plan for success! monitor and measure for guidance

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-29-14

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Plan for Success! Monitor and Measure for Guidance Jennifer Sullivan, Director of the Best Practices Institute, Enroll America Ricky Gonzales, Deputy Director of Analytics, Enroll America John Gilbert, National Field Director, Enroll America Dayanne Leal, Deputy Director of State Assistance, Enroll America

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-29-14 2

Agenda

I.  Introduction Jennifer Sullivan (moderator), Director of the Best Practices Institute, Enroll America

II.  Enroll America’s Data Driven Outreach Model

Ricky Gonzales, Deputy Director of Analytics, Enroll America

III.  Using Enroll America’s Model to Inform Outreach and Enrollment Activity

John Gilbert, National Field Director, Enroll

America

IV.  Writing and Implementing an Outreach Plan

Dayanne Leal, Deputy Director of State Assistance, Enroll America

V.  Q&A Type your questions into the chat box.


•  To plan outreach strategies •  To monitor and measure program(s) •  For grant reporting/fundraising •  To reach the uninsured •  To track activity with partners

How does your organization currently use data?

Interactive Poll


I.  ENROLL AMERICA’S DATA DRIVEN OUTREACH MODEL

Ricky Gonzales, Enroll America


Going from “Big Data” to the Individual

Public and Commercial Data •  Location

•  Race

•  Age

•  Purchasing habits

•  Marital Status

•  No Medical History


Building a Model of the Uninsured


Building a Model of the Uninsured

Process •  Surveyed – 10,000+ in 2013,

8,000+ in 2014

•  Asked about insurance status

•  Looked for combinations of predictive variables

•  Ended up with an individual level score

•  Strong predictors: age, gender, race, income, employment status, voting history, geography


30

44

52 59

37

32 35

47

41

44

12

5 8

7 15

13 9

3

4 14 13

7

11

Knowing the Best Individuals to Reach


30

44

52 59

37

32 35

47

41

44

Knowing the Best Individuals to Reach


The Uninsured Model Improved Efficiency


The Uninsured Model Improved Efficiency

ZIP-codes

Covered

Percent of Uninsured

(2013) Increase in Efficiency

All 11 States 23.6% 49.9% 2.1x

AZ 32.1% 71.3% 2.2x FL 42.5% 60.6% 1.4x GA 16.2% 41.7% 2.6x IL 29.3% 34.0% 1.2x MI 34.2% 69.9% 2.0x NC 18.4% 26.3% 1.4x NJ 37.2% 64.3% 1.7x OH 17.1% 47.1% 2.7x PA 8.9% 31.2% 3.5x TN 17.2% 36.6% 2.1x TX 21.2% 61.7% 2.9x

National 8.2% 24.2% 3.0x


A Look Behind the Numbers

Source: Enroll America, State of Enrollment: Lessons Learned from Connecting America to Coverage, June 2014


The Data Feedback Cycle



The Data Feedback Cycle

Data Data Data

Data

Data

Data

Data



UPDATING THE MODEL FOR OE2


Uninsured Model Pre and Post OE1

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Uninsured score

Distribution of uninsured scores

2013 model 2014 model

Average score 16.4 11.3

Median score 14 9.5

# scores <= 10 38% 53%

# scores >= 25 24% 5% 2013

2014


2014 Model Shows Shifts in Uninsured Rate

Texas Uninsured Model 2013

Texas Uninsured Model 2014


2014 Model Shows Shifts in Uninsured Rate

Houston Uninsured Model 2013

Houston Uninsured Model 2014


Key Takeaways

Prioritizing outreach: Enroll America’s uninsured model can be used to identify individuals and areas with relatively high uninsured rates so that outreach can be as efficient as possible.

Measuring at every opportunity: Capturing data on every interaction with a consumer allows for more effective follow-up. Having a systematic way to collect and organize data provides opportunities to evaluate your program and make improvements midstream. Outreach opportunities for OE2: Beyond individual targeting, the model provides insight into the remaining clusters of uninsured individuals so that outreach efforts can be tailored to uninsured and unengaged populations.


