#Ready4OE2: Engaging Latino Consumers — Asegúrate. Mantén Tu Cobertura!

By Jose L. Plaza

As we count down to the start of the second open enrollment period (OE2) on November 15, Enroll America’s #Ready4OE2 blog series will feature a new entry every weekday in October sharing lessons learned from OE1 and strategies for OE2. For more tips and tools, check out the #Ready4OE2 webinar series!

Strategy for OE2: Hold Latino-focused enrollment events with culturally and linguistically appropriate in-person assistance on hand, in partnership with local organizations and officials.

Where and when it was used during OE1: Nationwide in cities with large Latino populations near the OE1 deadline.

Notable metrics from OE1: Informed more than 15,000 Latinos about their coverage options. 

How it worked:

Enroll America partnered with leading national and local organizations like the League of United Latin America Citizens (LULAC), the National Council of La Raza (NCLR), the Planned Parenthood Federation of America (PPFA), Voto Latino, and the National Latina Institute for Reproductive Health (NILRH), as well as the White House and U.S. Department of Health and Human Services, to hold Latino-focused enrollment events and raise awareness about new coverage options in cities with the highest rates of uninsured Latinos.

We know from our work on the ground and our State of Enrollment report how crucial coalition building is in conducting outreach to the Latino community, and we leaned on strong national and local coalitions as well as trusted messengers within the community to maximize the effectiveness of these enrollment events.

Latinos have long had some of the highest uninsured rates, and during OE1 many Latinos weren’t aware financial help was available to them. However, thanks to the efforts of enrollment partners and expanded coverage options during OE1, the Latino uninsured rate has dropped dramatically.

But there is always more work to do — that’s why it is so important that we continue this great progress and ensure that Latinos #GetCovered and #StayCovered.

OE1 allowed us to learn many valuable lessons in best engaging Latinos — from demonstrating the significance of in-person assistance and the benefit of following up with consumers multiple times to the important role local and Latino media played in their information gathering. In turn, we developed Latino-specific programming that engaged trusted partners and Spanish-language media as well as going to where Latinos are to ensure they received concise, current, and relevant information.

With a shortened window for OE2, we will be kicking things off in high gear by hosting a series of events similar to those from OE1! Stay tuned for events and dates in your city!

Best practices to replicate for OE2:

  • Develop a strong coalition! There is no need to reinvent the wheel when there are great partners and coalitions that are trusted resources in the community already to help plan enrollment events.
  • Make enrollment events family-friendly. We folded ancillary health-related services into the enrollment events and teamed up with local providers that could provide resources to consumers. We also ensured that local trusted messengers had buy-in and participation to ensure maximum community engagement.
  • Create a big tent. We invited local leaders, community organizations, elected officials (including high-profile members of Congress), and some senior administration officials to participate and promote our events. Engaging these stakeholders attracted the media’s attention, which led to earned media that helped promote the event to our desired audiences.
  • Ensure in-person assisters can appropriately engage the Latino community. We made sure that assistance provided at the events was not only culturally sensitive but that those assisting consumers spoke the language, and had cultural competence congruent with the community at hand!

If you’re interested in learning more about best practices when conducting outreach among the Latino community, you can listen to the recording of yesterday’s webinar!

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