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.

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Connecting Millions of Americans with Health Coverage

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Connecting millions of americans with health coverage

Connecting Millions of Americans with Health Coverage

The 2013-2014 Opportunity


Highlights

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

Mission: Maximize coverage for uninsured Americans

Enroll America will execute a national education and enrollment campaign

1. Educate and Engage

2. Mobilize to Enroll

3. Work with Partners to Ensure System works

Successful implementation of ACA requires all-out effort by government, not-for-profits, insurers, hospitals, community health centers, health providers, and others


National partners

National Partners


The new paradigm of coverage

The New Paradigm of Coverage


Grounded in research

Grounded in Research

Research and Branding

We want to learn:

  • The most effective messages to reach different demographic and geographic groups?

  • Who are the best messengers for these communications?

  • What are the best ways to deliver these messages (e.g. television, radio, social media, etc.)?


Details on the research

Details on the research

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

Source: ASPE, March 2012; Enroll America, Nov 2012


The awareness gap

The Awareness Gap

Many of the uninsured still don’t know about their options

November 2012

August 2013

of the uninsured don’t know about the new health insurance options

of the uninsured don’t know about the new health insurance marketplace options

78%

43%

There is still plenty of work to do, but the uninsured are hearing more and more about the new options available to them

Source: Enroll America, November 2012

Source: Kaiser Family Foundation, August 2013

Lack of awareness provides opportunity for education with effective messaging


Awareness of new health coverage options is increasing

Awareness of new health coverage options is increasing

But many of the uninsured still don’t know

Still Many Are Unaware

*Source: Kaiser Family Foundation

Source: Enroll America


Uninsured unnecessary uninterested skeptical young mostly men

Uninsured, Unnecessary & UninterestedSkeptical, Young (Mostly) Men


Reluctant but reachable young diverse uninsured

Reluctant but Reachable Young, Diverse, Uninsured


Desperate believing poorest sickest least educated

Desperate & Believing: Poorest, Sickest, Least Educated


Florida s uninsured

Florida’s Uninsured

Florida Uninsured by County (under age 65)

Source: U.S. Census


Demographic profile of the uninsured in florida nonelderly adults ages 18 64

Demographic Profile of the Uninsured in Florida(Nonelderly Adults, Ages 18-64)

62%

Live in Families with at least One Full Time Worker

48%

52%

Source: Kaiser Commission on Medicaid and the Uninsured, October 2012


In person assistance

In-Person Assistance

75%

Three out of four of the newly eligible want in-person assistance to learn about and enroll in coverage.

Help gets them from here…

…to here.

Source: Enroll America, November 2012


Messaging to the uninsured

Messaging to the Uninsured


Key findings

Key Findings


Connecting millions of americans with health coverage

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


Connecting millions of americans with health coverage

Where they need to be


Facts about coverage and financial help are critical

Facts about coverage and financial help are critical

Top facts should be used to introduce new 2014 options

  • All insurance plans will have to cover doctor’s visits, hospitalizations, maternity care, emergency room care, and prescriptions

  • You might be able to get financial help to pay for a health insurance plan

  • If you have a pre-existing condition, insurance plans cannot deny you coverage

  • All insurance plans will have to show costs and what is covered in simple language

89% of respondents identified one of these as the most important fact to communicate

Source: Enroll America, November 2012


Connecting millions of americans with health coverage

Words that work


Connecting millions of americans with health coverage

Words that work


Connecting millions of americans with health coverage

Words that don’t work


Connecting millions of americans with health coverage

www.getcoveredamerica.org


Connecting millions of americans with health coverage

  • 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

www.getcoveredamerica.org


Get covered america campaign targets key audiences

Get Covered America campaign targets key audiences

Campaign will conduct outreach and messaging to specific groups

Core Audiences

Uninsured Floridians

Influencers

General

Public


Campaign driven by guiding principles

1. Data-driven and Metrics-based

2. Grassroots-focused

Campaign Driven by Guiding Principles

3. Coalition-based

4. Committed to Cutting-edge Online Organizing and Social Media Tactics and Tools

5. Building a Narrative of Success


Modeling and testing connect individuals with most effective messages and tactics

Modeling and Testing Connect Individuals With Most Effective Messages and Tactics

Without Modeling, Campaign Would Miss Millions of Uninsured

Modeling Identifies Uninsured at Individual Level

Additional Testing Identifies Best Message + Tactic

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

Houston Uninsured Map

Example Neighborhood

Example Tactics + Message

119,508

23%

35%

54%

Call – Cost Msg.

9%

7%

49%

Mail – Security Msg.


Connecting millions of americans with health coverage

Enroll America implementing a national education and enrollment campaign using cutting-edge strategies and tactics

Strategic Partners

Grassroots Organizing

Earned Media

Digital + Social Media

Paid Media

Data &

Results Driven

Surrogates

Community Engagement


Enroll america seeks to coordinate with navigators cacs and community health centers

Enroll America seeks to coordinate with Navigators, CACs and Community Health Centers

  • 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

Get Covered America Resources

  • Enroll America’s Best Practices Institute

    • Expertise in ACA policy, education and guidance related to enrollment

    • Identifying best practices and strategies to reach specific racial and ethnic communities with low rates of health coverage enrollment

  • Enroll America’s Communications/Data

    • Extensive research on most resonating messages, messengers and tactics for reaching the uninsured

    • Data driven approach and training on same to maximize outreach efforts

  • Get Covered America Literature

    • Literature that can be provided to disseminate at your office, church, pharmacy,

  • Florida State Team/Infrastructure

    • 6 offices (Miami, Broward, Palm Beach, Hillsborough, Orange, Duval)

    • 27 staff – 19 organizers

    • A growing volunteer base

    • Wide variety of volunteer opportunities

    • National/state press operation


Questions let s work together

Questions? Let’s work together!

  • Nicholas X. Duran

  • Florida State Director

  • [email protected]

  • 954-547-6165

  • John Brushwood

  • Regional Lead for West Florida

  • [email protected]

  • 510-468-4020


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