state of enrollment: lessons learned and the way forward
DESCRIPTION
Webinar from July 10, 2014. Enroll America's team provided an overview of key sections from the in-depth State of Enrollment report. The report is a compilation of lessons learned during the initial open enrollment period and best practices for outreach efforts, coalition work, and leveraging data to connect people to coverage. You can find the full report here: http://www.enrollamerica.org/soe_report/.TRANSCRIPT
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
State of Enrollment Report: Lessons Learned and the Way Forward
July 10, 2014
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Agenda
Welcome Sophie Stern Deputy Director, Best Practices Institute
Digital Outreach and Analytics
Adam Stalker National Digital Director
Grassroots Organizing and Earned Media
John Gilbert National Field Director
The Power of Collaboration Jose Plaza National Latino Engagement Director
Key Takeaways and Q&A Sophie Stern Deputy Director, Best Practices Institute
© 2013 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 3
Who Are We?
Two-‐fold Strategy
Our Mission
Maximize the number of uninsured Americans who enroll in health coverage made available by the Affordable Care Act
Promo&ng Enrollment Best Prac&ces
Na&onal Enrollment Campaign Using Cu7ng Edge Engagement Strategies
1
2
67% of the uninsured lived in 13 states and 50% lived in just 113 counties
Available on-line here https://s3.amazonaws.com/assets.getcoveredamerica.org/20140613_SOEReportPDFlr.pdf
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Lessons Learned through Enroll America’s Get Covered America Campaign & Partner States
Individuals Connected to New Coverage Options
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Agenda
Welcome Sophie Stern Deputy Director, Best Practices Institute
Digital Outreach and Analytics
Adam Stalker National Digital Director
Grassroots Organizing and Earned Media
John Gilbert National Field Director
The Power of Collaboration Jose Plaza National Latino Engagement Director
Key Takeaways and Q&A Sophie Stern Deputy Director, Best Practices Institute
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Why A Digital Focus?
• Meeting consumers where they are
o 91% of Americans own mobile phones
o 87% actively use the internet
• It’s where they get news and information
o More women than men on social media
o Latinos and African Americans over index for
social media
• Digital is more cost effective
© 2014 GET COVERED AMERICA | GetCoveredAmerica.org
Digital Topline Results
1.85 million unique users
1.1 million consumer email addresses
5 million page views
380,000 people connected to marketplace or assistance
9
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Sample Online Banner Ads
10
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Digital Paid Media Overview
• 1.1 million email addresses • Digital paid media was responsible for
more than 87% of all email acquisition
• Efficiencies improved by 95% after shifting paid media strategy in early Q4 to geo-targeting ZIP codes with highest rates of uninsured instead of trying to target uninsured consumers online
12.61%
66.36%
11.11%
5.59%
2.42% 1.91%
Email Acquisition by Source
Earned Sources
Lead Gen
Paid Search
Text Links
Display/Banner
Paid Social
11
Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Improving Efficiencies Of Paid Media
$-
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Campaign CPA Consumer Emails
12 Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Consumers Are Mobile
Compared to the general internet audience, Get Covered America’s audience over-indexed heavily for smartphones – almost 5.4x the internet average.
And 45% of site traffic came from mobile devices.
(0.33)
5.36
0.55
(2.00)
(1.00)
-
1.00
2.00
3.00
4.00
5.00
6.00
Enroll America
Ind
ex
ove
r In
tern
et
Ave
rag
e
Devices used to connect to internet
55% 36%
9%
Devices used to connect to GCA.org
Desktop
Mobile
Tablet
13 Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Who Was Our Typical Consumer?
