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Welcome to the Webinar
	
  Health	
  Communica/on	
  Ma1ers!	
  	
  
Applying	
  Health	
  Literacy	
  to	
  Health	
  Ins...
Today you’ll be hearing
from. . .
Nancy Murphy, MSHC
Metropolitan Group
Moderator
Kathy Paez, RN, Ph.D.
American Institute...
Agenda
	
  	
  
1.  Review	
  of	
  session	
  objec0ves	
  
2.  Introduc0on	
  of	
  today’s	
  speakers	
  
3.  What	
  ...
Objectives
•  Describe	
  what	
  consumers	
  do	
  and	
  don't	
  understand	
  as	
  they	
  
are	
  shopping	
  for	
...
Who is speaking today:
Kathy Paez
Kathy Paez, RN, Ph.D.
Principal Researcher
American Institutes for Research
Email: kpaez...
Who is speaking today:
Jennifer Messenger Heilbronner
Jennifer Messenger Heilbronner
Executive Vice President,
Public Heal...
Who is moderating our
discussion today:
Nancy Murphy
Nancy Murphy, MSHC
Executive Vice President
Metropolitan Group
Email:...
Introducing Kathy Paez
Kathy Paez, RN, Ph.D.
Principal Researcher
American Institutes for Research
CALPACT Webinar:
Applying Health Literacy to
Health Insurance
September 2013
Copyright © 20XX American Institutes for Rese...
“The capacity to find and evaluate information about health
plans, select the best plan given financial health
circumstanc...
“I don’t know what’s
covered, the information
saying what is covered is
like a bible, I neglect to read
it and try to avoi...
•  Tailor outreach communications
•  Compare effectiveness of outreach approaches
•  Assess effectiveness of training cons...
13
Domains of Health Insurance Literacy
Knowledge
Information
Seeking
Document
Literacy
Cognitive Skills
§  Insurance ter...
Self report questions
How likely are you to understand what you
would have to pay for prescription drugs?
a.  A) very like...
§  Adults age 22-64
§  Currently insured or previously insured through:
•  Employer/family member’s employer or
•  Non-g...
What we learned
Characteristics
Gestalt
16
•  Men or Women
•  Younger adults or Older adults
•  Whites or Blacks or Hispanics
•  More educated or Less educated
•  Lo...
•  Men or Women
•  Younger adults or Older adults
•  Whites or Blacks or Hispanics
•  Less educated or More educated
•  Lo...
•  Employer coverage or Self-purchasers
•  Staff model enrollees or PPO enrollees
•  Rare healthcare users or More frequen...
•  Employer coverage or Self-purchasers
•  Staff model enrollees or PPO enrollees
•  Rare healthcare users or More frequen...
§  Choosing Insurance:
General understanding
Question: “How confident are you
that you would choose the health
plan that ...
§  Using health insurance:
Knowing how
Question: “You know most of the
things you need to know about using
health insuran...
A	
  ques0on	
  for	
  Kathy	
  
The percentage of people who think
they know all they need to seems
pretty high to me.
We...
Overarching Theme:
Not knowing what you don’t know
24
Insurance Experience
Costly health
event
It’s a
hard
knock
life.
Hea...
25
Overall Knowledge and Skills Test
Results
62%
39%
68%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Health Insurance ...
A	
  ques0on	
  for	
  Kathy	
  
What are the implications of people
not knowing what they don’t know,
and how can practit...
Understanding of Terms
27
a)  Very confident
b)  Moderately confident
c)  Slightly confident
d)  Not at all confident
How confident do you feel that...
29
How confident do you feel that you
understand insurance terms
33.7%
29.1%
26.8%
10.1%
Very confident
Moderately confide...
a)  The payment your health plan makes for covered care.
b)  The amount you pay each month to your health plan for
your he...
a)  The payment your health plan makes for covered care.
(5%)
b)  The amount you pay each month to your health plan
for yo...
a)  A type of therapy not often covered by health plans.
b)  A health plan policy that requires your doctor to request
the...
a)  A type of therapy not often covered by health plans. (3%)
b)  A health plan policy that requires your doctor to reques...
Using Insurance
34
35
Using Insurance: Being Proactive
11.8
14.9
5.4
4.4
28.7
32.1
13.9
13.65
28.6
30.7
23.8
23.8
28.4
19.6
54.3
51.2
2.1
2.4...
You think you might have injured your knee, so you go the doctor and
she takes an X-ray. The bill is $200 for the doctor a...
You think you might have injured your knee, so you go the doctor and
she takes an X-ray. The bill is $200 for the doctor a...
Early in January, Robert visits an in-network doctor to get a wart
removed from his foot. The bill for this visit is $530,...
Early in January, Robert visits an in-network doctor to get a wart
removed from his foot. The bill for this visit is $530,...
•  Frequent healthcare use, age, higher education, and
income are related to higher health insurance literacy
•  About 2/3...
Kathy Paez
301-592-2229
kpaez@air.org
10720 Columbia Pike, Suite 500
Silver Spring, MD 20901-4449
General Information: 301...
Introducing	
  	
