Engaging the Invincible: Activities to Connect Millennials to Coverage
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Presented at Enroll America's 2016 State of Enrollment conference.
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Engaging the Invincible: Activities to Connect Millennials to Coverage
- 1. © 2016 Enroll America | StateOfEnrollment.org Engaging the Invincible: Activities to Connect Millennials to Coverage
- 2. © 2016 Enroll America | StateOfEnrollment.org Agenda Speakers Krieg Rajaram- Young Invincibles Linda Wharton Boyd, Ph.D.- District of Columbia Health Benefit Exchange Authority Trilena Amos- Legacy Community Health Questions Planning Breakout Share!
- 3. Engaging Millennials: Notes from the Field Presented by: Krieg Rajaram State Organizing Coordinator @YoungInvincible YoungInvincibles.org facebook.com/together.invincible
- 4. Agenda • Healthy Young America Campaign • Overview of Millennial Populations • Key Messaging & Outreach Best Practices • Digital Engagement Strategies
- 5. Who is Young Invincibles?
- 6. Uninsured Millennials 14% 38% 19% 15% 12% 2% Uninsured by Age 0-17 18-34 35-44 45-54 55-64 65+ Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
- 7. Uninsured Millennials by Race 15.31% 20.81% 12.77% 27.99% 13.03% 12.56% 2 or More Races Black NHOPI AI/AN Asian White 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
- 8. Uninsured Millennials by Hispanic Origin 14.24% 28.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Non-Hispanic Origin Hispanic Origin Source: (US Census Bureau) http://www.census.gov/cps/data/cpstablecreator.html
- 9. REACHING MILLENNIALS Strategies & Messaging
- 10. Landscape of OE3 Challenges: • Harder to reach populations • “Low hanging fruit” are gone • Less media attention • Timing of open enrollment Advantages: • Experience in OE1 & OE2 • Strong partnerships • Less political stigma • Newly insured become new advocates
- 11. Accessing Different Communities It can be difficult to gain trust as an outsider Take your time! It may require multiple touches Solutions: • Have several small events like tabling. Allows you to build trust and consistency • Start slow and secure trusted sources • Allow them to become your advocates.
- 12. Reaching New Partners Colleges and Universities - International Student Depts. Grocery stores and restaurants Faith Based Organizations Safety Net Programs Food pantries Utility shut off programs Free tax preparation programs ESL Programs Public School Systems Libraries
- 13. Messaging to Young Adults • Benefits of having insurance – Get preventive care free • Financial security – Young adults end up in the ER more than any other age group outside the elderly • Financial assistance – Vast majority receive financial help • Individual mandate & penalty – Why pay something for nothing?
- 14. Young Adults & Qualifying Life Events Young adults more likely to experience qualifying life events than any other age group 83% of new mothers are 18-34 Median age for marriage: 28 for men, 26 for women Change jobs every 2 years Move at twice the national rate ~4.2 million people turned 26 in 2014
- 15. Special Enrollment & Qualifying Life Events Turning 26 & losing coverage Having a baby Moving to a new area Gaining a new immigration status Getting married Leaving a parent’s plan Returning Citizens Individuals have 60 days from the qualifying event to enroll in an insurance plan
- 16. Turning 26 – Its Your Birthday • You have 60 days before or after your 26th birthday to enroll in a marketplace plan • If you’re enrolling in job-based coverage, you may only have 30 days • Start early to avoid a gap in coverage!
- 17. #BornIn90
- 19. Paid Digital Ads on Social Media Digital Outreach: – Strategically target audience – Authenticity – Relevance – Little to no text #MillennialMon
- 21. #MillennialMon • 02/22 - We did a #MillennialMon chat on Health Literacy & Preventive Care. Partners included HHS, CMS, Health Finder, HealthCare.Gov, HRSA, Out2Enroll, and Enroll America. • That week, our Millennial Monday HT reached over 11 million timelines, we had 265 RTs and 483 mentions. • 2/29 - #MillennialMon: Millennials and the Health Coverage Gap - We ran a two hour Millennial Monday chat with more than 30 partners in four states Florida, Virginia, Georgia and Texas. At its peak the chat had 500 posts, 95 users, 250,889 reach and 1.7 million impressions. • 3/28 - #MillennialMon focused on LGBTQ health, which garnered close to nine million timeline hits, more than 130 retweets and over 500 favorites/replies/mentions.
