Home » Blog » May Exchange Board Meeting #2: Outreach, Marketing, Assisters & Navigators

May Exchange Board Meeting #2: Outreach, Marketing, Assisters & Navigators

This Exchange board meeting focused on outreach and marketing, as well as assisters, navigators, brokers and consumer assistance.  In his Executive Director’s presentation, Peter Lee reiterated that California will proceed with a state-based Exchange, instead of a state/federal partnership or federally-facilitated one.  Also, instead of applying for a Level 2 grant this summer, the board plans to submit a new Level 1 request by June 29, 2012.

Ogilvy presented on their progress in shaping marketing and outreach for the Exchange.  Their goal is to enroll 2.8 million Californians by 2014, and continue to enroll/retain them through seven phases:

  • Phase I: Build Out (September – December 2012)
    • Research, creative, message development, refine media plan, education and outreach grant program
    • Aggressive earned and social media program
    • Specific Latino, African American, Asian Pacific Islander and other outreach, including small business
    • Begin to develop Assisters Program management plan, administrative and IT system design and training curriculum
  • Phase II: Consumer Outreach & Education (January – July 2013)
    • Begin educating consumers
    • Begin paid media to promote the benefits of coverage and spread “it’s coming” message
    • Segmentation/baseline study
    • Finalize training materials and tools, begin recruitment of organizations, training of Navigators and Assisters and provide technical support
  • Phase III: Get Ready, Get Set… Enroll! (August 2013 – March 2014)
    • Extensive earned, paid and social media to announce the opportunity to enroll
    • Sustain open enrollment for six months
    • Marketplace launch conference and bus tour
    • Continued outreach to community-based organizations, faith-based organizations, non-governmental organizations, small businesses, etc.
  • Phase IV: Retention & Special Enrollment (April – July 2014)
    • To help address churn and promote special enrollment:  paid, earned media, social media, storytelling
    • Lower (or no) levels of paid media
    • First tracking survey
    • Conduct analysis of Navigator and Assister pool and continue to recruit organizations to reach all targeted segments.  Ongoing training of Navigators and Assisters and technical support assistance
  • Phase V: Get Ready, Get Set… Enroll! (August – December 2014)
    • Open enrollment #2
    • Use all outreach tools in Phase III, including heavy paid, earned and social media
    • All Navigator and Assister activities from Phase IV and update curriculum
  • Phase VI: Retention & Special Enrollment (January – July 2015)
    • To help address churn and promote special enrollment:  paid, earned media, social media, storytelling
    • Lower (or no) levels of paid media
    • Second tracking survey
    • All Navigator and Assister activities and update curriculum
  • Phase VII: Get Ready, Get Set… Enroll (August – December 2015)
    • Open enrollment #3
    • Use all outreach tools in Phase III, including heavy paid, earned and social media
    • Evaluation and measurement
    • All Navigator and Assister activities from Phase IV and update curriculum

A detailed draft report is available online, which also outlines three tiers of research/tracking/measurement plan options that have different types and scales of advertising, and outreach to different communities of color.

Afterwards, there was a presentation on Assister program design by the Exchange, DHCS and MRMIB, which outlined possible eligibility and compensation models.  This group’s preliminary recommendations included:

  • Assisters must be attached to an active Enrollment Entity or organization;
  • all participants, not just those eligible for compensation, should complete a 2-day training program;
  • compensate Navigators via the pay for enrollment model, which is less risky than other models since payment is executed upon successful enrollment, and is more likely to lead to greater compliance relative to compensation;
  • provide same payment to Navigators for enrollment regardless of the program the consumer is eligible, with no variations based on smaller or larger plans or public vs. private plans;
  • have the Exchange compensate Navigators for enrollment, but not Direct Benefit Assisters
  • provide moderate compensation ($58) per successful application, as opposed to low ($29) or high ($87) levels of compensation
  • compensation is triggered upon successful enrollment in an Exchange program/plan, instead of after application submission, after enrollment/utilization of health care, or after successful enrollment over a certain period of time.

The presentation was followed up by a heated session of public comments that urged the Board to include as wide a range of groups as possible as Navigators.

The Board is hoping to receive written stakeholder input on Phase I and II by May 31, 2012

Meeting materials are available online.  The June meetings will be held on the 12th and 19th, with the former focusing on consumer outreach focus group findings, service center options, and consumer assistance/ombudsman options; the latter will be on the QHP stakeholder report and cost-sharing focus group findings.  Potential decisions may be made during both meetings.

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