engaging the invincible: activities to connect millennials to coverage
TRANSCRIPT
© 2016 Enroll America | StateOfEnrollment.org
Engaging the Invincible: Activities to Connect Millennials to Coverage
© 2016 Enroll America | StateOfEnrollment.org
Agenda Speakers
Krieg Rajaram- Young Invincibles
Linda Wharton Boyd, Ph.D.- District of Columbia Health Benefit Exchange Authority
Trilena Amos- Legacy Community Health
Questions
Planning Breakout
Share!
Engaging Millennials:Notes from the Field
Presented by: Krieg Rajaram State Organizing Coordinator
@YoungInvincibleYoungInvincibles.org
facebook.com/together.invincible
Agenda• Healthy Young America Campaign
• Overview of Millennial Populations
• Key Messaging & Outreach Best Practices
• Digital Engagement Strategies
Who is Young Invincibles?
Uninsured Millennials
14%
38%
19%
15%
12%
2%Uninsured by Age
0-17 18-34
35-44 45-54
55-64 65+
Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
Uninsured Millennials by Race
2 or More Races
Black
NHOPI
AI/AN
Asian
White
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
15.31%
20.81%
12.77%
27.99%
13.03%
12.56%
Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
Uninsured Millennials by Hispanic Origin
Non-Hispanic Origin
Hispanic Origin
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
14.24%
28.50%
Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
REACHING MILLENNIALSStrategies & Messaging
Landscape of OE3Challenges:
• Harder to reach populations
• “Low hanging fruit” are gone
• Less media attention
• Timing of open enrollment
Advantages: • Experience in OE1 & OE2
• Strong partnerships
• Less political stigma
• Newly insured become new advocates
Accessing Different Communities It can be difficult to gain trust as
an outsider
Take your time! It may require multiple touches
Solutions: • Have several small events like
tabling. Allows you to build trust and consistency
• Start slow and secure trusted sources
• Allow them to become your advocates.
Reaching New Partners Colleges and Universities -
International Student Depts. Grocery stores and
restaurants Faith Based Organizations Safety Net Programs
Food pantries Utility shut off programs
Free tax preparation programs ESL Programs Public School Systems Libraries
Messaging to Young Adults• Benefits of having insurance
– Get preventive care free
• Financial security – Young adults end up in the ER
more than any other age group outside the elderly
• Financial assistance – Vast majority receive financial
help
• Individual mandate & penalty– Why pay something for nothing?
Young Adults & Qualifying Life Events
Young adults more likely to experience qualifying life events than any other age group
83% of new mothers are 18-34
Median age for marriage: 28 for men, 26 for women
Change jobs every 2 years
Move at twice the national rate
~4.2 million people turned 26 in 2014
Special Enrollment & Qualifying Life Events
Turning 26 & losing coverage
Having a baby
Moving to a new area
Gaining a new immigration status
Getting married
Leaving a parent’s plan
Returning Citizens
Individuals have 60 days from the qualifying event to enroll in an insurance plan
Turning 26 – Its Your Birthday
• You have 60 days before or after your 26th birthday to enroll in a marketplace plan
• If you’re enrolling in job-based coverage, you may only have 30 days
• Start early to avoid a gap in coverage!
#BornIn90
DIGITAL ENGAGEMENT STRATEGIES
Paid Digital Ads on Social Media
Digital Outreach:– Strategically target
audience
– Authenticity
– Relevance
– Little to no text
#MillennialMon
#MillennialMon• 02/22 - We did a #MillennialMon chat on Health Literacy & Preventive Care.
Partners included HHS, CMS, Health Finder, HealthCare.Gov, HRSA, Out2Enroll, and Enroll America.
• That week, our Millennial Monday HT reached over 11 million timelines, we had 265 RTs and 483 mentions.
• 2/29 - #MillennialMon: Millennials and the Health Coverage Gap - We ran a two hour Millennial Monday chat with more than 30 partners in four states Florida, Virginia, Georgia and Texas. At its peak the chat had 500 posts, 95 users, 250,889 reach and 1.7 million impressions.
• 3/28 - #MillennialMon focused on LGBTQ health, which garnered close to nine
million timeline hits, more than 130 retweets and over 500 favorites/replies/mentions.
Minority Health Month Chat 4/11/2016We partnered with 7 organizations to have a national twitter chat discussing the topic of Minority Health. NovaScripts (VA) Working America (national) Catalyst Miami (FL) APIAHF (national),Alta Med (CA) CIPC (CA) ChapCare (CA)
Young Invincibles’ Mobile App: Health YI
Health checklist
Schedule a doctor's appointment
Ask a question of health care experts
Key Takeaways
• Build Strong Partnerships
• Use digital strategies to engage young adults online
• Find Young Adults Where They Are and Follow Up!!!!
Questions?
