talk enrollment to me: effective consumer messaging
TRANSCRIPT
© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
Talk Enrollment to Me: Effective Consumer Messaging
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AGENDA AND GOALS
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We hope you’ll leave today’s session with:
• A deeper understanding of messaging principles discussed in the morning plenary
• Tools and ideas of how to apply messaging lessons in the real world
• Ideas for how to engage powerful messengers, including consumer stories
Goals
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1. National Profile of Young People
2. State Profile (New Hampshire)
3. Break Out
4. Engaging Consumer Stories
Agenda
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YOUNG PEOPLE AND THE PREVENTIVE BENEFITS
OF THE ACA
Emily Bridges, Advocates for Youth @AdvocatesTweets
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We conducted a survey
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We tested a series of messages and landed..
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We Tested The Messages with Youth Friendly Images
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We Tested The Messages with Youth Friendly Images
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Laura Simoes, Louis Karno & Company Communications
@CoveringNH @LKTipSheet
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Profile of the Uninsured • 63% Male • 34% Aged 18-29
• 61% Aged 18-39 • 36% Have a high school education or
less • 80% Didn’t graduate from college
• 48% Live in South, 52% Live in North • 90% Employed as hourly workers
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WOMEN ü It’s all about the pocketbook – affordability
ü Choices ü The financial security + urgency = threats
ü Imagery of real people, “like us,” NOT images of health care professionals
ü Be authentic
Key Findings from Research with Uninsured
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MEN ü Affordability, affordability
ü Financial security + urgency = motivation
ü Both men and women want to see the financial assistance chart on everything
ü Choices
ü No fluff—just authenticity
Key Findings from Research with Uninsured
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Covering New Hampshire Providing everyone access to affordable health insurance
Security
Having health insurance prevents bankruptcy.
Preventative check-ups are covered so that serious illnesses can be caught
early – before it is too late.
Even if you’re healthy, you won’t have to worry about
large medical bills.
You have a responsibility to your family so that if you
become ill, the burden isn’t placed on them.
Choices
You can choose from 11 different plans, so if you are younger and don’t require many services,
you can get a very basic, low cost plan.
These 11 different plans
you can choose from cover ER, Rx drugs,
preventative care and specialists.
Affordability
If you make less, you pay less, and basic plans can
cost as little as $50 a month.
Nearly every middle class family in NH qualifies for
insurance at a discounted rate.
With insurance, you get reduced rates and the
insurance company pays for most of your medical
expenses.
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Consistency and Repetition of Message
• If you make less, you pay less (show FPL chart)
• Check out your options on coveringnewhampshire.org
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Affordability -- worked best with women
Print Messaging
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Financial Assistance Chart Critical for Men and Women
Print Messaging
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Urgency -- worked best with Men
Print Messaging
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ü Clean, easy to use, simple language ü Too much info is intimidating
ü All, especially men dislike the sign-up box
ü Have key dates featured more prominently, which the men indicated should be a priority.
www.coveringnewhampshire.org
Website Messaging, what we learned
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Team up with a partner and share: • What’s one technique or messaging strategy
you’ve heard so far in this session that you want to incorporate in your program?
Break Out
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ENGAGING CONSUMERS THROUGH STORIES
Airrion Andrews, Families USA @FamiliesUSA
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§ Collecting consumer stories and amplifying these powerful narratives throughout your organization’s work with media, public education efforts and with your supporters.
What is Story Banking?
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§ Encourages other consumers to take action.
§ Stories provide emotional resonance to issue areas.
§ Illustrate in a concrete way how the policy is changing people’s lives.
§ Stories can demystify complex issues.
Why is Story Banking Important?
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§ Assess what you have available to you
§ Plug in to what your organization is already doing
Starting Your Story Bank
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How DO you get consumer stories?
Ask Permission
Empower the
Consumer
Explain Follow Up Process
Consent to Share
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§ Reluctant consumers
§ People who don’t feel they have a story to tell
§ People who don’t have time to talk
§ People who will only share story “anonymously”
§ Second and third hand stories
Common Issues When Collecting
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§ Empowering consumers is the key to
story banking § Everyone has a story, but they most likely
don’t realize that they do.
Effective Story Collection
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§ Reiterate the value and significance of a consumer’s story back to them.
§ What are the elements within the story that
jump out to you?
§ You help them realize the power of their story.
§ There are other people facing similar situations
§ This is an opportunity for public service
Let’s Talk Empowerment
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MyCoverageStory.org
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Example of Families USA Consumer Video
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Amplifying Consumer Stories
Social Media
Organizational Blogs
Connecting Consumers to the Media
Press Events
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§ 48% of those signing up for coverage get their information from the news according to focus groups and a national survey administered by the Robert Wood Johnson Foundation and PerryUndem.
Stories in the Media
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§ Pair Up § Each partner come up with a story in your head
that has personal impact: The last time you went to the doctor, or took your child to the doctor. An experience you had volunteering. You have 3 minutes.
§ Person A tells partner their “story” § Person B relays back to their partner why their
story was so compelling and asks them to share their story
§ Partners should switch places go through the exercise again
Empowerment Exercise
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Q&A AND WRAP-UP
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