  
Jennifer	
  Messenger	
  Heilbronner	
  
Jennifer Messenger
Heilbronner
Metropolitan Group
Executive V...
HEALTH LITERACY AND
MARKETING
Jennifer Messenger Heilbronner, Metropolitan Group
SEPTEMBER 25, 2013
HEALTH INSURANCE
LITERACY
•  "Little systematic research has been done to date to
assess health insurance literacy.”
§  C...
SOME CLUES
• Older adults more comfortable with
insurance info than younger
SOME CLUES
• Most help needed
§ comparing different plans
§ calculating costs
SOME CLUES
• Helpful: case studies showing what the
plan will do for different people
CALCULATIONS ARE TOUGH
Office visit
Co-insurance
Co-pay
A	
  ques0on	
  for	
  Jennifer	
  
Do you have any insight yet on
what’s most important to
people about health insurance,...
EARLY RESEARCH
MOST IMPORTANT
Insured
•  More can get insurance, even
with pre-existing condition
•  Financial help availa...
EARLY RESEARCH
MOST IMPORTANT
Insured
•  More can get insurance, even
with pre-existing condition
•  Financial help availa...
LANGUAGE GUIDES
•  Key messages developed by RWJF to help all
exchanges
•  Healthcare.gov/glossary
•  Community input
AUDIENCES
•  Young and healthy
•  Passive and skeptical
•  Sick and worried
•  Experienced and enthusiastic
•  Isolated an...
ENGAGING OUR AUDIENCES
INTEGRATED CAMPAIGN
Research
Paid
Media
Earned
Media
Online
Outreach
Statewide+
Grassroots
Partners
Marketing
Materials
Co...
•  Play/show Matt Sheehy, Lifesavas, education
ads
PAID MEDIA & CREATIVE
•  Editorial boards
•  Priority pitching
– Young and healthy
– Women/moms
– Small biz and entrepreneurs
– Multicultural co...
•  Reaching traditionally underserved audiences
•  Range of trusted organizations
§  Oregon State Library
§  OSU Extensi...
§  Culturally relevant and highly
customizable
§  Community tells us what
motivates, makes sense
MATERIALS
Starting in O...
•  Focused language and outreach in
underserved communities
–  African American - Latino
–  Asian and Pacific Islander - R...
•  Robust network of community partners
§  Online dynamic search to find assistance from an
agent or community partner
• ...
•  Transcreation
•  Languages:
Chinese, Korean,
Vietnamese, Japanese,
Spanish, Russian
•  Collaborative process
•  Customi...
A	
  ques/on	
  for	
  Jennifer	
  
Do you have an example
of how you adapted
materials for a specific
group and how that
...
•  New tagline/title
•  More “what is insurance”
•  AI/AN exchange specifics
EARLY SUCCESS:
TRIBAL MATERIALS
Cover Oregon ...
•  Awareness up from 5% in May to 37% today
•  Greatest appeal:
§  No pre-existing conditions.
§  More people can have i...
•  Cover Oregon = plan? (skepticism)
•  Tax credits and financial assistance?
•  Connection to mandate/penalty
•  Addition...
•  “Place where you can shop for health
insurance.”
•  “Find savings to help pay for insurance.”
•  “Insurance agent”
•  “...
•  Make it real with examples
•  Look to the community
•  Share messages through many channels,
with different levels of i...
WWW.COVEROREGON.COM
Thank	
  you	
  to	
  our	
  speakers!	
  
Kathryn Paez, RN, Ph.D.
American Institutes for Research
Jennifer Messenger Hei...
Health	
  Literacy:	
  
Undervalued	
  by	
  
Public	
  Health?	
  
A	
  tool	
  for	
  public	
  health	
  
professionals...
Resources	
  
•  HIL	
  Issue	
  Brief	
  and	
  informa0on	
  about	
  the	
  HIL	
  measure	
  
h_p://aircpce.org/airs-­...
Resources	
  
•  RWJF	
  Medicaid	
  study
h_p://www.rwjf.org/content/dam/farm/reports/
surveys_and_polls/2012/rwjf73113	
...
Speaker	
  Contact	
  Informa0on	
  	
  
Kathyrn	
  Paez,	
  RN,	
  Ph.D.	
  
kpaez@air.org	
  	
  
h1p://www.air.org	
  
...
Thank	
  you	
  to	
  our	
  Sponsors!	
  
