Outreach 2.0: Applying Lessons Learned When Connecting With Specific Uninsured Communities

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EnrollAmerica.org | GetCoveredAmerica.org 10-8-2014
© 2014 Enroll America and Get Covered America
title style.
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Outreach 2.0: Applying Lessons Learned
When Connecting With Specific Uninsured
Communities
October 8, 2014
Ani Fete, National Director, Partner Engagement and Outreach
Jose Plaza, National Director of Latino Engagement
Rev. Derrick Harkins, National Director of African American and Faith Engagement
Ambar Calvillo, National Stakeholder Engagement and Women’s Campaign Director

Agenda
2 © 2014 Enroll America and Get Covered America
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org I. Welcome and Enrollment
Landscape
Ani Fete, National Director of Partner
Engagement and Outreach
II. Engaging the Latino
Community
Jose Plaza, National Director of Latino
Engagement
III. Engaging the Faith
Community
Rev. Derrick Harkins, National Director of
African American and Faith Engagement
IV. Engaging Women and
Youth Through Digital
Tools
Ambar Calvillo, National Stakeholder
Engagement and Women’s Campaign
Director
V. Q&A Ani Fete, National Director of Partner
Engagement and Outreach

I. ENROLLMENT
LANDSCAPE
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org

How is OE2 different from OE1?
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org What’s Staying the Same
• Financial help
• Populations that are likely to be
uninsured
• The importance of in-person
assistance
• The core message about the
value of coverage
• Technology bumps
• Enroll America will continue to
serve as a resource
What’s Changing
• Shorter open enrollment period
• Renewals!
• Fine increasing
• Some states expanding
Medicaid for the first time
• Who the in-person assisters are
in your community
• Training for assisters
• Funding
• Tax Time

Partnerships Remain Crucial
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org There are fewer uninsured
individuals to connect to
coverage, but the work
remains more important
than ever, and may be
more challenging…

10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org 2014 Enrollment
16 Million

2014 + 2015 Enrollment
16 Million in year 1
8 Million in year 2
10-8-2014

Important Dates
OE2 3 months:
Nov. 15, 2014 to Feb.15, 2015
Medicaid & CHIP Year-Round Enrollment
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Special Enrollment Periods
After qualifying life event
(year-round)
Tax Filing Jan. 31, 2015 to April 15, 2015

Coverage Effective Dates
Enroll by… For coverage beginning..
December 15, 2014 January 1, 2015
January 15, 2015 February 1, 2015
February 15, 2015 March 1, 2015
10-8-2014

10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Ani Fete
National Director of Partner Engagement and
Outreach
Afete@enrollamerica.org

II. ENGAGING THE LATINO
COMMUNITY
10-8-2014

A Snapshot of the Uninsured
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org 0
Total Uninsured
Source: Census Bureau, Current Population Survey,
March 2011 and 2012

States & Uninsured Latinos
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org 13
0
0.0%
Total Uninsured % of Uninsured Latinos
Source: Census Bureau, Current Population Survey,
March 2011 and 2012

What Have We Learned
Barriers to Enrollment
82% were not aware of deadline
66% do not know there is free in-person
help for signing up
81% feel they do not know enough
about the health law/are unsure
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.

Barriers to Enrollment
40% in FFM states have not heard of
HealthCare.gov
78% unaware of subsidies so assumed
healthcare was too expensive
65% do not know they cannot be denied
for pre-existing conditions
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.

10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Individuals
who didn’t
go to the
marketplace
• Latinos (74%)
• 139% to 200% FPL
(74%)
• High school or less
(70%)
Source: PerryUndem & Enroll America Survey. “Why did some people enroll and not others” May 2014.

