Public Information Unit
• Created to focus on calls regarding Health Care Reform law and business questions
• Alleviated pressure on two enrollment call centers
• Handled up to 2,500 calls/e-mails a week.
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Results of Outreach efforts
• By end of 2007, Massachusetts had over 300,000 newly insured residents
• Law and penalties were fully implemented
Phase 2: 2008 - 2009
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Goals for Phase 2
• With over 300,000 newly insured, the focus turned to those hardest to reach
• Get their attention
• Motivate them to enroll
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Who said it would be easy?
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What Market Research Showed2008
Those who remain uninsured resist health insurance because they:
• Would rather play the odds
• Feel they can’t afford it
• Believe they don’t need it
• Object from a civil liberties, anti-government perspective
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What Are the Best Motivators?
• Knowing the Tax Penalties
• Understanding how costly medical treatment can be
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Our Challenge
• Come up with an edgy as well as educational campaign
• Develop creative that is visually compelling
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Health Connector Advertising
Radio Ad: Not Gonna Happen to me
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Social Media
• Digital display and SEM/PPC advertising
• Search Engine Optimization
JaclynCommonwealth Care Member
Cancer free for two years. “If I didn’t have health insurance, I would never have made an appointment with my doctor because of the cost. The cancer would have spread and I would not be alive today to tell my story.”
New to Massachusetts, Abbie was not optimistic about obtaining health insurance because of a pre-existing condition. “I figured I would go through the same process and be turned down again. But I wasn’t. I did the whole thing online and got a very good plan. I was just thrilled!”
AbbieCommonwealth Choice Member
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Rate of Uninsured
• By November of 2008 only 2.6 % of Massachusetts residents were uninsured
• Best in Nation
Source: Division of Health Care Finance and Policy
Phase 3: 2009 - present
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Signs in 2009 that Health Care Reform Is Working
• More than 400,000 newly insured• One third in commercial
(non-subsidized) plans• 34% reduction in free care pool spending• Non-group premiums down• Opinion poll shows public continues to
support the law (59 – 75%)
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Goals for Phase 3
Promote Health Connector Brand attributes– You owe it to yourself to compare– The Health Connector can help – Choice and Comparison of Price and
Plans– Peace of Mind through the Seal of
Approval
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Health Connector Advertising
• TV Commercial: Comparing Apples
• Radio Ad: Expert Guide
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Lessons Learned
• It takes a community effort (ask for help) • A variety of approaches are critical• Build partnerships and work to sustain
them• Opportunities for outreach are
everywhere from ballparks to churches, pharmacies to grocery stores