talk enrollment to me: effective consumer messaging

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


Talk Enrollment to Me: Effective Consumer Messaging


AGENDA AND GOALS


We hope you’ll leave today’s session with:

•  A deeper understanding of messaging principles discussed in the morning plenary

•  Tools and ideas of how to apply messaging lessons in the real world

•  Ideas for how to engage powerful messengers, including consumer stories

Goals


1.  National Profile of Young People

2.  State Profile (New Hampshire)

3.  Break Out

4.  Engaging Consumer Stories

Agenda

© 2015 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 5

YOUNG PEOPLE AND THE PREVENTIVE BENEFITS

OF THE ACA

Emily Bridges, Advocates for Youth @AdvocatesTweets


We conducted a survey


The issue


However…


And Also…


We tested a series of messages and landed..


To recap…


We Tested The Messages with Youth Friendly Images


Laura Simoes, Louis Karno & Company Communications

@CoveringNH @LKTipSheet


Profile of the Uninsured •  63% Male •  34% Aged 18-29

• 61% Aged 18-39 •  36% Have a high school education or

less • 80% Didn’t graduate from college

•  48% Live in South, 52% Live in North •  90% Employed as hourly workers


WOMEN ü  It’s all about the pocketbook – affordability

ü  Choices ü  The financial security + urgency = threats

ü  Imagery of real people, “like us,” NOT images of health care professionals

ü  Be authentic

Key Findings from Research with Uninsured


MEN ü  Affordability, affordability

ü  Financial security + urgency = motivation

ü  Both men and women want to see the financial assistance chart on everything

ü  Choices

ü  No fluff—just authenticity

Key Findings from Research with Uninsured


Covering New Hampshire Providing everyone access to affordable health insurance

Security

Having health insurance prevents bankruptcy.

Preventative check-ups are covered so that serious illnesses can be caught

early – before it is too late.

Even if you’re healthy, you won’t have to worry about

large medical bills.

You have a responsibility to your family so that if you

become ill, the burden isn’t placed on them.

Choices

You can choose from 11 different plans, so if you are younger and don’t require many services,

you can get a very basic, low cost plan.

These 11 different plans

you can choose from cover ER, Rx drugs,

preventative care and specialists.

Affordability

If you make less, you pay less, and basic plans can

cost as little as $50 a month.

Nearly every middle class family in NH qualifies for

insurance at a discounted rate.

With insurance, you get reduced rates and the

insurance company pays for most of your medical

expenses.


Consistency and Repetition of Message

•  If you make less, you pay less (show FPL chart)

•  Check out your options on coveringnewhampshire.org


Real People


Affordability -- worked best with women

Print Messaging


Financial Assistance Chart Critical for Men and Women

Print Messaging


Urgency -- worked best with Men

Print Messaging


ü  Clean, easy to use, simple language ü  Too much info is intimidating

ü  All, especially men dislike the sign-up box

ü  Have key dates featured more prominently, which the men indicated should be a priority.

www.coveringnewhampshire.org

Website Messaging, what we learned


PSA


BREAK OUT


Team up with a partner and share: •  What’s one technique or messaging strategy

you’ve heard so far in this session that you want to incorporate in your program?

Break Out


ENGAGING CONSUMERS THROUGH STORIES

Airrion Andrews, Families USA @FamiliesUSA


§  Collecting consumer stories and amplifying these powerful narratives throughout your organization’s work with media, public education efforts and with your supporters.

What is Story Banking?


§  Encourages other consumers to take action.

§  Stories provide emotional resonance to issue areas.

§  Illustrate in a concrete way how the policy is changing people’s lives.

§  Stories can demystify complex issues.

Why is Story Banking Important?


§  Assess what you have available to you

§  Plug in to what your organization is already doing

Starting Your Story Bank


How DO you get consumer stories?

Ask Permission

Empower the

Consumer

Explain Follow Up Process

Consent to Share


§  Reluctant consumers

§  People who don’t feel they have a story to tell

§  People who don’t have time to talk

§  People who will only share story “anonymously”

§  Second and third hand stories

Common Issues When Collecting


§  Empowering consumers is the key to

story banking §  Everyone has a story, but they most likely

don’t realize that they do.

Effective Story Collection


§  Reiterate the value and significance of a consumer’s story back to them.

§  What are the elements within the story that

jump out to you?

§  You help them realize the power of their story.

§  There are other people facing similar situations

§  This is an opportunity for public service

Let’s Talk Empowerment


MyCoverageStory.org


Example of Families USA Consumer Video


Amplifying Consumer Stories

Social Media

Organizational Blogs

Connecting Consumers to the Media

Press Events


§  48% of those signing up for coverage get their information from the news according to focus groups and a national survey administered by the Robert Wood Johnson Foundation and PerryUndem.

Stories in the Media


§  Pair Up §  Each partner come up with a story in your head

that has personal impact: The last time you went to the doctor, or took your child to the doctor. An experience you had volunteering. You have 3 minutes.

§  Person A tells partner their “story” §  Person B relays back to their partner why their

story was so compelling and asks them to share their story

§  Partners should switch places go through the exercise again

Empowerment Exercise


Q&A AND WRAP-UP


New training resources

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

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

FOR MORE INFO –

[email protected]

talk enrollment to me: effective consumer messaging

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