Transcript Document

Delaware’s Health Insurance Marketplace:
Update on Marketing Communications
Delaware Health Care Commission, February 6, 2014
Website Analytics
Total Traffic to ChooseHealthDE.com
Traffic to ChooseHealthDE.com
60,000
50,000
53,007
45,913
40,000
Total Traffic
Paid Media
30,000
24,327
20,000
Paid Search
23,906
14,755
10,000
1,513
0
Jul-13
•
7,365
1,007
5,427
Aug-13
Sep-13
8,327
Oct-13
8,336
181
126
Nov-13
2,562
41
Dec-13
5,790
50
5
Jan-14
When paid media and search media campaigns ran, traffic to
ChooseHealthDE.com increased significantly.
o
o
From July 2013 to January 2104, paid media drove 42% of all traffic to the site.
From July 2013 to January 2104, paid search drove 11% of all traffic to the site.
Clicks from ChooseHealthDE.com to Healthcare.gov
ChooseHealthDE.com
Healthcare.gov
28,177 clicks
There were
from ChooseHealthDE.com to
Healthcare.gov and 5,281 (19%)
of those were from visitors driven to the
site from interactive media placements.
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 theatres
o 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 Colleges
o 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 Firefly
o Delaware State Fair/Lady Antebellum
o 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 24year-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 Preexisting 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
% Enrolled
Marketplace Enrollment by Age
Age
Groups
0 -17
0.30%
436
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%
15
.3%
5,062
100%
65+
Total
9%
8.6%
35%
14%
15%
21%
Ages 0 - 17
Ages 18 - 25
Ages 26 - 34
Ages 45 - 54
Ages 55 - 64
Ages 65+
“Young Invincibles” (Age 18-34) represent 20% of Enrollment
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Ages 35 - 44
Marketplace Enrollment Update - County
Marketplace Enrollment by
County
Enrollees
% Enrolled
597
12%
3,093
61%
12%
County
Kent
New Castle
27%
61%
Sussex
1,372
27%
Total
5,062
100%
Kent
25
Sussex
New Castle
Marketplace Enrollment Update— Gender
Marketplace Enrollment by Gender
Enrollees
% Enrolled
Gender
44%
Male
2,227
44%
Female
2,835
56%
Total
5,062
100%
26
56%
Male
Female
Trend of Marketplace Enrollments
Marketplace Enrollees
6000
5062
5000
4000
3183
3000
2000
793
1000
136
0
12-Nov
12-Dec
9-Jan
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31-Jan
Medicaid (Newly Eligible) Enrollment Update –
Comparison by Age
Enrollees
% Enrolled
Medicaid (Newly-Eligible)
Enrollment by Age
Age
Groups
14%
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%
1,396
100%
Total
28
19%
21%
24%
22%
Ages 19 - 25
Ages 26 - 34
Ages 45 - 54
Ages 55 - 64
Ages 35 - 44
Medicaid (Newly Eligible) Enrollment Update –
Comparison by County
Enrollees
% Enrolled
Medicaid (Newly-Eligible)
Enrollment by County
County
22%
Kent
311
22.3%
47%
Sussex
430
30.8%
New Castle
655
46.9%
1,396
100%
Total
31%
Kent
29
Sussex
New Castle
Medicaid (Newly Eligible) Enrollment Update –
Comparison by Gender
Enrollees
% Enrolled
Male
391
28%
Female
1,005
72%
Total
1,396
100%
Medicaid (Newly-Eligible)
Enrollment by Gender
Gender
28%
72%
Male
30
Female
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
33
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.
34
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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