richard figueroa ppt on obamacare outreach and enrollment
TRANSCRIPT
Implementing
Obamacare in
California
USC Annenberg
School for
Communication and
Journalism
Webinar:
“Obamacare:
Enrolling America
and the Countdown
to 2014”
July 30, 2013
Richard Figueroa
The California Endowment
California is “Ground Zero”
• Largest number of uninsured
• First state to pass Exchange bill post-ACA
• Large, diverse population requires a variety of outreach and education approaches
• Aligned Governor-Legislature-Public implementation efforts
Markers of Success
• Rate of un-insurance should begin to decline
• Active oversight of rates by regulators and the Exchange should positively impact rate trends
• Large number of assisters
• Active use of preventive services
• Progress on the “remaining uninsured”
Sources of Health Insurance Coverage
in California
Source: California HealthCare Foundation. SNAPSHOT: California’s individual and Small Group Markets on the Eve of Reform, 2011.
Sources of Coverage by Race/Ethnicity
Source: California HealthCare Foundation. SNAPSHOT: California’s Individual and Small Group Markets on the Eve of Reform, 2011
Why We Needed the New Health Law in
California
• By 2014, it’s expected that most of the 7 million Californians who are uninsured at some point during the year will have access to health care due to Obamacare.
• Once fully implemented it is estimated 92% of Californians will be insured, but that 8% is still a significant number of Californians (including the undocumented).
“10 Worst Places for Health Coverage
in the United States”
1. McAllen, TX
2. Yakima, WA
3. El Paso, TX
4. Visalia-Porterville, CA
5. Naples, FL
6. Bakersfield/Kern, CA
7. Salinas, CA
8. Stockton, CA
9. Houston, TX
10. Las Vegas, NV
Source: Gallup-Healthways Index 2012
Large-Scale Community Mobilization
Efforts
• Launching key milestone events
• Earned and paid media
• Community-based grants program, federally-funded at $43M for Covered CA and $25 million for Medicaid in 2013-2014 (funded by the CA Endowment and prospective federal funds)
• Broad Exchange targeting and more targeted Medicaid groups including young persons of color, homeless, persons with limited-English proficiency and persons in or associated with the criminal justice system
• Certified Enrollment Counselor Fees
Covered CA Marketing Initiatives
• Beginning Fall of 2013, Covered California is planning a compelling, creative and cost-effective integrated marketing campaign to reach Californians.
• To ensure the success of its education, outreach and enrollment efforts, Covered California will use multi-ethnic, multi-language and multi-channel paid media campaign to reach a targeted statewide audience.
• Covered California will spend upwards of $187 million over a two year period on a variety of marketing and advertising initiatives, including:
– Community Outreach – Printed collateral provided to community organizations receiving
Covered California grant money. Local radio and print advertising will be produced to generate interest turnout at community events.
– Certified Enrollment Counselors – Certified enrollment counselors will be provided with printed collateral by Covered California, as well as access to an enrollment cost calculator.
– Traditional Paid Media Campaigns – Beginning this fall, the integrated campaign will begin to air in markets across the state with the purpose of driving awareness and encouraging Californians to enroll.
Certified Enrollment Counselors/
Outreach and Enrollment Grants
• Assistance delivered through trusted and known channels will be critical to building a culture of coverage to ensure as many consumers as possible enroll in and retain affordable health insurance.
• The need for assistance will be high during the early years, with some estimates ranging from 50% to 75% of applicants needing assistance to enroll.
Certified Enrollment Counselors/
Outreach and Enrollment Grants
• Certified Enrollment Counselors trained, certified and registered with the Exchange to enroll consumers in Covered California and Medicaid products and programs
• $58 per enrolled application for both Covered CA and Medicaid
• Covered CA Outreach Grants beginning now, Medicaid early winter
Covered CA Customer Service Centers
• The Service Centers will respond to general inquiries, provide assistance with enrollment, support retention and help those who enroll in Covered California with referrals to Medicaid.