Krieg Rajaram [email protected]
younginvincibles.org
@YoungInvincibleInstagram: younginvincibles
facebook.com/together.invincible
DC Health Link Outreach“Engaging the Invincible:
Activities to Connect Millennials to Coverage
ENROLL AMERICA 2016 State of Enrollment: Getting America Covered
May 11-13, 2016
Presented by Linda Wharton Boyd, Ph.D.Communications, External Affairs & Stakeholder Engagement
District of Columbia Health Benefit Exchange Authority
OUTREACH MANTRA - REACH RESIDENTS:
Where they LIVE
Where they PLAY
Where they SHOP
Where they PRAY
Where they WORK
OUR APPROACH
• Hyperlocal Outreach• Community Partnerships• Outreach Advisory Groups - Weekly Meetings• Enrollment “Weeks of Action”
– Young Invincibles/ Millennials– LGBT– Latino, African-American– Asian Americans– Faith In Action
STANDARD BEST PRACTICES Enrollment Storefronts One Touch Enrollment Events Faith-Based Outreach Back to School Nights Cable Spotlight Special Events Advertising and Media Social Media, Mobile Outreach Etc.
YOUTH: Movie OpeningsStar Wars & Hunger Games
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YOUTH: NBA Wizards Partners
YOUTH: Café Crawl, Youth Enrollment Day
• Ben’s Chili Bowl• The Diner• Late Night
Denny’s
YOUTH: 24-Hour Enrollment Marathon
LBGT-OutreachSpecial Events
• Themed Enrollment Nights
• World AIDS Day – Dec. 1
Latin-American Outreach
African-American Outreach
Multi-Lingual Cultural MaterialsImages and LanguageAmharic, Vietnamese,
Mandarin, Korean, Spanish
New Year’s Campaign:Shape-Up, Sign-Up
LA Fitness: Discounts, Enrollment, Classes
Health Club Partnerships
• Faith-In-Action Weekends• From the Pulpit to the Pews• Churches, Mosques, Sikh Temple, Others
Faith-Based Outreach
“Knock, Knock” Door-to-Door Canvassing Target Neighborhoods
Final Deadline Advertising Push
• Geo-fencing – for the first time, new technology allowed mobile and online advertising to be targeted within geographic boundaries.
• Focused outreach resources in key uninsured neighborhoods.
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Mobile Ads – Geo-fencing
SUCCESSFUL 3RD OPEN ENROLLMENT
22,912 customers with 2016 health insurance through DC Health Link’s individual marketplace:
• 6,012 new customers; – 23% increase in new customers (compared to 4,879
new customers last year)
• 3,085 existing customers shopped & changed coverage;– Existing customers who shopped saved on average 5%
in premiums
• 13,815 existing customers automatically renewed.
Successful 3rd Enrollment• Kaiser Foundation: DC Tops Nation in ACA Enrollment
Percentage; DC enrolled 74% of eligible residents through its health insurance marketplace
• Open Source Code – An innovative and re-architected solution to continually improving the operating systems while also lowering costs to achieve sustainability of the marketplace
• Champion of Change – DC Health Link’s In-Person-Assister organization HIV Health was one of 10 honored by The White House for their ACA outreach work.
• Earned Media – Unique ideas such as Star Wars and Pizza Boxes, Knock, Knock , the 24 Hr. Enrollment Marathon, etc. earned press coverage on TV, radio, print, and online in a competitive media market 45
Thank you!!!
Engaging the Invincibles How to Outreach to the “Young Invincible”
May 12th, 2016
Why are we here
Trilena AmosLegacy Community HealthDirector of Patient Access
2013: Pre-enrollmentNational Uninsured Rate: 16.4%Texas Uninsured Rate: 21.3%
2015: Post-enrollmentNational Uninsured Rate: 10.7%Texas Uninsured Rate: 16.0%
Without Medicaid Expansion!
Agenda
Legacy Background
Ryan WhiteEngaging the HIV Population
Rural CommunitiesJefferson County
LGBTQ
Legacy Community Health
Federally Qualified Health CenterOver 100,000 patients system wideWest Houston to Beaumont41 CACs
Un-insuredUnder-insuredHIV/AIDSLGBTQ
Ryan White and HIV/AIDS Population
Ryan White is the “Payer of Last Resort”Partner with Planning CouncilMany qualify for the marketplaceInforming and transitioning patients“Meet them where they are!”
1. Town Halls2. Workshops3. Testing Events4. “Auntie Rosie”
Ryan White and HIV/AIDS Population
How to connect with your local RW Planning Council?
Each local RW office has its own specific planning areaVisit: http://
rwpchouston.org/HIV_Planning_Groups.htmUpon contact, ask for a manager or coordinator
4 Town Halls & Workshops held in Year 3
Rural and Southeast Texas
Partner with Enroll Southeast TexasPartner with UnivisionAnnual Rock N’ Roll EventMeet them where they are!
1. Lamar University2. Lone Star University
LGBTQ Populations
Partner with Enroll Gulf Coast CollaborationAds on TinderMeet them where they are!
1. Bars/Clubs2. Drag shows3. Pride events
Consumers Assisted—2,353Applications Submitted---1,742
Enrollments---1,282RW Patients Assisted—562
Total number of events—31
Y3 Open Enrollment Success
© 2016 Enroll America | StateOfEnrollment.org
BREAKOUTS
© 2016 Enroll America | StateOfEnrollment.org 59
1. Find a partner close to you
2. Pick one or two ideas you would like to implement and discuss what steps you can take when you get back home OR share the information you learned that you find most useful to you program
3. We will come back together to share and for final questions
BREAKOUTS