Slides from a webinar on October 29, 2014. Taking a data-driven approach to consumer outreach is one of Enroll America’s core strategies to meet consumers where they are and with the information they need. In preparation for the second open enrollment period (OE2), Enroll America updated its outreach model. Our outreach model supports our national campaign, Get Covered America, and allows us to focus our conversations and events on consumers who are most likely to be uninsured. In this webinar, we were excited to share with partners what our model update means for conducting outreach during OE2 and beyond. Participants also heard about what can be done to ensure that outreach planning and implementation is as effective as possible. This webinar is appropriate for enrollment stakeholders interested in learning more about how data and evaluation can drive successful outreach and enrollment efforts.

1. Plan for Success!
Monitor and Measure for Guidance
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Jennifer Sullivan, Director of the Best Practices Institute, Enroll America
Ricky Gonzales, Deputy Director of Analytics, Enroll America
John Gilbert, National Field Director, Enroll America
Dayanne Leal, Deputy Director of State Assistance, Enroll America
EnrollAmerica.org | GetCoveredAmerica.org 10-29-14
© 2014 Enroll America and Get Covered America
1

2. Agenda
I. Introduction Jennifer Sullivan (moderator), Director of the
Best Practices Institute, Enroll America
2 © 2014 Enroll America and Get Covered America
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II. Enroll America’s Data Driven
Outreach Model
Ricky Gonzales, Deputy Director of Analytics,
Enroll America
III. Using Enroll America’s
Model to Inform Outreach
and Enrollment Activity
John Gilbert, National Field Director, Enroll
America
IV. Writing and Implementing
an Outreach Plan
Dayanne Leal, Deputy Director of State
Assistance, Enroll America
V. Q&A Type your questions into the chat box.

3. Interactive Poll
How does your organization
currently use data?
• To plan outreach strategies
• To monitor and measure program(s)
• For grant reporting/fundraising
• To reach the uninsured
• To track activity with partners
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4. I. ENROLL AMERICA’S DATA DRIVEN
OUTREACH MODEL
Ricky Gonzales, Enroll America
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5. Going from “Big Data” to
the Individual
Public and Commercial Data
• Location
• Race
• Age
• Purchasing habits
• Marital Status
• No Medical History
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6. Building a Model of the
Uninsured
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7. Building a Model of the
Uninsured
Process
• Surveyed – 10,000+ in 2013,
8,000+ in 2014
• Asked about insurance status
• Looked for combinations of
predictive variables
• Ended up with an individual
level score
• Strong predictors: age, gender,
race, income, employment
status, voting history,
geography
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8. Knowing the Best
Individuals to Reach
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Knowing the Best
Individuals to Reach

10. The Uninsured Model
Improved Efficiency
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11. The Uninsured Model
Improved Efficiency
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ZIP-codes
Covered
Percent of
Uninsured
(2013)
Increase in
Efficiency
All 11
States 23.6% 49.9% 2.1x
AZ 32.1% 71.3% 2.2x
FL 42.5% 60.6% 1.4x
GA 16.2% 41.7% 2.6x
IL 29.3% 34.0% 1.2x
MI 34.2% 69.9% 2.0x
NC 18.4% 26.3% 1.4x
NJ 37.2% 64.3% 1.7x
OH 17.1% 47.1% 2.7x
PA 8.9% 31.2% 3.5x
TN 17.2% 36.6% 2.1x
TX 21.2% 61.7% 2.9x
National 8.2% 24.2% 3.0x

12. A Look Behind the
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Numbers
Source: Enroll America, State of Enrollment: Lessons Learned from Connecting
America to Coverage, June 2014

13. The Data Feedback Cycle
13 Source: Enroll America, State of Enrollment: Lessons Learned from Connecting
© 2014 Enroll America and Get Covered America
America to Coverage, June 2014
EnrollAmerica.org | GetCoveredAmerica.org 10-29-14

14. The Data Feedback Cycle
Data
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Data
Data Data
Data
Data
Data
Source: Enroll America, State of Enrollment: Lessons Learned from Connecting
America to Coverage, June 2014

15. UPDATING THE MODEL FOR
OE2
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16. Uninsured Model Pre and
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
Distribution of uninsured scores
25 24% 5% 2013
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Post OE1
0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Uninsured score
2013 model 2014 model
Average
score 16.4 11.3
Median score 14 9.5
# scores <=
10 38% 53%
# scores >=
2014

17. 2014 Model Shows Shifts
in Uninsured Rate
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Texas Uninsured Model
2013
Texas Uninsured Model
2014