• Estimate 850 staff needed for the period from initial implementation in 2013 through December 31, 2014.
• A significant share of staff will be hired as permanent intermittent staff to accommodate fluctuations in demand between open enrollment periods and other times of the year.
Covered CA Sample Messages Who is eligible?
Californians (who are legal and permanent residents) will be eligible to buy health coverage, possibly with federal financial help, through the Covered California marketplace.
What type of insurance will be offered?
Quality health insurance. Our goal is to help your health by providing access to affordable insurance that can’t be canceled or denied if you have a pre-existing medical condition or get sick. The federal government will help you pay for it. Plans will cover essential health benefits such as doctor visits, hospital care, emergency care, maternity care, pediatric care and prescription drugs.
What is “the marketplace”?
Private health insurance companies will compete for your business in a marketplace operated by Covered California under the federal Patient Protection and Affordable Care Act. It will be easy for you to shop online, in person, or by phone to find health insurance that is a good fit for you and your family. “The marketplace” refers to all of these shopping options.
Key Messages for Medicaid Expansion
#1 Prevention: Free annual wellness checkups
#2 Affordability: You now have access to affordable health coverage
#3 Financial Security: Health coverage provides me with peace of mind
“Not your mom’s Medicaid”: Low- to no-cost Medicaid will expand (in states that have agreed) to all under 138% FPL, including those without dependent children.
The Role of The California Endowment
and Obamacare
• The California Endowment’s Health Happens with Prevention campaign focused on Affordable Care Act Education and Outreach
• Biggest opportunity in 40 years for large-scale impact on community health
The Role of The California Endowment
and Obamacare
• $150 million to encourage and support efforts to enroll eligible for public programs like Medicaid and to support advocacy efforts to maximize health care access and services for the remaining uninsured including:
• Funds for Medicaid Certified Enrollment Counselors and Local Outreach Grants
• Consumer Assistance
• Spanish and Other Language Media
• Small Business Outreach
New Campaign
• Innovative outreach and education campaign to drive enrollment among California’s uninsured population, particularly Latinos and lower-income residents, through an informative, positive and unified message
• Has two meanings: “get insured” and “make sure”
• The tagline reflects research on top messaging to drive interest regarding access to preventive care
Why the Focus on Latinos?
Ethnicity Percentage of CA
Population
Percentage of CA Uninsured Population
Latino 38.1 61
White, Non-Latino 39.7 24
API 13.6 9
African-American 6.6 5
Native American & Other
2 1
Spanish Language Media Partnership
• The Asegurate Spanish Language Media Partnership includes The California Endowment, Covered California, and media outlets Univision, Telemundo, and impreMedia/La Opinion
• Together, the three media partners reach nearly 100% of the CA Latino population (15 million people)
Trusted Messengers
• Doctors, news anchors/media personalities and promotores are the most trusted messengers
• Spanish-language media, in-person assistance, phone assistance, and websites are the preferred sources
Source: Survey of CA Latinos conducted Feb. 2013
“Surround Sound” by Spanish
Language Media Partners
• Daily and Weekly News Content
• Paid Media – TV, Radio and Print
• Documentary Series, TV Shows
• Outdoor and Online Advertising
• Social Media
• Community Events: Promotion of WE Connect Events, Health Week, Town Halls…
• Phone banks
• Show Integration
Beyond the Latino Audience
• Nichi Bei Weekly
• Philippine News
• China Press
• Namaste USA
• Black Voice
• Filipino Press
• Viet Bao Daily
• California Advocate
• Crossing TV
• Hmong TV
• Our Weekly
• Radio Seoul
• Sing Tao Radio
• India Journal
• Westside Story
• Etc…
Helpful Links
• Covered California: www.coveredca.com
• Asegurate/Get Covered Campaign: www.asegurate.com
• Federal site: www.healthcare.gov
• Health Law Guide for Business: www.healthlawguideforbusiness.org
Richard Figueroa
Program Director,
Healthy California
The California
Endowment
Email:
Phone:
916.558.6774
