Getting the Word Out: Education, Marketing, and Customer Service under Health Reform

Before a client sits down with a navigator or in-person assistor to enroll in a new health coverage option, that client will see, hear, or read multiple advertisements or news articles about health insurance exchanges or expanded access to Medicaid.  Many clients will first contact a call center with questions before being directed to additional assistance.  Thus, success with education, marketing and customer service efforts will be vital to the success of implementing a Medicaid expansion, an exchange, or both.
A new brief from the Robert Wood Johnson Foundation-funded State Network intended to help states with these efforts showcases some useful state-produced materials and resources produced by national experts.  The brief shares state materials and plans on two major consumer assistance topic areas:
1) Education, marketing, and initial customer service efforts, including:

• outreach and engagement through marketing and advertising;
• individualized support through call centers and other communications.

2) More intensive, in-person assistance, including:

• enrollment assistance through navigators and in person assistors;
• engagement of insurance producers (inclusive of both agents and brokers).

In this post, we’ll preview some of the materials related to the first area – the first contact consumers will have with new coverage options.  To find out more, please check out our report.
Education and Marketing to Engage Consumers in a New Coverage Landscape
States have many education and marketing vehicles options under the scope of exchange and Medicaid requirements.  Websites and social media can be helpful tools for states, and consumers will respond to messages they can relate to and from those they trust and several states have already begun the process of planning or implementing marketing strategies to educate consumers about the changing coverage landscape.

• For example, Cover Oregon maintains an interactive website detailing the purpose, mission, and intended function of its exchange.
• Additionally, this tip sheet from the State Network covers ten best practices for effective website design.
• Oregon has developed a comprehensive communication plan that other states might find helpful as a model.  It includes enrollment and communication goals, objectives, strategies, audience segmentation, outreach tactics, evaluation strategy, and timeline; the budget and staffing considerations are still under development.
• Colorado’s Request For Information, which includes services such as market research and development and implementation of a marketing and communication plan, may be useful as a model for states considering this strategy.

Finally, see an earlier State Refor(u)m weekly insight for other work states are doing around outreach, education and marketing.
Initial Consumer Assistance Through Call Centers and New Technologies
The ACA requires assistance with online and phone applications for consumers applying for Medicaid, CHIP, and coverage through exchanges. Call centers alone will not be able to address the needs of potential and new applicants, and in fact could be overwhelmed in early months of operation.  The volume of calls may require states to consider options, such as those discussed in this Maximizing Enrollment brief, to augment such a resource-intensive program.  Technologies such as online chat, pop-up help boxes imbedded in the online application, and access to personal online accounts might answer applicants’ questions, thereby eliminating their need to make a call.

• However, research conducted by Lake Research Partners and GMMB for the State Network shows that even consumers who apply online may want the support and confirmation of call center staff when completing the Medicaid application or making the difficult and complex decision of choosing a health plan.
• Utah’s Medicaid program found great, though not immediate, success with its online chat and online account management system, which also includes access to e-notices.  Information about Utah’s experience can be found in this earlier State Refor(u)m weekly insight.

More information on these first-touch consumer assistance issues as well as information about more intensive in-person assistance through navigators, brokers, in-person assistors and certified application counselors is in the new brief by State Network.
What is your state planning in this area?  Let us know in the comments below.