1. KHBE
Messaging

2. Agenda Key Messages Message Delivery Timeline Emphasizing the Message
KHBE
Kentucky Health Benefit Exchange

3. Messaging New logo Name Message Colors Style New Messages Get help
Overview of why messaging is important.
Transition may cause confusion
Still need to reach approx 300K
85K will apply using new process
Targeted groups of uninsured
Affordability and the APTC
New Messages
Get help
Transition
Where to go
KHBE
Kentucky Health Benefit Exchange

4. Messaging to Kentuckians
300k still not enrolled
85k who were enrolled in QHP and will need new application on HealthCare.gov
Hispanic and minority population have highest uninsured rate
Affordability
These are the things that make our messaging important.
Adding those who have remained unenrolled, the 85K who will transition the HealthCare.gov, identifying and targeting the highest uninsured population and the affordability offered by qualifying for tax credit and the cost of not having coverage.
KHBE
Kentucky Health Benefit Exchange

5. Key Messages Help is Available Nothing changes with 2016 coverage
Transition to HealthCare.gov
Where and How to Apply
Affordability
These are top five messages for OEP
KHBE
Kentucky Health Benefit Exchange

6. Help Is Available kynect call center HealthCare.gov call center
Application Assisters
Agents
Website Search function
Toolkits for
QHP Lists
Events
Kynect call center will prescreen for eligibility, assist with applications and questions and direct public where to go.
HealthCare.gov call center will answer questions, application and enrollment, offer direction.
Application Assisters and Agents
Website search function
Toolkits for outreach
QHP lists
Events
KHBE
Kentucky Health Benefit Exchange

7. Nothing Changes with 2016 Coverage
QHP Plans are still valid through Dec. 31, 2016
Medicaid/KCHIP enrollees do not need to do anything until their renewal date.
The Medicaid program and application process have not changed.  
Reassure current enrollees that their plans are still in effect for the plan year.
Explain to Medicaid enrollees that they do not need to do anything until their renewal date.
Clarify the Medicaid application process in the State of Kentucky has not completely changed. (example: three doors to a building, closed one door but still get inside the same building using the other door.)
KHBE
Kentucky Health Benefit Exchange

8. Transition to HealthCare.gov
Kentuckians who qualify for a QHP have to complete application & enroll at HealthCare.gov for 2017 coverage, even if they had an application on kynect.
Kentuckians can only get the tax credit, called APTC or a Cost Sharing Reduction that helps cover out-of-pocket costs by enrolling through HealthCare.gov.   
People should also be aware that there may be fewer plan choices in some areas and premiums are increasing on the exchange by more than 20 percent. Please note that premium increases often lead to higher APTC amounts as well.
Apply, enroll, resolve: all QHP must do new application, must actively enroll, must resolve any DMI
Can only get APTC or CSR through HealthCare.gov
While premiums do increase, often APTC amounts do as well. Factor what 20% means for someone based on a dollar amount.
KHBE
Kentucky Health Benefit Exchange

9. Where and How to Apply No wrong door for applications:
HealthCare.gov
Call Center 24/7
website
paper application
benefind.ky.gov
Medicaid
KCHIP
No wrong door for applications:
Consumers cannot apply in the wrong way or place. 
kynect website and call center will offer detailed messaging and direction on when and where to apply.
HealthCare.gov and call center will offer direction on where to apply.
NO WRONG DOOR
KHBE
Kentucky Health Benefit Exchange

10. Affordability
Having health coverage can help protect from high, unexpected costs.
A broken leg can cost up to $7,500
The average cost of a 3-day hospital stay is around $30,000
Comprehensive cancer care can cost hundreds of thousands of dollars
Educate the public about:
Health insurance options
Affordability of Marketplace coverage
Financial help that is available
How life changes affect coverage
In-person assistance
Help consumers understand what affordability means. Most health plans must cover a set of preventive services — like shots and screening tests — at no cost to you. This includes plans available through the Health Insurance Marketplace.
KHBE
Kentucky Health Benefit Exchange

11. Important Messages to Include
Enrollment Deadlines
Nov. 1, 2016 to Jan. 31, 2017.  Enroll by
Dec. 15, 2016 for coverage to begin
Jan. 1, 2017. 
SEP
If a person was enrolled in 2016 with an issuer that is not offering plans in 2017 on HealthCare.gov, the enrollee will have more time to choose a plan for 2017 due to a Special Enrollment Period for Loss of Minimum Essential Coverage.  
Know where to go
KHBE
Kentucky Health Benefit Exchange

12. Message Delivery

13. Getting the Message Out
Social media messages offer direction and information.
Targeted advertisements on social media platforms. 
Text messaging and campaigns
Display advertising placed around the state.
Radio spots in various markets.  
Press releases with details for the general public continuing throughout with key dates.
Social media: Post about events, share posts, use community media outlets for messaging
KHBE
Kentucky Health Benefit Exchange

14. Getting the Message Out
2017 HEALTHCARE INSURANCE WILL BE ON HEALTHCARE.GOV
Notices are generated for various actions. Application, eligibility, RFI/DMI, deadline approaching, etc. Please stress to individuals you work with to make sure to read all mail from either kynect or HealhtCare.gov and to call you or the call center if they are not sure what the notice means for them.
KHBE
Kentucky Health Benefit Exchange

15. Making it Effective

16. Effective Messaging Be a resource for reassurance and information
Be prepared
Have empathy
Show respect
Change can be hard for people to accept. You are a resource for people to find reassurance and information. Is your messaging adding to their fear and frustration or offering assistance through their fear and frustration.
Be prepared by being the expert. Continue with training opportunities, sign up for alerts. People look to you.
Empathy: people may be frustrated with new processes.
Respect: People may lack understanding of acronyms or processes. Language we speak everyday.
Empower individuals to use the information and resources available
KHBE
Kentucky Health Benefit Exchange

17. Emphasis is Everything
YOU make the message
We can prescreen your eligibility to see where you need to submit an application. OR
We’re probably going to have to go to two websites to get this done but who knows.
You have to create a HealthCare.gov account to apply and enroll online.
They make you create an account before you can do anything.
We need to call the Federal Call Center together.
I can’t do anything to help you until I get named on the account.
The hold times are longer at certain times of the day/month.
Getting through to the call center can take forever.
You will need to submit documents to verify your immigration status but you can still enroll.
They say your income didn’t check out so you'll have to go to the trouble to find a way to get documents sent.
As an Assister you have a big impact on how people hear our messaging. Your interaction with them, influences how they perceive their experience. Much can be implied by the emphasis or tone we use. Consider the different tones that can be used to repeat each of these sentences and the impact they may have on the person you are working with. Are you informing them or influencing them? A neutral, statement of fact is more reassuring than a frustrated approach that alludes to a difficult process.
KHBE
Kentucky Health Benefit Exchange

18. Effective Messaging
Is simple Is clear Is repeated Is correct Is helpful
Recap each site.
KHBE
Kentucky Health Benefit Exchange

19. Thank you