Delaware’s Health Insurance Marketplace:Update on Marketing Communications

Delaware Health Care Commission, February 6, 2014

Website Analytics

Total Traffic to ChooseHealthDE.com

• When paid media and search media campaigns ran, traffic to ChooseHealthDE.com increased significantly.o From July 2013 to January 2104, paid media drove 42% of all traffic to the site.o From July 2013 to January 2104, paid search drove 11% of all traffic to the site.

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-140

10,000

20,000

30,000

40,000

50,000

60,000

1,0075,427

8,327181

4150

7,365

24,327 23,906

126 51,513

14,755

45,91353,007

8,3362,562 5,790

Traffic to ChooseHealthDE.com

Total TrafficPaid MediaPaid Search

Clicks from ChooseHealthDE.com to Healthcare.gov

There were 28,177 clicks from ChooseHealthDE.com to Healthcare.gov and 5,281 (19%) of those were from visitors driven to the site from interactive media placements.

ChooseHealthDE.com

Healthcare.gov

Mass Media Campaign

Traditional Media Outlets

• Television (Cable and Network)• Radio (English/Spanish)• Billboards • Print ads (English/Spanish)

Non-traditional Media Tactics

• Door hangers (English/Spanish)o Households with residents

between the ages of 18-34 in Kent and Sussex Counties

o Total number of households: 88,603

• Movie theatreso Locations: New Castle, Kent,

Sussex Counties

Door hanger

Digital Media Tactics (English & Spanish)

•Search (Google and Bing)•Facebook (Promoted posts)•Twitter (Promoted posts)•YouTube•Yahoo Sports•Hulu•Streaming Radio (Pandora and iheartradio)

•Refuel (video gaming) Facebook—Promoted post

Grassroots Outreach & Social Media

Enroll-A-Thon Events

• Community Collegeso Delaware Tech o Wilmington University

• Delaware Public Schools• Dover Mall

Social Media Tactics

• Enroll-A-Thon Photo Booth• ‘Man on the Street’ Interviews• Concert Ticket Contests

o Fireflyo Delaware State Fair/Lady Antebellumo Looking for a concert in Wilmington/Philadelphia

Concert Ticket Contest—Firefly

Concert Ticket Contest—Firefly

Results to date: • 517 new Facebook fans• 492 contest entries• 135 meme ‘likes’• 197 meme shares• 67 people who entered do not have health insurance

Collateral Materials

Delaware’s Health Insurance Marketplace:Update on Activity

Delaware Health Care Commission, February 6, 2014

Secretary Rita Landgraf, Department of Health and Social Services

Agenda

• Stories from the Ground• Updates since last Health Care Commission meeting• Marketplace enrollment update• Medicaid update• Marketplace Guide update• Key dates for the Marketplace• Plan Management update

16

Stories from the Ground

• A Hockessin woman and her two adult children who were denied coverage under Medicaid are now having difficulty applying on the Marketplace because HealthCare.gov is flagging her application as being potentially eligible for Medicaid. Her case has been referred to a Rapid Response Team at the Centers for Medicare and Medicaid Services.

• A Townsend woman is transitioning to a new part-time job that doesn’t offer insurance. With the help of a Marketplace Guide, she qualified for a subsidy that will cover her costs entirely. She also chose a dental plan and will pay $31 a month.

17

Stories from the Ground

• A Dover man who lost his job in the fall thought he might be eligible for Medicaid, but he was not. He was referred to a Marketplace Guide for assistance.

• A 54-year-old retired woman from Delmar requested support from a Marketplace Guide at the Laurel State Service Center. Eligible for a $650 tax credit, she will pay $21 a month. She is happy to have affordable insurance and grateful to have been assisted. 

• A Marketplace Guide at Westside’s Northeast office helped a 24-year-old single man enroll. He is eligible for a $82 tax credit and will have a monthly premium of $141.

18

Recent Updates

• On January 14th, the U.S. Department of Health and Human Services announced an extension of the Pre-existing Condition Insurance Plan until March 31st. Those currently enrolled in PCIP can remain in that plan until this new deadline. This impacts 249 Delawareans.

• As was reported in The Washington Post, a small percentage of HealthCare.gov enrollees nationwide have encountered errors and have filed appeals to correct those errors, but find themselves stuck in the system. CMS is working to manually contact these individuals to resolve their cases and has made system changes to resolve the issues they are encountering.

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Recent Updates

• This week the Congressional Budget Office reduced by 2 million the number of uninsured people expected to get covered this year through the Affordable Care Act. The office expects 6 million people to sign up through the federal and state marketplaces, down from the previous estimate of 7 million, and another 8 million to get covered through the Medicaid expansion, down from 9 million.

• Earlier issues with adding dependents through special enrollments have been resolved

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Marketplace and Medicaid Enrollment Update

As of January 31, 2014, 6,458 Delawareans have enrolled in health care coverage through expanded Medicaid and the Marketplace since

October 1, 2013

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Marketplace and Medicaid Enrollment Update

Enrollment for the 4-Month Period: October 1, 2013 through January 31, 2014*

Total Number of Enrollees Increase from previous month

Medicaid 1,396 32%

Marketplace* 5,062 59%

Total 6,458 53%

*To be consistent with the Federal government’s reporting, this number represents Delawareans who have selected a Marketplace plan, either through Healthcare.gov, or through direct enrollment with an issuer (with or without the first premium payment having been received directly by the Insurance Company.)

Marketplace Enrollment Update

Marketplace Plan Selection by Metal Level — Silver plans account for 52% of the plan selections in the Delaware Marketplace.

