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C o m m u n ic a t in g w it h C o n s u m e r s a b o u t H e a l t h
In s u r a n c e O p t io n s a t H e a l t h c a r e . g o v
F r a n k F u n d e r b u r k , D ia n e F ie ldOffice of Communications
Centers for Medicare & Medicaid Services
M a r k R ic h a r d s , N a n c i B a n k s & T a n y a F e in s t e in KRC Research, Inc.
National Conference on Health Communication, Marketing & Media, August 11, 2011
Note: The statements expressed here are those of the authors and do not necessarily reflect the views or policies of CMS
B a c k g r o u n d
• Health reform brings changes for health insurance options of consumers
• Providing clear information that people can use to make the best of their options is critical to success
• PCCA, Section 1103 called for CMS to establish a web portal to provide insurance information to individuals and small businesses by July 1, 2010
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R e q u ir e m e n t s o f P o r t a l
• Broad scope– Diverse “target audiences”
• Complex and changing information needs
• Information alone is not enough• Design with attention to form and context
of information provision • Tailored to needs and cognitive styles of
audience(s)3
E n v ir o n m e n t a l S c a n
E n v ir o n m e n t a l S c a n :W h o a r e t h e U n in s u r e d ?
• Most of the uninsured are in low income working families and do not have access to employer-sponsored care.
• Little is known about factors that contribute to the decision to remain uninsured, apart from those attributed to economic barriers.
• Other perceptual and attitudinal barriers are likely present and will need to be addressed to improve outreach success rates and optimize program benefits.
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R e le v a n c e o f H e a lt h L i t e r a c y
• Supporting informed consumer decision-making• Encouraging use of decision tools• Standardization of insurance plan information• Improving outreach to diverse, low literacy
consumers• Improving consumer-“navigator” communication• Understanding eligibility for and operation of
subsidized coverage
S o c ia l M a r k e t in g R e s e a r c h H e lp e d A c h ie v e H e a lt h In s u r a n c e P o r t a l G o a ls
• Understand target audience – health literacy, culture, language, values, attitudes, perceptions, “consumer reality”
• Identify barriers and facilitators• Use plain language and consumer-centered
design • Test materials and messages• Develop campaigns and outreach• Evaluate behavioral impact• Refine and repeat process
S o m e G u id in g P r in c ip le s A p p l ie d t o P o r t a l D e v e lo p m e n t A c t iv i t ie s
• Consumer Centric vs. Information Centric• Design considers consumers’ health literacy,
attitudes, needs and values and cognitive information processing limitations
• Focus on engaging consumers by matching information with needs
• Ongoing consumer testing and consumer engagement is viewed as central to success
T a k in g t h e J o u r n e y P a r t 1
T a k in g t h e J o u r n e y P a r t 2
In s u r a n c e W e b P o r t a l F o r m a t iv e R e s e a r c h
F e e l in g s A b o u t B e in g U n in s u r e d
W e H e a r d :
• Fear and worry• Uninsured - unanticipated
illness or accident • Insured - losing coverage • Employers - not being
able to attract/retain employees or afford coverage
Im p l ic a t io n s :
• Value of coverage is peace of mind, security.
• Interest in affordable coverage is high.
E x p e c t a t io n s & Q u e s t io n s
W e H e a r d :
• Hopeful, but skeptical. • Who determines
affordability? • How will this affect me?
What will it cover? • Will I understand what I’m
getting?
Im p l ic a t io n s :
• Must set reasonable expectations
• Provide basic information to consumers with little or no experience with health insurance.
• Use clear plain language not jargon
C r e d ib le In f o r m a t io n S o u r c e s
W e H e a r d :
• Government sites are trustworthy, but not easy to understand or use.
• Social networks and community sources provide support to allay fears about biased or inaccurate information
Im p l ic a t io n s :
• Opportunity exists to exceed expectations –
• This site can help consumers make more confident decisions, but must avoid traps of jargon, overly detailed content, and perceived bias
G e n e r a t in g In t e r e s t a n d M o t iv a t in g C o n s u m e r s
W e H e a r d :
• Need for personally-relevant, timely information
• Potential source of confusion – that site will just push government-run insurance
• How can I afford insurance?
