MA Health Care Reform Lessons Learned: Communication Strategies & Consumer Assistance. Michael Katzman, Director July 21, 2013

Transcription

1 MA Health Care Reform Lessons Learned: Communication Strategies & Consumer Assistance Michael Katzman, Director July 21, 2013

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3 Success on Access MA Health Care Reform has been successful in reducing the number of uninsured 98% covered (99.8% of children insured) Employers have not dropped coverage In fact, employer offer rate has increased from 70% to 77% Law remains popular among MA residents Law admittedly did not address costs, which is now the focus 3

4 Factors Unique to Massachusetts Relatively low number of uninsured High employer offer rate Market reforms already in place guaranteed issue, rate bands, medical underwriting Strong, supportive coalition 4

5 Keys to Success Massachusetts success depended heavily on broad collaborative outreach effort BCBSMA partnered with legislators, regulators, employers, unions, providers, consumer advocates and religious groups to educate and inform about the new law. 5

6 Massachusetts Campaign Elements Speaking engagements and workshops Grassroots outreach in partnership with elected officials, community groups, provider, health plans and schools Paid and pro bono advertising and public service announcements using television, radio and print media Direct mail using state agency distribution channels Online marketing and social media Electronic billboards Corporate partnership announcements (including grocery and pharmacy announcements, circulars, window signs and messages on receipts) Toll-free information hotlines 6

7 Health Connector Largely responsible for implementing HCR in MA Offers subsidized and non-subsidized coverage for individuals (gold, silver, bronze and Young Adult Plans) Coverage also available for small groups (1-50) Connector contracted out customer service function (Maximus) to handle questions about enrollment, premiums or plan details Targeted outreach using direct mail and enrollment packets Partnered with employer groups to conduct seminars around state 7

8 Health Connector Media campaign (Weber Shandwick) centered around Red Sox $3 million integrated marketing campaign Highlighted stories of real people 8

9 Consumer Assistance MA Legislature provided $11.5 million in grants to community groups for targeted, culturally-appropriate outreach and enrollment assistance. ACA provides for new Navigators to help consumers understand new coverage options and find the most affordable coverage that meets their needs. All states must establish Navigator programs In MA, the Navigator program is designed to 1) educate and transition consumers into new coverage options and 2) target the remaining uninsured. 9

10 BCBSMA Role Act as resource for policymakers Work closely with brokers and accounts Member education material Partner with coalition of business, labor, providers, and advocacy groups to sponsor $3 million campaign to raise awareness of law Foundation reports and forums to highlight the law 10

11 BCBSMA Retail strategy Segment the market into two retail segments-young adults and individuals Everyone deserves to get blue Why get it Create a campaign that maximize growth and retention Capitalize on momentum created by mandates and deadlines Plan ahead for sustained effort moving forward 11 11

12 Getbluema.com at launch 12

13 Whygetit.com at launch 13

14 getbluema.com 14

15 retail experience 15

16 Questions 16 16