1. Effectively Messaging the Transition to healthcare.gov
Cheryl O’Donnell, State Assistance Regional Director

2. WHO WE ARE
Enroll America is the nation's leading health care enrollment coalition. We work with more than 4,600 partners to create cutting-edge tools, analyze data, inform policy, and share best practices in service of its mission: maximizing the number of Americans who enroll in and retain health coverage under the Affordable Care Act.

3. AGENDA Opening reflection 5 key messages Answering tough questions
Get Covered Communicators Program

4. Opening reflection

5. Key consumer messages

6. 5 KEY CONSUMER MESSAGES

7. Answering the tough questions

8. TOUGH QUESTIONS
It’s as easy as ABC!
Agree
Bridge
Convince

9. ABC’S OF STAYING ON MESSAGE
Agree with a shared concern: “You’re absolutely right…” Bridge to your point: “That’s why…” or “What I can tell you is…” or “The good news is…” Convince your audience: end strongly on core message.
(NEED TO UPDATE PIC)
Don’t be dismissive or mean – the host is likely popular with the folks at home, or they wouldn’t be watching!
Don’t be hostile or combative!
But don’t accidentally agree with something that isn’t true!

10. ABC EXAMPLE
Why do I have to enroll in Obamacare, I like kynect so much better!
Yes, I’ve heard from other consumers who are concerned about the transition.
Find a shared concern to AGREE with:
BRIDGE to your point:
The good news is, not much has changed except the website.
You still have the option to purchase insurance coverage from private health insurance companies you are already familiar with, and 8 in 10 Kentuckians qualify for financial help to lower their monthly premiums.
CONVINCE your audience:

11. PERSONALIZE Always have a story: Use one key statistic:
More than 9.6 million people got coverage through healthcare.gov last year.
Almost 9 out of 10 of them received financial help to lower their costs.
Thanks to the financial help she received, Rebecca from Colorado Springs found coverage for just $12 a month.
Use one key statistic:
Viewers will tune you out if you use too many numbers, but one impactful stat can really clinch your case.
Always have a story:
A story helps make your argument real, and the interviewer may ask you for one, so it’s best to have one in mind before you start.

12. DOS AND DON’TS DON’T DO Focus on and repeat your core message
Remember healthcare is personal, not political
Share stories

13. Let’s practice

14. Get covered communicators

15. enrollamerica.org/communicators
Local press clips from across the country
Sample press releases
Talking points
Sample social media posts

16. Cheryl O’Donnell State Assistance Regional Director Enroll America

17. KHBE
Messaging

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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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.
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.
KHBE
Kentucky Health Benefit Exchange

25. 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

26. 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

27. 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

28. Message Delivery

29. 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

30. 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

31. Making it Effective

32. Emphasis is Everything
YOU make the message
Mary had a little lamb
A lot that is implied by the emphasis we use.
Exercise: Repeat the sentence with an emphasis first on Mary, then on had, etc……
After each ask what it implies.
KHBE
Kentucky Health Benefit Exchange

33. Emphasis is Everything
Mary had a little lamb
Mary, not Tom, had the lamb
She had it once, but she does not have it now
She had one, not two, and not 'the' lamb
The lamb was little, not big
It was a lamb, not a dog
Examine the result of the emphasis. The WAY we communicate our message has impact on the result.
KHBE
Kentucky Health Benefit Exchange

34. 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

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

36. Thank you