new york health benefit exchange - hcfany · name, logo and brand strategy creation ... • plan...
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New York Health Benefit Exchange
Sara Rothstein Assistant Director for Policy and Planning
New York Health Benefit Exchange
Health Care for All New York
March 28, 2013
www.HealthBenefitExchange.ny.gov
New York Health Benefit Exchange
• Declaration Letter sent to HHS on July 9, 2012 http://healthbenefitexchange.ny.gov/news/governor-cuomo-issues-declaration-letter
• HHS Design Review Oct 9-10, 2012
• HHS Exchange Blueprint submitted Oct 26, 2012 http://www.healthbenefitexchange.ny.gov./news/state-submits-blueprint-application-hhs
• Exchange received conditional accreditation from HHS on December 14, 2012 http://www.healthbenefitexchange.ny.gov./news/new-york-receives-conditional-approval-operate-state-based-exchange
• Open Enrollment from October 1, 2013 – March 31, 2014
• Exchange coverage effective January 1, 2014
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The Timeline for Establishing the Exchange
Awarded nearly $370 million in federal funds for Exchange establishment activities
Established and convened five Regional Advisory Committees
Conducted background research on key policy decisions
Contracted with a System Integrator to build IT system
Key Accomplishments to Date
New York Health Benefit Exchange
www.HealthBenefitExchange.ny.gov
Contracted with customer services organization
Invited Health Plans to Participate in the Exchange
Invited organizations to apply to be In-Person Assistors/Navigators
Received conditional certification from HHS in December 2012
Implementation Impact of Exchange and Reforms in NY Full Implementation
• One million people will gain insurance
• Exchange enrollment is estimated to be 1.1 million people:
New York Health Benefit Exchange
Individual Exchange(58%)
SHOP Exchange(42%)
450,000 615,000
www.HealthBenefitExchange.ny.gov
Enrollee Characteristics, by Income
12%
12%
23%
13%
40%
SHOP Exchange
Under 138% FPL
138-200% FPL
200-300% FPL
300-400% FPL
Above 400% FPL
8%
41%
24%
13%
14%
Individual Exchange
Source: Urban Institute, Characteristics of Nonelderly New Yorkers Likely to Enroll in the Health Insurance Exchanges Under the Affordable
Care Act, February 2013.
New York Health Benefit Exchange
Enrollee Characteristics, by Language
63%
37%
Individual Exchange
65%
35%
SHOP Exchange
English
Other
Note: Includes enrollees over 5 years of age.
Source: Urban Institute, Characteristics of Nonelderly New Yorkers Likely to Enroll in the Health Insurance Exchanges Under the Affordable
Care Act, February 2013.
New York Health Benefit Exchange
Enrollee Characteristics, by Language
63%
18%
3%
2% 2%
2% 1%
9%
Individual Exchange English
Spanish
Chinese
Hindi and related
French
Korean
Russian
Other
Note: Includes enrollees over 5 years of age.
Source: Urban Institute, Characteristics of Nonelderly New Yorkers Likely to Enroll in the Health Insurance Exchanges Under the Affordable
Care Act, February 2013.
New York Health Benefit Exchange
Outreach and Marketing Plan – Goals
• Create Awareness: when is it coming? where to go for info?
• Build Support: why is it important to you?
• Clarify Misconceptions: what the Exchange is and is not?
• Identify Engagement Opportunities: what can consumers, and other stakeholders do to prepare, engage and participate?
• Set Expectations: what will the Exchange accomplish through full implementation?
