Connecting Millions of Americans with Health Coverage

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

2. Highlights • Who We Are • The New Paradigm of Coverage • The Uninsured: What we’ve learned • Messaging to Reach Uninsured Americans • Get Covered America Campaign

3. Mission: Maximize coverage for uninsured Americans Enroll America will execute a national education and enrollment campaign 1. Educate and Engage 2. Mobilize to Enroll 3. Work with Partners to Ensure System works Successful implementation of ACA requires all-out effort by government, not-for-profits, insurers, hospitals, community health centers, health providers, and others

4. National Partners

5. The New Paradigm of Coverage

6. Grounded in Research Research and Branding We want to learn: • The most effective messages to reach different demographic and geographic groups? • Who are the best messengers for these communications? • What are the best ways to deliver these messages (e.g. television, radio, social media, etc.)?

7. Details on the research The Studies Released November 2012 Survey • National Survey of 1,814 • Adults (ages 18-64) Focus Groups • Ten focus groups with diverse uninsured individuals across four cities: • Columbus • Miami • Philadelphia • San Antonio Source: ASPE, March 2012; Enroll America, Nov 2012

8. The Awareness Gap Many of the uninsured still don’t know about their options November 2012 August 2013 of the uninsured don’t know about the new health insurance options of the uninsured don’t know about the new health insurance marketplace options 78% 43% There is still plenty of work to do, but the uninsured are hearing more and more about the new options available to them Source: Enroll America, November 2012 Source: Kaiser Family Foundation, August 2013 Lack of awareness provides opportunity for education with effective messaging

9. Awareness of new health coverage options is increasing But many of the uninsured still don’t know Still Many Are Unaware *Source: Kaiser Family Foundation Source: Enroll America

10. Uninsured, Unnecessary & UninterestedSkeptical, Young (Mostly) Men

11. Reluctant but Reachable Young, Diverse, Uninsured

12. Desperate & Believing: Poorest, Sickest, Least Educated

13. Florida’s Uninsured Florida Uninsured by County (under age 65) Source: U.S. Census

14. Demographic Profile of the Uninsured in Florida(Nonelderly Adults, Ages 18-64) 62% Live in Families with at least One Full Time Worker 48% 52% Source: Kaiser Commission on Medicaid and the Uninsured, October 2012

15. In-Person Assistance 75% Three out of four of the newly eligible want in-person assistance to learn about and enroll in coverage. Help gets them from here… …to here. Source: Enroll America, November 2012

16. Messaging to the Uninsured

17. Key Findings

18. Where our audience is have shopped for insurance outside their job 44% have been uninsured for 2 years or more 67% Source: Enroll America, November 2012

19. Where they need to be

20. Facts about coverage and financial help are critical Top facts should be used to introduce new 2014 options • All insurance plans will have to cover doctor’s visits, hospitalizations, maternity care, emergency room care, and prescriptions • You might be able to get financial help to pay for a health insurance plan • If you have a pre-existing condition, insurance plans cannot deny you coverage • All insurance plans will have to show costs and what is covered in simple language 89% of respondents identified one of these as the most important fact to communicate Source: Enroll America, November 2012

21. Words that work

22. Words that work

23. Words that don’t work

24. www.getcoveredamerica.org

25. Region 1: Miami-Dade • 7 FOs • Region 2: Broward/Palm Beach • 5 FOs • Region 3: Hillsborough/Pinellas • 3 FOs • Region 4: Orange/Seminole/Volusia • 3 FOs • Region 5: Duval/Clay/Baker • 2 FOs www.getcoveredamerica.org

26. Get Covered America campaign targets key audiences Campaign will conduct outreach and messaging to specific groups Core Audiences Uninsured Floridians Influencers General Public

27. 1. Data-driven and Metrics-based 2. Grassroots-focused Campaign Driven by Guiding Principles 3. Coalition-based 4. Committed to Cutting-edge Online Organizing and Social Media Tactics and Tools 5. Building a Narrative of Success

28. Modeling and Testing Connect Individuals With Most Effective Messages and Tactics Without Modeling, Campaign Would Miss Millions of Uninsured Modeling Identifies Uninsured at Individual Level Additional Testing Identifies Best Message + Tactic Example: In Houston, 120K out of 800K uninsured live in areas with low uninsured rates Example: Individual level targeting increases efficiency of volunteer outreach Example: Experiments identify which individuals respond better to mail or phone calls Houston Uninsured Map Example Neighborhood Example Tactics + Message 119,508 23% 35% 54% Call – Cost Msg. 9% 7% 49% Mail – Security Msg.

29. Enroll America implementing a national education and enrollment campaign using cutting-edge strategies and tactics Strategic Partners Grassroots Organizing Earned Media Digital + Social Media Paid Media Data & Results Driven Surrogates Community Engagement

30. Enroll America seeks to coordinate with Navigators, CACs and Community Health Centers • Coordinate efforts to maximize impact in your communities • Tabling/Community events • Communications and messaging • Organizing info sessions and townhalls • Leverage community resources to assist with enrollment efforts • Attracting additional partners to assist with efforts • Refer consumers • Data tracking and sharing -

31. Get Covered America Resources • Enroll America’s Best Practices Institute • Expertise in ACA policy, education and guidance related to enrollment • Identifying best practices and strategies to reach specific racial and ethnic communities with low rates of health coverage enrollment • Enroll America’s Communications/Data • Extensive research on most resonating messages, messengers and tactics for reaching the uninsured • Data driven approach and training on same to maximize outreach efforts • Get Covered America Literature • Literature that can be provided to disseminate at your office, church, pharmacy, • Florida State Team/Infrastructure • 6 offices (Miami, Broward, Palm Beach, Hillsborough, Orange, Duval) • 27 staff – 19 organizers • A growing volunteer base • Wide variety of volunteer opportunities • National/state press operation

32. Questions? Let’s work together! • Nicholas X. Duran • Florida State Director • nduran@enrollamerica.org • 954-547-6165 • John Brushwood • Regional Lead for West Florida • jbrushwood@enrollamerica.org • 510-468-4020