Educate, Engage, Enroll · Business Marketing Small businesses marketing and enrollments •~15% of...
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Educate, Engage, Enroll: Making sure when you build it, they come *A work-in-progress case study 1 May 2, 2013 Philip C. Stevens, Executive Vice President Pappas MacDonnell, Inc. *
Transcript of Educate, Engage, Enroll · Business Marketing Small businesses marketing and enrollments •~15% of...
Educate, Engage, Enroll: Making sure when you build it, they come
*A work-in-progress case study
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May 2, 2013
Philip C. Stevens, Executive Vice President Pappas MacDonnell, Inc.
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The Market: Who is eligible in Connecticut?
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The Market: Which small businesses are eligible?
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The Market
Segmentation study: 600 interviews of uninsured•300 intercept•300 phone
Statistically sound; well characterized and differentiated segments
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The Market: Confident Rejectors
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The Market: Confident Rejectors
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The Market: Stoic Skeptics
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The Market: Stoic Skeptics
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The Market: Cautious Optimists
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The Market: Cautious Optimists
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The Market: Stressed and Strained
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The Market: Stressed and Strained
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The Market
Education levels among >139 FPL are higher than initially expected
Education of respondents % of total
Less than high school graduate 4%
High school graduate or G.E.D. 29%
Some college or an Associate's Degree 37%
Bachelor's degree 19%
Graduate or professional degree 10%
Refused 2%
Total 100%
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The Market
High interest among an older demographic
Interaction with Savings Calculator (n = ~11,500)
Income Age
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The Market
FTE census 7 Per employee
Payroll $200,000 $28,571
Premium contribution $ 20,000 $ 2,857
Tax credit $ 8,800 $ 1,269
Median small businesses will realize a $8,800 tax credit
Interaction with Savings Calculator (n = ~1,500)
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Educate, Engage, Enroll
Enrollment: The human factor will be critical •Unawareness•Confusion•Intrusive application process•Price resistance•Need for reassurance and hand-holding
Projected Enrollment by Channel
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Educate, Engage, Enroll: The “Funnel”
Impressions and Touches
Leads
Qualified Leads
Start App
Complete App 50% – 75% of Started Apps
Search & DisplayPrintDirect ResponseSMSSocial
DRTVOOHRadioIn-person Outreach
Retargeting
Interaction with Savings Calculator
Retargeting
Follow-up Touches (Automated)
10% – 40% of Leads
Follow-up Touches
1.4 Enrollees per Application Enrollments
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Educate, Engage, Enroll: Projected Enrollments – An Example
100Qualified Leads
100Qualified Leads
40Start Application
40Start Application
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Complete Application
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Complete Application
42Enrolled Members
42Enrolled Members
40%
75%
1.4 per app
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Educate, Engage, Enroll
Customer database is at the heart of campaign management
Source:
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Individual and Family Composition
Field Field Description Non Eligibles % Subsidy
Eligibles % Index
Number of Adults in Household Unknown - 0.00% - 0.00% 0NAH19 1 Adult in the Household 375,858 29.92% 355,824 45.27% 151
2 Adults in the Household 458,227 36.48% 192,427 24.48% 673 Adults in the Household 240,179 19.12% 118,432 15.07% 784 Adults in the Household 134,304 10.69% 79,932 10.17% 955 Adults in the Household 39,249 3.12% 28,889 3.68% 1176 Adults in the Household 6,941 0.55% 8,393 1.07% 1937+ Adults in the Household 1,262 0.10% 2,166 0.28% 274Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non Eligibles % Subsidy