	
  
Community Health Planning and Policy Development
Section, APHA
Thank	
  you	
  to	
  our	
  planning	
  
commi1ee	
  
•  Tammy	
  Pilisuk,	
  MPH,	
  APHA-­‐CHPPD	
  
•  Erin	
  Brigham...
About	
  This	
  Series	
  	
  
•  The	
  Health	
  Communica/on	
  Ma1ers	
  series	
  will	
  help	
  par0cipants	
  in	...
Conclusion	
  
Thank	
  you!	
  
	
  
	
  
	
  
www.calpact.org	
  
CALPACT Webinar: Applying Health Literacy to Health Insurance: How We Can Help Consumers
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CALPACT Webinar: Applying Health Literacy to Health Insurance: How We Can Help Consumers

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Health insurance is one of the most complex products consumers will ever purchase. Starting October 1st, 2013, new health insurance marketplaces in many states will begin open enrollment for individuals, families and small businesses. Learn about what is being done to ensure consumers are fully informed and understand how to get the coverage they need.

Kathy Paez from the American Institutes of Research (AIR) will share the results from a national representative survey of consumer’s health insurance literacy. Coming at this historic juncture, AIR’s applied research offers insights in tailoring outreach and communication messages to consumers trying to understand health insurance in the new state and federal marketplaces.

Also presenting will be Jennifer Messenger Heilbronner from the Metropolitan Group. Jennifer will bring an insider’s view into strategies being used by Cover Oregon. As a new state insurance marketplace, her team is tasked with reaching a wide variety of audiences, addressing misperceptions and getting uninsured people in her state covered.


This resource was from the fourth session in the CALPACT sponsored Health Communication Matters Webinar Series, which will help participants in all walks of public health to apply health literacy principles to their everyday communications.

Please visit here to listen to the audio recording of the webinar:
https://cc.readytalk.com/play?id=551ax7



Visit these links for the other resources related to this webinar:

Health Literacy Undervalued by Public Health? A tool for public health professionals:
http://www.slideshare.net/SPHCalpact/calpact-training-health-literacy-undervalued-by-public-health-training-tool

Applying Health Literacy to Health Insurance - Resources
http://www.slideshare.net/SPHCalpact/applying-health-literacy-to-health-insurance-resources


Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org

Questions?

Email sphcalpact@berkeley.edu

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Transcript of "CALPACT Webinar: Applying Health Literacy to Health Insurance: How We Can Help Consumers"

