outreach 2.0: applying lessons learned when connecting with specific uninsured communities

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014

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Outreach 2.0: Applying Lessons Learned When Connecting With Specific Uninsured

Communities

October 8, 2014

Ani Fete, National Director, Partner Engagement and Outreach

Jose Plaza, National Director of Latino Engagement Rev. Derrick Harkins, National Director of African American and Faith Engagement

Ambar Calvillo, National Stakeholder Engagement and Women’s Campaign Director

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 2

Agenda

I.  Welcome and Enrollment Landscape

Ani Fete, National Director of Partner Engagement and Outreach

II.  Engaging the Latino Community

Jose Plaza, National Director of Latino Engagement

III.  Engaging the Faith Community

Rev. Derrick Harkins, National Director of African American and Faith Engagement

IV.  Engaging Women and Youth Through Digital Tools

Ambar Calvillo, National Stakeholder Engagement and Women’s Campaign

Director

V.  Q&A Ani Fete, National Director of Partner Engagement and Outreach


I. ENROLLMENT LANDSCAPE


What’s Staying the Same

•  Financial help •  Populations that are likely to be

uninsured •  The importance of in-person

assistance •  The core message about the

value of coverage •  Technology bumps •  Enroll America will continue to

serve as a resource

What’s Changing

•  Shorter open enrollment period •  Renewals! •  Fine increasing •  Some states expanding

Medicaid for the first time •  Who the in-person assisters are

in your community •  Training for assisters •  Funding •  Tax Time

How is OE2 different from OE1?


Partnerships Remain Crucial

There are fewer uninsured individuals to connect to coverage, but the work remains more important than ever, and may be more challenging…


2014 Enrollment

16 Million


2014 + 2015 Enrollment

16 Million in year 1

8 Million in year 2


OE2 3 months: Nov. 15, 2014 to Feb.15, 2015

Medicaid & CHIP Year-Round Enrollment

Special Enrollment Periods After qualifying life event (year-round)

Tax Filing Jan. 31, 2015 to April 15, 2015

Important Dates


Coverage Effective Dates

Enroll by… For coverage beginning..

December 15, 2014 January 1, 2015

January 15, 2015 February 1, 2015

February 15, 2015 March 1, 2015


Ani Fete National Director of Partner Engagement and

Outreach

[email protected]


II. ENGAGING THE LATINO COMMUNITY


A Snapshot of the Uninsured

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Total Uninsured

Source: Census Bureau, Current Population Survey, March 2011 and 2012


States & Uninsured Latinos

13

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Total Uninsured % of Uninsured Latinos

Source: Census Bureau, Current Population Survey, March 2011 and 2012


What Have We Learned

81% feel they do not know enough about the health law/are unsure

66% do not know there is free in-person help for signing up

82% were not aware of deadline

Barriers to Enrollment

Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.



65% do not know they cannot be denied for pre-existing conditions

78% unaware of subsidies so assumed healthcare was too expensive

40% in FFM states have not heard of HealthCare.gov

Barriers to Enrollment

Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.



Individuals who didn’t

go to the marketplace

• Latinos (74%) • 139% to 200% FPL

(74%) • High school or less

(70%) Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.


Lessons Learned

•  Collecting information

using a “commit card” was an effective and simple way to collect consumers’ information for follow-up.

•  Following up with

consumers over the phone was one of the most important tools Enroll America staff employed.

•  Engaging ethnic and

specialty media and other trusted sources of information and messengers was crucial

•  Educating staff about the

importance of building relationships with reporters and executing an overall communications and messaging strategy was key

Source: Enroll America, State of Enrollment: Lessons Learned from Connecting America to Coverage, 2013-2014, https://s3.amazonaws.com/assets.getcoveredamerica.org/20140613_SOEReportPDFlr.pdf


Successful Steps to an Enrollment Event

Step 1:

• Identify your target population, county, city, neighborhood

Step 2:

• Coalition: Engage partners/ local leaders/ institutions

Step 3:

• Identify and secure: Date, venue, and event leads in the planning back process.

Step 4:

• Recruit appropriate assistors/navigators for the event

Step 5:

• Media & Promotion Engagement

Step 6:

• Have a successful event! & then EVALUATE!


Key Takeaways

Financial assistance messages were key

Consumers wanted individualized information

Following up multiple times yielded the best results, specifically among certain populations

Partnerships drove success

In person help was crucial


Thank You!

