Public Education and Outreach Campaign

The Massachusetts Experience

Joan FallonChief Communications Officer and Director of Public Education

Phase 1: The Initial PushFall 2006 – 2007

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Goals for Phase 1

Launch an aggressive public education campaign to:

• Provide information about the new law and raise awareness

• Promote the availability of new plans all certified by the state for quality and value

• Promote the Connector’s ability to offer unprecedented choice

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How Many Uninsured Were There in Massachusetts?

Fall 2006

• State survey put the number at 395,000

• Blue Cross Foundation of MA/Urban Institute estimated 532,000

• Federal survey was higher at around 618,000

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Who Are the Uninsured?

• 56% between ages 19 to 39

• 57% are male

• 70% are employed– Of these two-thirds work for small firms with

less than 50 employees– About one-third report that their employers offer

health insurance

Source: Massachusetts Division of Health Care Finance and Policy 2006 household survey of Mass. residents

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What Market Research Showed

Two basic messages resonated:

– Health Security: Protection from financial ruin in the event of an unexpected accident or diagnosis

– Access to Preventive Care

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Public Education and Outreach Campaign

The Ultimate EndorsementHealth Connector teams up with

Boston Red Sox to build enrollment in new health insurance plans.

Other corporate/civic partnerships announced as part of public

education campaign

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Elements of the Campaign

• Partnerships w/corporate and civic organizations including the health care community, faith communities, unions, business groups, sports teams, etc.

• Media Outreach • Direct Mail• Seminars & forums (over 150 presentations) • Grassroots Outreach • Paid Advertising• Public Information Unit• Grants to Community Organizations

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Boston Red Sox

• Information booth at Fenway Park for all home games (focal point for media outreach)

• Live NESN interviews with Health Care Reform proponents – Senator Kennedy, Governor Patrick, State Sec. HHS Judy Ann Bigby, Connector Executive Director Jon Kingsdale

• Public Service Announcements

• Connect to Health Day at Fenway

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• NESN Interview with Senator Kennedy

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Health Care Reform Coalition

• Group of 18 organizations, including Boston teaching hospitals, Blue Cross, Greater Boston Chamber, Mass Taxpayers, Health Care for All

• Raised funding for complimentary ad campaign

• Enabled Connector to focus on target market, while the Coalition focused on broad-based awareness

• Provided the glue to hold key supporters together

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Health Care Reform Coalition

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Our Partners

• Greater Boston Interfaith Organization– Went door to door– Helped at grassroots outreach events– Educational seminars following weekend

services (train the trainer)• CVS

– Window Signage, info at pharmacy counters, overhead radio announcements

• Shaw’s and Star Market– Messaging in circulars, messages on store

receipts

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Our Partners Continued

• IBEW– Messaging on lighted billboard on Expressway

• Associated Industries of Massachusetts, (AIM) – Partnered with key business associations to

co-sponsor 16, three-hour sessions across the state.

• Retailers Association, NFIB, Bank of America– helped with business outreach

• Comcast– pro bono advertising

• Zip Car– website link

• Massachusetts Health Plans– MMCOs and commercial plans advertised

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Other State Agencies

• Department of Revenue– Postcards to tax filers (3.1 million), letters to

employers (193,000) and uninsured • Registry of Motor Vehicles

– Notices to new Mass. residents• Division of Unemployment Assistance

– Inserts in resident mailings• MBTA

– Advertising on subway cars and buses• Division of Insurance & Division of Health Care Finance

and Policy– Presentations

• MassHealth (Office of Medicaid)– EOHHS Outreach and Enrollment Grants

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Grassroots Outreach

• 20 community-based enrollment events during Fall & Winter 2007

• Partnered with:– Legislators – Mayors/City Councilors– Local Hospitals – Community Health Centers– Community Groups– Health Plans– MMCOs– School systems

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Worcester–Nov. 4, 2007 Co-Sponsors

• Lt. Gov. Murray

• Congressman McGovern

• Senators Chandler & Augustus

• Reps. O’Day, Fresolo & Spellane

• Worcester Public Schools

• U-Mass Memorial

• St. Vincent’s

• Great Brook Valley Community Health Center

• Family Community Health Center

• Worcester Chamber of Commerce

• Neighbor to Neighbor

• Worcester Community Action Council

• Commonwealth Pathways

• Blue Cross/Blue Shield, Harvard Pilgrim, Fallon, Neighborhood

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East Boston – Nov. 15, 2007Co-Sponsors

