Report: New Strategies in Second Enrollment Period Lead to Major Gains in Enroll America’s Consumer Outreach

Enroll America’s “State of Enrollment” report details which outreach
tactics were most effective in reaching the uninsured.

Thursday, February 19, 2015

WASHINGTON, DC – Following the announcement from the Department of Health and Human Services that more than 11.4 million Americans have signed up for health coverage in the second open enrollment period, Enroll America released the 2015 State of Enrollment report today detailing the most effective outreach strategies used to reach the uninsured in year two. Despite a shorter enrollment time frame and less national attention, Enroll America and its partners were able to reach even more consumers this cycle thanks to a more targeted approach combining proven tactics with new tools and techniques for the second enrollment period.

 “Going into year two, we faced a number of challenges: a shorter enrollment period, a smaller pool of eligible uninsured consumers, and the millions who would be renewing coverage for the first time. Given those obstacles, we’re incredibly gratified that with the help of our partners, we were able to reach even more consumers this time around,” said Anne Filipic, President of Enroll America. “The lessons we learned during the first enrollment period allowed us to do more with less as our program became smarter and more efficient, and ultimately we were able to able to connect millions of Americans to the information and assistance they needed to get covered for 2015.”

Earlier this week, Enroll America announced that it reached more than 6 million consumers leading up to and during the second open enrollment period – around one million more than the number of consumers reached in the previous enrollment cycle. The comprehensive “State of Enrollment” report makes clear that outreach had a strong foundation based on tactics proven during the first year—but Enroll America also saw opportunities to incorporate new approaches to reach even more consumers:

  • Year-round outreach was important both to reach consumers who were eligible to enroll immediately through Medicaid, CHIP, or Special Enrollment Periods, but also to identify uninsured consumers ahead of open enrollment for the Health Insurance Marketplaces. Because consumer outreach began early in the interim period before the second open enrollment, there was time to follow-up multiple times with interested consumers to answer their questions and encourage them to enroll. Ultimately, Enroll America staff and volunteers and staff were able to directly contact nearly 874,000 consumers either in person or via phone, a 37% increase over the previous enrollment cycle.
  • Doubling the number of partners helped to reach a wider audience. Leading up to and during the second enrollment period, Enroll America engaged 4,600 partners – double the number of organizations it worked with during the first enrollment cycle—who helped to reach even more consumers in year two. Thanks in part to new partnerships with colleges and universities, faith institutions, small businesses and public school districts, Enroll America was able to host many more enrollment events, including nearly doubling events with bilingual enrollment assistance in densely populated Latino markets.
  • The new Get Covered Connector tool made it easier for consumers to get enrollment assistance. During the first open enrollment period, consumers who sat down with an in-person assister were nearly twice as likely to successfully enroll in coverage, so Enroll America developed a new online tool that allowed consumers to quickly schedule appointments with assisters and get text message and email reminders. More than 57,000 appointments were scheduled using the Connector during the second open enrollment period.
  • Financial help remained the most important motivator for consumers to enroll in coverage. The Get Covered Calculator, which provides consumers with personalized estimates of how much financial help they are eligible to receive, was the most popular page on the Get Covered America website. Half of the consumers who used the calculator found they could get a plan for less than $100 a month, and those consumers were twice as likely to begin the enrollment process as those who faced more expensive options.
  • Enroll America placed a stronger emphasis on sharing factual information about the fine, since a third of consumers who got covered during the first enrollment period reported that it was one of the motivating reason for them to enroll. While messages about the availability of financial help still started conversations, Enroll America included more detailed information about the size of the fine that people might face in order to help consumers weigh their options and make the best decision for their family.

You can read the report in its entirety HERE.


About Get Covered America and Enroll America

Get Covered America is a national campaign of Enroll America that is focused on educating consumers about the benefits of health coverage and the new health insurance options available under the Affordable Care Act. With operations in eleven states (AZ, FL, GA, IL, MI, NC, NJ, OH, PA, TN and TX), our grassroots team is powered by passionate staff and volunteers with one motivating goal: to give Americans the information they need to choose an affordable health insurance plan that’s right for them and their families.

Enroll America is the nation’s leading health care enrollment coalition, bringing together community and health organizations, businesses and others to inform consumers about the new health coverage options and how to enroll in them. It is an independent, nonpartisan, nonprofit 501(c)(3) organization focused on one goal: maximizing the number of Americans who enroll in and retain health coverage.

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