Lessons Learned
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org • 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.
• 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
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

Successful Steps to an Enrollment Event
Step 6:
• Have a successful event! &
then EVALUATE!
Step 5:
• Media & Promotion
Engagement
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Step 1:
• Identify your target population,
county, city, neighborhood
Step 2:
• Coalition: Engage partners/ local
leaders/ institutions
Step 3:
• Identify and secure: Date, venue,
and event leads in the planning
back process.
Step 4:
• Recruit appropriate
assistors/navigators for the
event

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
10-8-2014

10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Thank You!
Thank you
Jose L. Plaza
jplaza@enrollamerica.org
Getcoveredamerica.org

III. ENGAGING THE FAITH
COMMUNITY
10-8-2014

Effective Engagement With The
Faith Community
Why Engage the Faith-Based Community?
• Faith-based communities are trusted
messengers
• Working with a local congregations
to reach individuals and families can
be an effective way to break down
myths while providing information.
10-8-2014

The National ACA Faith Coalition
Faith Community
Enroll America built a diverse coalition of faith organizations and
networks to engage their collective membership of over 20 million
congregants nationwide in outreach and enrollment activities during
the first enrollment cycle. The campaign empowered faith leaders to
be messengers on the importance of health care through our
“Health Care from the Pulpit” program.
The coalition collectively hosted:
• Over 1500 outreach and enrollment events at churches, mosques,
temples and faith centers, touching over 110, 000 congregants.
• 4 National Faith Weekend of Action Events in October, February
and March to engage the Christian, Muslim, and Jewish faith
communities throughout the country.
10-8-2014

Faith Community
Key takeaways were the importance of:
1. Having a clear cut program, communication and tracking system with
practical steps to conducting events (via print resources, multimedia
presentations, messaging training and overall ACA education) and
reporting.
2. Having high level leaders designate an ACA outreach representative who
would work internally to oversee outreach efforts as well as act as a
liaison with external partners.
3. Identifying each organizations strength and weaknesses regionally.
Identify how your efforts can add value and/or build capacity for the
organization.
10-8-2014

Health Care from the Pulpit
Faith Community
Conduct a “Health Care from the
Pulpit” Tabling Event
Activate a “Heal-the-
Neighborhood” Health Outreach
Ministry
Host a “Health Coverage Enrollment
Summit”
10-8-2014

CASE STUDY:
PICO CALIFORNIA
10-8-2014

10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Enrollment
events and
outreach
• Meet new
people in your
congregations
and
neighborhoods
Identify Barriers
to Enrollment
and healthcare
access
• Engage base in
the issue.
Identify and
develop more
leaders
Organizing
campaigns for
healthcare
policy
improvement
• New
developed
leaders, more
power for
working
people.
PICO
Enrollment: a tool to Activate
Congregations and Improve
Communities
Faith Community

Activating Congregations and
Improving Communities
1. Leadership development, ministry engagement
2. Build lists for civic engagement
3. Empower our community with healthcare
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org coverage
4. Organize congregation teams to remove
barriers to enrollment
Faith Community

1. Educational Announcements: from the pulpit and
in bulletin
2. Flyers documenting eligibility requirements and
documents needed to enroll
3. Pre-screen and answer questions for 2
weekends
4. Enroll for 2 weekends and/or schedule
appointments for mid-week enrollments
5. Church-based teams for reminder calls and
follow-up
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org PICO:
What we did
together
Faith Community

PICO:
What worked
Faith Community
. • Making sure we added value to the
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org .
• Going where the people are, means
they show up.
• Reminder robo- calls and texts from
clergy
• Multiple weeks lead time allow for
easy follow-up
life of the congregation: register
voters, survey people around
issues, allow for event or ministry
sign-ups, canvass neighborhood
• Engaging existing ministry groups in
new ways
• Respecting faith traditions and
doctrine

10-8-2014

IV. ENGAGING WOMEN AND
YOUTH THROUGH DIGITAL
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org TOOLS

Why A Digital Focus?
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org • 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

Key Outreach Practices
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org Maximize Digital Outreach
Share Key Messages with Trusted
Messengers

Example: Community Colleges
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org • Schools can use existing
communication channels
o Educate Students
o Promote Events
o Embed tools
o Share resources on social
media

Digital Outreach: Individualize Information
10-8-2014

Key Messages and Trusted Messengers
Women make 80% of
Health Care Decisions
Women are often the people who others turn to when
making important decisions about health insurance.
10-8-2014

Example: Winning Messages
10-8-2014
EnrollAmerica.org | GetCoveredAmerica.org • “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.”

10-8-2014
Ambar J. Cavillo
National Stakeholder Engagement and
Women’s Campaign Director
Acavillo@enrollamerica.org

10-8-2014

#Ready4OE2 Series
10-8-2014

Outreach 2.0: Applying Lessons Learned When Connecting With Specific Uninsured Communities

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