• The audience most likely to connect from GetCoveredAmerica.org to their state marketplace*: • Adults 25-44 and 55-64 • Household income $15k-$49k • Single, Females
*Data from one display media partner but results consistent with other partners
14 Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Urgency Changed Over Time
• Consumers that connected to their Marketplace in Q4 2013 displayed “early mover” characteristics by connecting to their Marketplace after being on the GCA email list for 8 days
• Compare that to consumers that took 33 days to connect to their Marketplace in March and April 2014, more than 3x as long as those in Q4 2013
7.69
14.11
32.50
0
5
10
15
20
25
30
35
Q4 2013 Jan 1-Feb 28 2014 Mar 1-Apr 15 2014
Day
s
Average # of days on email list before connecting to Marketplace
15 Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 16
Follow Up Through Multiple Mediums
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%
Overall
Phone & Email
Phone Only
Improvement in Enrollment Rate in the Last Month Among Uninsured Caused by Follow-Up Program
Source: Enroll America Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Lessons Learned: Digital Message Testing
1. Personal stories didn’t resonate as well as individualized help
2. “Affordability” was the biggest driver of engagement, but some messages are better than others: o Be specific, include dollar figures o Don’t talk about savings, use real
examples of monthly cost o “Salesy” language was a deterrent
3. The fine was a strong motivator 4. Avoid political or non-profit fundraising
style language – this is a consumer marketing campaign
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Examples of Winning Messages
• “Free, in-person help with your
health insurance application.”
• "Gail R. from Pennsylvania got
covered for $1.11 per month.”
• ”Over half of uninsured Americans could get
covered for less than $100 a month.”
• “Sign up by March 31st to avoid
paying a fine.”
© 2013 GET COVERED AMERICA | GetCoveredAmerica.org
Agenda
Welcome Sophie Stern Deputy Director, Best Practices Institute
Digital Outreach and Analytics
Adam Stalker National Digital Director
Grassroots Organizing and Earned Media
John Gilbert National Field Director
The Power of Collaboration Jose Plaza National Latino Engagement Director
Key Takeaways and Q&A Sophie Stern Deputy Director, Best Practices Institute
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Grassroots Organizing And Earned Media
Enroll America state staff focused on building an organization comprised of volunteers and partners, working within local coalitions that could accomplish two goals:
1. Engage consumers directly around enrollment and link them directly to enrollment assistance
2. Create earned media opportunities around enrollment education
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Volunteer And Shift Growth
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Event Participation Growth
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
• [Insert text]
• [Insert text]
Consumer Outreach
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Commit Cards Signed By Consumers
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Increase In Enrollment Rate After Multiple Contacts
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 26
Contact Increased Enrollment
0%
40%
80%
120%
160%
200%
Overall" African American" Latino" Youth"
Growth in Enrollment Rate by Number of Volunteer Follow-Ups!
After First Follow-Up" After Second Follow-Up" After Third Plus Follow-Up"
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Enrollment Event Growth
Source: Enroll America Field Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Different Consumer Leads From Digital And Field
Source: Enroll America Field & Digital Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 29
Access to a national database of consumers • Access to target outreach efforts for door to door contact or tabling events Produce Outreach Tools • Easily creates canvass packets and phone lists to support your outreach Track Consumer Conversations • Keep track of contact attempts, conversations, and follow ups Maintain and Report On the Data You Collect • Customizable data entry tools and sophisticated reporting options Manage Volunteers • Track the status of volunteers as they sign up for and complete shifts
Get Covered Data (GCD)
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Earned Media Campaign In Action
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Earned Media In Enroll America’s 11 Campaign States
© 2013 GET COVERED AMERICA | GetCoveredAmerica.org
Earned Media Campaign In Action ARTICLE QUANTITY AND FAVORABILITY INCREASED AS MARCH DEADLINE APPROACHED
Source: Enroll America Communications Program
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Results From EA Nationwide Survey
0
5
10
15
20
25
30
35
40
45
50
News Advertisements Website/online searches Friends and family
Where have you been getting information about the new health insurance options including HealthCare.gov?
Enrolled Uninsured
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Results from EA Nationwide Survey
0
5
10
15
20
25
30
35
40
45
50
News Advertisements Website/online searches Friends and family
What has been your MAIN source of information about new health insurance options including HealthCare.gov?
Enrolled Uninsured
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Results from EA Nationwide Survey
0
5
10
15
20
25
30
35
40
45
50
Local TV National/Cable TV Print Radio Online
Enrolled Uninsured
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Lessons Learned: Grassroots Organizing & Earned Media
Lessons Learned • Following up multiple times yielded
the best results, specifically among certain populations.