II.  USING ENROLL AMERICA’S MODEL TO INFORM OUTREACH AND ENROLLMENT ACTIVITY

John Gilbert, Enroll America


Using the Model to Inform Programs on the Ground

Strategy •  Where to place staff?

•  Where to have staff focus their work?

Tactics •  Door to door canvassing •  High traffic events •  Phone banks


How the Model Works in Practice

•  Value added for local coalitions •  Matching up with other forms of data •  Tactics evolved

•  More focused on integrating into the community

•  Outreach and enrollment events


Opportunities with Partners

City/Municipal Partnerships •  Houston •  Tampa

Corporate Partnerships •  Kmart •  CVS

Enrollment Assisters •  Navigators, FQHCs •  Other assisters


III.  WRITING AND IMPLEMENTING AN OUTREACH PLAN

Dayanne Leal, Enroll America


Why Plan? •  Gives you direction •  Helps with decision making •  Helps you keep track •  Facilitates coordination •  Allows you to prioritize

Why Measure? •  Know if your plan is working •  Ensure you are spending resources effectively •  Flag the outreach strategies that are more effective •  Identify which partners to continue working with •  Allow you to refine when and where needed

Outreach Planning


Work plan for: Work plan period: Goal: Strategy:

Write Your Work Plan

Activities Timeline Expected Outcomes

Measure(s) of Effectiveness

Staff Responsible

Status/ Comments


How to Measure Success

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Implement a system to track your activities, process and outcomes. Choose indicators that measure both process and outcome.

Allow you to keep track of how much effort was put into your activities.

Process Measure

Allow you to measure the results of your activities and strategies so you can assess if the activity/strategy was successful or not..

Outcome Measure


Process and Outcome Measures

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Enrollment Events

•  Process: # of events held

•  Outcome: # individuals who applied for health insurance at each event

Material Distribution

•  Process: # of pieces of literature distributed

•  Outcome: # of calls received as result of the pieces of literature distributed

Partnership Development

•  Process: # of organizations contacted to form a partnership

•  Outcome: # of referrals received from each organization

Earned Media Efforts

•  Process: # of times staff participated in a Radio program

•  Outcome: # of calls received as result of each radio program


Always Track the Results of Your Efforts

•  There are different ways to collect, track and monitor data.

•  Take into account existing resources and/or the

structure of the organization. •  Find a way to measure your organization’s effort.

Whether you use a database or a piece of paper it is IMPORTANT to ensure your

efforts are paying off!


How Enroll America Can Help

•  Our staff have developed tools to help you develop a plan or implement specific outreach strategies.

•  Our staff are available to provide assistance on outreach planning, facilitate brainstorming sessions, or review plans as needed.

•  Our website has mapping tools available that can help you target and adapt your work in specific communities.


V.  QUESTIONS?


Resources

•  New York Times, A Formula to Find the Uninsured Across the Country, October 2014, http://nyti.ms/1021yNL

•  New York Times, Obamacare: Who Was Helped Most, October 2014, http://nyti.ms/1021ttm

•  Enroll America, Updating Our Uninsured Model, October 2014, http://www.enrollamerica.org/blog/

•  #Ready4OE2 webinar recordings and blog series, http://www.enrollamerica.org/

Subscribe to Enroll America’s newsletter for

additional resources and updates: http://www.enrollamerica.org/


#Ready4OE2 Webinars

•  OE2 basics •  Outreach to specific

communities (e.g. Latino, African American, and rural populations)

•  Capacity building and grassroots organizing

•  Working with agents and brokers

•  Health insurance literacy •  Enroll America’s

Communicator’s Guide •  Using data to reach the

uninsured

plan for success! monitor and measure for guidance

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deputy director of analytics

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