18. 2014 Model Shows Shifts
in Uninsured Rate
Houston Uninsured Model
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2013
Houston Uninsured Model
2014

19. Key Takeaways
Prioritizing outreach: Enroll America’s uninsured model can be used to
identify individuals and areas with relatively high uninsured rates so
that outreach can be as efficient as possible.
Measuring at every opportunity: Capturing data on every interaction
with a consumer allows for more effective follow-up. Having a
systematic way to collect and organize data provides opportunities to
evaluate your program and make improvements midstream.
Outreach opportunities for OE2: Beyond individual targeting, the model
provides insight into the remaining clusters of uninsured individuals so
that outreach efforts can be tailored to uninsured and unengaged
populations.
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20. II. USING ENROLL AMERICA’S
MODEL TO INFORM
OUTREACH AND
ENROLLMENT ACTIVITY
John Gilbert, Enroll America
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21. Using the Model to Inform
Programs on the Ground
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Strategy
• Where to place staff?
• Where to have staff focus
their work?
Tactics
• Door to door canvassing
• High traffic events
• Phone banks

22. How the Model Works in
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Practice
• Value added for local coalitions
• Matching up with other forms of data
• Tactics evolved
• More focused on integrating into the
community
• Outreach and enrollment events

23. Opportunities with
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Partners
City/Municipal Partnerships
• Houston
• Tampa
Corporate Partnerships
• Kmart
• CVS
Enrollment Assisters
• Navigators, FQHCs
• Other assisters

24. III. WRITING AND IMPLEMENTING
AN OUTREACH PLAN
Dayanne Leal, Enroll America
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25. Outreach Planning
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Why Plan?
• Gives you direction
• Helps with decision making
• Helps you keep track
• Facilitates coordination
• Allows you to prioritize
Why Measure?
• Know if your plan is working
• Ensure you are spending resources effectively
• Flag the outreach strategies that are more effective
• Identify which partners to continue working with
• Allow you to refine when and where needed

26. 26 © 2014 Enroll America and Get Covered America
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Work plan for:
Work plan period:
Goal:
Strategy:
Write Your Work Plan
Activities Timeline Expected
Outcomes
Measure(s) of
Effectiveness
Staff
Responsible
Status/
Comments

27. How to Measure
Success
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Implement a system to track your activities,
process and outcomes. Choose indicators
that measure both process and outcome.
Allow you to keep track of how much effort was put into
your activities.
Process Measure
Allow you to measure the results of your activities and
strategies so you can assess if the activity/strategy was
successful or not..
Outcome Measure

28. Process and Outcome
Measures
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Enrollment
Events
• Process: # of events
held
• Outcome: # individuals
who applied for health
insurance at each
event
Material
Distribution
• Process: # of pieces
of literature distributed
• Outcome: # of calls
received as result of
the pieces of literature
distributed
Partnership
Development
• Process: # of
organizations
contacted to form a
partnership
• Outcome: # of referrals
received from each
organization
Earned Media
Efforts
• Process: # of times
staff participated in a
Radio program
• Outcome: # of calls
received as result of
each radio program

29. Always Track the
Results of Your Efforts
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• There are different ways to collect, track and
monitor data.
• Take into account existing resources and/or the
structure of the organization.
• Find a way to measure your organization’s effort.
Whether you use a database or a piece of
paper it is IMPORTANT to ensure your
efforts are paying off!

30. How Enroll America Can
30 © 2014 Enroll America and Get Covered America
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Help
• Our staff have developed tools
to help you develop a plan or
implement specific outreach
strategies.
• Our staff are available to
provide assistance on
outreach planning, facilitate
brainstorming sessions, or
review plans as needed.
• Our website has mapping
tools available that can help
you target and adapt your work
in specific communities.

31. V. QUESTIONS?
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32. Resources
• New York Times, A Formula to Find the Uninsured Across the
Country, October 2014, http://nyti.ms/1021yNL
• New York Times, Obamacare: Who Was Helped Most,
October 2014, http://nyti.ms/1021ttm
• Enroll America, Updating Our Uninsured Model, October
2014, http://www.enrollamerica.org/blog/
• #Ready4OE2 webinar recordings and blog series,
http://www.enrollamerica.org/
Subscribe to Enroll America’s newsletter for
additional resources and updates:
http://www.enrollamerica.org/
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33. #Ready4OE2 Webinars
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• OE2 basics
• Outreach to specific
communities (e.g. Latino,
African American, and rural
populations)
• Capacity building and
grassroots organizing
• Working with agents and
brokers
• Health insurance literacy
• Enroll America’s
Communicator’s Guide
• Using data to reach the
uninsured