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© 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
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 3
I. ENROLLMENT LANDSCAPE
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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?
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 5
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 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 6
2014 Enrollment
16 Million
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2014 + 2015 Enrollment
16 Million in year 1
8 Million in year 2
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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
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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
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 10
Ani Fete National Director of Partner Engagement and
Outreach
Afete@enrollamerica.org
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II. ENGAGING THE LATINO COMMUNITY
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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
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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
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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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 15
What Have We Learned
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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 16
What Have We Learned
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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 17
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
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 18
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!
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 19
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
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 20
Thank You!
Thank you Jose L. Plaza
jplaza@enrollamerica.org Getcoveredamerica.org
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III. ENGAGING THE FAITH COMMUNITY
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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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 23
The National ACA Faith Coalition
Effective Engagement With The Faith Community
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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 24
Effective Engagement With The Faith Community
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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 25
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
Effective Engagement With The Faith Community
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 26
CASE STUDY: PICO CALIFORNIA
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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
Effective Engagement With The Faith Community
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 28
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
Effective Engagement With The Faith Community
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 29
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
Effective Engagement With The Faith Community
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 30
.
• 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
Effective Engagement With The Faith Community
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 31
Thank You!
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IV. ENGAGING WOMEN AND YOUTH THROUGH DIGITAL
TOOLS
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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
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 34
Key Outreach Practices
Maximize Digital Outreach
Share Key Messages with Trusted Messengers
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Example: Community Colleges
• Schools can use existing communication channels o Educate Students o Promote Events o Embed tools o Share resources on social
media
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 36
Digital Outreach: Individualize Information
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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.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 38
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.”
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 39
Thank You!
Ambar J. Cavillo National Stakeholder Engagement and
Women’s Campaign Director
Acavillo@enrollamerica.org
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014 40
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#Ready4OE2 Series