Delaware’s Health Insurance Marketplace: Update on Marketing Communications

1. Delaware’s Health Insurance Marketplace:Update on Marketing Communications Delaware Health Care Commission, February 6, 2014

2. Website Analytics

3. Total Traffic to ChooseHealthDE.com • When paid media and search media campaigns ran, traffic to ChooseHealthDE.com increased significantly. • From July 2013 to January 2104, paid media drove 42% of all traffic to the site. • From July 2013 to January 2104, paid search drove 11% of all traffic to the site.

4. Clicks from ChooseHealthDE.com to Healthcare.gov ChooseHealthDE.com Healthcare.gov There were 28,177 clicks from ChooseHealthDE.com to Healthcare.gov and 5,281 (19%) of those were from visitors driven to the site from interactive media placements.

5. Mass Media Campaign

6. Traditional Media Outlets Television (Cable and Network) Radio (English/Spanish) Billboards Print ads (English/Spanish)

7. Non-traditional Media Tactics • Door hangers (English/Spanish) • Households with residents between the ages of 18-34 in Kent and Sussex Counties • Total number of households: 88,603 • Movie theatres • Locations: New Castle, Kent, Sussex Counties Door hanger

8. Digital Media Tactics (English & Spanish) Facebook—Promoted post Search (Google and Bing) Facebook (Promoted posts) Twitter (Promoted posts) YouTube Yahoo Sports Hulu Streaming Radio (Pandora and iheartradio) Refuel (video gaming)

9. Grassroots Outreach & Social Media

10. Enroll-A-Thon Events • Community Colleges • Delaware Tech • Wilmington University • Delaware Public Schools • Dover Mall

11. Social Media Tactics • Enroll-A-Thon Photo Booth • ‘Man on the Street’ Interviews • Concert Ticket Contests • Firefly • Delaware State Fair/Lady Antebellum • Looking for a concert in Wilmington/Philadelphia

12. Concert Ticket Contest—Firefly

13. Concert Ticket Contest—Firefly Results to date: 517 new Facebook fans 492 contest entries 135 meme ‘likes’ 197 meme shares 67 people who entered do not have health insurance

14. Collateral Materials

15. Delaware’s Health Insurance Marketplace:Update on Activity Delaware Health Care Commission, February 6, 2014 Secretary Rita Landgraf, Department of Health and Social Services

16. Agenda Stories from the Ground Updates since last Health Care Commission meeting Marketplace enrollment update Medicaid update Marketplace Guide update Key dates for the Marketplace Plan Management update

17. Stories from the Ground A Hockessin woman and her two adult children who were denied coverage under Medicaid are now having difficulty applying on the Marketplace because HealthCare.gov is flagging her application as being potentially eligible for Medicaid. Her case has been referred to a Rapid Response Team at the Centers for Medicare and Medicaid Services. A Townsend woman is transitioning to a new part-time job that doesn’t offer insurance. With the help of a Marketplace Guide, she qualified for a subsidy that will cover her costs entirely. She also chose a dental plan and will pay $31 a month.

18. Stories from the Ground A Dover man who lost his job in the fall thought he might be eligible for Medicaid, but he was not. He was referred to a Marketplace Guide for assistance. A 54-year-old retired woman from Delmar requested support from a Marketplace Guide at the Laurel State Service Center. Eligible for a $650 tax credit, she will pay $21 a month. She is happy to have affordable insurance and grateful to have been assisted. A Marketplace Guide at Westside’s Northeast office helped a 24-year-old single man enroll. He is eligible for a $82 tax credit and will have a monthly premium of $141.

19. Recent Updates On January 14th, the U.S. Department of Health and Human Services announced an extension of the Pre-existing Condition Insurance Plan until March 31st. Those currently enrolled in PCIP can remain in that plan until this new deadline. This impacts 249 Delawareans. As was reported in The Washington Post, a small percentage of HealthCare.gov enrollees nationwide have encountered errors and have filed appeals to correct those errors, but find themselves stuck in the system. CMS is working to manually contact these individuals to resolve their cases and has made system changes to resolve the issues they are encountering.

