Re-imagining the Affordable Care Acts’s Insurance Exchange Panel Brief

CREATIVE BRIEFING

UNITED FOR SOLUTIONS:
HEALTHCARE.GOV REVIEW

FEBRUARY 11, 2013

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©2013 MATTER WORLDWIDE, LLC | CONFIDENTIAL & PROPRIETARY

Panel Objective

Give the Obama administration concrete
recommendations to improve the
health care exchange user experience
for 48 millions of uninsured Americans.

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White House Goal

The White House has set a goal of
enrolling 7 million people in private
insurance plans through the new health
insurance exchanges by March 31, 2014

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Background & Assignment

§  The healthcare.gov has finally launched, but has received
widespread and very vocal disapproval.
§  There is a target date of having the website “fixable” by the end
of November.
§ 

Shopping for insurance is not a new behavior. How do users shop for
health insurance in the offline world?

§ 

Give suggestions and concrete insight and ideas on how to create an
exchange that is friendly to all users for a Live Panel Discussion on
November 7 at 1pm Est.

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What are the goals for the healthcare.gov site?

§  Provide relevant information to educate our audience regarding
whether or not they are eligible to enroll.
§  Demonstrate how to enroll in their state exchanges or participate
in the federal exchange. To this end, they require a concise way to
send a user to the appropriate information.
§  Drive users to the appropriate state exchange site: one of 36
federally runs healthcare exchanges or to one of the 14 states
running their own exchanges.
§  Facilitate “shopping” of plans
§  Make people feel like they are getting an aﬀordable coverage.

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The Audience: Big and Diverse

This program is for all (48 Million) uninsured adult
US citizens, at all economic levels, of all
educational, cultural and geographic backgrounds
(and who are ineligible for Medicaid, or beyond
the age range to be be considered a dependent).

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The Audience: User Groups

§  48 Million uninsured adult
US citizens

§  Businesses:
§ 

50 Or More Employees

§ 

Small Business

§ 

Aging Baby Boomers

§ 

Generation X

§  Insurance Providers

§ 

Millennials

§  Partners

§  States: State Marketplaces

§  Media

§  Health Care Providers

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The Mood: Confused and Concerned

▪  The entire healthcare issue has been polarizing, to the point of
leading to a government shutdown.
▪  Some users are optimistic and want help.
▪  Others users outright antagonistic at having to be forced
into a mandatory program.
▪  Many are just confused.
▪  In many cases, once passing through healthcare.gov, the state
exchanges themselves are overloaded or shut down (see next
page).

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The Mood: Confused and Concerned

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INSIGHT

PEOPLE ARE CONFUSED, FRUSTRATED, CONCERNED,
AND IN SOME CASES FEAR THIS CHANGE.

IDEA

ACT AS A GUIDE, SHERPA AND COUNSELOR
IN ORDER TO AID 48 MILLION PEOPLE
FIND AFFORDABLE HEALTHCARE IN THEIR STATE.

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Features Today: Responsive Design

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Features Today: Basic Features

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1.  Language Selection
2.  Shopping For Insurance
1.  Creating An Account

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Before I can Shop

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2.  Can I Get A quote?
3.  Contact For Information
1.  Click To Chat

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1

2.  Enable Phone Links
4.  Applying Online /
Creating An Account

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Hurdles: The User Experience Today


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Obstacles & Hurdles: Today

1.  Account Creation
2.  Shop options before you register before account
3.  Pricing Transparency
4.  Rural competition to drive pricing down
5.  Devoid of prevention & education


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Working toward a solution

Aside from the technical database/server issues which must be
overcome, we would like to start a positive discussion toward a
workable solution for a better user experience.
Topics for discussion include:
▪ Designing to create a calm simplicity: How can we get the right
information to the right people at the right time, without anyone
feeling overwhelmed?
▪ Creating safety nets: How do we guide people back on track if
they do get lost? How do we communicate with our audience if
the servers or the system fail?

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Schedule & Next Steps

§  Today & Tomorrow: Panel Brieﬁngs

§  Wednesday, November 6, 2014- 12-1PM: Technical Rehearsal
for participants via Google+ Hangout

§  Thursday, November 7, 2014 (Noon): Live Broadcast via
Google+ Hangout

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Research & Resources

§  Key Facts about the Uninsured Population: http://kﬀ.org/
uninsured/fact-sheet/key-facts-about-the-uninsuredpopulation/
§  Percentage of Americans Lacking Health Coverage Falls Again:
http://www.nytimes.com/2013/09/18/us/percentage-ofamericans-lacking-health-coverage-falls-again.html
§  US Census: http://www.census.gov/newsroom/releases/
archives/income_wealth/cb13-165.html
§  48 Million Americans Are Uninsured Ahead Of Obamacare
Changes: http://www.huﬃngtonpost.com/2013/09/17/censusuninsured-2012_n_3941339.html

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Research & Resources

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Event Contact Information

§  Moderator: Joanna Peña-Bickley
joanna@matterww.com
1-866-240-7244
@jojobickley
§  Event Hashtag: #ACAWebsite
§  Matter Twitter: @matterwwnetwork

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Re-imagining the Affordable Care Acts’s Insurance Exchange Panel Brief

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