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Reaching Consumers in the Third Open Enrollment Period: Who Are They and What Do They Need to Hear?

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Reaching Consumers in the Third Open Enrollment Period: Who Are They and What Do They Need to Hear?

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The webinar featured the latest research on the remaining uninsured and those currently enrolled in marketplace coverage who need to renew, and what messages these consumers need to hear in the third enrollment period.

The webinar featured the latest research on the remaining uninsured and those currently enrolled in marketplace coverage who need to renew, and what messages these consumers need to hear in the third enrollment period.

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Reaching Consumers in the Third Open Enrollment Period: Who Are They and What Do They Need to Hear?

  1. 1. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org Click to edit master title style. 1 Reaching Consumers in OE3: Who Are They and What Do They Need to Hear? Takeaways From Two RWJF Studies
  2. 2. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org2 Agenda 1.  Introduction 2.  The Uninsured 3.  Marketplace Enrollees 4.  What It All Means 5.  Messaging Resources 6.  Q&A 7.  Wrap-Up
  3. 3. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org3 Introduction Mike Perry Co-Founder PerryUndem Research and Communication Alison Betty Partner GMMB Jessica Barba Brown National Director of Communications Enroll America
  4. 4. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org4 Introduction The Robert Wood Johnson Foundation commissioned PerryUndem to conduct two national surveys of uninsured individuals and individuals who purchased a qualified health plan (QHP) through HealthCare.gov or their state marketplace. PerryUndem worked closely with GMMB to develop the questionnaires and analyze the results. We are drawing on these two studies for this presentation today.
  5. 5. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org5 The Uninsured •  Survey fielded May 5-7, 2015 •  National survey of N=1,270 adults ages 18-64, N=469 Latinos •  All survey respondents were uninsured at time of survey •  To view the full study, go to: http://www.rwjf.org/en/library/research/ 2015/06/understanding-the-uninsured- now.html Marketplace Enrollees •  Survey fielded August 11-21, 2015 •  National survey of N=1,012 adults ages 18-64 •  All survey respondents had purchased a qualified health plan (QHP) through HealthCare.gov or their state marketplace •  To view the full study, go to:
 http://www.rwjf.org/en/library/research/ 2015/10/marketplace-enrollees.html The Studies
  6. 6. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org6 THE UNINSURED Section One
  7. 7. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org7 Experiencing Many Challenges and Transitions Only one-quarter say they are doing well financially. Thinking about your finances, how would you say things are going for you these days? Use the scale below (0-10). n=1270 Many are experiencing change. More than half of the uninsured (52%) have experienced a life change in the last 12 months: 21% Became unemployed. 18% Moved homes. 17% Changed jobs. 16% Experienced the death of a loved one. 4% Started school. 3% Started a business. 3% Had a child. 31% have an ongoing medical condition Not doing well (0-4) 43% Doing well (6-10) 26% Doing okay (5) 31% REF 1% Money is tight. 58% have $100 or less left over every month after paying bills.
  8. 8. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org8 ! 56% Optimistic (6-10) ! 60% Doing Better (+1 to +5)! ! 1% REF But, They Are Cautiously Optimistic Thinking about the next year, how optimistic are you that life is going to get better and easier? Use the 0-10 scale. n=1270 Most believe life will get better soon. When you think of your finances a year from now, do you expect to be doing about the same, better, or worse than you are now? Use a scale of +5 (better), 0 (same) , -5 (worse). n=1270 Most also expect to be in better financial shape in a year. 20% Not Sure (5) ! 23% Not Optimistic (0-4)! ! 1% REF 28% Doing the Same ! (0) 11% Doing Worse (-5 to -1)!
  9. 9. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org9 Most Are Getting Care Without Insurance 16% 21% 21% 32% 34% Preventive test/screening Emergency care Check-up Doctor visit when sick Prescriptions Have you had any of the following since you have been uninsured? n=1270 54% of the uninsured have had at least one of these medical services since being uninsured.
  10. 10. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org10 Most Feel They Can Manage the Costs 42% 48% 52% 53% 56% Preventive test/screening Emergency care Check-up Prescription Doctor visit when sick How confident are you that you could get the following care and manage the costs without health insurance? n=1270 Very/somewhat confident 46% think it is “easy” to get prescriptions without insurance.
  11. 11. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org11 Four in Ten Went to the Marketplace Yes 41% No 47% Not sure 10% REF 2% HealthCare.gov/state marketplace is a place for people to find affordable health insurance. Have you ever looked into the new health plans available through HealthCare.gov/ state marketplace? n=1270
  12. 12. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org12 Cost Is the Main Reason They Have Not Signed Up Which of the following statements best describes why you have not purchased health insurance on your own since becoming uninsured? n=1270 6% 6% 9% 9% 61% Getting insurance is not something I really think about. I can get the care I need without health insurance. I expect to have insurance soon through a job or through a spouse’s job. Purchasing a plan on my own does not seem worth it financially. I can’t afford health insurance. 59% of those individuals who “can’t afford” insurance do not understand or have not heard of the tax credit.