Im p l ic a t io n s :
• Stress tailoring of factual and authoritative information to the individual
• Site as a “clearinghouse” for both public and private plans.
• Emphasize what can be done now to improve affordability
W h a t M a k e s a G o o d W e b E x p e r ie n c e ?
W e H e a r d :
• It meets my needs, it’s intuitive, easy to navigate, simple, easy to search, flexible, credible, up-to-date, accurate.
Im p l ic a t io n s :
• Consumers have clear expectations for web experiences and will leave a site that does not measure up.
• Do it right or they won’t come back!
W o r d s & T o n e
W e H e a r d :
• Coverage has more appeal than insurance.
• Words to repeat – affordable, peace of mind, security, options, choices, “your needs,” insurance marketplace.
• Words to avoid – jargon (e.g., high risk pools, federal poverty level, exchanges) and slick, “feel good” marketing hype.
Im p l ic a t io n s :
• Be positive and factual, transparent, anticipate and explain negatives.
In i t ia l U s a b i l i t y T e s t in g
W e lc o m e !
F in d Yo u r O p t io n s
L e a r n M o r e A b o u t Yo u r O p t io n s
L e a r n A b o u t A v a i la b le In s u r a n c e P la n s
C o m p a r e P la n s a n d O p t io n s
Im p r o v in g C o n s u m e r U n d e r s t a n d in g
N e x t S t e p s : Im p r o v in g C o n s u m e r U n d e r s t a n d in g
O n g o in g M e t r ic s a n d M o n it o r in g
A d d it io n a l M e t r ic s a n d M o n it o r in g
A M o d e l f o r W e b s i t e A s s e s s m e n t
Interactivity • Entering information is easy (Q8A) • It is easy to personalize the results to get the information I need (Q8B) • It is easy for me to see the types of web site information that is available (Q8C) • It is easy to compare the policies that I selected (Q8E)
Site Success: Accomplish • I was able to accomplish what I wanted to on this website (Q4D) • I was able to find information I was looking for (Q4E)
Navigability • Information was easy to find (Q10A) • The buttons and links were organized in a way that made sense to me (Q10B) • Information was organized in a way that made sense to me (Q10C) • Number of steps/clicks to get where I wanted was acceptable (Q10D)
Appearance • The pages have the right amount of color (Q9A) • It is easy to read the pages on the site (Q9B) • The pages on this site look good
(Q9C) • The amount of text and graphics on each page is well balanced
(Q9D)
Performance • New pages are displayed quickly (Q7A) • When I search for something I get results quickly (Q7B) • When I click a link it takes me to the right place (Q7C) • The site is always available when I visit (Q7D)
Methodology
Search • The search results were relevant to what I was looking for (Q11A) • The search results were well organized (Q11B)
• The search feature helped find what I wanted (Q11C) • The search results were what I expected (Q11D)
Site Content • Up to date information (Q6A) • Trust information (Q6C) • Site is thorough (Q6D) • Useful information (Q6E) Overall Impression
• Overall usefulness of the web site (Q3) • My experiences with the website have been good (Q4A) • The web site meets expectations (Q4B)
Recommend/ Return • If I need more information or have more questions I would return to the web site (Q5A) • I would recommend the Web site to someone else (Q5B)
Level 1 Level 3 Outcomes Level 2
Site Success: Understand • I understand the information that I find on this site (Q6B) • It is easy to understand the information that is being compared (Q8D)
A L o o k A h e a d
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Our work will continue to improve the ability of consumers to navigate the evolving healthcare system, make better decisions, and find appropriate and affordable health care coverage. This work contributes to both Agency and Department goals and supports the concept of “patient-centered care” for the 21st century.
A u t h o r C o n t a c t In f o r m a t io n
Frank FunderburkDirector, Division of ResearchOffice of Communications