  1. 1. Welcome to the Webinar  Health  Communica/on  Ma1ers!     Applying  Health  Literacy  to  Health  Insurance:   How  We  Can  Help  Consumers   We  will  begin  shortly…  
  2. 2. Today you’ll be hearing from. . . Nancy Murphy, MSHC Metropolitan Group Moderator Kathy Paez, RN, Ph.D. American Institutes for Research Principal Researcher Jennifer Messenger Heilbronner, Metropolitan Group Exec. Vice President
  3. 3. Agenda     1.  Review  of  session  objec0ves   2.  Introduc0on  of  today’s  speakers   3.  What  do  consumers  know  –  and  what  do  they  think  they   know  –  about  health  insurance?   4.  Q  &  A   5.  Cover  Oregon:  Real-­‐0me  case  study  on  consumer  outreach   6.  Q  &  A   7.  Specific  ac0ons  and  resources     8.  Next  steps  &  conclusion  
  4. 4. Objectives •  Describe  what  consumers  do  and  don't  understand  as  they   are  shopping  for  and  using  private  health  insurance     •  Describe  what  consumers  should  understand  to  be  health   insurance  literate     •  Understand  how  audience  segmenta0on  informs  outreach   and  enrollment  strategies     •  Describe  the  marke0ng  mix  used  to  build  awareness,  educate   and  drive  enrollment      
  5. 5. Who is speaking today: Kathy Paez Kathy Paez, RN, Ph.D. Principal Researcher American Institutes for Research Email: kpaez@air.org Website: http://www.air.org
  6. 6. Who is speaking today: Jennifer Messenger Heilbronner Jennifer Messenger Heilbronner Executive Vice President, Public Health Practice Lead, Metropolitan Group Email: jmessenger@metgroup.com Website: http://www.metgroup.com
  7. 7. Who is moderating our discussion today: Nancy Murphy Nancy Murphy, MSHC Executive Vice President Metropolitan Group Email: nmurphy@metgroup.com Website: http://www.metgroup.com
  8. 8. Introducing Kathy Paez Kathy Paez, RN, Ph.D. Principal Researcher American Institutes for Research
  9. 9. CALPACT Webinar: Applying Health Literacy to Health Insurance September 2013 Copyright © 20XX American Institutes for Research. All rights reserved. How we can help consumers September 25, 2013
  10. 10. “The capacity to find and evaluate information about health plans, select the best plan given financial health circumstances, and use the plan once enrolled.” Health Insurance Literacy Expert Roundtable, 2011. What is Health Insurance Literacy? 10
  11. 11. “I don’t know what’s covered, the information saying what is covered is like a bible, I neglect to read it and try to avoid the doctor.” -Man in his 30’s Why measure Health Insurance Literacy? 11
  12. 12. •  Tailor outreach communications •  Compare effectiveness of outreach approaches •  Assess effectiveness of training consumer assistants •  Evaluate changes over time in consumers’ ability to select, use health insurance Why measure Health Insurance Literacy? 12
  13. 13. 13 Domains of Health Insurance Literacy Knowledge Information Seeking Document Literacy Cognitive Skills §  Insurance terms §  Insurance concepts (e.g. premium pays for insurance that protects you against an unexpected medical event) §  Types of healthcare services (e.g. screening vs. diagnostic) §  Beneficiary rights §  Locate information (e.g. eligibility, coverage requirements) §  Evaluate credibility of information sources §  Navigate information sources (insurer telephone trees, and exchange web sites, decision support tools) §  Articulate questions §  Complete forms (enrollment, claim, mail order prescription, appeal) §  Read and follow directions §  Interpret summary of benefits and explanation of benefit documents §  Use schedules (e.g. provider and drug tiers) §  Assess preventive care needs and personal risk §  Apply benefit structure to personal situation §  Project utilization §  Calculate out-of- pocket costs §  Assess value §  Formulate questions Self-Efficacy The confidence to perform the tasks noted above Copyright © 2013 American Institutes for Research All rights reserved.
  14. 14. Self report questions How likely are you to understand what you would have to pay for prescription drugs? a.  A) very likely b.  B) likely c.  C) unlikely d.  D) very unlikely Knowledge and skills “test” questions Which of the following plans would you recommend to a person with a chronic condition? This person visits their doctor twice a month and is taking three prescription drugs. a.  Plan 1: Premium is $50/month and the deductible is $2,500. b.  Plan 2: Premium is $70/month and the deductible is $1,000. c.  Plan 3: Premium is $100/month and the deductible is $300. Two Types of Questions 14
  15. 15. §  Adults age 22-64 §  Currently insured or previously insured through: •  Employer/family member’s employer or •  Non-group insurance or •  Medicaid Sample size 824 people, representative of U.S population Who we surveyed 15
  16. 16. What we learned Characteristics Gestalt 16