- 22. Minority Health Month Chat 4/11/2016 We partnered with 7 organizations to have a national twitter chat discussing the topic of Minority Health. NovaScripts (VA) Working America (national) Catalyst Miami (FL) APIAHF (national) ,Alta Med (CA) CIPC (CA) ChapCare (CA)
- 24. Young Invincibles’ Mobile App: Health YI Health checklist Schedule a doctor's appointment Ask a question of health care experts
- 25. Key Takeaways • Build Strong Partnerships • Use digital strategies to engage young adults online • Find Young Adults Where They Are and Follow Up!!!!
- 27. DC Health Link Outreach “Engaging the Invincible: Activities to Connect Millennials to Coverage ENROLL AMERICA 2016 State of Enrollment: Getting America Covered May 11-13, 2016 Presented by Linda Wharton Boyd, Ph.D. Communications, External Affairs & Stakeholder Engagement District of Columbia Health Benefit Exchange Authority
- 28. OUTREACH MANTRA - REACH RESIDENTS: Where they LIVE Where they PLAY Where they SHOP Where they PRAY Where they WORK
- 29. OUR APPROACH • Hyperlocal Outreach • Community Partnerships • Outreach Advisory Groups - Weekly Meetings • Enrollment “Weeks of Action” – Young Invincibles/ Millennials – LGBT – Latino, African-American – Asian Americans – Faith In Action
- 30. STANDARD BEST PRACTICES Enrollment Storefronts One Touch Enrollment Events Faith-Based Outreach Back to School Nights Cable Spotlight Special Events Advertising and Media Social Media, Mobile Outreach Etc.
- 31. YOUTH: Movie Openings Star Wars & Hunger Games 31
- 32. YOUTH: NBA Wizards Partners
- 33. YOUTH: Café Crawl, Youth Enrollment Day
- 34. • Ben’s Chili Bowl • The Diner • Late Night Denny’s YOUTH: 24-Hour Enrollment Marathon
- 35. LBGT-Outreach Special Events • Themed Enrollment Nights • World AIDS Day – Dec. 1
- 38. Multi-Lingual Cultural Materials Images and Language Amharic, Vietnamese, Mandarin, Korean, Spanish
- 39. New Year’s Campaign: Shape-Up, Sign-Up LA Fitness: Discounts, Enrollment, Classes Health Club Partnerships
- 40. • Faith-In-Action Weekends • From the Pulpit to the Pews • Churches, Mosques, Sikh Temple, Others Faith-Based Outreach
- 41. “Knock, Knock” Door-to-Door Canvassing Target Neighborhoods
- 42. Final Deadline Advertising Push
- 43. • Geo-fencing – for the first time, new technology allowed mobile and online advertising to be targeted within geographic boundaries. • Focused outreach resources in key uninsured neighborhoods. 43 Mobile Ads – Geo-fencing
- 44. SUCCESSFUL 3RD OPEN ENROLLMENT 22,912 customers with 2016 health insurance through DC Health Link’s individual marketplace: • 6,012 new customers; – 23% increase in new customers (compared to 4,879 new customers last year) • 3,085 existing customers shopped & changed coverage; – Existing customers who shopped saved on average 5% in premiums • 13,815 existing customers automatically renewed.
- 45. Successful 3rd Enrollment • Kaiser Foundation: DC Tops Nation in ACA Enrollment Percentage; DC enrolled 74% of eligible residents through its health insurance marketplace • Open Source Code – An innovative and re-architected solution to continually improving the operating systems while also lowering costs to achieve sustainability of the marketplace • Champion of Change – DC Health Link’s In-Person-Assister organization HIV Health was one of 10 honored by The White House for their ACA outreach work. • Earned Media – Unique ideas such as Star Wars and Pizza Boxes, Knock, Knock , the 24 Hr. Enrollment Marathon, etc. earned press coverage on TV, radio, print, and online in a competitive media market 45
- 46. Thank you!!!
