enroll america’s communicator’s guide: how to message get covered, stay covered
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© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014
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Enroll America’s Communicator’s Guide: How to Message Get Covered, Stay Covered Jessica Barba Brown, National Communications Director Jonathan Shields, Director of Spokesperson Communications Sara Little, Director of Content and Social Media
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 2
Agenda
I. Lessons Learned: What We Know
Jessica Barba Brown (moderator), National Communications Director, Enroll America
II. Our Core Message: Get Covered, Stay Covered
Jonathan Shields, Director of Spokesperson Communications, Enroll America
III. Effective Messaging in the Digital Space
Sara Little, Director of Content and Social
Media, Enroll America
IV. Effective Messaging in the Press
Jessica Barba Brown (moderator), National Communications Director, Enroll America
V. Q&A Jessica, Sara, Jonathan
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• Website and email • Local media • Newsletters and internal communication • Social media • Word of mouth
How do you message enrollment?
Interactive Poll
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I. WHAT WE KNOW HEADING INTO OE2
Jessica Barba Brown, Enroll America October 27, 2014
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What We Know
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4%
7%
9%
11%
15%
18%
20%
48%
Website was broken
I heard bad stories in the news
I don't need insurance
I am waiting to get insurance through a job
It was too confusing
I didn't think I was eligible
I don't want Obamacare
I can't afford insurance
Source: PerryUndem for Enroll America, April 2014
It’s Affordability, Stupid!
[Of those who did not enroll] What are the most important reasons you didn’t look for insurance?
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Knowledge is Power
Source: PerryUndem for Enroll America, April 2014
Knowledge Differences between the Newly Enrolled and Those Who Did Not Enroll
Newly Enrolled
Did Not Enroll
Knew the law gives financial help/tax subsidies to low- and moderate-income Americans
56% 26%
Knew that there is free in-person help with signing up for health insurance
43% 28%
Knew that the health law required plans to cover preventive care free 41% 24%
Knew that health plans cannot deny people coverage based on pre-existing conditions
67% 42%
Knew the health law says most people have to pay a fine if they do not get insurance
84% 69%
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Source: PerryUndem for Enroll America, April 2014
7% 8%
13% 15%
19% 19%
23% 23%
24% 26%
30% 34%
35% 36%
Family and friends I was already in medical debt
I wanted dental care I got a tax subsidy/financial help
I could afford a plan I have a chronic condition
I qualified for Medicaid I wanted insurance for my family
To get my medications I was worried about getting sick
I was worried about big medical bills I didn't want to pay the fine
To go to my doctor It's the law
[Of the newly enrolled] Are any of these reasons why you decided to sign up for health insurance?
The Carrots, The Sticks
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The Remaining Uninsured
Who are they? • Hard-to-reach • Distracted • Skeptical • Cost-Conscious
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The Newly Enrolled
• Have mixed feelings about their plans, but thankful for coverage
• Interested in shopping around
• Not yet thinking about renewing
• Need to know about changing financial help
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Get Covered. Stay Covered.
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II. OUR MESSAGING MISSION: GET COVERED, STAY COVERED
Jonathan Shields, Enroll America October 27, 2014
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Step One
Lay Out the Facts Clear up the misconceptions. • Everyone wants the certainty that comes with
health coverage, but too often misconceptions about cost and what is covered get in the way.
• The reality is that financial help and comprehensive coverage means health insurance is finally affordable and within reach.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 14
Step One
Lay Out the Facts
Their Question Your Response What do you mean Get Covered?
The Health Insurance Marketplace is a new way to find health insurance. It offers quality health plans and financial help to help pay for the cost of your health insurance. Having health insurance means that if you or a family member gets sick, you won’t have to worry about big medical bills or going bankrupt.
Can I afford it? For the first time ever, financial help is available to help pay for the cost of insurance. In fact, 85% of those who have already signed up in the Marketplace qualified for financial help, and most Americans are finding plans for $100 a month or less.
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Step One
Lay Out the Facts Their Question Your Response
What will it cover? All plans offered through the Marketplace must cover the important benefits, including doctor visits, hospitalizations, maternity care, emergency room visits, prescriptions and more.
All plans cover free preventive care with no co-pay. This means free cancer screenings, checkups, and more.
I’m healthy. Why do I need it? No one plans to get sick or injured, but when the unexpected occurs, you want to know that you and your family are covered.
Medical debt is the #1 cause of bankruptcy in the U.S.
If you do not secure coverage for 2015, you may have to pay a fine: $325 or 2% of your income, whichever is more.
What if I’m denied coverage? No one can be turned down or charged more for coverage because they are sick or have a pre-existing condition like asthma, diabetes or even cancer.
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 16
Step Two
Convince Them of Affordability • Now there are low-cost health insurance options
available, and you can get help paying for the cost of your insurance.
• The majority of Americans who are signing up or renewing their health coverage can get a plan for $100 per month or less.
• In fact, 8 in 10 who signed up in the Marketplace received financial help for their new coverage.