  17. 17. •  Men or Women •  Younger adults or Older adults •  Whites or Blacks or Hispanics •  More educated or Less educated •  Lower income or Higher income Who’s more health insurance literate? 17
  18. 18. •  Men or Women •  Younger adults or Older adults •  Whites or Blacks or Hispanics •  Less educated or More educated •  Lower income or Higher income •  Employers purchasers or Self-purchasers Who’s more health insurance literate? 18
  19. 19. •  Employer coverage or Self-purchasers •  Staff model enrollees or PPO enrollees •  Rare healthcare users or More frequent healthcare users Whose more health insurance literate? 19
  20. 20. •  Employer coverage or Self-purchasers •  Staff model enrollees or PPO enrollees •  Rare healthcare users or More frequent healthcare users Whose more health insurance literate? 20
  21. 21. §  Choosing Insurance: General understanding Question: “How confident are you that you would choose the health plan that is best for you?” 11.5% 27.2% 40.1% 12.0% Very confident Moderately Confident Slightly confident Not at all confident Global HIL Questions 21
  22. 22. §  Using health insurance: Knowing how Question: “You know most of the things you need to know about using health insurance.” Global HIL Questions 22 4.5% 20.0% 58.6% 16.7% Strongly agree Agree Disagree Strongly disagree
  23. 23. A  ques0on  for  Kathy   The percentage of people who think they know all they need to seems pretty high to me. Were you surprised by that? What concerns you about that response?
  24. 24. Overarching Theme: Not knowing what you don’t know 24 Insurance Experience Costly health event It’s a hard knock life. Health Insurance Literacy Confidence
  25. 25. 25 Overall Knowledge and Skills Test Results 62% 39% 68% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Health Insurance Terms Knowledge of Plan Types Skills Choosing Plans Skills Using Plans Percent Correct Responses
  26. 26. A  ques0on  for  Kathy   What are the implications of people not knowing what they don’t know, and how can practitioners help adjust that gap?
  27. 27. Understanding of Terms 27
  28. 28. a)  Very confident b)  Moderately confident c)  Slightly confident d)  Not at all confident How confident do you feel that you understand insurance terms 28
  29. 29. 29 How confident do you feel that you understand insurance terms 33.7% 29.1% 26.8% 10.1% Very confident Moderately confident Slightly confident Not at all confident §  How confident are you that… •  Question: “You understand health insurance terms?”
  30. 30. a)  The payment your health plan makes for covered care. b)  The amount you pay each month to your health plan for your health insurance. c)  The amount you must pay for your health care before your health plan begins to pay. d)  Not sure A premium is: 30
  31. 31. a)  The payment your health plan makes for covered care. (5%) b)  The amount you pay each month to your health plan for your health insurance. (78%) c)  The amount you must pay for your health care before your health plan begins to pay. (7%) d)  Not sure (9%) A premium is: 31
  32. 32. a)  A type of therapy not often covered by health plans. b)  A health plan policy that requires your doctor to request the plan’s approval of an increase in the dose of medicine you take. c)  A health plan policy that encourages members to try effective but less expensive medicines to treat their condition before trying more expensive ones. d)  Not sure Step therapy is: 32
  33. 33. a)  A type of therapy not often covered by health plans. (3%) b)  A health plan policy that requires your doctor to request the plan’s approval of an increase in the dose of medicine you take. (5%) c)  A health plan policy that encourages members to try effective but less expensive medicines to treat their condition before trying more expensive ones. (35%) d)  Not sure (59%) Step therapy is: 33
  34. 34. Using Insurance 34
  35. 35. 35 Using Insurance: Being Proactive 11.8 14.9 5.4 4.4 28.7 32.1 13.9 13.65 28.6 30.7 23.8 23.8 28.4 19.6 54.3 51.2 2.1 2.4 3.0 6.9 Not at all likely Somewhat likely Moderately likely Very likely Not applicable Review the statements you get from your health plan showing what you owe and what they paid for a service? Find out if a doctor is in- network before you see him/her? Look to member services to tell you what medical services your health plan covers? Look into what your health plan will and will not cover before you get health care services? When using your health insurance plan, how likely are you to…(%)
  36. 36. You think you might have injured your knee, so you go the doctor and she takes an X-ray. The bill is $200 for the doctor and $100 for the X-ray. Your health plan covers both of these services. You have 20% coinsurance for doctor visits and 10% coinsurance for diagnostic tests, such as X-rays. Coinsurance is the percentage of a health care bill that you pay. What is your part of the bill? a)  $40 b)  $50 c)  $90 d)  Not sure Question: Using Insurance 36