  13. 13. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org13 They Consider More Than Just the Premium 59%" 47%" 43%" 41%" 39%" 30%" 29%" 22%" 19%" Premium Out-of-pocket costs Deductible Copayments Benefits covered Penalty/fine ER costs Tax credit Doctors in network [If has looked for insurance before]: Thinking about the last time you looked for health insurance on your own, which of the following things did you consider before deciding not to purchase a plan? n=829 When asked to choose the two most important considerations before deciding NOT to purchase a plan, they respond: premium (57%) and the deductible (24%).
  14. 14. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org14 Six in Ten Are Confused or Have Not Heard About Tax Credits As you may know, many people are able to get a tax credit to help purchase an insurance plan through HealthCare.gov/state marketplace. How much do you understand about how these tax credits work? Or have you not heard about these tax credits before? n=1270 ! 39% Understand A lot 15%/Some 24% 34% Don’t Understand Not Much 20%/Anything 14% 25% Never Heard of 1% REF
  15. 15. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org15 They Want One-On-One Help If you were to look into buying health insurance for yourself (outside of a job) in the future, how important would it be for you to be able to talk with someone one-on-one to help you understand your options? n=1270 71% Important Very = 39%; Somewhat = 32% 26% Not Important Not too =16%; Not at all = 10% 2% REF
  16. 16. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org16 Some Say the Increasing Fine May Get Them to Enroll The penalty or fine for not having health insurance increases to $395 or 2% of your income (whichever is higher) in 2015. Then in 2016, it increases to $695 or 2.5% of your income (whichever is higher). Would these increased penalties or fines make you more likely to get insurance in the future, less likely to get insurance, or do they not make a difference for you? n=1270 Those more likely to get insurance due to the increasing fine: 39% Spanish-speaking Latinos 33% Having insurance “very” important 33% Uninsured less than two years 34% 400+% FPL 32% English-speaking Latinos More likely to get insurance 26% Less likely to get insurance 6% No difference 42% Not sure 24% REF 2%
  17. 17. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org17 More Than Half Say They Will Go to the Marketplace Very likely 19% Somewhat likely 37% Not too likely 21% Not at all likely 21% REF 1% How likely would you be to look into the health plans available through HealthCare.gov/state marketplace in the future? n=1270 •  Having insurance “very” important (34%) •  Spanish-speaking Latinos (31%) •  Previously looked into marketplace (25%) •  Those who paid a tax penalty (24%) Who is “very likely” to go in the future:
  18. 18. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org18 Four in Ten Believe They Will Get Insurance Within 12 Months How confident are you that you will have health insurance in the next 12 months? n=1270 More than one-quarter see themselves purchasing their own plan. Those most likely to think they will get insurance by purchasing it on their own: •  Self-employed (42%) •  >400% FPL (36%) •  College+ educated (33%) •  40-49 year olds (32%) •  Looked into marketplace (32%) If you get health insurance again, how do you think you will get it? n=1270 Very confident 16% Somewhat confident 25% Not too confident 17% Not at all confident 30% REF 12% 1% 4% 12% 25% 25% 30% REF Medicare Medicaid Not sure Purchase plan on own Your/spouse's job
  19. 19. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org19 MARKETPLACE ENROLLEES Section Two
  20. 20. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org20 They Have an “Insurance Mindset” Having insurance is very important to the currently enrolled—96% say having health insurance is either very important (73%) or somewhat important (23%). In addition, more than 8 in 10 say insurance is a “must have” that they will figure out how to pay for. For some people, health insurance is something they feel they just need to have and they will figure out a way to pay for it. For others, health insurance is something they will only pay for if they feel like they are doing okay financially. Which is closer to the way you think about insurance? N=831 Insurance is something I need/will figure out how to pay. Only pay for it if doing OK financially. 83% 17%
  21. 21. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org21 Life Is Going Better for Current Enrollees Thinking about your life in general, how would you say things are going? Scale: 0 (life is really difficult) to 10 (life is going really well) 57% 28% 15% 43% 38% 19% Life going well (6-10) Life just so-so (5) Life is difficult (0-4) Currently Enrolled N=831 Uninsured QHP Eligibles N=548
  22. 22. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org22 Current Enrollees Have More Stability Have you experienced any of the following in the past 12 months? 13% 11% 10% 9% 5% 5% 4% 60% 22% 18% 18% 13% 2% 1% 5% 48% Changed jobs Became unemployed Moved Death of a loved one Started school Birth of a child Started a business None of the above Currently Enrolled N=831 Uninsured QHP Eligibles N=548
