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Increasing Retention and Reducing Churn Through Innovative Renewal Strategies

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In  March,  the  Office  of  the  Assistant  Secretary  for  Planning  and  Evalua=on  (ASPE)  at  the  Department  of  Health  and  Human  Services  released  an  enrollment  report  summarizing  the  renewal  ac=vity  during  the  second  open  enrollment  period  in  the  health  insurance  marketplace.    Of  those  nearly  9  million  enrolled  in  states  using  the  HealthCare.gov  plaJorm,  53%  were  new  enrollees,  whereas  47%  were  covered  for  all  or  part  of  2014  and  were  renewing  their  coverage.  So  it’s  important  to  remember  that  more  than  half  of  consumers  signed  up  now  will  be  new  to  that  renewal  experience  later  this  year.    Within  the  marketplace,  consumers  can  choose  to  ac=vely  renew  their  coverage,  or  they  can  be  auto-­‐renewed  in  the  same  plan  they  had  last  year.  Slightly  more  than  half  ac=vely  renewed  their  coverage  during  the  second  open  enrollment  period  for  2015  (with  the  rest  geWng  auto-­‐renewed).  To  drill  down  further,  a  liYle  more  than  half  (56  percent)  of  those  who  ac=vely  renewed  switched  plans  with  the  rest  ac=vely  renewing  into  the  same  plan  as  they  were  enrolled  in  2014.  This  exceeded  ini=al  expecta=ons,  but  there  is  always  room  to  grow.    

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To  beYer  understand  consumer  experiences  with  renewal,  Enroll  America  conducted  mul=ple  surveys  among  those  on  our  consumer  email  list  of  over  1.2  million  subscribers  during  and  a[er  the  close  of  the  second  open  enrollment  period.  Roughly  83%  of  Enroll  America  consumers  surveyed  said  they  at  a  minimum  compared  their  plan  op=ons  during  the  renewal  process,  which  is  good  news.  But  for  marketplace  coverage,  even  with  auto-­‐renewal,  and  more  vital  for  consumers  with  Medicaid  and  CHIP  that  may  lose  coverage  otherwise,  it’s  so  important  for  the  enrollment  community  to  maximize  consumer  engagement  during  the  renewal  process  so  that  people  stay  covered  in  the  best  coverage  that  fits  their  needs.    Recognizing  that  the  Medicaid  and  CHIP  programs  and  renewal  process  can  vary  from  state  to  state,  we’re  pleased  that  experts  from  the  Michigan  Primary  Care  Associa=on,  who  have  designed  a  successful  outreach  and  enrollment  program  in  their  state,  are  willing  to  share  strategies  that  other  organiza=ons  can  consider  implemen=ng  in  states  and  communi=es  across  the  country.      

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Medicaid/CHIP  Data:  Based  on  the  51  states  (including  the  District  of  Columbia)  that  provided  enrollment  data  for  February  2015  reported  over  70.5  million  individuals  were  enrolled  in  Medicaid  and  CHIP.  This  enrollment  count  is  point-­‐in-­‐=me  (on  the  last  day  of  the  month)  and  includes  all  enrollees  in  the  Medicaid  and  CHIP  programs  who  are  receiving  a  comprehensive  benefit  package.      Marketplace:  14  State-­‐based;  3  Federally-­‐supported  State-­‐based;  7  Partnership;  27  Federally-­‐facilitated  

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Almost  half  of  those  without  insurance  at  the  start  of  Open  Enrollment  in  10/2013  had  not  had  health  insurance  for  over  5  years,  or  had  never  been  insured.    

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Once  consumers  are  enrolled,  staying  covered  isn’t  guaranteed.      Disenrollment  occurs  for  several  reasons:  Some  reasons  are  a  natural  part  of  life  –  Medicaid  recipients  can  lose  their  eligibility  through  an  increase  in  income  or  they  can  acquire  other  health  insurance.  They  can  also  “drop  out”  or  lose  coverage  (o[en  uninten=onally)  due  to  administra=ve  barriers  and  lack  of  knowledge  of  the  health  coverage  system    Administra=ve  process  that  require  addi=onal  documenta=on  of  income,  immigra=on  status,  and  other  criteria  affect  people’s  renewal.  Cost  can  be  a  factor,  or  income  changes  that  move  people  from  Medicaid  eligibility  to  eligibility  for  tax  credits  can  cause  people  to  go  without  insurance.  

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Last  year,  consumers  who  did  not  take  ac=on  to  update  their  income  and  receive  new  eligibility  for  APTC  &  CSR,  maintained  the  same  level  of  financial  assistance  from  the  previous  year.      

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States  are  all  moving  forward  but  not  at  the  same  pace.  The  Kaiser  Family  Founda=on  brief  “Modern  Era  Medicaid  “  explained  the  differences  among  states  sta=ng,  “similar  to  enrollment  processes,  the  ACA  calls  for  new  highly  automated,  paperless  renewal  processes  for  Medicaid  and  CHIP.  When  possible,  states  must  use  available  data  to  renew  coverage  automa=cally  (also  called  ex  parte  renewal).  Many  states  are  s=ll  implemen=ng  and  transi=oning  to  these  new  processes,  given  a  range  of  challenges  including  developing  system  capacity  to  process  automated  renewals,  transferring  data  for  exis=ng  enrollees  from  old  legacy  systems  to  new  systems,  and  crea=ng  no=ces  for  individuals.  In  the  interim,  a  number  of  states  are  relying  on  mi=ga=on  strategies  such  as  mailing  forms  to  individuals  to  request  the  informa=on  needed  to  complete  renewal.”  –  Kaiser  Modern  Era  Medicaid    

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Knowing  that  we  have  a  sizable  group  of  people  who  will  need  guidance  to  navigate  renewal  successfully,  and  that  renewal  is  not  standard  across  health  coverage  programs  and  across  states,  what  approaches  should  we  take  to  prepare  both  enrollment  assisters  and  consumers?  

