The Bottom Line: What you need to know…
2
•
Connecting children and families to
coverage is completely aligned with our
mission
•
There’s a good chance you could raise
money to do it
April 8, 2015
The Bottom Line: What you need to know…
• ObamaCare is the law of the land and it’s not going anywhere
• Connecting Americans to coverage is completely aligned with our
mission
• Insurance companies understand that the better the law works, the
more money they will make
• United Ways and 211s have incredible reach to the uninsured,
reach that no other organizations have
• United Ways and 211s should monetize our outreach and
education efforts AND GET PAID TO DO THIS WORK!
• Figure out how broad your reach is, and shop it around – insurance
companies and foundations will be very interested to know how you
reach people and how many you can reach, and help us give them
new customers
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April 8, 2015
If you’re to remember anything from this preso…
All insurance plans will
have to cover doctor
visits, hospitalizations,
maternity care,
emergency room case,
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 the costs
and what is covered in
simple language with no
fine print.
Agenda
• Brief Overview of the Affordable Care Act
• Outreach and Enrollment for the new Health Benefits
Marketplaces – Consumer Assistance
• Marketing – the Messaging that Resonates with Consumers
• Advocacy for the Full Funding of Medicaid
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April 8, 2015
The Patient Protection and Affordable Care Act of 2010
• Passed by Congress and signed by President Obama in March 2010
• 32 million Americans could gain coverage through an expansion of
Medicaid to cover families earning 133% of the Federal Poverty Line
(FPL)
• Graduated scale of premium subsidies for those between 134 and
400% of FPL
• Health Benefit Exchanges at the state level or by the federal
government expected to cover roughly 16 million more Americans
• Private health insurance reforms, such as:
• No pre-existing conditions or lifetime caps
• Free prevention screenings
• Coverage for children on parents’ plans up until the age of 26
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Who Can Be Navigators?
•
Community and
consumer-focused nonprofit groups (like United
Ways and 211s!!)
•
Partners of the Small
Business Administration
•
Unions
•
Trade, industry and
•
professional associations
Licensed insurance agents
and brokers
•
Ranching, fishing and
farming entities
•
Other entities capable of
carrying out the required
duties
Chambers of commerce
•
Navigators assist with five things…
1. Public education campaigns
2. Medicaid and CHIP eligibility and
Advanced Premium Tax Credits
3. Enrollment process
4. Referrals
5. Language and culture
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April 8, 2015
SHOP Marketplace for Employers
• Purchasing pool to increase buying
power and reduce administrative costs
• Small businesses with fewer than 100
workers eligible
• Those businesses with fewer than 50
are not required to provide health
insurance
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April 8, 2015
The 2014 Enrollment Opportunity
Millions
Enroll more than 16 million people in new coverage
options
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Source: July 2012 CBO estimates
}
9 million in Exchange coverage
}
7 million in Medicaid or CHIP
Enrollment isn’t a snap…
Take-up in optional public benefit programs
Program
Percent of Eligible
People Enrolled
Children’s Medicaid/CHIP, national average,
2009
Medicare low-income subsidy, 2009*
84.8%
40%
Unemployment benefits
72-83%
Earned income tax credit
80-86%
SNAP (food stamps)
54-71%
* Does not include populations automatically enrolled in the low-income subsidy.
Two-thirds
of the uninsured
live in twelve
states
Where are
the
Uninsured
?
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Arizona
California
Florida
Georgia
Illinois
Michigan
New Jersey
New York
North Carolina
Ohio
Pennsylvania
Texas
Demographic Profile of the Uninsured
(Nonelderly Adults, Ages 18-64)
Percent of
Uninsured
Uninsured
Rate
White (non-Hispanic)
45%
13%
Black (non-Hispanic)
15%
21%
Hispanic
32%
32%
Asian/Pacific Islander
5%
18%
American Indian/Alaska
Native
1%
27%
Two or More Races
2%
15%
Race/Ethnicity
62%
47
%
53
%
Live in Families
with at least
One Full Time
Worker
14 Source: Kaiser Commission on Medicaid and the Uninsured, October 2012
Limited Public Awareness
83%
The majority of uninsured Americans who
may be Medicaid eligible don’t know the
health reform law will help them.
75%
Three out of four of the newly eligible want inperson assistance to learn about and enroll in
coverage.
Enroll America Research, November 2012
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Help, I Need Somebody!
What Kind?
• Figuring out if they qualify for financial help (55%)
• Finding the best plan for them (52%)
From Whom?
• Someone from your state whose job it is to help people with these new options (45%)
• Family member (37%), your doctor or nurse (36%), someone from a health insurance
company (35%)
• Which family member? Spouse (42%) or mom (20%)
How?
• In-person (75%), telephone (33%), email (20%), online chat (9%)
Where?
• Insurance agent or broker’s office (29%), family member or friend’s home (27%), clinic
or doctor’s office (22%), Medicaid office (21%).
