Transcript Slide 1

Connecting Millions of
Americans with
Health Coverage:
The 2013-2014 Opportunity1
Delivering on the promise…
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…of affordable health
coverage for millions of
Americans…
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…starts now.
259 days until October 1, 2013.
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Health Coverage in 2014
Coverage Options for Adults without Medicare
or Employer-Based Coverage
Income as a percent of the federal poverty level
0
133
Medicaid
400+
Exchange
(“Marketplace”) with
Tax Credits
Exchange or
Private Plan
An Opportunity for a Complete Continuum of Coverage
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The Enrollment Opportunity
49 Million Total Nonelderly Uninsured
All States
Expand Medicaid
41%
37%
9%
13%
Eligible for Medicaid Expansion
Eligible for Exchange with Subsidies
Eligible for Exchange without Subsidies
Not Eligible Due to Immigration Status
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Enrollment isn’t a snap
Take-up in optional public benefit programs
Program
Percent of Eligible People
Enrolled
Adult Medicaid, national average
62%
Subsidized Medicare for low-income seniors
33%
Medicare Rx benefit low-income subsidy, 2009*
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.
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Children’s Health Coverage
• Mainly private sector
outreach via RWJF’s
Covering Kids & Families
project
• $141 million between
1997-2006
• 85% of eligible children
now enrolled
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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)
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Limited Public Awareness
The majority of uninsured Americans don’t
know the health reform law will help them
78%
of the uninsured don’t know about
the new health insurance exchanges
83%
of people who could be eligible for the
new Medicaid expansion don’t know
about it
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Enroll America
Our Mission
Ensure that all Americans get
enrolled – and stay enrolled –
in health coverage.
We will continue:
• Building coalitions
• Sharing best practices
Coming soon: a major enrollment campaign, using
cutting-edge engagement strategies
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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 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
What SYSTEMS will need to be
developed to make it possible?
How can people KEEP coverage
once they’ve got it?
• 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
• Data-driven renewal
• No need to return forms
• Opportunities to update
information and change coverage
as circumstances change
Sampling of Partners
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Working together: We
all play a role in a
successful enrollment
effort
A Diverse Group
Race/Ethnicity
White (non-Hispanic)
Percent of Uninsured
Uninsured
Rate
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%
Source: Kaiser Commission on Medicaid and the Uninsured, October 2012
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Two-thirds of
CO
AL
MD
LA
SC
MO
IN
WA
TN
VA
AZ
MI
the uninsured live
in 12 states
CA
Rest of the US
Where are
the
Uninsured?
TX
FL
NY
NJ
PA OH
NC IL
GA
• CA
• TX
• FL
• NY
• GA
• IL
• NC
• OH
• PA
• NJ
• MI
• AZ
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What kind of exchange are states likely to have?
As of January 16, 2013
880,200
160,300
57,800
73,800
633,000*
124,700
459,100
260,200
104,500
214,800
341,200
1.3 million
1.8
million
388,300
686,600*
7 million
2.7 million
1.2
million
87,500
544,800
130,800
320,000*
503,800
350,000
852,600
119,000
378,000*
1.2 million
104,600
1 million
655,000
737,000*
1.6 million
1.2 million
417,000
927,700
636,200
526,300
838,100
1.9
million
733,000
6.1 million
759,000
Alaska:
Hawaii:
[119,700]
[90,900]
Rejected state
based exchange1
Partnership
exchange likely
State exchange
likely
Note: Numbers provided are non-elderly uninsured, based on the Census Bureau’s Current Population Survey (2010-2011
two-year merge). Asterisked states have obtained HHS’s conditional approval for their state-based exchange.
1States 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 .
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
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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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.)?
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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
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Some Key Findings
1.
2.
3.
4.
Universal value of insurance
Cost and affordability are biggest barriers
Universal messages surrounding exchanges
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
Targeting Messages
Financial Security &
Peace of Mind
Prevention
Protection from
Financial Ruin or Injury
Access To Care
Low cost or free health
insurance coverage
• The leading perceived benefit of coverage
across populations
• A key message for women
• Resonated most with men and young
adults in some states
• Resonated with African Americans,
Latinos, and Medicaid eligible
• Key message for low income, Medicaid
eligible
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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Public Education Resources
More Information On:
• Exchange branding
research
• Public opinion polling
• Statewide marketing
and outreach plans
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Questions?
Rachel Klein
Executive Director
Enroll America
[email protected]
202-737-6340