• Sen. Petruccellil

• Rep-Elect Basile

• Councilor Lamatina & Arroyo

• Mayor’s Health Line

• Health Care for All

• Greater Boston Interfaith Organization

• East Boston Neighborhood Health Center

• Iglesia Christiana

• Nueva Vida

• East Boston Chamber of Commerce

• Blue Cross & Blue Shield

• Fallon, Harvard Pilgrim, Neighborhood

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Advertising

• Television, including New England Sports Network

• Radio • Print, including community, ethnic and

college newspapers• Internet• Transit• Targeted to all geographies, from

western Massachusetts to Cape Cod

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Our Message

• There's a new law - you need health insurance

• Unprecedented choice of plans

• Easy comparison of plans and prices through our website

• State Seal of Approval for quality and value

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Connector Advertising

“I’ve Got It”

Broken Arm

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Connector Advertising

• Radio Ad: Sign Up by Nov 15

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J uly 1st: Mandate goes into effect.

Nov. 15th: Final push to sign-up to avoid 2007 tax penalties

Spike in visits to web site prior to tax penalty going into effect (May ’07 to Jan ’08 shown below)

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Public Information Unit

• Created to focus on calls regarding Health Care Reform law and business questions

• Alleviated pressure on two call centers for enrollment

• Handled up to 2,500 calls/e-mails a week.

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Results of Outreach efforts

• By end of 2007, over 300,000 newly insured Massachusetts residents

• Law and penalties were fully implemented

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Over 300,000 newly insured

December 5, 2007

Massachusetts State House

World SeriesTrophy helps us celebrateHCR Milestone!

Phase 2: 2008 - 2009

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Goals for Phase 2

• With over 300,000 newly insured, the focus turned to those hardest to reach

• Get their attention

• Motivate them to enroll

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Who said that it would be easy?

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What Market Research Showed2008

Those who remain uninsured resist health insurance because they:

• Would rather play the odds

• Feel they can’t afford it

• Believe they don’t need it

• Object from a civil liberties, anti-government perspective

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What Are the Best Motivators?

• Knowing the Tax Penalties

• Understanding how costly medical treatment can be

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Our Challenge

• Come up with an edgy as well as educational campaign

• Develop creative that is visually compelling

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• Radio Ad: Not Gonna Happen to me

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Social Media

• Facebook

• Digital advertising

• Search Engine Optimization

• Twitter

JaclynCommonwealth Care Member

Cancer free for two years. “If I didn’t have health insurance, I would never have made an appointment with my doctor because of the cost. The cancer would have spread and I would not be alive today to tell my story.”

New to Massachusetts, Abbie was not optimistic about obtaining health insurance because of a pre-existing condition. “I figured I would go through the same process and be turned down again. But I wasn’t. I did the whole thing online and got a very good plan. I was just thrilled!”

AbbieCommonwealth Choice Member

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Rate of Uninsured

• By November of 2008 only 2.6 % of Massachusetts residents were uninsured

• Best in Nation

• Rate has remained steady (2.7%) since Fall 2009

Source: Division of Health Care Finance and Policy

Phase 3: 2009 - present

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Signs Health Care ReformIs Working

• More than 400,000 newly insured• One third in commercial

(non-subsidized) plans• 34% reduction in free care pool

spending• Non-group premiums down• Opinion poll shows voters continue to

support the law (59 – 75%)

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Goals for Phase 3

Promote Health Connector Brand• The Health Connector can help.

It offers: – Choice and Comparison of Price and

Plans– Peace of Mind through the Seal of

Approval– You owe it to yourself to compare

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Advertising

• TV Commercial: Comparing Apples

• Radio Ad: Expert Guide

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Lessons Learned

• It takes a community effort • A variety of approaches are critical• Build partnerships and keep them alive• Opportunities for outreach are

everywhere from ballparks to churches, pharmacies to grocery stores

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Contact Information

Joan FallonChief Communications Officer and

Director of Public Education Health ConnectorJoan.fallon@massmail.state.ma.us617.933.3053

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Spring 2009: A great day for her and a great day for us!