  37. 37. You think you might have injured your knee, so you go the doctor and she takes an X-ray. The bill is $200 for the doctor and $100 for the X- ray. Your health plan covers both of these services. You have 20% coinsurance for doctor visits and 10% coinsurance for diagnostic tests, such as X-rays. Coinsurance is the percentage of a health care bill that you pay. What is your part of the bill? a)  $40 (6%) b)  $50 (63%) c)  $90 (5%) d)  Not sure (25%) Question: Using Insurance 37 63% were correct
  38. 38. Early in January, Robert visits an in-network doctor to get a wart removed from his foot. The bill for this visit is $530, which is the member rate the doctor agreed to charge his health plan for that service. Robert has a $30 co-pay, a $100 deductible, and 20% coinsurance that apply for this visit. His co-pay does not count towards the deductible. How much will Robert pay for the visit? a)  $130 b)  $210 c)  $236 d)  Not sure Question: Using Insurance 38
  39. 39. Early in January, Robert visits an in-network doctor to get a wart removed from his foot. The bill for this visit is $530, which is the member rate the doctor agreed to charge his health plan for that service. Robert has a $30 co-pay, a $100 deductible, and 20% coinsurance that apply for this visit. His co-pay does not count towards the deductible. How much will Robert pay for the visit? a)  $130 (18%) b)  $210 (19%) c)  $236 (33%) d)  Not sure (30%) Question: Using Insurance 39 19% were correct
  40. 40. •  Frequent healthcare use, age, higher education, and income are related to higher health insurance literacy •  About 2/3 of people age 22 - 65 have a basic understanding of routine care coverage •  People struggle to understand complex benefit structures •  People tend to be overly confident about their ability to choose and use health insurance Take home points 40
  41. 41. Kathy Paez 301-592-2229 kpaez@air.org 10720 Columbia Pike, Suite 500 Silver Spring, MD 20901-4449 General Information: 301-592-8600 www.air.org 41
  42. 42. Introducing     Jennifer  Messenger  Heilbronner   Jennifer Messenger Heilbronner Metropolitan Group Executive Vice President
  43. 43. HEALTH LITERACY AND MARKETING Jennifer Messenger Heilbronner, Metropolitan Group SEPTEMBER 25, 2013
  44. 44. HEALTH INSURANCE LITERACY •  "Little systematic research has been done to date to assess health insurance literacy.” §  Center for Rural Health •  Not a single concept or skill. §  Prose literacy §  Numeracy §  Document literacy §  Etc.
  45. 45. SOME CLUES • Older adults more comfortable with insurance info than younger
  46. 46. SOME CLUES • Most help needed § comparing different plans § calculating costs
  47. 47. SOME CLUES • Helpful: case studies showing what the plan will do for different people
  48. 48. CALCULATIONS ARE TOUGH Office visit Co-insurance Co-pay
  49. 49. A  ques0on  for  Jennifer   Do you have any insight yet on what’s most important to people about health insurance, especially insight that might help frame messages?
  50. 50. EARLY RESEARCH MOST IMPORTANT Insured •  More can get insurance, even with pre-existing condition •  Financial help available •  Costs and what is covered in simple language •  What plans cover •  Main concern = Quality + cost
  51. 51. EARLY RESEARCH MOST IMPORTANT Insured •  More can get insurance, even with pre-existing condition •  Financial help available •  Costs and what is covered in simple language •  What plans cover •  Main concern = Quality + cost Uninsured •  Financial help available •  More can get insurance, even with pre-existing condition •  Costs and what is covered in simple language •  What plans cover •  Main concern = cost
  52. 52. LANGUAGE GUIDES •  Key messages developed by RWJF to help all exchanges •  Healthcare.gov/glossary •  Community input
  53. 53. AUDIENCES •  Young and healthy •  Passive and skeptical •  Sick and worried •  Experienced and enthusiastic •  Isolated and independent DEMOGRAPHIC, BEHAVIORIAL, PSYCHOGRAPHIC
  54. 54. ENGAGING OUR AUDIENCES
  55. 55. INTEGRATED CAMPAIGN Research Paid Media Earned Media Online Outreach Statewide+ Grassroots Partners Marketing Materials Community Meetings All Oregonians Multi- cultural communities Customized approach
  56. 56. •  Play/show Matt Sheehy, Lifesavas, education ads PAID MEDIA & CREATIVE
  57. 57. •  Editorial boards •  Priority pitching – Young and healthy – Women/moms – Small biz and entrepreneurs – Multicultural communities •  Social Media •  Avoiding fraud EARNED MEDIA
  58. 58. •  Reaching traditionally underserved audiences •  Range of trusted organizations §  Oregon State Library §  OSU Extension §  Multicultural organizations •  Events and paid sponsorships GRASSROOTS
  59. 59. §  Culturally relevant and highly customizable §  Community tells us what motivates, makes sense MATERIALS Starting in October 2013, you can enroll in coverage even if you already have a health condition or have been turned down before. COVER OREGON™ IS A NEW ONLINE MARKETPLACE WHERE YOU CAN COMPARE AND ENROLL IN MEDICAL AND DENTAL COVERAGE, AND ACCESS FINANCIAL HELP. UNINSURED? WE CAN CHANGE THAT. Cover Oregon.com | 1-855-CoverOR (1-855-268-3767)