Eligibles % Index
Family Position Male, Unknown Classification 59,065 4.70% 38,519 4.90% 104FAMP Adult Child 124,992 9.95% 66,742 8.49% 85
Female, assumed Single 181,233 14.43% 246,453 31.35% 217Female, Elderly Parent 3,735 0.30% 3,825 0.49% 163Husband, Assumed Married 293,968 23.40% 106,015 13.49% 57Male, Assumed Single 245,142 19.52% 169,770 21.60% 110Male, Elderly Parent 1,956 0.16% 1,836 0.23% 149Female, Unknown Classificati 51,953 4.14% 42,891 5.46% 131Wife, Assumes Married 293,976 23.41% 110,012 14.00% 59Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non
Eligibles % Subsidy Eligibles % Index
Gender Female 592,862 47.20% 440,945 56.10% 118GEND Male 663,158 52.80% 345,118 43.90% 83
Total 1,256,020 100.00% 786,063 100.00%
Source:
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Behaviors
Field Field Description Non Eligibles % Subsidy
Eligibles % Index
Email Access Yes 681,211 54.24% 270,785 34.45% 63EMDM Unknown 574,809 45.76% 515,278 65.55% 143
Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non Eligibles % Subsidy
Eligibles % Index
Interest Code - Casino Gambling Yes 103,349 8.23% 66,271 8.43% 102DGMB Unknown 1,152,671 91.77% 719,792 91.57% 99
Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non
Eligibles % Subsidy Eligibles % Index
Presence of Donor Probable Donor 13,276 1.06% 12,436 1.58% 149DNRINDX Unknown 707,431 56.32% 535,127 68.08% 120
Donor 535,313 42.62% 238,500 30.34% 71Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non
Eligibles % Subsidy Eligibles % Index
Presence of Donor - Children Probable Donor 21,785 1.73% 17,224 2.19% 126DICHLD Unknown 1,133,011 90.21% 699,377 88.97% 98
Donor 101,224 8.06% 69,462 8.84% 109Blank - 0.00% - 0.00% 0Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non Eligibles % Subsidy
Eligibles % Index
Presence of Donor - Animal Probable Donor 47,993 3.82% 28,509 3.63% 94DIANIMAL Unknown 1,132,027 90.13% 710,150 90.34% 100
Donor 76,000 6.05% 47,404 6.03% 99Blank - 0.00% - 0.00% 0Total 1,256,020 100.00% 786,063 100.00%
Source:
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General Demographics
Field Field Description Non
Eligibles % Subsidy Eligibles % Index
Race Asian 4,229 0.34% 1,583 0.20% 59RACE African American 8,847 0.70% 8,489 1.08% 153
Chinese 141 0.01% 61 0.01% 69Hispanic 43,688 3.48% 92,147 11.72% 337American Indian 4 0.00% 2 0.00% 79Jewish 48,553 3.87% 15,847 2.02% 52Japanese 628 0.05% 281 0.04% 71Portuguese 19,276 1.53% 26,690 3.40% 221Oriental 1 0.00% - 0.00% 0Caucasian 33,053 2.63% 21,312 2.71% 103Blank 1,097,600 87.39% 619,651 78.83% 90Total 1,256,020 100.00% 786,063 100.00%
Field Field Description Non
Eligibles % Subsidy Eligibles % Index
Census 2010 Education Level 0 = Unknown - 0.00% - 0.00% 0C210MYS 1 = Less than 9th Grade 30 0.00% 141 0.02% 750
2 = Less than 12th Grade 4 0.00% 1,247 0.16% 498133 = High School Diploma 103,419 8.23% 361,736 46.02% 5584 = Some College 528,294 42.06% 347,863 44.25% 1055 = Associate Degree 219,563 17.48% 42,388 5.39% 306 = Bachelor Degree 401,699 31.98% 30,183 3.84% 127 = Master Degree 3,011 0.24% 2,505 0.32% 1328 = Professional School Degree - 0.00% - 0.00% 09 = Doctorate Degree - 0.00% - 0.00% 0Total 1,256,020 100.00% 786,063 100.00%
Source:
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Media
Preliminary Media Calendar
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Media
Preliminary Media Calendar
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Community Outreach
ApproachJune – September •Face-to-face awareness-building•Lead capture
October – March•Face-to-face lead capture•Outbound lead follow-up•Face-to-face enrollment•“Retail” enrollment
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Community Outreach
Tactical categories•Street fairs and festivals•Canvassing•Retail intercepts•Seasonal outreach •Get Acquainted and Get Covered! events•Health fairs•Storefronts•Tele-Town Halls•Partnerships•Business visibility
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Community Outreach
