your turn: sharing tools and resources for effective enrollment outreach pt. ii
TRANSCRIPT
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SHARING TOOLS AND RESOURCES FOR
EFFECTIVE ENROLLMENT
OUTREACH
May 13, 2016
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WHY IT’S IMPORTANT
DATA MEASURES PROGRESS
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• Smaller budgets for marketing compared with earlier enrollment periods.
• Continued lack of awareness, confusion among the public, especially among the hardest-to-reach.
• Finding and reaching uncovered young adults, 18-34, is vital for the long-term sustainability of the marketplace.
• Smaller grants and fewer resources for “connector” organizations tasked with helping people enroll so determining areas of greatest impact increasingly important.
DATA DRIVES EFFICIENCIES
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DATA MEASURES PROGRESS
In 2015 and 2016, we asked the State Health Access Data Assistance Center (SHADAC), a research institute affiliated with the University of Minnesota School of Public Health and supported by the Robert Wood Johnson Foundation, to analyze the geographic distribution of Maryland’s remaining uninsured population.
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• We provided enrollment data to SHADAC broken out by ZIP code according to applicant addresses.
• SHADAC applied that data to Census areas known as PUMAs (Public Use Microdata Area), each containing roughly 100,000 to 150,000 people.
• To get a conservative assessment, SHADAC excluded estimates of unauthorized immigrants and uninsured people with available employer-sponsored coverage. Those groups would not be eligible for financial assistance.
DATA MEASURES PROGRESS
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SOURCES
• SHADAC used free data available from the American Community Survey – the U.S. Census Bureau’s largest ongoing survey outside the decennial census -- to assess patterns of insurance.
• PUMAs are also pre-defined areas available from the U.S. Census Bureau
• SHADAC’s analysis, it notes, is a high-level indicator — not an absolute accounting — of the remaining eligible in a given area.
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ASSESSING OUR REGIONAL CONSUMER ASSISTANCE GROUPS
Total Uninsured by Region (2012)
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ENROLLMENTS BY ZIP CODE
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CARRIER COMPARISONS, GOOGLE ANALYTICS
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DATA INFORMS OUTREACH
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DATA INFORMS OUTREACH
• Pre-ACA data revealed vulnerable audiences in need of targeted outreach, especially minorities and young adults
• We solicited and leveraged alliances with groups that have spent years developing community networks
• Don’t reinvent the wheel
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DATA PRIORITIZESRESOURCES
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PUMA Jurisdiction Remaining Eligible TV DMA
First Tier Targets1101 Prince George's County (Northwest) - College Park City, Langley Park 16,869 DC1005 Montgomery County (East Central) - Wheaton, Aspen Hill, Glenmont 14,209 DC1002 Montgomery County (West Central) - Germantown, Montgomery Village 13,060 DC
902 Howard County East - Columbia East, Ellicott City (Southeast), Elkridge 12,888 Baltimore1004 Montgomery County South - Bethesda, Potomac and North Bethesda 12,262 DC
1300 Queen Anne's Talbot, Caroline, Dorchester, Kent Counties 12,238 Baltimore (Dorchester - Salisbury)
1102 Prince George’s North Laurel, Greenbelt (North & East), Beltsville 12,013 DC1103 Prince George’s Northwest - New Carrollton, Hyattsville, Southeast 11,842 DC1500 St. Mary's & Calvert Counties 11,969 DC1400 Wicomico, Worcester, Somerset Counties & Salisbury 11,928 Salisbury1105 Prince George’s (East) - Bowie, Kettering, Largo, Mitchellville, Lanham 10,441 DC
Second Tier Targets804 Baltimore City – Inner Harbor, Canton & Bayview 8,483 Baltimore805 Baltimore City – Irvington, Ten Hills & Cherry Hill 8,075 Baltimore400 Carroll County 10,737 Baltimore501 Baltimore County Outer 8,079 Baltimore601 Harford County North and West, Bel Air Town, Fallston & Jarrettsville 8,650 Baltimore
502 Baltimore County Randallstown East, Owings Mills, Milford Mill & Reisterstown 8,090 Baltimore
1007 Montgomery County Southeast Takoma Park City and Silver Spring 9,129 DC
1104 Prince George's County Central - Seat Pleasant City, Capitol Heights Town & Landover 8,989 DC
1201 Anne Arundel County NW - Severn, Odenton, Crofton, Maryland City &Fort Meade 7,877 Baltimore
1203 Anne Arundel County Central, Severna Park, Arnold & Lake Shore 8,673 Baltimore
PUMA-BASED MEDIA BUY 2015
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DATA TELLS THE STORY
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DATA TELLS THE STORY
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• Numbers are powerful: For a story that still carries an uncommon share of contention, data describes the advancement in solid, translatable, digestible, steelclad fashion.
• Data conveys an important truth about the ACA: The uninsured are everywhere and the positive impact of this initiative is everywhere.
• Individual success stories are vital, but data shows the sweep of the progress.
DATA TELLS THE STORY
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DATA TELLS THE STORY
APTC BY ZIP CODE: $270 MILLION SINCE JAN. 2015
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DATA TELLS THE STORY
Our agency website includes a full page of maps and data, including slider maps by SHADAC that allow users to play with the before / after maps by moving a slider bar
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AND FROM THE WASHINGTON POST “WONKBLOG”
“The dirty little secret that data journalists aren’t telling you,” April 11
Two maps, same exact data: Tiny design decisions -- where to set a color threshold, how many thresholds to set, etc. -- can radically alter how numbers are displayed and perceived by readers. … Visualizing data is as much an art as a science.
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DATA TELLS THE STORY
Sources
• Our own enrollment data• HHS Assistant Secretary for
Planning and Evaluation (ASPE)• Connector data• Kaiser Health Foundation, Kaiser
Health News• ACASignups.net• Gallup-Healthways Well-Being
Index • 24/7 Wall St.
● Healthcare.gov Blog● Health Affairs Blog● Commonwealth Fund Blog● Families USA Blog● Center on Health Insurance
Reforms (CHIR) Blog● Doctors for America Blog● American Health Line Blog● Health Insurance.org Blog● Families USA● Urban Health Institute Policy Center● Centers for American Progress
Health Care