• Support Enrollment Goal: 1.1 million people enrolled through the Exchange
New York Health Benefit Exchange
Preparation Mobilization Engagement Ongoing Engagement & Evaluation
Phase 1
Phase 2
Phase 3
New York Health Benefit Exchange
Outreach and Marketing Plan
Phase 4
New York Health Benefit Exchange
Outreach and Marketing Plan - Phase 1: Preparation
Goal: Set the stage for future outreach efforts and earn buy-in from our stakeholders
Continued Regional Advisory Committee Input
Information Website
Develop target audience outreach strategy
Engage Outreach Partners
Research & Media Planning
Surveys and Focus Group Testing
Name, Logo and Brand Strategy Creation
Message Development
New York Health Benefit Exchange
Outreach and Marketing Plan – Phase 2: Mobilization
Goal: Set accurate expectations for the Exchange and build awareness for the Exchange through grassroots marketing efforts
Marketing Materials Rolled Out
General information
Individual and SHOP
Audience Specific
Launch Outreach Campaigns
Grassroots Activities
Awareness Events
Earned Media
Develop evaluation metrics
New York Health Benefit Exchange
Outreach and Marketing Plan – Phase 3: Engagement
Goal: Create a call-to-action and share information to empower consumers to make informed health insurance purchasing decisions
Launch Advertising Campaign
TV
Radio
Online
Out of Home (Billboards, bus and subway signs, and other public spaces)
Intensify Community Outreach through Stakeholders/Partners
IPA/Navigator Marketing and Enrollment Support in Communities
PR Campaign, Grassroots Activities and Awareness Events
New York Health Benefit Exchange
Outreach and Marketing Plan
Phase 4: Continued Engagement and Evaluation
Goal: Maintain messaging momentum while retaining flexibility to respond to post-launch needs
Advertising Campaign continued
IPA/Navigator Services continued
Stakeholder/Partner Outreach continued
PR Campaign, Grassroots Activities and Awareness Events continued
Evaluation
Measure Success
Midcourse Adjustments
Consumer Assistance and Enrollment Support
1) Online — Through the Exchange portal; new applications & administrative
renewal
— Back-end eligibility operation to manage manual processing (e.g., verification documents)
— Chat process for assistance
2) In-Person — Navigators and In-Person Assistors, Brokers, Local District Social
Services, Informal assistors
3) Phone — Call center currently processes public program renewals in 18
counties, half of the renewals are completed by phone
— Requires more resources, but generates higher renewal rate
4) Mail — Centralized processing unit
14 www.healthbenefitexchange.ny.gov
New York Health Benefit Exchange
Language Accessibility
• Exchange web portal will initially be available in English, followed by Spanish and later other languages
• Call center services will be available in every language
• IPA/Navigator services will be available in several languages
– RFA requires applicants to provide services that are culturally and linguistically appropriate to the populations served
• Plan invitation requires QHP issuers to make written materials and other information available in languages other than English when at least 5% of applicants/enrollees in the county of a service area do not speak English as a first language
– Alternatively, materials can provide taglines in other languages to indicate availability of materials in other languages
– Must make verbal interpretation services available
15 www.healthbenefitexchange.ny.gov
New York Health Benefit Exchange
IPA/Navigator RFA
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Goals of the IPA/Navigator Selection Process
• Ensure that all types of organizations permitted in federal rules are eligible to compete
• Provide grants to a diverse group of organizations that will provide high-quality enrollment assistance, in a manner that is linguistically and culturally appropriate to the populations being served
• “One-Stop” consumer assistance for Exchange, Medicaid and Child Health Plus coverage
• Ensure availability of assisters in all counties of the State
• Have IPAs/Navigators ready to provide assistance at open enrollment, October 1, 2013
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New York Health Benefit Exchange
www.HealthBenefitExchange.ny.gov
Program Requirements
IPA/Navigator entities will be required to: • Serve individuals, small business employers and small business
employees
– Entities may not opt to only serve individuals or only serve small businesses and their employees
• Provide services in-person to residents of New York State
– Call centers or web assistance are not funded under these programs
• Provide education to potential enrollees about the Exchange, Insurance Affordability Programs and Health Plans available to them
• Assist with health insurance applications and provide assistance at renewal
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New York Health Benefit Exchange
www.HealthBenefitExchange.ny.gov
Program Requirements
IPA/Navigator entities must (continued):
• Submit applications online
• Participate in DOH Training for IPAs/Navigators
• Comply with certification requirements
• Comply with DOH monitoring requirements
• Monitor the productivity of IPAs/Navigators
• Follow the DOH Appeal/Complaint Process
• Maintain confidentiality, privacy and security requirements
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New York Health Benefit Exchange
www.HealthBenefitExchange.ny.gov
Timeline
Activity Date
RFA Release Date February 13, 2013
Letters of Interest Due February 27, 2013
Applications Due April 8, 2013
Applicants Selected and Contracts Signed Summer 2013
IPA/Navigator Training August/September 2013
Open Enrollment Begins October 1, 2013
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New York Health Benefit Exchange
www.HealthBenefitExchange.ny.gov
http://www.health.ny.gov/funding/rfa/1301300317/index.htm
www.HealthBenefitExchange.ny.gov
New York Health Benefit Exchange
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