Promising Innovative Outreach
Strategies: What Have We Seen?
Dayanne Leal
Deputy Director
Best Practices Institute
Enroll America
© 2013 Enroll America | EnrollAmerica.org
CONTENTS
• Customizing Your Message Helps
• Reaching Consumers: Ideas that Seem to Work
• Thinking Outside The Box
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Enroll America’s Mission: Maximize
Coverage For Uninsured Americans
Enroll America is executing 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, notfor-profits, insurers, hospitals, community health centers, health providers,
and others.
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Enroll America Works With An
Array Of Partners
Many stakeholders play a role in a successful enrollment effort, including:
Retailers, consumer groups, hospitals, insurers, faith-based groups, business, labor,
civic groups, community health centers, drug companies, and grassroots volunteers
Sampling of Partners
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CUSTOMIZING YOUR MESSAGE HELPS
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Public Awareness of
the New Coverage?
What percentage of uninsured
people do you think still were
unaware of the new coverage
options by November 2013?
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The Uninsured Still Don’t Know
about their Options
November 2012
78%
of the uninsured
don’t know about
the new health
insurance options
November 2013
38%
of the uninsured
don’t know about
the new health
insurance
marketplace
options
We still have work to do, but the uninsured are hearing more
and more about the new options available to them
Lack of awareness provides opportunity for education with
effective messaging
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Sources: Enroll America, November 2012; Kaiser Family Foundation November 2013
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Barriers to Enrollment: Lack of Facts about
Coverage and Financial Help
16%
69%
81%
82%
No
Yes
29%
Know about financial help
19%
Know about March 31
deadline
Would sign up for coverage if
they thought they could afford
it
Source: Perry Undem commissioned by Enroll America, December 2013
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Barriers to Enrollment: African American,
Latinos and Young Adults Need More Help
• African Americans and Latinos report the least success enrolling.
• Latinos are generally much less likely to attempt to enroll (78%
are reporting not having attempted).
• 27% of young adults 18-34 attempted to enroll, versus 39% of
older adults 55-64.
Source: Enroll America Chase Program, December 2013
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REACHING CONSUMERS:
IDEAS THAT SEEM TO WORK
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Targeting the African American
Community
Some Specific Examples:
• Faith-Based outreach happening in Chicago, Detroit,
Cleveland, Columbus, Philadelphia, Pittsburgh, DC, Raleigh,
Charlotte, Jacksonville, Tallahassee, Atlanta, Dallas, and
Houston.
• The pastor raises awareness about health coverage options
to the congregation during a service.
• Staff/volunteers provide information after the service, and/or
• Navigators conduct enrollment on site.
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Targeting the Latino Community
Some Specific Examples:
• Specific Latino enrollment summits
planned in: Texas, Florida,
Georgia, Arizona, Michigan,
Illinois, Pennsylvania,
Wisconsin, North Carolina and
Ohio.
• Connecticut:
• Interviews through local, free
Spanish Language radio and
Newspapers.
• Distributing bilingual materials
at supermarkets and bodegas
frequented by Latinos.
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Targeting the Youth Community
Some Specific Examples:
• Enrollment events at Miami
Dade Community College and
City Colleges in Chicago.
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Rural Outreach
Some Specific Examples:
• Arkansas: Speakers’ Bureau
based out of “Home Town
Health” units in each county in
the state.
• Helped spread the word in rural
areas and cities alike.
• Relies on volunteer speakers to
get the word out.
• Connecticut: Flyer promoting
health coverage to individuals
who are enrolled in the state’s
energy assistance program.
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Small Business Outreach
Reaching
Consumers at the
Grocery Store
Pharmacy in
Pennsylvania
Strategies:
• Place flyers at local businesses:
barber shops, beauty salons, car
washes, laundromats,
supermarkets, fire station, local
bars and restaurants, etc.
• Talk to consumers.
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In-Reach at Health Centers, Hospitals
and Integrated Health Systems
Some Specific Examples:
• Indiana:
• Gathering patient income data
• Financial office
• Signage and buttons
• Arizona
• Culture of coverage
• Staff is equipped to inform
patients
• Financial literacy
• Colorado
• Ipad in the waiting rooms for
patients to navigate the
enrollment process
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THINKING OUTSIDE THE BOX
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Creative Ideas and Lessons Learned
from Medicaid and CHIP
• Successful Phone-a-thons in partnership
with the media in Ohio, Maine, Arizona
and Pennsylvania.
• Everyone can play a role:
• Partner with a local pizza place and
ask them to add a sticker to their pizza
boxes.
• Partner with the local movie theater for
earned media opportunities, i.e. during
movie previews.
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More Resources
Visit Us For More Information On:
•
Best practices in outreach &
enrollment
•
Messaging research
•
Premium calculator
•
Local help finder tool
•
Mapping tools
•
Outreach toolkits
•
…and more!
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Questions?
Dayanne Leal
Deputy Director
Best Practices Institute
dleal@enrollamerica.org
617-999-5971
Visit us at EnrollAmerica.org
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© 2013 Enroll America | EnrollAmerica.org