- 47. Engaging the Invincibles How to Outreach to the “Young Invincible” May 12th, 2016
- 48. Why are we here Trilena Amos Legacy Community Health Director of Patient Access 2013: Pre-enrollment National Uninsured Rate: 16.4% Texas Uninsured Rate: 21.3% 2015: Post-enrollment National Uninsured Rate: 10.7% Texas Uninsured Rate: 16.0% Without Medicaid Expansion!
- 49. Agenda Legacy Background Ryan White Engaging the HIV Population Rural Communities Jefferson County LGBTQ
- 50. Legacy Community Health Federally Qualified Health Center Over 100,000 patients system wide West Houston to Beaumont 41 CACs Un-insured Under-insured HIV/AIDS LGBTQ
- 51. Ryan White and HIV/AIDS Population Ryan White is the “Payer of Last Resort” Partner with Planning Council Many qualify for the marketplace Informing and transitioning patients “Meet them where they are!” 1. Town Halls 2. Workshops 3. Testing Events 4. “Auntie Rosie”
- 52. Ryan White and HIV/AIDS Population How to connect with your local RW Planning Council? Each local RW office has its own specific planning area Visit: http://rwpchouston.org/HIV_Planning_Groups.htm Upon contact, ask for a manager or coordinator 4 Town Halls & Workshops held in Year 3
- 53. Rural and Southeast Texas Partner with Enroll Southeast Texas Partner with Univision Annual Rock N’ Roll Event Meet them where they are! 1. Lamar University 2. Lone Star University
- 54. LGBTQ Populations Partner with Enroll Gulf Coast Collaboration Ads on Tinder Meet them where they are! 1. Bars/Clubs 2. Drag shows 3. Pride events
- 56. Consumers Assisted—2,353 Applications Submitted---1,742 Enrollments---1,282 RW Patients Assisted—562 Total number of events—31 Y3 Open Enrollment Success
- 58. © 2016 Enroll America | StateOfEnrollment.org BREAKOUTS
- 59. © 2016 Enroll America | StateOfEnrollment.org 59 1. Find a partner close to you 1. Pick one or two ideas you would like to implement and discuss what steps you can take when you get back home OR share the information you learned that you find most useful to you program 1. We will come back together to share and for final questions BREAKOUTS
Editor's Notes
- Health Care Affordable Care Act education & outreach Health insurance literacy #Health4All Medicaid Expansion Higher Education Loan repayment education College affordability advocacy Jobs & Financial Security Apprenticeships Retirement Savings Millennial Consulting Bringing the young adult voice to new sectors
- These next 3 slides are a quick look at the remaining uninsured in the United States, according to the Consumer Population Survey data. CPS data is collected yearly to reflect the previous year, so the newest data released in the fall of 2015 captures changes in the uninsured rate from 2013 to 2014. During that time, we saw tremendous gains in health insurance rates – and nearly half of the newly uninsured, 43%, were young adults 18-34. However, looking at who still doesn’t have health coverage – you can see the biggest uninsured group is still the 18-34 year olds, representing the large red chunk at 38%. http://www.census.gov/cps/data/cpstablecreator.html
- Now, breaking down uninsured Millennials further, we see that Millennials of color are still far more likely to be uninsured than their white counterparts. White Millennials are uninsured at about 12.5%, just slightly higher than the overall percentage of uninsured Americans, around 10%. But, when we look at Black Millennials, we see they are uninsured at almost twice that, at 20.81%, and American Indian/Alaskan Natives are uninsured at nearly 28%. Because of the way CPS collects data, these numbers reflect people of non-Hispanic origin, so white non-Hispanic, black non-Hispanic, etc. On the next slide we’ll take a look at Hispanic Millennials http://www.census.gov/cps/data/cpstablecreator.html
- Similarly, we see Millennials of Hispanic origin, regardless of race, are much more likely to be uninsured than non-Hispanic Millennials, with 28.5% of Hispanic Millennials being uninsured going into year three of ACA open enrollment. http://www.census.gov/cps/data/cpstablecreator.html
- Because it’s very difficult to find young adults on the ground who may qualify for a special enrollment period, digital strategies can be a great tool for SEP outreach.
