New York Health Benefit Exchange Regional Advisory Committee - - PowerPoint PPT Presentation

New York Health Benefit Exchange

Regional Advisory Committee Meetings May 2013

Agenda

• Welcome
• Health Benefit Exchange Updates
• Outreach and Communications

– Media – Marketing Materials – Community Outreach – Timeline

• Discussion

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Department of Health (DOH) Health Benefit Exchange Organization Chart

Commissioner

• f Health

Office of Quality and Patient Safety Health Benefit Exchange Executive Director Medicaid Director Superintendent, Department of Financial Services (DFS) Deputy Superintendent (DFS) General Counsel Health Reform and Health Insurance Exchange Integration Medicaid Systems Deputy Director Systems Integrator Policy and Planning Operations SHOP Chief Information Officer External Affairs Outreach and Marketing Plan Management

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Data Center and Development Area Solution

Rensselaer Data Center Rensselaer IT Facility CSC Development Area

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Customer Service Center Facilities Solution

Albany, NY 11 Corporate Woods

• Customer Service Center operations
• Eight (8) training rooms with capacity to train

approximately 120 staff at one time

• Approximate capacity – 500 staff

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22 Corporate Woods

• Eight (8) training rooms with capacity to

train approximately 150 staff at one time

• Approximate capacity – 400 staff

Albany, NY Albany, NY 14 Corporate Woods

• Approximate capacity – 175 staff

Customer Service Center Facilities Solution

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30 Broad Street

• Three (3) training rooms with capacity to train

approximately 95 staff at one time

• Approximate capacity – 250 staff

New York, NY

Customer Service Center Facilities Solution

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Health Plan Invitation

Plan Invitation Issued Plan Submission Plan Review Plan Certification Open Enrollment

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• WE ARE HERE

Navigator RFA Issued Navigator RFA submission deadline RFA Review period Navigator awards announced Open Enrollment

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IPA/Navigator Program

• WE ARE HERE

Who is projected to enroll in coverage through the New York Health Benefit Exchange?

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Who will enroll in the Health Benefit Exchange?

Exchange enrollment is estimated to be 1.1 million New Yorkers

Individual Exchange (58%) SHOP Exchange (42%) 450,000 615,000

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6% 41% 23% 10% 20%

NYC, Westchester, Rockland

Under 138% FPL 138-200% FPL 200-300% FPL 300-400% FPL 400%+ FPL

5% 38% 24% 11% 22%

Long Island

5% 42% 24% 8% 20%

Mid-Hudson, Capital, North Country

4% 49% 24% 8% 15%

Western NY

8% 48% 23% 9% 13%

Central NY, Finger Lakes

Uninsured New Yorkers Expected to Gain Private Coverage, By Income and Region

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23% 18% 41% 18%

NYC, Westchester, Rockland

White, Non-Hispanic Black, Non-Hispanic Hispanic Other

43% 9% 38% 11%

Long Island

72% 6% 15% 7%

Mid-Hudson, Capital, North Country

78% 11% 6% 5%

Western NY

87% 6% 4% 3%

Central NY, Finger Lakes

Uninsured New Yorkers Expected to Gain Private Coverage, By Race/Ethnicity and Region

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35% 39% 26%

NYC, Westchester, Rockland

English Spanish Other/NA

49% 35% 16%

Long Island

78% 13% 9%

Mid-Hudson, Capital, North Country

87% 6% 7%

Western NY

88% 4% 8%

Central NY, Finger Lakes

Uninsured New Yorkers Expected to Gain Private Coverage, By Language and Region

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Health Benefit Exchange Outreach Activities

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• To develop culturally and linguistically appropriate

strategies to inform and reach New York’s individuals and small businesses about the New York Health Benefit Exchange

• Convey the benefits of the Exchange, generate

excitement and drive people to enroll

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Outreach Objectives

Media Marketing Materials Partnership Outreach In-person Assistors Individuals, Families & Small Businesses

Multiple Channels for Outreach

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Media Marketing Materials Partnership Outreach

In In-

• person

person Assistors Assistors

Individuals, Families & Small Businesses

Outreach Channels

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In-Person Assistors

• Conduct community outreach/Complete Applications
• Compensation from DOH grant program
• 5-day training and certification required
• Serve Individuals and SHOP

IPA/Navigators

• Conduct community outreach/Complete Applications
• No compensation from Exchange
• 5-day training and certification required
• *Pending further federal guidance

Certified Application Counselors*

• Complete Applications
• Commission-based compensation
• Training and certification required
• Choose to certify in SHOP, Individual, or both

Insurance Brokers/Agents

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Media Media

Marketing Materials Partnership Outreach In-person Assistors Individuals, Families & Small Businesses