  23. 23. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org23 Current Enrollees Are Doing Better Financially Thinking about your finances, how would you say things are going for you these days? Scale: 0-10 45% 29% 26% 35% 31% 32% Going well (6-10) Going so-so (5) Not going well (0-4) Currently Enrolled N=831 Uninsured QHP Eligibles N=548
  24. 24. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org24 Current Enrollees Value Insurance Much More Given everything in your life these days, how important is it to you to have health insurance? 73% 23% 3% 0% 1% 35% 36% 19% 9% 2% Very important Somewhat important Not too important Not at all Important REF Currently Enrolled N=831 Uninsured QHP Eligibles N=548
  25. 25. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org25 Protection From Medical Bills and the Fine/Law Are Top Motivators 30% 26% 12% 8% 7% 6% 5% 4% 2% Protection from medical bills Fine/law Preventive care Getting older See Dr when sick Chronic condition For family Other None of these Please think back to when you first signed up for a health insurance plan through HealthCare.gov/state marketplace. What was the main reason you wanted health insurance? N=831
  26. 26. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org26 Many Experiencing a Health Care Need Before Enrolling 13% 18% 28% 29% 50% Some other important medical event Heart attack or stroke Diagnosis of serious illness An accident that led to the ER Chronic medical condition Thinking back to the time before you signed up for a health insurance plan through HealthCare.gov/ state marketplace…As far as you can remember, had you or anyone close to you experienced any of the following? N=831
  27. 27. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org27 They Weighed Many Factors When Deciding to Purchase a Plan Here is a list of things someone might consider when deciding whether to purchase a health insurance plan or to go without insurance. Thinking back to when you were deciding whether to sign up for a plan, which of the following things did you consider? N=831 73%" 57%" 57%" 56%" 52%" 42%" 36%" 35%" 26%" Premium Out-of-pocket costs Benefits Deductible Co-payments Drs in network Tax credit ER costs Penalty/fine
  28. 28. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org28 Most Feel They Chose the Best Plan for Them How confident were you that you chose the best plan for you at the time? N=831 Very confident 30% Somewhat confident 49% Not too confident 14% Not at all confident 7% REF 1%
  29. 29. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org29 Most Enrolled Online and Many Received Help Who gave them help: (N=457) 1%" 3%" 11%" 13%" 35%" 54%" Employer Someone else Trained community member Friend/family member Agent/broker Customer Rep from HC.gov/SMWhen they enrolled for the first time: (n=831) Oct 2013 – Mar 2014 38% Nov 2014 – Feb 2015 28% Apr 2014 – Oct 2014 12% After Feb 2015 15% The main way they enrolled: (n=831) Online 69% Phone 16% In-person 9% Paper 2% Getting help: More than half had enrollment help the first time they applied (54%). Those most likely to get help: •  50-64 years old (66%); •  Latinos (66%); •  those with high school or less (63%); •  and women (62%). Four in 10 (40%) used a tool/ calculator online to help them figure out what their premium would be before enrolling. Of those who used a tool/ calculator, 87% say it was helpful (43% very; 44% somewhat).
  30. 30. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org30 They Are Satisfied With Their Marketplace Plans They are also satisfied with the doctors and services covered by their plan. Overall, how satisfied are you with your current plan through HealthCare.gov/state Marketplace? N=831 How satisfied are you with the doctors and services your current plan covers? N=831 Very satisfied 29% Somewhat satisfied 45% Not too satisfied 17% Not at all satisfied 9% Very satisfied 38% Somewhat satisfied 43% Not too satisfied 11% Not at all satisfied 7%
  31. 31. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org31 Affording Their Premium Is Hard for Many When asked about their specific premium amount, half (50%) say they pay $200 or less each month. PREMIUM AMOUNT Very easy 18% Somewhat easy 38% Somewhat difficult 35% Very difficult 9% Given your budget, how easy or difficult is it for you to pay the monthly premium for your current health insurance plan N=831 Q. How much is the monthly premium you pay for the plan you have through HealthCare.gov/state marketplace? Your best guess is fine. N=831 $0-$50 14% $51-$100 15% $101-$200 21% $201-$400 27% >$400 22% REF 2%
  32. 32. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org32 They Plan to Stay Insured Through the Marketplace Also, more than 8 in 10 of those who plan to stay insured say they are likely to continue getting their insurance through the marketplace. Thinking about 12 months from now, do you expect to continue having health insurance? N=831 Still thinking about 12 months from now, how likely are you to continue getting your health insurance through HealthCare.gov/state marketplace? N=824 Will definitely have insurance 56% Will probably have insurance 35% Will probably not have insurance 2% Will definitely not have insurance 1% Not sure 7% Very likely 44% Somewhat likely 40% Not too likely 8% Not at all likely 7%
  33. 33. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org33 The Tax Credit Is the Main Driver to Stay With the Marketplace [If plan to stay with marketplace coverage] Why do you think you will continue getting your health insurance through HealthCare.gov/state marketplace 12 months from now? Choose all that apply. N=709 46%" 34%" 29%" 26%" 25%" 5%" 8%" Tax credit Can't find better price anywhere else Works for me now Convenient Want to stay in my plan Not sure Other
