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: Apply lessons learned from OE1 to help more LGBT Americans get covered and stay covered.
Where and when it was used: Leading up to OE1, LGBT Americans were disproportionately more likely to be uninsured, less likely to know about the new coverage options, and skeptical that the health insurance marketplaces would meet their needs.
The Out2Enroll campaign was created to speak directly to this community through LGBT-specific outreach strategies, and the campaign compiled a report of lessons learned from OE1 to apply to OE2.
Notable metrics from OE1:
- Consumer-facing website Out2Enroll.org had 65,000 pageviews.
- Public service announcements reached more than 400,000 people.
- Developed and conducted an LGBT-specific training for more than 200 assisters in five states.
- Although the data is national and not directly correlated to specific outreach campaigns, according to Gallup, the LGBT uninsured rate fell sharply from 24.2 percent in the third quarter of 2013 to 17.6 percent in the second quarter of 2014. The uninsured rate was still higher for the LGBT community.
How it worked:
Out2Enroll created consumer-facing, LGBT-specific resources and worked with a broad coalition of partners to get the facts to their community.
Best practices to replicate:
- Explicitly address the LGBT audience in outreach materials: Include LGBT-friendly messages and images to emphasize that these new coverage options are for this community. Out2Enroll features testimonials from well-known messengers, including Jason Collins — and answers specific questions, including on protections for gender identity and pre-exiting conditions.
- Include LGBT organizations in outreach coalitions: It takes a broad coalition to reach a broad group of consumers. These partners on the ground will already have built trust with the LGBT communities you can reach, and they’ll know the best places to…
- …Meet the LGBT community where they already are: Participate in events and be present in locations that are already destinations for people who identify as LGBT, including pride parades, HIV Awareness Day events, and LGBT community centers.
- Adopt LGBT-specific cultural competency training: According to survey findings from the Center on American Progress, around seven in 10 LGBT Americans were looking for help to get covered from someone who understood LGBT-specific health insurance concerns, including benefits for transgender individuals and how same-sex couples could get family coverage. Out2Enroll offers LGBT-specific training for assisters, and their report recommends that all marketplaces should do the same.