#Ready4OE2: Maximizing Enrollment by Mastering the Art of the Follow-Up

By Stephanie Palla

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: Create a data-driven and systematic follow-up program to help connect uninsured consumers to coverage. The more times you talk with a consumer, the more likely they are to enroll in coverage.

Where and when it was used: Nationwide with Enroll America organizers and volunteers during OE1.

Notable metrics from OE1: Reached hundreds of thousands of consumers.

How it worked: Enroll America staff and volunteers followed up over the phone with consumers who had expressed interest in coverage to inform them about their new options, connect them to local in-person help, and help them make a plan to get covered.

We quickly saw through our follow-up program that consumers were particularly interested in receiving individualized attention from an in-person assister to help them sign up for coverage. People receiving in-person help were about twice as likely to successful enroll as compared to consumers who attempted to enroll online without any help. So our staff and volunteers were armed with local information (through the Get Covered Locator tool) about where consumers could go for help.

Our follow-up program also highlighted deadlines (such as telling consumers to sign up on the 15th of the month to get coverage starting the first of the following month) as a way to motivate consumers to take action. We also saw that the increase in enrollment was the strongest among consumers that Enroll America was able to reach both via the phone and through email. Over the next few months, Get Covered America organizers plans to continue with our follow-up program to make sure every consumer gets the information they need in order to get quality coverage during OE2.

Best practices to replicate for OE2:

  • Stick with consistent messaging through a short script. Use a simple and concise script that highlights core enrollment messages and deadlines for consumers. Train participants ahead of time on the script and the audience.
  • Have local in-person help information on hand. Enroll America organizers and volunteers used the Locator tool in order to tell consumers where they could find local help in their communities.
  • Hold phone banks later in the evening. That’s when consumers are home from work and more likely to pick up the phone.
  • Pair phone banking with follow-up emails. Reaching consumers through both these channels can amplify the message and help increase enrollment.
  • Monitor and evaluate outreach efforts. After each conversation, callers recorded their results in our Get Covered Database.
  • Never give up! It may take multiple follow-up conversations for someone to enroll, but each conversation makes them more likely to get covered.

You can find out more about how to effectively use a phone bank to follow up with consumers along with other resources to improve your outreach efforts by participating in our Field Academy program.

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