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Renewal  Webinar  details:  �  One-­‐hour  webinar  and  was  recorded  and  archived  online  

�  Provided  screen  shots  of  the  online  and  paper  renewal  forms  and  prac=cal  =ps  from  CACs  

�  AYendees-­‐  state-­‐wide  human  service  organiza=ons  and  partners    Michigan  Renewal  Challenges:  •  redetermina=on  process  is  the  same  for  MAGI  and  non-­‐MAGI  Medicaid  Health  

Coverage  •  the  system  is  set  up  to  screen  for  eligibility  for  all  benefits,  not  just  health  

coverage  •  No=ces  are  difficult  to  understand  and  don’t  come  in  a  logical  order  •  Very  =ght  turnaround  for  submiWng  requested  forms  and  proofs  of  income  •  Asset  informa=on  is  required  in  online  renewal  

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Renewal  &  Re-­‐enrollment  Basics  for  2015-­‐  CCIIO  Renewals,  Reconcilia8on  and  Exemp8ons-­‐  Center  on  Budget  &  Policy  Priori=es  Understanding  Marketplace  &  Medicaid  Renewal  Approaches-­‐    Georgetown  Center  for  Children  &  Families  and  MPCA    

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Consumers  come  to  assisters  with  varying  knowledge  and  awareness  about  health  coverage  and  access  to  care.  Our  role  as  assisters  is  to  fill  gaps  in  knowledge.  In  many  cases  the  only  opportunity  enrollment  assisters  have  to  educate  is  during  the  enrollment  encounter;  which  is  why  it  is  important  to  include  renewal  educa=on  at  the  =me  of  enrollment.  

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One  way  MPCA  CACs  and  our  network  of  assisters  brings  renewal  educa=on  into  the  enrollment  is  through  use  of  our  enrollment  worksheets.  The  worksheets  outline  the  steps  to  successful  enrollment  in  coverage  and  what  consumers  can  expect  a[er  they  get  covered.  Assisters  use  these  worksheets  to  guide  conversa=ons  with  consumers  and  offer  them  as  a  takeaway  for  the  consumers  records.    

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At  the  end  of  the  enrollment  encounter,  MPCA’s  CACs  use  this  Enrollment  Quality  Survey  to  ensure  that  their  message  has  been  understood.  

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Assisters  can  pair  MPCA’s  Medicaid  Renewal  Guide  with  the  enrollment  worksheets.  The  guide  includes  important  details  and  steps  related  to  the  renewal  =meline  and  how  to  complete  the  renewal  process.  

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The  website  features:  •  Step  by  step  guides  for  what  happens  a[er  a  coverage  applica=on  is  submiYed    •  Resources  for  all  coverage  programs  in  one  place  (HMP,  Marketplace,  Medicaid,  &  

MIChild)    •  Downloadable  worksheets  for  assisters  to  complete  with  clients  with  blanks  to  

write  in  client-­‐specific  informa=on    •  Key  phone  numbers  and  links  •  Informa=on  about  health  plans  including  phone  numbers,  handbooks  and  provider  

directories    •  Suppor=ve  client  educa=on  on  post-­‐applica=on  health  behaviors    •  Informa=on  about  cost-­‐sharing,  retaining  and  renewing  coverage    •  Links  to  resources  for  filing  hearings,  local  advocates  etc.      

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MPCA  includes  renewal  messaging  in  all  educa=onal  and  outreach  materials.  These  resources  are  editable  and  available  to  everyone  in  our  OE  Toolkit.  

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The  grant  focused  on  three  simple  steps:      

1.  Ensure  families  understand  how  and  when  to  reapply  for  coverage  2.  Remind  families  to  renew  as  their  redetermina=on  date(s)  approaches  3.  Offer  assistance  with  redetermina=on  for  families  over-­‐the-­‐phone  and  

at  their  Health  Center      Messaging  was  =med  to  compliment  the  Medicaid  renewal  =meline  set  out  by  the  state.  For  example:  The  first  message  is  sent  during  the  3rd  week  of  the  11th  month  because  we  know  the  state  produces  redetermina=on  leYers  between  the  10th  &  17th  day  of  the  11th  month  of  coverage.    

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Mobile  phone  ac=vity:  Text-­‐  80%  Internet-­‐  56%  Email-­‐  50%  Health-­‐  31%  

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Ini$al  text  messages      

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Par=cipants  who  choose  to  interact  with  the  messages  are  connected  to  their  Health  center.  Staff  can  find  the  client  in  our  database,  check  their  redetermina=on  date  and  determine  an  appropriate  course  of  ac=on  to  take  records  of  these  interac=ons  are  noted  in  the  database.  Those  who  have  renewed  their  insurance  successfully  receive  a  follow  up  sa=sfac=on  survey  with  a  self  addressed  and  stamped  envelope  to  return  it  to  us.  Those  who  did  not  renew  receive  a  follow  up  leYer  to  re-­‐enroll  as  a  “last  ditch”  effort.    

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