The Road to Enrollment: Connecting Millions of Americans to Coverage

1. The Road to Enrollment: Connecting Millions of Americans to Coverage Mental Health America Webinar February 28, 2013

2. Delivering on the promise of affordable health coverage for millions of Americans . . .

3. . . . starts now. only 215 days until October 1, 2013.

4. Enroll America Our Mission Ensure that all Americans get enrolled – and stay enrolled – in health coverage. • We will continue: • Building coalitions • Sharing best practices • Coming soon: a major enrollment campaign, using cutting-edge engagement strategies

5. What ASSISTANCE will they need? • Understanding the application and eligibility process • Counseling on tax credit decisions • Help choosing a plan and learning how to use it • 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? • How can people KEEP coverage once they’ve got it? • Data-driven renewal • No need to return forms • Opportunities to update information and change coverage as circumstances change • 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 programs • Connections with data that can help prove eligibility

6. Sampling of Partners

7. Health Coverage in 2014 Coverage Options for Adults without Medicare or Employer-Based Coverage Income as a percent of the federal poverty level 0 133 400+ An Opportunity for a Complete Continuum of Coverage

8. The 2014 Enrollment Opportunity Enroll at least 15 million people in new coverage options } 7 million in Exchange coverage Millions } 8 million in Medicaid or CHIP Source: February 2013 CBO estimates

9. Enrollment isn’t a snap Take-up in optional public benefit programs * Does not include populations automatically enrolled in the low-income subsidy.

10. Limited Public Awareness The majority of uninsured Americans who may be Medicaid eligible don’t know the health reform law will help them. 83% Three out of four of the newly eligible want in-person assistance to learn about and enroll in coverage. 75% Enroll America Research, November 2012

11. Two-thirdsof the uninsured live in 12 states • Arizona • California • Florida • Georgia • Illinois • Michigan • New Jersey • New York • North Carolina • Ohio • Pennsylvania • Texas Where are the Uninsured?

12. Demographic Profile of the Uninsured(Nonelderly Adults, Ages 18-64) 62% Live in Families with at least One Full Time Worker 47% 53% Source: Kaiser Commission on Medicaid and the Uninsured, October 2012

13. Building an Effective Campaign Paid advertising on TV, radio, online, and in print media Grassroots field efforts Constituency engagement Creative use of social media Earned media events and Activities in communities to magnify messaging Paid advertising on TV, radio online, and in print media Education & engagement through partner entities with direct reach to target populations National and local surrogates Data, Analytics, Micro-targeting Strategic Partnerships Enrollment assistance by trusted community sources

14. Grounded in Research • The most effective messages to reach target groups • The best messengers for these communications • The best ways to deliver these messages (e.g. television, radio, social media, etc.)?

15. For many, looking for health coverage is a negative experience. If you had to look for health insurance now, what feelings do you think you would have? How they want to feel is confident, informed, secure, satisfied, and in control.

16. Segmentation

17. Key Findings

18. Four Key Messages to Reach Most Uninsured

19. How will the enrollment process work? or

20. Key State Decisions Medicaid Exchanges

21. What kind of exchange are states likely to have? As of February 19, 2013 947,600* M 176,800 74,400 55,300* M 126,500 M M 565,400* 492,800* 146,700 M M M 553,600 280,700* M 278,800* 104,400 1.2 million 2.6 million* 97,200 120,500* M M 340,600* M 329,500 1.4 million 229,600 1.3 million 588,000* 1.5 million 1.9 Million* 393,300* M 93,700* M 800,500 710,300* M 255,700 M M 7.2 million* 364,800 851,100 1.1 million 758,500* M M 623,500* M M 1.6 million 1.2 million 869,500 Federally Facilitated Exchange 635,200 411,100* 504,200* M 901,000 M M 1.9 million Partnership exchange 537,900 661,800 6.1 million 895,800 State-based exchange 3.8 million M = Governor supports Medicaid expansion/ expansion likely Alaska: 125,900 Hawaii: 99,200* M Note: Numbers provided are non-elderly uninsured, based on the Census Bureau’s Current Population Survey (2011-2012 two-year merge). Asterisked states have obtained HHS’s conditional approval for their state-based or partnership exchange.

22. Regardless of Medicaid expansion! Requirements for ALL states

23. Simpler process…but people will still need help

24. Outstanding Questions about Assistance Who will provide assistance? • Scope of navigator programs? • Which states will design separate in-person assistance programs? • What role will Certified Application Counselors play? • How will in-person assistance be coordinated with phone and online assistance options? *Option not available in federally facilitated exchange states

25. Business Retailers Labor Consumer groups Civic Groups Working together: We all play a role in a successful enrollment effort Hospitals Insurers Community Health Centers Communities of Color Drug Companies Faith-based groups Grassroots volunteers

26. www.enrollamerica.org More Information On: • Best practices in outreach and enrollment • Exchange branding research • Public opinion polling • Statewide marketing and outreach plans

27. Questions? • Jenny Sullivan • Director, Best Practices Institute • Enroll America • jennys@enrollamerica.org • 202-879-0286