NY State of Health
The Official Health Plan Marketplace
Regional Outreach Summit - Rochester
September 23, 2013
Kyle Kotary
Director, External Affairs, Outreach & Marketing
518-473-1703
krk02@health.state.ny.us
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NY STATE OF HEALTH WILL
OPEN ON OCTOBER 1ST
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INDIVIDUALS AND FAMILIES WILL HAVE
A CHOICE OF HIGH QUALITY, LOW COST
PRIVATE HEALTH PLANS
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Map of Health Plans by County
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Health Plan Highlights
• Choice of plans in all areas of the State
• Increased competition gives consumers new health plan options
• You will not be denied health insurance on the basis of a preexisting condition
• Premiums for people who buy coverage for themselves and their
families decreases by an average of 53% compared to today’s
premiums
• All plans are required to have adequate networks
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Financial Assistance
• Many individuals and families will be eligible for financial
assistance to reduce the cost of coverage
• Financial assistance is available in 2 forms:
– Tax credits will reduce the cost of premiums for most single adults
earning less than $45,960 and for families of 4 earning less than
$94,200
– Cost-sharing reductions will lower co-payments and deductibles for
single adults earning less than $28,725 and for families of 4 earning
less than $58,875
• Tax credits and cost sharing reductions are estimated at the
time of application and applied immediately
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Website Resources
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Financial Assistance and Premium
Estimates for Silver Level Plans
http://www.nystateofhealth.ny.gov/resource/tax-credit-and-premium-estimator
Seneca
Genesee
County
Monroe
County
County
Adult earning
$20,000
Adult earning
$20,000
Adult earning
$20,000
Tax credit:
$241/month
Tax credit:
$185/month
Tax credit:
$230/month
Premiums start at:
$97/month
Premiums start at:
$85/month
Premiums start at:
$97/month
*Exact rates will depend on the metal
tier, health plan selected, and county.
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Financial Assistance and Premium
Estimates for Silver Level Plans
http://www.nystateofhealth.ny.gov/resource/tax-credit-and-premium-estimator
Seneca
Genesee
County
Monroe
County
County
Family of 4 earning
$50,000
Family of 4 earning
$50,000
Family of 4 earning
$50,000
Tax credit: $372/month
Tax credit: $261/month
Tax credit: $350/month
Parent premiums start at:
$304/month
Parent premiums start at:
$281/month
Parent premiums start at:
$304/month
CHP premiums for
children: $18/month
CHP premiums for
children: $18/month
CHP Premiums for
children:$18/month
*Exact rates will depend on the metal
tier, health plan selected, and county.
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SMALL BUSINESSES AND THEIR
EMPLOYEES WILL ALSO HAVE A CHOICE
OF HIGH QUALITY, LOW COST PRIVATE
HEALTH PLANS
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Small Business Marketplace:
Value for Small Employers
Choice
• Employers and employees regard expanded choice as a key
advantage to using the Marketplace.
Administrative Simplicity
• The Marketplace provides monthly billing to employers along
with other administrative simplifications.
Tax Credits
• The Marketplace will be the exclusive place to access small
business tax credits in 2014.
Contribution Options
• 76% of respondents believe this feature helps predict costs.
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Overview: Employer Coverage and
Contribution Options
Employer Coverage
Options
1) Select among QHPs
offered by a specific
carrier
2) Select specific QHPs
offered by multiple
carriers
Employer Contribution Options
1) Uncapped percentage
(e.g., employer pays 55% of premium)
2) Capped percentage
(e.g., employer pays 55% of premium, up to $300)
3) Defined dollar amount
(e.g., employer pays $300/month)
3) Select a metal tier of
coverage
4) Allow employees to
select any Exchange QHP
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NEW YORKERS WILL HAVE HELP
FINDING HIGH QUALITY, LOW COST
PRIVATE HEALTH PLANS
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3 Types of In-Person Assistors
IPA/Navigators
• Complete Applications
• Compensation from DOH grant program
• Training and certification required
• Serve Individuals and Small Business Marketplace
Insurance
Brokers/Agents
• Complete Applications
• Commission-based compensation
• Training and certification required
• Choose to certify in Small Business Marketplace, Individual, or
both
Certified
Application
Counselors
• Complete Applications
• No compensation from Marketplace
• Training and certification required
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3 Types of In-Person Assistors
•
50 Navigator organizations throughout the state
 96 subcontractors for a total of 430 full-time staff
 Nearly 200 have already completed training
 Trained individuals who speak 48 different languages
 Site schedules will be publicly available
•
Insurance Brokers

•
More than 2,000 brokers have already completed continuing education for
the Marketplace
Certified Application Counselors

Hospitals, healthcare providers, health plans, others
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A FIRST CLASS CUSTOMER SERVICE
CENTER WILL BE READY TO ANSWER
QUESTIONS AND ENROLL PEOPLE
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Customer Service Call Center
1-855-355-5777
• Call Center live on September 16th
• Sept. 16-30: Call Center available to answer questions and
provide guidance; not accepting applications. Hours: 8am5pm (M-F)
• Starting Oct. 1: Enrollment opens; Call Center begins
accepting applications. Hours: 8am-8pm (M-F); 9am-1pm
(Sat)
• Assistance available in over 170 languages
– Many staff will be bilingual and oral interpretation
available for remaining languages.