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Step Two
Make Financial Help Real • “Financial help is here” isn’t enough
anymore: they need proof
• What does work: • Localize it • Compare it to other bills • Tell a story from your state
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 18
Step Three
How, When, Where to Sign Up • Resources are available that make signing up for
coverage easier. • Enrollment takes place between November 15,
2014 – February 15, 2015 • You can get free, in-person help to guide you
through your options • Visit GetCoveredAmerica.org
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Our Approach
What’s Staying the Same What’s Changing
Leading with financial help Get more specific with financial help, tell a story
What’s Staying the Same What’s Changing Promoting help with the
process Emphasizing in-person help
What’s Staying the Same What’s Changing
Get Covered Stay Covered
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Our Approach
What’s Staying the Same What’s Changing Leading with security, peace
of mind Giving details of the fine to
“close the deal”
What’s Staying the Same What’s Changing “New” way to shop for health
insurance “New” plans may be
available
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Latinos & African Americans
Challenges Solutions Less Insurance Experience
Local Help Confusing Process
Unclear Eligibility Lay Out the Facts
Late Action
Motivation Financial Help
Cost
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Young Adults
Challenges Solutions
Eligibility Mom & the Fine
“…but I’m healthy”
Costs Affordability
What’s covered?
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On Renewals
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III. EFFECTIVE MESSAGING IN THE DIGITAL SPACE
Sara Little, Enroll America October 27, 2014
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What We Know
The same messages are important in the digital space:
• Affordability & financial help • Local application help • The deadline • The fine
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What We Know
• More touch points = more likely to enroll
• Social media and email are a great way to continue the conversation
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Keep It Short & Sweet
• Emails–100 words or less • Clear, simple language • Avoid from industry
jargon when possible
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Digital Messaging
Affordability & Financial Help • Find different ways to package the same
message • Pam in Pennsylvania got covered for
$9.43 a month • Give consumers a way to find out their
personalized financial help estimate • Avoid: Sales-y, gimmicky language;
“savings”
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 30
Digital Messaging
Local Help • 60% of those who enrolled in
OE1 did so with in-person help • Phrase “local help” has tested
better than “expert” • Give consumers a way to find
local help in their community
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Digital Messaging
The Fine • Good motivator for those who
may be putting it off • “Fine” performed better than
“fee” or “penalty” in tests • Details of the fine were not
necessary in OE1, but that could change since it’s more this year
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IV. EFFECTIVE MESSAGING IN THE PRESS
Jessica Barba Brown, Enroll America October 27, 2014
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Why Press Matters
[VALUE]%
18%
36%
21%
44%
16%
23% 21%
News Advertisements Website/online searches Friends and family
Where have you been getting information about the new health insurance options including HealthCare.gov?
Enrolled Uninsured
Source: PerryUndem for Enroll America, April 2014
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 34
Why Press Matters
[VALUE]%
[VALUE]%
9%
[VALUE]%
19%
[VALUE]%
27%
4% 4%
[VALUE]%
Local TV National/Cable TV Print Radio Online
What has been your main news source on this issue? Enrolled Uninsured
Source: PerryUndem for Enroll America, April 2014
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 35
Tools of the Trade
• Press Releases • Letters to the Editor • Op-Eds • Photo Ops • Media Interviews • Desk-Side Briefings • Press Conferences • Editorial Boards
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 36
Press Opportunities
Things to Remember… Ø Contact the media with purpose Ø Emphasize the local Ø Be direct and be brief Ø Be ready: prep spokespeople, gather
materials Ø Create your own media: photos/video,
social media Ø Follow up before, during, after Every press opportunity is a messaging opportunity.
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Press Opportunities
Around Your Work…. • Enrollment events • Outreach events • Consumers helped
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Press Opportunities
Responding to Concerns… • HHS announcements • Deadlines
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Sound Bites
Online “Generally what we hear is people don't know if they are eligible and they don't know how the program works, so we start talking about what the eligibility looks like.”
State Director for Enroll America, Bill England
“A lot of people were not aware of the financial assistance available. Informing consumers about the availability of financial assistance was the single most important way to motivate uninsured consumers to enroll. Eighty-four percent of people who enrolled qualified for financial assistance.”
State Director for Enroll America, Justine Ceserano
“A lot of people have gotten financial assistance to pay for their plans, but that’s something we know a lot of people aren’t aware of. A lot of people are hesitant to sign up for health insurance because they think they can’t afford it.”
President of Enroll America, Anne Filipic
Enroll America bus tour promotes health law in Dayton.
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Power of Visuals
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Final Product
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Join the Communicators Program!
www.EnrollAmerica.org/Communicators - Weekly email messaging update - Earned media best practices - Localized messaging
resources - Social media content
© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-27-2014 43
V. QUESTIONS? Jessica Barba Brown, National Communications Director
Jonathan Shields, Director of Spokesperson Communications Sara Little, Director of Content and Social Media
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#Ready4OE2 Series
#Ready4OE2 Webinar and Blog Series During
October!
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