Optimizing Outreach with Data and Mapping

OUTREACH & SALES DIVISION | MAY 2016 BUSINESS ANALYTICS UNIT

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Covered California is Big and Having Big ImpactsIt is now one of the largest purchasers of health insurance in California and the nation.

1.3MILLIONconsumers have active

health insurance asof June 2015

Covered California is now the second largest purchaser of health insurance in the state for those under age 65.

Covered California’s size gives it the clout to shape the health insurance market.

$6.5BILLION

estimate of funds collected from

premiums in 2015

More than

700,000 Californians have benefitted from

coverage through Covered California. Many of them now

have either employer-based coverage or

Medi-Cal.

2MILLIONconsumers served sinceCovered California began

offering coverage onJan. 1, 2014(as of June 2015)

9 out of 10consumers enrolled in

coverage receive financial help to pay their premiums

Source: Covered California 2015 Active Member Profiles

Covering California

• First most populous state.• Third largest by area.• Serve both high and low density

populations over large areas, which are diverse in language, ethnicity and income levels.

• Covered California is brand new.• Seven different service channels to

support.• Eight Remote Field Staff to support 18,000 Certified Assisters. Amtrak

3Wikipedia

TIME

How did data optimize our outreach efforts?

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Optimizing Our Outreach Efforts With Data

• Identified remaining subsidy-eligible uninsured for OE3 – “Hot Spots”

• Optimized the routing of the Spotlight on Coverage Bus Tour

• Increased number of Storefronts by identifying coverage opportunities

• Located ideal enrollment sites for events

• Identified institutions where consumers may seek services when experiencing a qualifying life-event for SEP

How did we do it?

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Developing Visual Data Tools

• Built a mapping infrastructure: Acquired mapping software. Geocoded certified partner locations.

• Researched available free data options.• Identified the needs of Covered California.

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Getting Started with Open Source Mapping Software

• Free Data and Shapefiles:• http://www.healthdata.gov/• http://www.data.gov/• https://www.census.gov/geo/maps-data/

data/tiger-line.html• http://www.naturalearthdata.com/• https://gdg.sc.egov.usda.gov/• Transit Oriented Development Database

(TOD) – Registration Needed!• Socioeconomic Data and Applications

Center (SEDAC)• For more local data look for state-specific

or city-specific clearinghouses.http://www.osgeo.org/

Use QGIS for custom mapping

Primarily coding for web applications

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Geocoding Options

• Every location has a latitude and longitude!

•Free Geocoding Services: • Google Maps’ API• QGIS’s Geocoding Plugin• SAS Lookup File (PROC

GEOCODE)• But SAS software does cost a

yearly subscription…

Google Maps

Locating consumers:• Ethnicity

• Language Spoken

• Income Level

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Accessing Free Data

U.S. Census American FactFinder

http://factfinder.census.gov/faces/nav/jsf/pages/searchresults.xhtml

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Accessing Free Data continued

Creating your free map!

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Developed Subsidy-Eligible Map Layer for “Hot Spots”

http://hbex.coveredca.com/toolkit/

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Regional “Hot Spot” Map Examples:

Los Angeles

San Diego Bay Area

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Empowering our Staff and Certified Assisters

http://hbex.coveredca.com/toolkit/

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Issued “Hot Spot” Maps Regionally: • Bay Area• Central Valley• Chico• Coachella Valley• Humboldt• Los Angeles• Orange County• Riverside/San Bernardino• Sacramento• San Diego• San Joaquin Valley

Releasing Maps to the Public – “Hot Spots”

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Data Moves the MessageSignificant coverage around the state: • San Diego Union-Tribune• KFBK Radio (Sacramento)• Los Angeles Times• KCRA TV (Sacramento)• KPCC Radio (Los Angeles)• KOGO Radio (San Diego)• Sacramento Business Journal• Ontario News• San Francisco Bay View• Kaiser Health News (picked up widely by):

• Vacaville Reporter• Paradise Post• San Jose Mercury News

• California Healthline• Inland News Today• L.A. Independent• Fontana Herald News

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Storefront Opportunities

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SEP Map Examples

Santa Clara County95112

Japantown

Alameda County94704

UC Berkeley

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The Power of DataAssister Coverage AnalysisMedia

AttentionCreates partnershipsFinding new

solutions

Maximizing Resources

Discovering Geographic Limitations

Finding Subsidy-Eligible Population

Driving Business Decisions

Outreach Event Selection Better

results

Thank you!Sales Division, Business Analytics Team

Presentation developed by Christine Pilato, Antonio Dacanay and Jeremy Deffner

OUTREACH & SALES DIVISION | May 2016 EDUCATION | ENGAGEMENT | ENERGY