20. Recent Updates • This week the Congressional Budget Office reduced by 2 million the number of uninsured people expected to get covered this year through the Affordable Care Act. The office expects 6 million people to sign up through the federal and state marketplaces, down from the previous estimate of 7 million, and another 8 million to get covered through the Medicaid expansion, down from 9 million. • Earlier issues with adding dependents through special enrollments have been resolved

21. Marketplace and Medicaid Enrollment Update As of January 31, 2014,6,458Delawareans have enrolled in health care coverage through expanded Medicaid and the Marketplace since October 1, 2013

22. Marketplace and Medicaid Enrollment Update *To be consistent with the Federal government’s reporting, this number represents Delawareans who have selected a Marketplace plan, either through Healthcare.gov, or through direct enrollment with an issuer (with or without the first premium payment having been received directly by the Insurance Company.) Enrollment for the 4-Month Period: October 1, 2013 through January 31, 2014*

23. Marketplace Enrollment Update Marketplace Plan Selection by Metal Level — Silver plans account for 52% of the plan selections in the Delaware Marketplace. Metal Level Distribution(rounded to the nearest whole number): • Bronze = 14% • Silver = 52% • Gold = 23% • Platinum = 9% • Catastrophic = 1% Marketplace Plans: Financial Assistance — More than three-quarters (76%) of the Delawareans who have selected a Marketplace plan will be receiving Federal financial assistance in paying their premiums. • This includes people who qualify for an advance premium tax credit (APTC), with or without a cost-sharing reduction (CSR).

24. Marketplace Enrollment Update—Comparison by Age “Young Invincibles” (Age 18-34) represent 20% of Enrollment

25. Marketplace Enrollment Update - County

26. Marketplace Enrollment Update— Gender

27. Trend of Marketplace Enrollments

28. Medicaid (Newly Eligible) Enrollment Update – Comparison by Age

29. Medicaid (Newly Eligible) Enrollment Update – Comparison by County

30. Medicaid (Newly Eligible) Enrollment Update – Comparison by Gender

31. Marketplace Guide Activities to Date • As of February 4, 2014: • 386 completed enrollments • 779 completed applications • 1,251 outreach activities conducted Between October 1, 2013 and February 4, 2014, Marketplace Guides have referred 539 consumers to Medicaid

32. Enrollment Support • Guides are now stationed at dozens of locations throughout Delaware, ready to help consumers apply for and enroll in coverage • Locations include public libraries, state agency offices and Service Centers, healthcare facilities, schools, churches, and community centers • Most locations accept walk-ins as well as scheduled appointments • As always, please check www.ChooseHealthDE.com for the most up-to-date information about Marketplace Guide activities, including enrollment events

33. Key Dates

34. Plan Management Update Current Activities: • QHP/Issuer Monitoring & Oversight • Verify participation by medical QHP Issuers in the Delaware Health Information Network (DHIN). • Ensure adherence to state and federal network adequacy standards for Essential Community Providers, including federally-qualified health centers (FQHCs). • Preparation for the next QHP Review cycle • Published DOI Bulletin (Feb 4, 2014) inviting Letters of Intent from Issuers to apply for QHP certification for 2015 Plan Year. • Review proposed federal regulations and guidance to Issuers to identify changes from the previous year; and • Develop proposed QHP application instructions, schedules, and templates for Issuers.

35. Plan Management—Looking Ahead The Marketplace Program team will work with HCC to review current state-specific QHP Standards and Essential Health Benefits (EHBs), and develop recommendations for changes for implementation in Coverage Year 2016. Planned Activities • Review current QHP Standards and EHB benchmark to identify opportunities for modification/additions. • Conduct Public Comment Period on proposed changes to QHP Standards and EHB Benchmark. • Review stakeholder feedback on proposed changes and develop final recommendations for HCC review. • Review Final Recommendations with HCC; and • Approve and publish Delaware EHB benchmark and QHP Standards for Coverage Year 2016.