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A STATEWIDE AWARENESS CAMPAIGN
HAS BEGUN. A MULTI-MEDIA
ADVERTISING CAMPAIGN WILL BEGIN IN
THE UPCOMING MONTHS
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Media
• New name, logo and website unveiled
• Social media includes Twitter, Facebook, YouTube
and Google Plus
• Creative campaign for TV, radio, print and “out-ofhome” in production
• Public relations campaign under way
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Available Web Resources
• On our website (nystateofhealth.ny.gov)
• Fact Sheets & Newsletter templates in English and
Spanish
• County-specific list of Navigator grantees
• County-specific list of Health Plans
• Tax Credit and Premium Estimator
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Social Media
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Website Stats
• Unique Visitors
– 116,000 through 8/13
– 232,696 through 9/9 (100.6% increase)
• Individual Email Subscribers
– 5,500 through 8/13
– 13,067 through 9/9 (138% increase)
• Tax Credit & Premium Estimator:
– 19,838 views in Aug.
• Individuals & Families Info Page:
– 53,805 views in Aug.
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ADVERTISING:
Reaching New Yorkers Through a
Comprehensive Multi-Media Approach
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Advertising Examples
• Television: Major networks, cable, Spanish & other language
stations, targeted programming
• Search/Social: search engines & social media
• Digital/Web: mobile apps, website banner ads on news sites,
health sites, Spanish & other language sites
• OOH/Outdoor: billboards, bus stops, subway stops, branded hand
sanitizers, phone kiosks, coffee sleeves
• Print: major daily papers, weeklies, business journals, ethnic papers
• Radio: major market stations, news stations, targeted programming
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Anticipated TV Reach & Frequency:
High-Impact Coverage with Strong
Frequency of Message
Local TV - Reach & Frequency
4 Week
MARKET
Albany
Binghamton
Buffalo
Elmira
New York
Rochester
Syracuse
Utica
Watertown
Reach
89
91
90
91
91
89
88
91
92
Frequency
11.3
11.0
11.2
10.9
11.0
11.2
11.3
11.0
10.9
8 Week
Reach
93
94
93
93
94
93
92
93
95
Frequency
21.5
21.3
21.5
21.3
21.3
21.3
21.7
21.5
21.1
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Marketing Materials for Oct 1
• PDF versions will be posted to website for print on-demand
– Rack Cards
• Individuals and Families and Small Business
– Fact Sheets (8.5x11)
• Small Business, Young Invincibles, Immigrants
• Value of Having Health Insurance
• Paying for Health Insurance is Easier
– Posters (8.5x11 and 18x24)
• Plain Language: Materials will use language that is easily understood
• Materials translated into Spanish, Chinese, French, Haitian Creole, Italian,
Korean and Russian
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Using the nystateofhealth™ Logo
•
•
•
•
Authorized partners may affix their logos to marketing materials that are
developed by the nystateofhealth™.
Notification to NYSOH is required before use.
Authorized partners must receive prior approval of co-branded marketing
materials they develop prior to distribution.
For questions about using the nystateofhealth™ logo and for review of your
documents showing intended logo use prior to dissemination or publication,
please contact:
cobranding@health.state.ny.us
Complete guidelines can be found at:
NYStateOfHealth.ny.gov/news/ny-state-health-releases-brand-guidelines
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How Can You Continue to Help?
Examples of outreach partner activities:
• Distribute materials at your events and your locations
• Include information in your organization’s newsletters
• Support online content (e.g. link to our website, like
us on Facebook, follow us on Twitter and more)
• Sponsor marketplace events in your community
• Identify additional outreach partners and share
information
• Drive New Yorkers to the enrollment website, call
center, or a certified Navigator or Broker.
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Strategic Messaging
The NY State of Health is an online marketplace offering New
Yorkers a gateway to affordable healthcare.
Comparing and finding the right plan for you and your family
has never been easier. We’ve removed the hassle.
You can choose from a certified group of health insurance
plans, giving you the peace of mind that you are prepared for
life’s events.
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nystateofhealth.ny.gov
1-855-355-5777
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