What We Know and How We Learned It

© 2015 Enroll America and Get Covered America
EnrollAmerica.org | GetCoveredAmerica.org
What We Learned & How We Learned It
Data Driven Results from OE1 and OE2
Ed Coleman, Director of Data and Analytics
Anna Gilbert, National Reporter Director
Cat Tucker, Former Data Analyst

EnrollAmerica.org | GetCoveredAmerica.org2
Agenda
•  Objectives & Expectations
•  Data Driven Approach
•  Experiments and Research
•  Literature & Messaging
•  Latino Phone Outreach
•  Follow Up Phone Program
•  Email Personalization
•  Connector Trends
•  “What you can do” Wrap Up
•  Questions

Objectives
•  Share key learnings about direct consumer engagement
from analytics tests and program trends
•  Explain data driven approach and testing methodology
Expectations
•  Breakdown for each topic
?  What we wanted to learn
"  What we learned
ü  What you can do
•  Not a Statistics 101 lesson!
•  Wrap up of findings and time for questions
Objectives & Expectations

DATA DRIVEN APPROACH

•  Direct consumer outreach
•  Over 100 staff across the country
•  Community organizing approach
•  Digital Tools like Calculator and Connector
•  Consumer-focused website and email outreach
•  National, state, and local Partnerships
•  Earned media
Enroll America’s Program

Data Driven Approach
Data
Collection
Constant
Analysis
Lessons
Learned
Share
with
Partners
Future
Analytics

LITERATURE & MESSAGING

What we wanted to learn
?  Big Picture: How can we best communicate
with the uninsured population?
?  Project Question: When canvassing and
tabling what is the best visual and language
to generate interest in learning more?
Literature & Messaging

Literature Cover Test

What you can do
ü  Use Personalized Language
•  Healthcare is Coming Your Way
•  Dear John…
ü  Emphasize Affordability and
Financial Assistance
ü  Don’t be shy to talk about
the fine
ü  Say “Get Covered” or “Make
a Plan Today” to encourage
immediate action

CALIFORNIA LATINO PHONE
OUTREACH

?  Big Picture: How can we best communicate
with the uninsured population?
?  Project Question: What is the best way to
communicate with the Latino uninsured
population in California?
California Latino Phone Outreach

What we learned
"  The initial phone outreach increased
attempts to enroll but had no impact on
enrollment rates
"  Enrollment was higher among consumers
who felt like they had enough information
about the Affordable Care Act
"  Two-thirds of respondents preferred Spanish
over English

Value of Multiple Contacts

What you can do
ü  Plan to talk to consumers multiple times
ü  Include information about health insurance
in addition to the enrollment process
ü  Make sure to have Spanish language
materials

FOLLOW UP
OUTREACH

Follow Up Outreach Experiments
?  Big Picture: Is our approach
effective?
?  Project Questions:
?  How effective is the Follow Up Outreach
program for increasing enrollment?
?  What are the best ways to talk to uninsured
consumers – phone, email or both?

Third Experiment (January – March 2015)
Start of OE2 Follow Up Program (November 2014)
Second Experiment (March – April 2014)
First Experiment (December 2013)
Introduction of Follow Up Program (December 2013)

What we learned
"  Following up by both phone and email is
most effective for increasing enrollment
"  Contacting consumers by phone and email
increased enrollment by 6.3 percentage
points in the final weeks of March
"  It takes multiple methods to inform people
who are likely opposed due to their
partisan identification

34.0%
40.9%
31.9%
34.5%
Phone Only Phone + Email
Treat Control Treat Control
March 2014 Follow Up Experiment
+6.3
Contacting consumers by
phone and email in the
final weeks of March
increased enrollment by
6.3 percentage points
Percent enrolled in
HealthCare.gov or
Medicaid

What you can do
ü  Use multiple methods of communication to
have the most impact on enrollment rates,
especially for hard to reach populations
ü  Collect email and phone from consumers
ü  Plan to communicate with consumers
multiple times

EMAIL PERSONALIZATION
TEST

Digital Florida Personalization Test
?  Big Picture: How can we best
communicate with the uninsured?
?  Project Questions:
?  How to breakthrough to less engaged people
on our email list?
?  What are effective ways to personalize email
messages?

[First_Name]


+24
Using
personalized
email content
increased clicks
among openers
by 24 percent
1.82%
9.38%
1.67%
7.54%
Open Rate Click Rate
What we Learned
Among the Never Openers only

What we Learned
"  Personalized emails resulted in higher or
equal response rates from all types of
consumers
"  This novel strategy worked especially
well for the less-engaged part of the list
"  If you email 100,000 non-engaged email
addresses, 1,840 more consumers will
click through personalized emails – need
to update math

What we you can do
ü  Never stop emailing your list
ü  Try new techniques to engage the least
active people
ü  Personalize emails, not just by name but
also by other shared qualities like
geography

CONNECTOR
TRENDS

Connector Trends
0
2000
4000
6000
8000
10000
12000
Connector Appointments Weekly Growth
63,000 Total
Appointments
72% Completed
47% Enrolled
83% Scheduled
by Partners

Connector Trends
"  Saturday was the most popular times for scheduled
appointments with 20% of total appointments
"  The % of available appointments filled by a consumers was
21% on weekends, compared to 11% during the week
ü  Set up appointments on Saturday and Sundays

Connector Trends
"  Consumers signed up for appointments that were an
average of 4.5 miles away from their home address.
ü  Create available appointments close to the uninsured
population, the closer the better.
4.6 4.7
8.6
3.2
5.1
3.9
3.1 3.3 2.9
4.9
5.9
AZ FL GA IL MI NC NJ OH PA TN TX
Average Distance Traveled -- Campaign States

Connector Trends
"  Appointments scheduled closer to the actual date of the
appointment had higher completion rates.
ü  Encourage consumers to sign up for appointments as
soon as possible – ideally the next day but at least
within a week.
"  Consumers who had conversations with assisters prior to
the appointment were more likely to enroll than those who
started the enrollment process on their own online
ü  Make lots of reminder calls before appointments

Wrap Up & Questions
Direct Consumer Outreach
ü Plan to talk to consumers
multiple times
ü Use multiple methods of
communication
Digital
ü Never stop emailing your list
ü Try new techniques to
engage the least active
people
ü Use Personalized Language
ü Emphasize Affordability and
Financial Assistance
ü Don’t be shy to talk about
the fine
Connector Appointments
ü Set up more appointments
over the weekend
ü Create available
appointments close to the
uninsured population

QUESTIONS

Know Your Numbers: How to Quantify Qualitative Data on Media
Outreach
•  Friday – 2:15PM – 3:15PM
•  Mt. Vernon A (Meeting Room Level)
Other Data & Analytics Workshops

Get Covered Data Interactive Demonstration
•  Friday – 2:15PM – 3:15PM
Get Covered Academy Learning Lab
Meeting Room 16
Data & Analytics Interactive Trainings

New training resources
•  Highly customized, action-oriented
•  New suite of training services
•  Goal-setting
•  Planning
•  Coaching
•  In-person training
FOR MORE INFO –
training@enrollamerica.org

What We Know and How We Learned It

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