Metal Level Distribution (rounded to the nearest whole number):• Bronze = 14%• Silver = 52%• Gold = 23%• Platinum = 9%• Catastrophic = 1%

Marketplace Plans: Financial Assistance — More than three-quarters (76%) of the Delawareans who have selected a Marketplace plan will be receiving Federal financial assistance in paying their premiums.

• This includes people who qualify for an advance premium tax credit (APTC), with or without a cost-sharing reduction (CSR).

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Marketplace Enrollment Update—Comparison by Age

Enrollees % EnrolledAge Groups

0 -17 436 8.6%

18 – 25 301 5.9%

26 – 34 719 14.2%

35 – 44 764 15.1%

45 – 54 1,074 21.2%

55 – 64 1,753 34.7%

65+ 15 .3%

Total 5,062 100%

9%

6%

14%

15%

21%

35%

0%

Marketplace Enrollment by Age

Ages 0 - 17 Ages 18 - 25 Ages 26 - 34 Ages 35 - 44Ages 45 - 54 Ages 55 - 64 Ages 65+

“Young Invincibles” (Age 18-34) represent 20% of Enrollment24

Marketplace Enrollment Update - County

Enrollees % Enrolled

CountyKent 597 12%

New Castle 3,093 61%

Sussex 1,372 27%

Total 5,062 100%

12%

27%

61%

Marketplace Enrollment by County

Kent Sussex New Castle

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Marketplace Enrollment Update— Gender

Enrollees % Enrolled

Gender

Male 2,227 44%

Female 2,835 56%

Total 5,062 100%

44%

56%

Marketplace Enrollment by Gender

Male Female

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Trend of Marketplace Enrollments

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12-Nov 12-Dec 9-Jan 31-Jan0

1000

2000

3000

4000

5000

6000

136

793

3183

5062

Marketplace Enrollees

Medicaid (Newly Eligible) Enrollment Update – Comparison by Age

Enrollees % Enrolled

Age Groups 19 – 25 264 18.9%

26 – 34 334 23.9%

35 – 44 305 21.8%

45 – 54 295 21.1%

55 – 64 198 14.2%

Total 1,396 100%

19%

24%

22%

21%

14%

Medicaid (Newly-Eligible) Enrollment by Age

Ages 19 - 25 Ages 26 - 34 Ages 35 - 44Ages 45 - 54 Ages 55 - 64

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Medicaid (Newly Eligible) Enrollment Update – Comparison by County

Enrollees % Enrolled

County

Kent 311 22.3%

Sussex 430 30.8%

New Castle 655 46.9%

Total 1,396 100%

22%

31%

47%

Medicaid (Newly-Eligible)Enrollment by County

Kent Sussex New Castle

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Medicaid (Newly Eligible) Enrollment Update – Comparison by Gender

Enrollees % Enrolled

Gender

Male 391 28%

Female 1,005 72%

Total 1,396 100%

28%

72%

Medicaid (Newly-Eligible)Enrollment by Gender

Male Female

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Marketplace Guide Activities to Date

• As of February 4, 2014:

• 386 completed enrollments

• 779 completed applications

• 1,251 outreach activities conducted

Between October 1, 2013 and February 4, 2014, Marketplace Guides have referred 539 consumers to Medicaid

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Enrollment Support

• Guides are now stationed at dozens of locations throughout Delaware, ready to help consumers apply for and enroll in coverage

• Locations include public libraries, state agency offices and Service Centers, healthcare facilities, schools, churches, and community centers

• Most locations accept walk-ins as well as scheduled appointments

• As always, please check www.ChooseHealthDE.com for the most up-to-date information about Marketplace Guide activities, including enrollment events

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Key Dates

Date Milestone

February 15, 2014 Last day to enroll for coverage to begin on March 1; those who enroll between February 16-28 will have coverage beginning April 1.

March 15, 2014 Last day to enroll for coverage to begin on April 1; those who enroll between March 16-31 will have coverage beginning May 1.

March 31, 2014 Last day of open enrollment for coverage in Plan Year 2014. In order to buy a Marketplace health insurance plan outside the open enrollment period, you must have a qualifying life event.

November 15, 2014-January 15, 2015

Open enrollment for coverage in Plan Year 2015

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Plan Management Update

Current Activities:• QHP/Issuer Monitoring & Oversight

• Verify participation by medical QHP Issuers in the Delaware Health Information Network (DHIN).

• Ensure adherence to state and federal network adequacy standards for Essential Community Providers, including federally-qualified health centers (FQHCs).

• Preparation for the next QHP Review cycle• Published DOI Bulletin (Feb 4, 2014) inviting Letters of Intent from Issuers to

apply for QHP certification for 2015 Plan Year.• Review proposed federal regulations and guidance to Issuers to identify

changes from the previous year; and• Develop proposed QHP application instructions, schedules, and templates

for Issuers.

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Plan Management—Looking Ahead

The Marketplace Program team will work with HCC to review current state-specific QHP Standards and Essential Health Benefits (EHBs), and develop recommendations for changes for implementation in Coverage Year 2016.

Planned Activities• Review current QHP Standards and EHB benchmark to identify opportunities

for modification/additions. • Conduct Public Comment Period on proposed changes to QHP Standards and

EHB Benchmark.• Review stakeholder feedback on proposed changes and develop final

recommendations for HCC review.• Review Final Recommendations with HCC; and• Approve and publish Delaware EHB benchmark and QHP Standards for

Coverage Year 2016.

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