what we know and how we learned it
TRANSCRIPT
© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org
What We Learned & How We Learned It Data Driven Results from OE1 and OE2 Ed Coleman, Director of Data and Analytics Anna Gilbert, National Reporter Director Cat Tucker, Former Data Analyst
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Agenda
• Objectives & Expectations • Data Driven Approach • Experiments and Research
• Literature & Messaging • Latino Phone Outreach • Follow Up Phone Program • Email Personalization
• Connector Trends • “What you can do” Wrap Up • Questions
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Objectives • Share key learnings about direct consumer engagement
from analytics tests and program trends • Explain data driven approach and testing methodology Expectations • Breakdown for each topic
? What we wanted to learn " What we learned
ü What you can do • Not a Statistics 101 lesson! • Wrap up of findings and time for questions
Objectives & Expectations
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What We Learned & How We Learned It
DATA DRIVEN APPROACH
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• Direct consumer outreach • Over 100 staff across the country • Community organizing approach • Digital Tools like Calculator and Connector • Consumer-focused website and email outreach • National, state, and local Partnerships • Earned media
Enroll America’s Program
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Data Driven Approach
Data Collection
Constant Analysis
Lessons Learned
Share with
Partners
Future Analytics
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What We Learned & How We Learned It
LITERATURE & MESSAGING
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What we wanted to learn ? Big Picture: How can we best communicate
with the uninsured population?
? Project Question: When canvassing and tabling what is the best visual and language to generate interest in learning more?
Literature & Messaging
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Literature Cover Test
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Literature Cover Test
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Literature Cover Test
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Literature & Messaging
What you can do ü Use Personalized Language
• Healthcare is Coming Your Way • Dear John…
ü Emphasize Affordability and Financial Assistance
ü Don’t be shy to talk about the fine
ü Say “Get Covered” or “Make a Plan Today” to encourage immediate action
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What We Learned & How We Learned It
CALIFORNIA LATINO PHONE OUTREACH
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What we wanted to learn ? Big Picture: How can we best communicate
with the uninsured population?
? Project Question: What is the best way to communicate with the Latino uninsured population in California?
California Latino Phone Outreach
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What we learned " The initial phone outreach increased
attempts to enroll but had no impact on enrollment rates
" Enrollment was higher among consumers who felt like they had enough information about the Affordable Care Act
" Two-thirds of respondents preferred Spanish over English
California Latino Phone Outreach
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Value of Multiple Contacts
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California Latino Phone Outreach
What you can do
ü Plan to talk to consumers multiple times ü Include information about health insurance
in addition to the enrollment process ü Make sure to have Spanish language
materials
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What We Learned & How We Learned It
FOLLOW UP OUTREACH
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Follow Up Outreach Experiments
What we wanted to learn ? Big Picture: Is our approach
effective? ? Project Questions:
? How effective is the Follow Up Outreach program for increasing enrollment?
? What are the best ways to talk to uninsured consumers – phone, email or both?
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Follow Up Outreach Experiments
Third Experiment (January – March 2015)
Start of OE2 Follow Up Program (November 2014)
Second Experiment (March – April 2014)
First Experiment (December 2013)
Introduction of Follow Up Program (December 2013)
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Follow Up Outreach Experiments
What we learned " Following up by both phone and email is
most effective for increasing enrollment " Contacting consumers by phone and email
increased enrollment by 6.3 percentage points in the final weeks of March
" It takes multiple methods to inform people who are likely opposed due to their partisan identification
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Follow Up Outreach Experiments
34.0% 40.9%
31.9% 34.5%
Phone Only Phone + Email
Treat Control Treat Control
March 2014 Follow Up Experiment
+6.3 Contacting consumers by phone and email in the final weeks of March increased enrollment by 6.3 percentage points
Percent enrolled in HealthCare.gov or Medicaid
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Follow Up Outreach Experiments
What you can do ü Use multiple methods of communication to
have the most impact on enrollment rates, especially for hard to reach populations
ü Collect email and phone from consumers ü Plan to communicate with consumers
multiple times
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What We Learned & How We Learned It
EMAIL PERSONALIZATION TEST
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Digital Florida Personalization Test
What we wanted to learn ? Big Picture: How can we best
communicate with the uninsured? ? Project Questions:
? How to breakthrough to less engaged people on our email list?
? What are effective ways to personalize email messages?
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[First_Name]
Digital Florida Personalization Test
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[First_Name]
Digital Florida Personalization Test
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+24 Using personalized email content increased clicks among openers by 24 percent
1.82%
9.38%
1.67%
7.54%
Open Rate Click Rate
What we Learned
Among the Never Openers only
Digital Florida Personalization Test
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What we Learned " Personalized emails resulted in higher or
equal response rates from all types of consumers
" This novel strategy worked especially well for the less-engaged part of the list
" If you email 100,000 non-engaged email addresses, 1,840 more consumers will click through personalized emails – need to update math
Digital Florida Personalization Test
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What we you can do ü Never stop emailing your list ü Try new techniques to engage the least
active people ü Personalize emails, not just by name but
also by other shared qualities like geography
Digital Florida Personalization Test
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What We Learned & How We Learned It
CONNECTOR TRENDS
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Connector Trends
0
2000
4000
6000
8000
10000
12000
Connector Appointments Weekly Growth
63,000 Total Appointments 72% Completed 47% Enrolled 83% Scheduled by Partners
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Connector Trends
" Saturday was the most popular times for scheduled appointments with 20% of total appointments
" The % of available appointments filled by a consumers was 21% on weekends, compared to 11% during the week
ü Set up appointments on Saturday and Sundays
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Connector Trends
" Consumers signed up for appointments that were an average of 4.5 miles away from their home address.
ü Create available appointments close to the uninsured population, the closer the better.
4.6 4.7
8.6
3.2
5.1 3.9
3.1 3.3 2.9
4.9 5.9
AZ FL GA IL MI NC NJ OH PA TN TX
Average Distance Traveled -- Campaign States
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Connector Trends
" Appointments scheduled closer to the actual date of the appointment had higher completion rates.
ü Encourage consumers to sign up for appointments as soon as possible – ideally the next day but at least within a week.
" Consumers who had conversations with assisters prior to the appointment were more likely to enroll than those who started the enrollment process on their own online
ü Make lots of reminder calls before appointments
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Wrap Up & Questions
Direct Consumer Outreach ü Plan to talk to consumers
multiple times ü Use multiple methods of
communication
Digital ü Never stop emailing your list ü Try new techniques to
engage the least active people
Literature & Messaging ü Use Personalized Language ü Emphasize Affordability and
Financial Assistance ü Don’t be shy to talk about
the fine
Connector Appointments ü Set up more appointments
over the weekend ü Create available
appointments close to the uninsured population
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What We Learned & How We Learned It
QUESTIONS
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Know Your Numbers: How to Quantify Qualitative Data on Media Outreach
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