What We Know and How We Learned It

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org


What We Learned & How We Learned It Data Driven Results from OE1 and OE2 Ed Coleman, Director of Data and Analytics Anna Gilbert, National Reporter Director Cat Tucker, Former Data Analyst

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 2

Agenda

•  Objectives & Expectations •  Data Driven Approach •  Experiments and Research

•  Literature & Messaging •  Latino Phone Outreach •  Follow Up Phone Program •  Email Personalization

•  Connector Trends •  “What you can do” Wrap Up •  Questions


Objectives •  Share key learnings about direct consumer engagement

from analytics tests and program trends •  Explain data driven approach and testing methodology Expectations •  Breakdown for each topic

?  What we wanted to learn "   What we learned

ü  What you can do •  Not a Statistics 101 lesson! •  Wrap up of findings and time for questions

Objectives & Expectations


What We Learned & How We Learned It

DATA DRIVEN APPROACH


•  Direct consumer outreach •  Over 100 staff across the country •  Community organizing approach •  Digital Tools like Calculator and Connector •  Consumer-focused website and email outreach •  National, state, and local Partnerships •  Earned media

Enroll America’s Program


Data Driven Approach

Data Collection

Constant Analysis

Lessons Learned

Share with

Partners

Future Analytics



LITERATURE & MESSAGING


What we wanted to learn ?  Big Picture: How can we best communicate

with the uninsured population?

?  Project Question: When canvassing and tabling what is the best visual and language to generate interest in learning more?

Literature & Messaging


Literature Cover Test






Literature & Messaging

What you can do ü Use Personalized Language

•  Healthcare is Coming Your Way •  Dear John…

ü Emphasize Affordability and Financial Assistance

ü Don’t be shy to talk about the fine

ü Say “Get Covered” or “Make a Plan Today” to encourage immediate action



CALIFORNIA LATINO PHONE OUTREACH


What we wanted to learn ?  Big Picture: How can we best communicate

with the uninsured population?

?  Project Question: What is the best way to communicate with the Latino uninsured population in California?

California Latino Phone Outreach


What we learned "   The initial phone outreach increased

attempts to enroll but had no impact on enrollment rates

"   Enrollment was higher among consumers who felt like they had enough information about the Affordable Care Act

"   Two-thirds of respondents preferred Spanish over English



Value of Multiple Contacts



What you can do

ü Plan to talk to consumers multiple times ü  Include information about health insurance

in addition to the enrollment process ü Make sure to have Spanish language

materials



FOLLOW UP OUTREACH


Follow Up Outreach Experiments

What we wanted to learn ?  Big Picture: Is our approach

effective? ?  Project Questions:

?  How effective is the Follow Up Outreach program for increasing enrollment?

?  What are the best ways to talk to uninsured consumers – phone, email or both?



Third Experiment (January – March 2015)

Start of OE2 Follow Up Program (November 2014)

Second Experiment (March – April 2014)

First Experiment (December 2013)

Introduction of Follow Up Program (December 2013)



What we learned "   Following up by both phone and email is

most effective for increasing enrollment "   Contacting consumers by phone and email

increased enrollment by 6.3 percentage points in the final weeks of March

"   It takes multiple methods to inform people who are likely opposed due to their partisan identification



34.0% 40.9%

31.9% 34.5%

Phone Only Phone + Email

Treat Control Treat Control

March 2014 Follow Up Experiment

+6.3 Contacting consumers by phone and email in the final weeks of March increased enrollment by 6.3 percentage points

Percent enrolled in HealthCare.gov or Medicaid



What you can do ü Use multiple methods of communication to

have the most impact on enrollment rates, especially for hard to reach populations

ü Collect email and phone from consumers ü Plan to communicate with consumers

multiple times



EMAIL PERSONALIZATION TEST


Digital Florida Personalization Test

What we wanted to learn ?  Big Picture: How can we best

communicate with the uninsured? ?  Project Questions:

?  How to breakthrough to less engaged people on our email list?

?  What are effective ways to personalize email messages?


[First_Name]



[First_Name]



+24 Using personalized email content increased clicks among openers by 24 percent

1.82%

9.38%

1.67%

7.54%

Open Rate Click Rate

What we Learned

Among the Never Openers only



What we Learned "   Personalized emails resulted in higher or

equal response rates from all types of consumers

"   This novel strategy worked especially well for the less-engaged part of the list

"   If you email 100,000 non-engaged email addresses, 1,840 more consumers will click through personalized emails – need to update math



What we you can do ü Never stop emailing your list ü  Try new techniques to engage the least

active people ü Personalize emails, not just by name but

also by other shared qualities like geography




CONNECTOR TRENDS


Connector Trends

0

2000

4000

6000

8000

10000

12000

Connector Appointments Weekly Growth

63,000 Total Appointments 72% Completed 47% Enrolled 83% Scheduled by Partners


Connector Trends

"   Saturday was the most popular times for scheduled appointments with 20% of total appointments

"   The % of available appointments filled by a consumers was 21% on weekends, compared to 11% during the week

ü Set up appointments on Saturday and Sundays


Connector Trends

"   Consumers signed up for appointments that were an average of 4.5 miles away from their home address.

ü Create available appointments close to the uninsured population, the closer the better.

4.6 4.7

8.6

3.2

5.1 3.9

3.1 3.3 2.9

4.9 5.9

AZ FL GA IL MI NC NJ OH PA TN TX

Average Distance Traveled -- Campaign States


Connector Trends

"   Appointments scheduled closer to the actual date of the appointment had higher completion rates.

ü Encourage consumers to sign up for appointments as soon as possible – ideally the next day but at least within a week.

"   Consumers who had conversations with assisters prior to the appointment were more likely to enroll than those who started the enrollment process on their own online

ü Make lots of reminder calls before appointments


Wrap Up & Questions

Direct Consumer Outreach ü Plan to talk to consumers

multiple times ü Use multiple methods of

communication

Digital ü Never stop emailing your list ü Try new techniques to

engage the least active people

Literature & Messaging ü Use Personalized Language ü Emphasize Affordability and

Financial Assistance ü Don’t be shy to talk about

the fine

Connector Appointments ü Set up more appointments

over the weekend ü Create available

appointments close to the uninsured population



QUESTIONS


Know Your Numbers: How to Quantify Qualitative Data on Media Outreach

•  Friday – 2:15PM – 3:15PM •  Mt. Vernon A (Meeting Room Level)

Other Data & Analytics Workshops


Get Covered Data Interactive Demonstration

•  Friday – 2:15PM – 3:15PM

Get Covered Academy Learning Lab Meeting Room 16

Data & Analytics Interactive Trainings


New training resources

•  Highly customized, action-oriented •  New suite of training services

•  Goal-setting •  Planning •  Coaching •  In-person training

FOR MORE INFO –

[email protected]

Documents

What We Know and How We Learned It