  60. 60. •  Focused language and outreach in underserved communities –  African American - Latino –  Asian and Pacific Islander - Russian/Slavic –  LGBTQ - Tribes MULTICULTURAL OUTREACH
  61. 61. •  Robust network of community partners §  Online dynamic search to find assistance from an agent or community partner •  Multilingual capacity in call center •  Multilingual paper applications MULTICULTURAL CAPACITY
  62. 62. •  Transcreation •  Languages: Chinese, Korean, Vietnamese, Japanese, Spanish, Russian •  Collaborative process •  Customizable MULTICULTURAL MATERIALS Cover Oregon es un mercado donde hallar seguro médico y ayuda económica para pagarlo Un seguro médico te protege a ti y tu familia de tener que afrontar una gran cantidad de gastos médicos y te ayudará a cuidar tu salud. Seguro médico para ti y tu familia CO-C-00020 (7/13) Pide ayuda a una organización comunitaria o agente de Cover Oregon para completar la solicitud. Ellos pueden explicarte las diferencias entre los planes de seguro médico y ayudarte a presentar la solicitud a través de Cover Oregon. Llama al 1-855-CoverOR (1-855-268-3767) para hablar con un representante. Podrás transmitir tus necesidades y recibir instrucciones sobre cómo solicitar el seguro médico a través de Cover Oregon. También te pueden ayudar a encontrar una organización comunitaria o un agente en tu área Visita nuestro sitio web: CoverOregon.com para saber cómo Cover Oregon te puede ayudar a tí y a tu familia. Usa la calculadora para ver la ayuda económica que puedes recibir. Si usas el sitio web, tu privacidad está protegida por la legislación federal. La información suministrada será Incluso si tienes alguna enfermedad, como diabetes o asma, o si te negaron la posibilidad de contratar un seguro médico antes, ahora puedes encontrar opciones de seguro en Cover Oregon. También podrías recibir ayuda con el pago del seguro. ¿Cómo accedo a Cover Oregon? Puedes obtener asistencia sin cargo de varias maneras: Tenemos la obligación de brindarte ayuda en tu idioma. No dudes en consultarnos cómo te podemos ayudar. Puedes registrarte en un plan de seguro médico a partir de octubre de 2013. La cobertura y ayuda económica tienen vigencia desde enero de 2014. ¡Regístrate! Интернет-площадка, позволяющая найти медицинскую страховку и финансовую помощь для ее оплаты Наличие медицинской страховки защищает вас и вашу семью от больших медицинских счетов и помогает вам оставаться здоровым. Медицинское страхование для вас и вашей семьи CO-C-00020 (7/13) Получите помощь, заполнив бланк заявки у общественного партнера или агента Cover Oregon. Они могут объяснить разницу между медицинскими страховыми планами и могут помочь подать заявку через Cover Oregon. Позвоните по телефону 1-855-CoverOR (1-855-268-3767), расскажите сотруднику о своих нуждах и узнайте, как подать заявку на получение страхового медицинского полиса через Cover Oregon. Сотрудник также может помочь вам найти ближайшего к вам общественного партнера или агента Cover Oregon. Посетите сайт www.CoverOregon.com для того, чтобы узнать больше о том, как Cover Oregon может помочь вам и вашей семье. Узнайте с помощью программы-калькулятора, размещенной на сайте, на какую финансовую помощь вы можете рассчитывать. Когда вы пользуетесь сайтом, тайна ваших личных данных охраняется федеральным законодательством. Предоставленная вами информация будет рассматриваться строго конфиденциально. Даже если у вас есть хроническое заболевание, например, диабет или астма, или вам раньше было отказано в медицинской страховке, вы сможете найти свой вариант страхования с помощью Cover Oregon. Возможно, у вас есть право на помощь в оплате страхового полиса. Как мне обратиться в Cover Oregon? Вы можете получить бесплатную помощь разными способами: Cover Oregon обязана предоставлять консультативную помощь на вашем родном языке. Пожалуйста, узнайте, как мы можем вам помочь. Puedes registrarte en un plan de seguro médico a partir de octubre de 2013. La cobertura y ayuda económica tienen vigencia desde enero de 2014. Sign up!
  63. 63. A  ques/on  for  Jennifer   Do you have an example of how you adapted materials for a specific group and how that worked?