Outreach Channels

Media

• Naming and “branding” the Exchange
• Developing strategic messages tailored to different

target groups

• Advertising – TV, Radio, On-line, Print, “out-of-home”
• Public Relations – press conferences, earned media
• Digital/Social Media

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Media

Marketing Marketing Materials Materials

Partnership Outreach In-person Assistors Individuals, Families & Small Businesses

Outreach Channels

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Phases

2013 2014 Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar

Phase 1 Awareness Materials

Phase 2 Mobilization Materials

Phase 3 Enrollment Materials

Marketing Materials

Awareness: Marketing Materials

SHOP

Individuals & Families

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Plain English & Language Accessibility

• Materials will use language that is easily

understood by all, including those with limited literacy, Limited English Proficiency, and people with disabilities

• The Exchange will provide materials in the

languages most commonly spoken by New York’s diverse population: Chinese, Spanish, French, Haitian Creole, Italian, Korean and Russian

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Media Marketing Materials

Partnership Partnership Outreach Outreach

In-person Assistors Individuals, Families & Small Businesses

Outreach Channels

Goals:

• Build public awareness of the Exchange
• Build support, educate and earn buy-in from organizations

who work with targeted populations

• Educate individuals and small businesses about health

insurance and the benefits of enrolling in the Exchange

• Actively focus outreach efforts on the most vulnerable and

difficult to reach populations and address their needs and concerns

• Drive potential enrollees to an enrollment mechanism

including online, by phone, in-person and by mail

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Partnership Outreach

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Plan Phases

2013 2014 Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar

Phase 1: Awareness Phase 2: Mobilization Phase 3: Call-to-Action

Partnership Outreach

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Working with partners to help us reach potential Exchange enrollees

Advocacy Organizations

Health Exchange Outreach Plan

Local, state and federal officials Direct Service Organizations, C BO’s Local and State Government Agencies and Programs Industry and Professional Associations

NOTE: Partners will include organizations on the Regional Advisory Committee as well as organizations that are not currently members

Partnership Outreach

Healthcare Systems and Providers

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What Will Outreach Partners Do?

• Sponsor in-person or virtual events in the community
• Distribute printed materials at events or at brick-and-mortar

locations

• Include information in established communication channels (e.g.
• rganization newsletter)
• Support online content (e.g. linking to the Exchange, sharing

information online via Facebook, etc.)

• Assist clients by providing referrals to the enrollment website, call

center, or a certified Navigator or broker.

• Identify additional outreach partners and share information with

colleagues

• Other?

Outreach Partners

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Why be an Outreach Partner?

• Work together to achieve the common goal of enrolling
• ver 1 million additional New Yorkers in affordable

comprehensive health insurance coverage

• Serve as resource to your community/customers
• Share information and knowledge about the benefits of

enrolling coverage through the Exchange

• Get support - the Exchange will provide materials and

information to support your efforts

Reaching Small Businesses through the New York Health Benefit (SHOP) Exchange

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18% of U.S. businesses with 5–9 employees 11% of U.S. businesses with 10–19 employees 8.9% of U.S. businesses with 20–99 employees 1.8% of U.S. businesses with 100 or more employees 61% of U.S. businesses with 1–4 employees1

Small Businesses: An Important Market Segment

Producers sold 88% of small group business in New York.2

• 1. Source: U.S. Census Bureau, Statistics of U.S. Businesses
• 2. Source: Wakely Consulting Group, “The Role of Producers and Other Third Party Assistors in New York’s

Individual and SHOP Exchanges,” June, 2012, p. 11.

Slide Source: Manatt Health Solutions

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SHOP Exchange: Value for Small Employers

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• Employers and employees regard expanded choice as a key

advantage to using the Exchange.

Choice

• The Exchange provides monthly billing to employers along

with other administrative simplifications.

Administrative Simplicity

• The Exchange will be the exclusive place to access small

business tax credits in 2014.

Tax Credits

• 76% of respondents believe this feature helps predict costs.

Contribution Options

Goals for SHOP Enrollment

Enroll 100,000 small businesses covering 450,000 employees

Individual Exchange (58%) SHOP Exchange (42%) 615,000

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450,000

Reaching Small Businesses

• Participate in small business expos across the

state

• Host a series of webinars for agents/brokers and

small business associations

• Meet regularly with chambers, state

associations, professional organizations, industry trade groups, brokers and their clients

• Develop materials to promote SHOP

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Outreach Timeline

2013 2014 Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar

Awareness Mobilization Call-to-Action

Digital/online and social media

Navigators / QHP Announced

Mass media advertising Partnership meetings and presentations Marketing Materials Distributed

Web portal/call center launch Open Enrollment Coverage starts Y1 Open enrollment ends

Enrollment Materials Distributed

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Discussion

• What else should the Exchange do to raise public

awareness?

• What additional partners are critical to success?
• How can the Regional Advisory Committee help

the Exchange the reach the enrollment goals

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