  34. 34. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org34 They Are Sensitive to Premium Increases Many say they might drop coverage if their premium increases. Enrollees who might consider dropping coverage (N=432) were asked about specific dollar amount increases. The results indicate that 20% might consider dropping coverage if there is a $10 increase per month and 61% might consider dropping if the increase goes up to $50 more per month. As you may know, the monthly premium amount for insurance plans can change from one year to the next. If your monthly premium increased during the next open enrollment period, would you consider dropping your plan and living without insurance instead of paying the increased premium? N=831 18% Yes ! 38% Maybe 44% No
  35. 35. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org35 Kept same plan 53% Changed plans 43% Not sure 4% Many Changed Plans During Renewal Of those current enrollees who renewed, 43% say their plan renewed automatically while 37% say their plan did not renew automatically and 20% are unsure. Slightly more than half kept their original plan when they renewed, but more than 4 in 10 said they changed plans. {If renewed] Is your current plan the same as the one you had when you first signed up through HealthCare.gov/ state marketplace or did you change plans? N=455
  36. 36. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org36 Half Changed Their Plans to Pay a Lower Premium [If changed plans] Why did you change plans? Choose all that apply. N=191 48%" 22%" 16%" 14%" 8%" 6%" 6%" 3%" 2%" 2%" Pay lower premium Old plan not offered Wanted more services + Drs Pay lower deductible No longer qualified for the plan Wanted to change insur. co. Didn't like old plan Found more affordable plan Wanted to change Dr network Other
  37. 37. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org37 Most Will Compare Plans Next Open Enrollment Some people use open enrollment to compare all of their insurance options and make sure they are getting the best plan available for them. They could decide to change plans or renew their current plan depending on what they learn. Other people renew their current plan without looking into all their options again because they do not have time, they are satisfied with their current plan and want to keep it, or for all kinds of other reasons. During the next open enrollment period, how likely are you to compare all of your insurance options before making a decision about whether to renew your plan? N=831 Very likely 51% Somewhat likely 29% Not too likely 13% Not at all likely 7%
  38. 38. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org38 WHAT IT ALL MEANS Section Three
  39. 39. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org39 What it Means: Cost is Key #1 Cost is always priority #1. Educate consumers on the tax credit and remind them that plans and rates change every year.
  40. 40. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org40 What it Means: Lives Are Dynamic People are in transition. They’re dealing with new jobs, new moves, changing finances.
  41. 41. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org41 Respect the Choice •  They’re weighing costs and priorities. •  This is not about telling them what they should do, but understanding why they’re doing it. •  Filling in information gaps, credibly.
  42. 42. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org42 Consumers Split into Three Groups… PEOPLE WHO LOOKED MAKING THE CALCULATION PEOPLE WHO DIDN’T UNAWARE OF FINANCIAL HELP PEOPLE WHO SIGNED UP NEED TO COME BACK AND RE-CHECK
  43. 43. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org43 So, We Need to Have a Dialogue Listen more than we talk. What are their priorities? Understand where they are. Pushing out messages to the masses is likely wasteful.They need information: Messages need to connect them with what’s real and relevant for them and their situation.
  44. 44. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org44 MESSAGING RESOURCES
  45. 45. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org45 Get Covered Communicators Guide
  46. 46. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org46 The Five Messages Consumers Need to Hear
  47. 47. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org47 On Renewals
  48. 48. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org48 Tools on GetCoveredAmerica.org Get Covered Calculator Get Covered Connector Get Covered Plan Explorer Financial Help In-Person Help New Plans, New Prices
  49. 49. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org49 Join the Get Covered Communicators Program www.EnrollAmerica.org/Communicators -  Weekly email messaging update -  Monthly messaging calls -  Earned media best practices -  Localized messaging resources -  Social media content
  50. 50. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org50 QUESTIONS? We know you have them…
  51. 51. © 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org51 Thank you! Want to know more? Contact: Mike Perry at mike@perryundem.com Alison Betty at alison.betty@gmmb.com Jessica Barba Brown at jbrown@enrollamerica.org

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