States Prepare to Roll Out the Welcome Mat

October 1, 2013, when millions of individuals will begin to enroll in new health insurance options, is less than a year away, and many of those consumers will be brand new to the health care system. Many states are hard at work figuring out how best to develop effective messages about obtaining coverage and disseminate them to a diverse audience of residents and stakeholders. In an earlier State Refor(u)m Weekly Insight, we profiled some helpful lessons from CHIP. Here, we’ve highlighted some promising strategies outlined in materials posted to State Refor(u)m. These approaches may be helpful as other states think about how to take on this task.
Knowing the Audience
States are conducting research and working with diverse stakeholders to learn important details about the newly eligible and to effectively tailor outreach and education. For example:

• Hawaii is planning to do market research in order to understand which communications, public awareness, and engagement strategies will be most effective in educating residents about the state’s Health Connector. The state’s outreach RFP requests plans for conducting demographic studies and surveys of consumers, small businesses and community leaders to help define key messaging strategies for maximum reach to residents.
• Maryland will segment audiences and customize communication tactics based on research and evidence of how to best reach and encourage enrollment and retention of coverage among specific populations. The state’s communication and outreach plan includes research on demographic data such as race, marital status, work history, technology use, religious beliefs, and media habits to inform the development of educational materials and communication strategy.

Stakeholder engagement/partnerships
Coordinating outreach and enrollment efforts to so many different audiences involves many players, and these days, states are faced with tight budgets and limited resources. Here are some examples of state plans to leverage existing resources or relationships:

• Maryland’s outreach plan includes leveraging existing resources, networks and channels and seeking opportunities for collaboration and partnerships with groups sharing a common vision and mission such as schools, adult literacy programs;, community clinics, legal aid groups, and other social service and advocacy organizations.
• Mississippi’s RFP details ways the state will foster partnerships with trusted community institutions and organizations like faith-based groups, community service organizations, advocates, educational institutions, clinicians, and businesses and retailers already serving uninsured populations.

Outreach and education
With such diverse groups of newly eligible individuals and regional variance across the country, states will need to use multiple channels and vehicles to reach these populations. For example:

• Mississippi’s plan calls for using a variety of communication channels such as print materials, television and radio ads, billboards, town publications, public broadcasting, and Public Service Announcements, depending on the target audience and region. The state is focusing on creative efforts to reach people at many venues including sporting events, libraries, childcare centers, farmers’ markets and WIC distribution centers. There will also be toll-free phone numbers available for people to call to receive assistance with their questions.
• Hawaii’s RFP for the state’s communication strategy will be tailored and culturally and linguistically competent in order to be relevant for the state’s unique multi-cultural population. Additionally, the state plans to run a public awareness campaign, in the news and throughout social networks, to promote accurate and helpful information about the Connector. The campaign will distribute its messages through local and national newspapers and media, social media and online communications, in-person forums such as town hall meetings, and educational panels and webinars—all targeted to a variety of audiences.

Measurement and Evaluation
Monitoring and reporting on program impact are important components to state education and outreach efforts.

• Massachusetts found that transparency around program effectiveness is critical for garnering support from stakeholders and the public around health reform implementation. The state publicly reports results of its outreach and enrollment grant program every month.
• California plans to conduct continual measurement and evaluation of the outreach programs’ impact on awareness and enrollment, allowing the state to modify program elements, strategies and tactics as needed. The state will monitor the number of uninsured Californians who enroll in an insurance plan, the number of small businesses that offer insurance to their employees, hits to the marketplace website, and calls to the toll free number. The state will also survey and assess changes over time in marketplace awareness, perceptions, knowledge and behavioral intention of Californians; track social media; and perform media audits monthly.

Is your state working on an outreach and education plan? Use the comment button below toshare it with the State Refor(u)m community or to let us know your thoughts and questions.