  64. 64. •  New tagline/title •  More “what is insurance” •  AI/AN exchange specifics EARLY SUCCESS: TRIBAL MATERIALS Cover Oregon is a marketplace for Tribal communities to find health insurance and financial help to pay for it Cover Oregon can help you and your family if: You currently receive services at your Tribal or Urban Indian clinic, and do not have insurance coverage. You or your family do not have private health insurance or coverage through a public medical program. You cannot get affordable health insurance through work. You buy your own health insurance and want more choices. You own a small business and employ 50 or fewer people. Online: CoverOregon.com Toll-free: 1-855-CoverOR (1-855-268-3767) SIGN UP Cover Oregon is here to help you find the right health insurance for you and your family, and financial help to pay for it. Even if you receive services from your Tribal or Urban Indian clinic, Cover Oregon will work for you. Honoring Traditions of Health Visit CoverOregon.com to learn more and use a website calculator to see how much financial help you might receive. When you use the website, federal law protects your privacy. The information you provide will be treated confidentially. Call 1-855-CoverOR (1-855-268-3767) to speak with someone about your needs for health insurance and how to use Cover Oregon. We can help you find a tribal community partner near you. Visit your local Tribal oganization, clinic, or community partner. People there can explain the differences in health insurance options, and can help you use Cover Oregon. How Do I Access Cover Oregon? You can enroll in a health insurance plan starting in OCTOBER 2013. Coverage and financial help begin in JANUARY 2014. Name of Organization Address line 1 Address line 2 555.555.5555 Email Address website.com LOGO LOGO CO-C-00020-RP-NA (7/13)
  65. 65. •  Awareness up from 5% in May to 37% today •  Greatest appeal: §  No pre-existing conditions. §  More people can have insurance. §  Easier process. •  Focus group participants demonstrate fluency in basic insurance concepts WHAT’S WORKING
  66. 66. •  Cover Oregon = plan? (skepticism) •  Tax credits and financial assistance? •  Connection to mandate/penalty •  Additional segmentation and specifics §  Transgender §  Women WHAT’S STILL NEEDED
  67. 67. •  “Place where you can shop for health insurance.” •  “Find savings to help pay for insurance.” •  “Insurance agent” •  “No cost to use Cover Oregon or get help.” LANGUAGE ADJUSTMENTS
  68. 68. •  Make it real with examples •  Look to the community •  Share messages through many channels, with different levels of info •  Be ready to learn and adapt KEY TAKEAWAYS
  69. 69. WWW.COVEROREGON.COM
  70. 70. Thank  you  to  our  speakers!   Kathryn Paez, RN, Ph.D. American Institutes for Research Jennifer Messenger Heilbronner Metropolitan Group
  71. 71. Health  Literacy:   Undervalued  by   Public  Health?   A  tool  for  public  health   professionals.                                                       Prepared  for  the  American  Public  Health   Associa0on  Community  Health  Planning  &   Policy  Development  Sec0on   Tammy  Pilisuk,  MPH        AUG  2011  
  72. 72. Resources   •  HIL  Issue  Brief  and  informa0on  about  the  HIL  measure   h_p://aircpce.org/airs-­‐work-­‐in-­‐cpce/health-­‐insurance-­‐ literacy/     •  Training  modules  University  of  Maryland  developed  to   prepare  consumers  to  choose  and  use  health  insurance   h_p://www.extension.umd.edu/insure     •  Kaiser  Family  Founda0on        h_p://www.kff.org/health-­‐reform     73
  73. 73. Resources   •  RWJF  Medicaid  study h_p://www.rwjf.org/content/dam/farm/reports/ surveys_and_polls/2012/rwjf73113     •  Enroll  America h_p://files.www.enrollamerica.org/best-­‐prac0ces-­‐ ins0tute/public-­‐educa0on-­‐resources/ EA_Final_Report.pdf         74
  74. 74. Speaker  Contact  Informa0on     Kathyrn  Paez,  RN,  Ph.D.   kpaez@air.org     h1p://www.air.org     Jennifer  Messenger  Heilbronner   jmessenger@metgroup.com   h1p://www.metgroup.com    
  75. 75. Thank  you  to  our  Sponsors!     Community Health Planning and Policy Development Section, APHA
  76. 76. Thank  you  to  our  planning   commi1ee   •  Tammy  Pilisuk,  MPH,  APHA-­‐CHPPD   •  Erin  Brigham,  MPH,  CareSource,  APHA-­‐CHPPD   •  Meghan  Bridgid  Moran,  PhD,  San  Diego  State   University,  School  of  Communica0ons     •  Lisa  Peterson,  MPH,  CALPACT  at  UC  Berkeley   •  Stephanie  Bender,  MS,  Health  Educator   •  Aileen  Kantor,  Health  Literacy  Innova0ons   •  Nancy  Murphy,  MSHC,  Metropolitan  Group  
  77. 77. About  This  Series     •  The  Health  Communica/on  Ma1ers  series  will  help  par0cipants  in  all   walks  of  public  health  to  apply  health  literacy  principles  to  their  everyday   communica0ons.         •  What  audiences  do  you  communicate  with—consumers,  health   professionals,  disenfranchised  communi0es,  your  public  health  peers?   Whatever  your  role  in  public  health,  it’s  likely  that  you  need  to   communicate  effec0vely.  But  how  do  you  know  your  communica0on  is   effec0ve?       •  Only  about  10  percent  of  the  general  popula0on  is  considered  “health   literate.”  That  leaves  the  vast  majority  of  us  with  barriers  to   understanding  the  health-­‐related  informa0on  we  read.    
  78. 78. Conclusion   Thank  you!         www.calpact.org  
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