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1 Connecting Millions of Americans with Health Coverage: The 2013-2014 Opportunity.

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Presentation on theme: "1 Connecting Millions of Americans with Health Coverage: The 2013-2014 Opportunity."— Presentation transcript:

1 1 Connecting Millions of Americans with Health Coverage: The 2013-2014 Opportunity

2 Delivering on the promise… 2

3 …of affordable health coverage for millions of Americans… 3

4 …starts now. 259 days until October 1, 2013. 4

5 Health Coverage in 2014 5 Income as a percent of the federal poverty level 0133400+ Coverage Options for Adults without Medicare or Employer-Based Coverage An Opportunity for a Complete Continuum of Coverage

6 The Enrollment Opportunity All States Expand Medicaid 6 49 Million Total Nonelderly Uninsured

7 Enrollment isnt a snap Program Percent of Eligible People Enrolled Adult Medicaid, national average62% Subsidized Medicare for low-income seniors33% Medicare Rx benefit low-income subsidy, 2009*40% Unemployment benefits72-83% Earned income tax credit80-86% SNAP (food stamps)54-71% * Does not include populations automatically enrolled in the low-income subsidy. Take-up in optional public benefit programs 7

8 Childrens Health Coverage Mainly private sector outreach via RWJFs Covering Kids & Families project $141 million between 1997-2006 85% of eligible children now enrolled 8

9 Medicare Part D Active leadership from White House and Administration $1.5 billion administrative fund 22.5 million enrolled during first open enrollment (Nov. 2005 – May 2006) 9

10 Limited Public Awareness The majority of uninsured Americans dont know the health reform law will help them 78% of the uninsured dont know about the new health insurance exchanges 10 83% of people who could be eligible for the new Medicaid expansion dont know about it

11 Enroll America We will continue: Building coalitions Sharing best practices Coming soon: a major enrollment campaign, using cutting-edge engagement strategies Our Mission Ensure that all Americans get enrolled – and stay enrolled – in health coverage. 11

12 How will people APPLY for coverage? Online? By phone? On paper? Available in the right languages? Written in plain language? Accessible for people with disabilities? What SYSTEMS will need to be developed to make it possible? Consumer-friendly front end Back end systems that are coordinated between Medicaid, the Exchange, CHIP, other programs Connections with data that can help prove eligibility What ASSISTANCE will they need? Understanding the application and eligibility process Counseling on tax credit decisions Help choosing a plan and learning how to use it How can people KEEP coverage once theyve got it? Data-driven renewal No need to return forms Opportunities to update information and change coverage as circumstances change

13 Sampling of Partners 13

14 Working together: We all play a role in a successful enrollment effort Insurers Hospitals Consumer groups Retailers Community Health Centers Grassroots volunteers Civic Groups Labor Communities of Color Faith-based groups Business Drug Companies

15 Race/Ethnicity Percent of Uninsured Uninsured Rate White (non-Hispanic)45%13% Black (non-Hispanic)15%21% Hispanic32% Asian/Pacific Islander5%18% American Indian/Alaska Native1%27% Two or More Races2%15% A Diverse Group Source: Kaiser Commission on Medicaid and the Uninsured, October 2012 15

16 Where are the Uninsured? 16

17 What kind of exchange are states likely to have? Alaska: [119,700] Hawaii: [90,900] Partnership exchange likely State exchange likely Rejected state based exchange 1 7 million 6.1 million 3.9 million 2.7 million 1.9 million 1.8 million 1.6 million 1.5 million 1.3 million 1.2 million 1 million 927,700 852,600 526,300 550,700 733,000 655,000 855,600 838,100 242,400 341,200 636,200 350,000 214,800 503,800 459,100 104,500 73,800 87,500 686,600* 160,300 388,300 544,800 633,000* 880,200 260,200 417,000 759,000 124,700 57,800 130,800 104,600 737,000* 320,000* 119,000 378,000* Note: Numbers provided are non-elderly uninsured, based on the Census Bureaus Current Population Survey (2010-2011 two-year merge). Asterisked states have obtained HHSs conditional approval for their state-based exchange. 1 States that have rejected a state based exchange have until February 15, 2013 to decide whether to operate a partnership exchange or default to a federally facilitated exchange. As of January 16, 2013

18 Building an Effective Campaign Grassroots field efforts Creative use of social media National and local surrogates Education & engagement through partner entities with direct reach to target populations Earned media events and Activities in communities to magnify messaging Enrollment assistance by trusted community sources 18 Paid advertising on TV, radio online, and in print media Paid advertising on TV, radio, online, and in print media Data, Analytics, Microtargeting Constituency engagement Strategic Partnerships

19 Grounded in Research (1) The most effective messages to reach target groups (2) The best messengers for these communications (3) The best ways to deliver these messages (e.g. television, radio, social media, etc.)? 19

20 Research Design 20 National Survey 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 November 13-18 in Philadelphia, Columbus, San Antonio, and Miami Groups include Latinos (English- and Spanish- speaking), African Americans, young adults, parents (low and moderate income), childless adults (low and moderate income) Test branding and messages

21 Some Key Findings 1. Universal value of insurance 2. Cost and affordability are biggest barriers 3. Universal messages surrounding exchanges 4. Deep skepticism among consumers Previous bad experience Too good to be true 5. Insurance is confusing 6. Latinos vastly overrepresented among uninsured 7. Everyone wants help enrolling in coverage

22 Targeting Messages The leading perceived benefit of coverage across populations Financial Security & Peace of Mind A key message for women Prevention Resonated most with men and young adults in some states Protection from Financial Ruin or Injury Resonated with African Americans, Latinos, and Medicaid eligible Access To Care Key message for low income, Medicaid eligible Low cost or free health insurance coverage

23 Help, I Need Somebody! 23 Figuring out if they qualify for financial help (55%) Finding the best plan for them (52%) What Kind? 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%) From Whom? In-person (75%), telephone (33%), email (20%), online chat (9%) How? Insurance agent or brokers office (29%), family member or friends home (27%), clinic or doctors office (22%), Medicaid office (21%). Where?

24 Public Education Resources More Information On: Exchange branding research Public opinion polling Statewide marketing and outreach plans 24

25 Questions? Rachel Klein Executive Director Enroll America 202-737-6340

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