- So we knew going into the third open enrollment period that our main audience was young adults of color, but we also knew there would be additional challenges in reaching the remaining uninsured – many populations have additional barriers to enrollment, coming from a mixed immigration status family for example. The timing of open enrollment was also difficult especially for the young adult population, for those in school, it starts basically right before the Thanksgiving break, runs through finals, and ends when many students may be traveling over the winter holidays. Many of the remaining insured are part time workers, some of which pick up seasonal work during the holidays putting extra strain on their time. All in all, we did have some advantages. Strong partnerships built up over the past few years has helped to institutionalize this work in local communities, something that will hopefully continue to grow over the next few years. Our biggest advantage this year, was the nearly 10 million people who have gained insurance over the past two enrollment seasons who can now serve as advocates and validators for the law to their friends, family, and coworkers.
- Having trouble…Not sure where to look or having trouble with getting your foot in the door? Use resources like your local chamber of commerce, local consulates, large community events and fairs to locate them
- In year three, we found that the messaging largely remained the same. Millennials want comprehensive coverage, but most of all, it needs to be affordable. We messaged health coverage in three phases: 1) benefits such as preventive care, and protections against medical debt 2) affordability through tax credits and finally, 3) avoiding the penalty
- As you might have already deduced, young adults are far more likely than older Americans to qualify for a special enrollment period. Young adults are more likely than older adults to get married, have a baby, change jobs (causing a loss in coverage) move, and of course – turn 26.
- Although, open enrollment is now over – there’s still plenty of opportunities to engage young adults in enrollment. Here are a few of the most common “qualifying life events” that can trigger a special enrollment period, (read them out). Basically, these can be broken down into two categories: losing existing coverage, or an increase in household size. Another trigger common for young adults in FFM states is an increase in income, which bumps the individual out of the Medicaid gap and into marketplace eligibility. Young adults who are not working or working part time while in school who see an increase in income can take advantage of this outside of open enrollment to gain coverage. Year-round Eligibility Medicaid American Indian/Alaska Native Special Enrollment Periods Qualifying life events Other limited circumstances Next open enrollment: Nov. 1, 2016 – Jan. 31, 2017
- Because it’s very difficult to find young adults on the ground who may qualify for a special enrollment period, digital strategies can be a great tool for SEP outreach.
- Social Media is a great platform to reach young adults and engage them in health care. Frequent use of social media can help build a following for your organization, and the more often you’re posting, the more likely a wider audience will see your posts. However, if you want to reach a very specific demographic, paid digital ads can do the trick. Social platforms such as Facebook allow you to target a paid ad toward a very specific audience. For example, we used the above picture as a promoted post, and limited our outreach on Facebook to users in Houston, Texas (where we have an office) to those who were turning 26 within a seven month period from May to November in 2014. Since you pay per click for the ad, it’s incredibly effective that our post was only being seen by someone who would actually be turning 26, and potentially losing their coverage. As you can see, there’s no text on the actual picture – the more the post looks like something a friend might post, the more likely you are to draw someone’s attention. Authenticity is important, as is relevance.
- This is another example of a graphic we created to promote the January 31st deadline for as the last day of Open Enrollment. As you can see, it’s timely, humorous, and very relevant to a young adult population. To date this post has received 109 RTs and 122 likes on Twitter capturing 9.6M potential impressions. We also ran it as a boosted post on Facebook and it reached 21,666 people with 133 likes and 33 shares.
- If you want to participate in a millennial Monday chat you can contact member of the YI Communication team and we will inform you of upcoming chat topics. We generally send the script along with promotional graphics, the Thursday before each chat. You can find their email addresses on our website at Young Invincibles.org Partnering with other non profits and large government entities such as HHS and CMS The second one is an example of how you can partner with partners in other states, useful for national organizations. Targeting specific communities Piggy backing on the National Health Observance Calendar.
- This is a further breakdown of the demographics of who was involved in this conversation. We had participants from all over the United States and even Australia involved in this chat. What you do not see is that this report only reflects our #MillennialMon. This particular chat also used another hashtag, #NMHM16. This hashtag was reported as being used in Europe during the conversation, so this particular conversation made happened across 3 continents.
- Learn more about what is included in your insurance, determine the best ways to use it, and connect with doctors in your insurance network