Street fairs and festivals•Tier 1: Large-scale street festival [6 outreach staff] – partnered where possible•Tier 2: Smaller-scale street festival [3 outreach staff]•Tier 3: Parades [6 outreach staff]
Canvassing•Door-to-door in-person outreach in densest locations•Preceded by robocall from community leader •Hard-to-reach individuals – those without reliable phone numbers•Personalized conversations and incentive to use Savings Calculator •Connect to call center when possible •Enrollment checklist when not •Door hanger for those not at home
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Community Outreach
Retail intercepts •Presence outside of stores in high-density locations in 7 metro areas•Incentive to use Savings Calculator•Includes radio co-sponsored events in Latin neighborhoods
Seasonal outreach•Weekend outreach at beaches •“Get Covered!” sunscreen packets, palm cards, bottled water•Airplane banners traversing Ct. shoreline
– Text call-to-action for free premium or chance to win
•Autumn pumpkin patches and giveaways
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Community Outreach
Get Acquainted and Get Covered! events•Get Acquainted – educate and engage (pre-October 1) •Get Covered! – enroll (starting October 1) •Sponsoring hosts (community groups, legislators, brokers, e.g.) request speaker from Access Health CT Speakers Bureau•Weekly and monthly enrollment events in key markets•Assisters and brokers invited to attend and enroll
Health fairs •Reach targeted uninsured residents seeking health services•Combination or lead-generation and enrollment (after October 1) •Co-branding and co-presence by partner organizations such as community health centers and hospitals
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Community Outreach
Storefronts•Walk-in locations for consumers to gain reliable information and in-person help without scheduling an appointment•Sites for Assisters and brokers to meet with leads and request and pick up additional materials•Staging locations for outreach staff
Tele-Town Halls •October – at kick-off to Enrollment period •Directed to micro-targeted groups with moderators •Robocalls from known community leader or elected official•Attendees encouraged to stay on the line to learn more
– “Press 1” to be connected directly to the call center for enrollment •Others get follow-up call from outreach staff
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Community Outreach
Partnerships •Health-related: Organizations that can benefit directly from greater insurance enrollment
– Hospitals and community health centers – Planned Parenthood
•Community-based: Organizations with a mission of social improvement – Schools and community colleges– Libraries
•Corporate: Companies and foundations that can benefit from health-exchange alliance– Chain pharmacies– Quick-service restaurants
Business Visibility •Monthly small business walks by Assisters and outreach workers•Put up posters and tabletop displays in local businesses•Replenish materials in tabletop displays as needed•Collect leads from interested businesses for SHOP opportunity
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Business Marketing
Small businesses marketing and enrollments •~15% of all enrollments
– Up to 7 per business•Direct marketing using Hoover’s database and list through the Secretary of State•Broker involvement expected and encouraged
– Versioned advertising with local participating brokers
•Halo effect from general advertising and publicity
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Upshot
Lessons learned (or reinforced) •Price perceived to be high, penalty is low.•Nobody is paying attention. When they do, they’ll be confused.•Sold not bought. Person-to-person outreach and hand-holding will be essential.•Leads come in all flavors. Multiple touches are needed to improve their quality and convert to applications.•Tie incentives to apps or enlist brokers.•Retention starts on Day One.
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Be in touch!
AccessHealthCT.com
PappasMacDonnell.com
Thank you!
Educate, Engage, Enroll: Making sure when you build it, they come
*A work-in-progress case study
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May 2, 2013
Philip C. Stevens, Executive Vice President Pappas MacDonnell, Inc.
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