1 Connecting Millions of Americans with

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Connecting Millions of Americans with

Health Coverage:

The 2013-2014 Opportunity

Delivering on the promise…

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…of affordable health coverage for millions of Americans…

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…starts now.259 days until October 1, 2013.

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Health Coverage in 2014

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Income as a percent of the federal poverty level

0 133 400+

Coverage Options for Adults without Medicare

or Employer-Based Coverage

An Opportunity for a Complete Continuum of Coverage

The Enrollment Opportunity

All States

Expand Medicaid

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49 Million Total Nonelderly Uninsured

Enrollment isn’t a snap

ProgramPercent of Eligible People EnrolledAdult Medicaid, national average62%Subsidized Medicare for low-income seniors33%Medicare Rx benefit low-income subsidy, 2009*40%Unemployment benefits72-83%Earned income tax credit80-86%SNAP (food stamps)54-71%

* Does not include populations automatically enrolled in the low-income subsidy.

Take-up in optional public benefit programs

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Children’s Health Coverage

Mainly private sector outreach via RWJF’s Covering Kids & Families project $141 million between 1997-200685% of eligible children now enrolled

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Medicare Part D

Active leadership from White House and Administration$1.5 billion administrative fund22.5 million enrolled during first open enrollment (Nov. 2005 – May 2006)

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Limited Public Awareness

The majority of uninsured Americans don’t know the health reform law will help them

78%

of the uninsured don’t know about the new health insurance exchanges

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83%

o

f people who could be eligible for the new Medicaid expansion don’t

know about

it

Enroll America

We will continue:

Building coalitionsSharing best practicesComing soon: a major enrollment campaign, using cutting-edge engagement strategies

Our MissionEnsure that all Americans get enrolled – and stay enrolled – in health coverage.

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How will people

APPLY

for coverage?Online? By phone? On paper?Available in the right languages?Written in plain language?Accessible for people with disabilities?

What SYSTEMS will need to be developed to make it possible?Consumer-friendly “front end”“Back end” systems that are coordinated between Medicaid, the Exchange, CHIP, other programsConnections with data that can help prove eligibility

What ASSISTANCE will they need?Understanding the application and eligibility processCounseling on tax credit decisionsHelp choosing a plan and learning how to use it

How can people KEEP coverage once they’ve got it?Data-driven renewalNo need to return formsOpportunities to update information and change coverage as circumstances change

Sampling of Partners

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Working together: We all play a role in a successful enrollment effort

Insurers

Hospitals

Consumer groups

Retailers

Community Health Centers

Grassroots volunteers

Civic Groups

Labor

Communities of Color

Faith-based groups

Business

Drug Companies

Race/EthnicityPercent of UninsuredUninsured RateWhite (non-Hispanic)45%13%Black (non-Hispanic)15%21%Hispanic32%32%Asian/Pacific Islander5%18%American Indian/Alaska Native1%27%Two or More Races2%15%

A Diverse Group

Source: Kaiser Commission on Medicaid and the Uninsured, October 2012

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Where are the Uninsured?

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What kind of exchange are states likely to have?

Alaska: [119,700]

Hawaii: [90,900]

Partnership exchange likely

State exchange likely

Rejected state based exchange

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7 million

6.1 million

3.9 million

2.7 million

1.9

million

1.8

million

1.6 million

1.5 million

1.3 million

1.2 million

1.2 million

1.2 million

1 million

927,700

852,600

526,300

550,700

733,000

655,000

855,600

838,100

242,400

341,200

636,200

350,000

214,800

503,800

459,100

104,500

73,800

87,500

686,600*

160,300

388,300

544,800

633,000*

880,200

260,200

417,000

759,000

124,700

57,800

130,800

104,600

737,000*

320,000*

119,000

378,000*

Note: Numbers provided are non-elderly uninsured, based on the Census Bureau’s Current Population Survey (2010-2011 two-year merge). Asterisked states have obtained HHS’s conditional approval for their state-based exchange.

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States that have rejected a state based exchange have until February 15, 2013 to decide whether to operate a partnership exchange or default to a federally facilitated exchange .

As of January 16, 2013

Building an Effective Campaign

Grassroots field efforts

Creative use of social media

National and local surrogates

Education & engagement through partner entities with direct reach to target populations

Earned media events and Activities in communities to magnify messaging

Enrollment assistance by trusted community sources

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Paid advertising on TV, radio online, and in print media

Paid advertising on TV, radio, online, and in print media

Data, Analytics, Microtargeting

Constituency engagement

Strategic Partnerships

Grounded in Research

The most effective messages to reach target groupsThe best messengers for these communicationsThe best ways to deliver these messages (e.g. television, radio, social media, etc.)?

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Research Design

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Some Key Findings

Universal

value of insurance

Cost and

affordability

are biggest barriers

Universal messages

surrounding exchanges

Deep

skepticism

among consumers

Previous bad experience

Too good to be true

Insurance is

confusing

Latinos

vastly overrepresented among uninsured

Everyone

wants help

enrolling in coverage

Targeting Messages

Help, I Need Somebody!

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Public Education Resources

More Information On:Exchange branding researchPublic opinion pollingStatewide marketing and outreach plans

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Questions?

Rachel Klein

Executive Director

Enroll America

RachelK

@enrollamerica.org

202-737-6340