• Collecting information using a
“commit card” was an effective and simple way to collect consumers’ information for follow-up.
• Following up with consumers over
the phone was one of the most important tools Enroll America staff employed. The increase in enrollment was the strongest among consumers Enroll America was able to both call and email.
Source: Enroll America, State of Enrollment: Lessons Learned from Connecting America to Coverage, 2013-2014, https://s3.amazonaws.com/assets.getcoveredamerica.org/20140613_SOEReportPDFlr.pdf
Lessons Learned • Engaging ethnic and
specialty media and other trusted sources of information and messengers was crucial
• Educating staff about
the importance of building relationships with reporters and executing an overall communications and messaging strategy was key
© 2013 GET COVERED AMERICA | GetCoveredAmerica.org
Agenda
Welcome Sophie Stern Deputy Director, Best Practices Institute
Digital Outreach and Analytics
Adam Stalker National Digital Director
Grassroots Organizing and Earned Media
John Gilbert National Field Director
The Power of Collaboration Jose Plaza National Latino Engagement Director
Key Takeaways and Q&A Sophie Stern Deputy Director, Best Practices Institute
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Partner Engagement – National, State and Local
Engage Local Communities
Fill Resource Gaps
Trusted Messengers
Communications Echo Chamber
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Our Partnership Approach
Large-Scale Convening
Policy & Grounded Practical Guidance
National & State Partnerships
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Reaching the Uninsured with Partners
National Community College Partnership Youth • 70 Events across 25 States • 500,000 students reached
National Coalition of Latino Organizations Latinos • 60+ Events across 25 cities: Over 15,000 served in person. • Media, elected officials, and community partners engagement
Reaching Communities of Color through Faith Faith • 1,500 events at churches, mosques, & synagogues • Coalition represented over 20 million diverse congregants
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Reaching The Uninsured With Partners
Hospitals, Health Centers, & Providers Health Systems • Developed health provider toolkits, trainings, messaging, and
technical assistance to aid in outreach & enrollment.
National Mayors Month of Action Cities • Established partnership with mayors across the country to co-
host press conferences, outreach & enrollment events, and op-eds.
Reaching Consumers In-Person Pharmacies • Partnered with CVS retail pharmacies and through 130 events
reached more than 11,000 individuals across the country.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Lessons Learned
• Meet people where they are at with messengers they trust
• Build coalitions with local partners & media outlets • Engage navigators & certified application
counselors (CACs) for in-person assistance that is consumer friendly & culturally-competent.
• Encourage partners to become CACs, send information to consumers through their communication channels, and join efforts.
© 2013 GET COVERED AMERICA | GetCoveredAmerica.org
Agenda
Welcome Sophie Stern Deputy Director, Best Practices Institute
Digital Outreach and Analytics
Adam Stalker National Digital Director
Grassroots Organizing and Earned Media
John Gilbert National Field Director
The Power of Collaboration Jose Plaza National Latino Engagement Director
Key Takeaways and Q&A Sophie Stern Deputy Director, Best Practices Institute
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Key Takeaways
Financial assistance messages were key
Consumers wanted individualized information
Following up multiple times yielded the best results, specifically among certain populations
Partnerships drove success
In person help was crucial
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 45
How to Replicate: Work With Us
Support Outreach
& Enrollment
GCD training and
support
Advanced outreach trainings
Topical webinars
Share best and
promising practices
Assist local partnerships
Continue research
and learning
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 46
Resources
• State of Enrollment: Lessons Learned from Connecting America to Coverage, Enroll America, June 2014, http://www.enrollamerica.org/soe_report/
• Voices from the Newly Enrolled and
Still Uninsured: A Survey about the Affordable Care Act’s First Open Enrollment Period, PerryUndem Research & Communication and Enroll America, July 2014, http://www.enrollamerica.org/resources/public-education/voices-from-the-newly-enrolled-and-still-uninsured/
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Q&A