Bridging the Gap: Connecting Americans with Health Coverage Opportunities

1. Connecting Millions of Americans with Health Coverage: The 2013-2014 Opportunity

2. Delivering on the promise…

3. …of affordable health coverage for millions of Americans…

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

5. 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

6. The Enrollment Opportunity 49 Million Total Nonelderly Uninsured All States Expand Medicaid

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

8. Children’s Health Coverage • Mainly private sector outreach via RWJF’s Covering Kids & Families project • $141 million between 1997-2006 • 85% of eligible children now enrolled

9. Medicare Part D • Active leadership from White House and Administration • $1.5 billion administrative fund • 22.5 million enrolled during first open enrollment (Nov. 2005 – May 2006)

10. 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 83% of people who could be eligible for the new Medicaid expansion don’t know about it

11. 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

12. 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? • 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 • 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

13. Sampling of Partners

14. 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

15. A Diverse Group Source: Kaiser Commission on Medicaid and the Uninsured, October 2012

16. Where are the Uninsured?

17. What kind of exchange are states likely to have? As of January 16, 2013 880,200 160,300 73,800 57,800 124,700 633,000* 459,100 130,800 503,800 320,000* 260,200 104,500 2.7 million 1.2 million 87,500 119,000 378,000* 341,200 1.3 million 214,800 1.2 million 544,800 1.8 million 1.5 million 388,300 104,600 855,600 242,400 7 million 686,600* 350,000 1 million 852,600 737,000* 655,000 1.6 million Rejected state based exchange1 1.2 million 927,700 636,200 417,000 526,300 838,100 Partnership exchange likely 1.9 million 550,700 733,000 State exchange likely 6.1 million 759,000 3.9 million Alaska: [119,700] Hawaii: [90,900] 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. 1States 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 .

18. 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, Microtargeting Strategic Partnerships Enrollment assistance by trusted community sources

19. 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.)?

20. Research Design

21. 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 • Everyonewants help enrolling in coverage

22. Targeting Messages

23. Help, I Need Somebody!

24. Public Education Resources More Information On: • Exchange branding research • Public opinion polling • Statewide marketing and outreach plans

25. Questions? Rachel Klein Executive Director Enroll America RachelK@enrollamerica.org 202-737-6340