Thank you Jose L. Plaza

[email protected] Getcoveredamerica.org


III. ENGAGING THE FAITH COMMUNITY


Why Engage the Faith-Based Community?

Effective Engagement With The Faith Community

•  Faith-based communities are trusted messengers

•  Working with a local congregations

to reach individuals and families can be an effective way to break down myths while providing information.


The National ACA Faith Coalition


Enroll America built a diverse coalition of faith organizations and networks to engage their collective membership of over 20 million congregants nationwide in outreach and enrollment activities during the first enrollment cycle. The campaign empowered faith leaders to be messengers on the importance of health care through our “Health Care from the Pulpit” program. The coalition collectively hosted: •  Over 1500 outreach and enrollment events at churches, mosques,

temples and faith centers, touching over 110, 000 congregants. •  4 National Faith Weekend of Action Events in October, February

and March to engage the Christian, Muslim, and Jewish faith communities throughout the country.



Key takeaways were the importance of:

1.  Having a clear cut program, communication and tracking system with practical steps to conducting events (via print resources, multimedia presentations, messaging training and overall ACA education) and reporting.

2.  Having high level leaders designate an ACA outreach representative who would work internally to oversee outreach efforts as well as act as a liaison with external partners.

3.   Identifying each organizations strength and weaknesses regionally. Identify how your efforts can add value and/or build capacity for the organization.


Conduct a “Health Care from the Pulpit” Tabling Event

Activate a “Heal-the-Neighborhood” Health Outreach Ministry

Host a “Health Coverage Enrollment Summit”

Health Care from the Pulpit



CASE STUDY: PICO CALIFORNIA


Enrollment events and outreach

•  Meet new people in your congregations and neighborhoods

Identify Barriers to Enrollment and healthcare access

•  Engage base in the issue. Identify and develop more leaders

Organizing campaigns for healthcare policy improvement

•  New developed leaders, more power for working people.

PICO Enrollment: a tool to Activate Congregations and Improve

Communities



1.  Leadership development, ministry engagement 2.  Build lists for civic engagement 3.  Empower our community with healthcare

coverage 4.  Organize congregation teams to remove

barriers to enrollment

Activating Congregations and Improving Communities



1. Educational Announcements: from the pulpit and in bulletin

2. Flyers documenting eligibility requirements and documents needed to enroll

3. Pre-screen and answer questions for 2 weekends

4. Enroll for 2 weekends and/or schedule appointments for mid-week enrollments

5. Church-based teams for reminder calls and follow-up

PICO: What we did

together



.

•  Going where the people are, means they show up.

•  Reminder robo- calls and texts from clergy

•  Multiple weeks lead time allow for easy follow-up

. •  Making sure we added value to the life of the congregation: register voters, survey people around issues, allow for event or ministry sign-ups, canvass neighborhood

•  Engaging existing ministry groups in new ways

•  Respecting faith traditions and doctrine

PICO: What worked



Thank You!


IV. ENGAGING WOMEN AND YOUTH THROUGH DIGITAL

TOOLS


Why A Digital Focus?

•  Meeting consumers where they are

o 91% of Americans own mobile phones

o 87% actively use the internet

•  It’s where they get news and

information

o More women than men on social media

o Latinos and African Americans over

index for social media

•  Digital is more cost effective


Key Outreach Practices

Maximize Digital Outreach

Share Key Messages with Trusted Messengers


Example: Community Colleges

•  Schools can use existing communication channels o Educate Students o Promote Events o Embed tools o Share resources on social

media


Digital Outreach: Individualize Information


Key Messages and Trusted Messengers

Women make 80% of Health Care Decisions

Women are often the people who others turn to when making important decisions about health insurance.


Example: Winning Messages

•  “Free, in-person help with your

health insurance application.”

•  "Gail R. from Pennsylvania got

covered for $1.11 per month.”

•  ”Over half of uninsured

Americans could get covered for

less than $100 a month.”

•  “Sign up by March 31st to avoid

paying a fine.”


Thank You!

Ambar J. Cavillo National Stakeholder Engagement and

Women’s Campaign Director

[email protected]


#Ready4OE2 Series

outreach 2.0: applying lessons learned when connecting with specific uninsured communities

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