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Building an Effective Campaign
Paid advertising on
TV, radio, online, and
in print media
Grassroots
field efforts
Earned media events
and Activities in
communities to
magnify messaging
Paid advertising
on TV, radio
online, and in
print media
National and
local
surrogates
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Data,
Analytics,
Microtargeting
Constituency
engagement
Creative use of
social media
Education & engagement
through partner entities
with direct reach to target
populations
Strategic
Partnerships
Enrollment
assistance by
trusted
community
sources
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• Fielded in October
• 1,800 adults,
oversamples of
uninsured, low-income,
Latinos, African
Americans, young adults
• Explore by target group
motivations to enroll,
barriers, trusted
messengers,
communications
methods, awareness and
attitudes toward ACA
10 Focus Groups
National Survey
Research Design
• November 13-18 in
Philadelphia,
Columbus, San
Antonio, and Miami
• Groups include Latinos
(English- and Spanishspeaking), African
Americans, young adults,
parents (low and
moderate income),
childless adults (low and
moderate income)
• Test branding and
messages
Segmentation
Unnecessary & Uninterested – 24%
• Skeptical Young Men
Reluctant, but Reachable – 21%
• Young, Diverse Families
Connected, Low-Income Women – 11%
• Medicaid, CHIP, SNAP connection
Desperate & Believing – 13%
• Sick, Poor, Least Educated
Insured & At-Risk – 11%
• Young, Under 250% FPL
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For many, looking for health coverage is
a negative experience.
If you had to look for health insurance now,
what feelings do you think you would have?
How they want to feel is confident, informed,
secure, satisfied, and in control.
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Key Findings
Almost all (91%) believe health insurance is
necessary or very important.
Cost and affordability are the biggest barriers.
Financial & health security are the biggest
motivators.
Deep skepticism & confusion among consumers.
Four Key Facts to Reach Most Uninsured
All insurance plans will
have to cover doctor
visits, hospitalizations,
maternity care,
emergency room case,
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 the costs
and what is covered in
simple language with no
fine print.
Targeting Messages
Financial Security &
Peace of Mind
Prevention
Protection from
Financial Ruin or
Injury
• The leading perceived benefit of
coverage across populations
• A key message for women
• Resonated most with men and young
adults in some states
Access To Care
• Resonated with African Americans,
Latinos, and Medicaid eligible
Low cost or free
health insurance
coverage
• Key message for low income,
Medicaid eligible
An Action Plan for Organizations
1. Identify the leading partners in your state or
area (you don’t have to be the expert!)
2. Recognize everyone’s role in outreach
3. Create an outreach and public education
plan
4. Disseminate information
5. Follow up, follow up, follow up!
Collaboration is the name of the game!
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1. How are you currently partnering with organizations to
2.
3.
4.
5.
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discuss enrollment?
What are you currently doing in regards to current
program outreach activities and planning for future health
coverage outreach efforts?
What tools / resources have you used in the past and
what are you currently using?
Have you leveraged your workplace giving
campaigns to inform contributors of opportunities in
the community?
Describe coalitions that you currently participate in that
have a health as a focus. Successes? Unlikely partners?
What are the three things I can do?
1. Talk to your friends and family about Open
Enrollment 2013/2014 and the new options
that will be available to them
2. Get informed and prepared to handle the call
volume and health insurance questions that
are coming
3. Stay tuned to www.enrollamerica.org and
www.healthcare.gov for more information
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April 8, 2015
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April 8, 2015
State and/or Local United Ways Advocating for
Medicaid Maximization
1: Yes, we are absolutely advocating for Medicaid Maximization in
our state!
Alaska
Nevada
California
South Carolina
Colorado
Tennessee
Illinois
Iowa
Florida
Michigan
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April 8, 2015
State and/or Local United Ways Advocating for
Medicaid Maximization
2: Yes, but we are working behind the scenes.
Arizona
Georgia
Indiana
Louisiana
Maine
Montana
Ohio
Washington
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April 8, 2015
State and/or Local United Ways Advocating for
Medicaid Maximization
3: We are not quite sure – we’re still feeling it out.
Alabama
Rhode Island
Arkansas
Texas
Maryland
Utah
New Jersey
Wisconsin
North Carolina
Pennsylvania
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April 8, 2015
United Way Advocacy on Medicaid
4: No, we do not plan to advocate on this issue at this time.
District of Columbia
Minnesota
New York
NB: The political leadership of these jurisdictions are fully supportive of
accepting Medicaid money. Advocacy on this front is not necessary.
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April 8, 2015
Key Medicaid Messaging
• DON’T CALL IT MEDICAID EXPANSION!
• Accepting Medicaid money
• Strengthening Medicaid
• Serving everyone eligible for Medicaid
• Maximizing Medicaid
• Families care about their health and financial security. Medicaid is
a pocket-book issue
• A close look at the calculus shows that Medicaid is good for state
budgets and economies
• Kids can’t learn if they’re not healthy. Education outcomes are
dependent upon Health Access
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April 8, 2015
Key Medicaid Messaging
Expanding Medicaid is a good deal for our state. It’s a smart/small
investment that saves dollars and is good for our bottom line.
• Use state-level data/research when possible that shows potential
savings outweigh the costs
• It will ensure health dollars are spent more effectively by reducing
uncompensated-care costs for hospitals and clinics that currently
serve people without insurance
• It will bring millions in federal funding into the state. Let’s bring back
our tax dollars to pay for our state’s priorities
• Republican Governors on Medicaid Maximization:
http://www.youtube.com/watch?v=4WOqxDOjCOs
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April 8, 2015
Key Medicaid Messaging
Failure to maximize Medicaid will have negative consequences for
local hospitals:
• Many of our state’s hospitals rely on Medicaid dollars to provide
essential services and equipment, such as state-of-the-art NICUs
and professional development training to doctors and nurses
• Without Medicaid, hospitals will be forced to absorb all the costs for
treating the uninsured – causing some hospitals, especially those in
rural areas, to close
• Hospitals are essential to keeping our communities healthy and
they are also economic engines. Accepting Medicaid money helps
keep them strong.
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April 8, 2015
If you’re to remember anything from this preso…
All insurance plans will
have to cover doctor
visits, hospitalizations,
maternity care,
emergency room case,
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 the costs
and what is covered in
simple language with no
fine print.