SHARING TOOLS AND RESOURCES FOR

EFFECTIVE ENROLLMENT

OUTREACH

May 13, 2016

WHY IT’S IMPORTANT

DATA MEASURES PROGRESS

• Smaller budgets for marketing compared with earlier enrollment periods.

• Continued lack of awareness, confusion among the public, especially among the hardest-to-reach.

• Finding and reaching uncovered young adults, 18-34, is vital for the long-term sustainability of the marketplace.

• Smaller grants and fewer resources for “connector” organizations tasked with helping people enroll so determining areas of greatest impact increasingly important.

DATA DRIVES EFFICIENCIES

DATA MEASURES PROGRESS

In 2015 and 2016, we asked the State Health Access Data Assistance Center (SHADAC), a research institute affiliated with the University of Minnesota School of Public Health and supported by the Robert Wood Johnson Foundation, to analyze the geographic distribution of Maryland’s remaining uninsured population.

• We provided enrollment data to SHADAC broken out by ZIP code according to applicant addresses.

• SHADAC applied that data to Census areas known as PUMAs (Public Use Microdata Area), each containing roughly 100,000 to 150,000 people.

• To get a conservative assessment, SHADAC excluded estimates of unauthorized immigrants and uninsured people with available employer-sponsored coverage. Those groups would not be eligible for financial assistance.

DATA MEASURES PROGRESS

SOURCES

• SHADAC used free data available from the American Community Survey – the U.S. Census Bureau’s largest ongoing survey outside the decennial census -- to assess patterns of insurance.

• PUMAs are also pre-defined areas available from the U.S. Census Bureau

• SHADAC’s analysis, it notes, is a high-level indicator — not an absolute accounting — of the remaining eligible in a given area.

ASSESSING OUR REGIONAL CONSUMER ASSISTANCE GROUPS

Total Uninsured by Region (2012)

ENROLLMENTS BY ZIP CODE

CARRIER COMPARISONS, GOOGLE ANALYTICS

DATA INFORMS OUTREACH

DATA INFORMS OUTREACH

• Pre-ACA data revealed vulnerable audiences in need of targeted outreach, especially minorities and young adults

• We solicited and leveraged alliances with groups that have spent years developing community networks

• Don’t reinvent the wheel

DATA PRIORITIZESRESOURCES

PUMA Jurisdiction Remaining Eligible TV DMA

First Tier Targets1101 Prince George's County (Northwest) - College Park City, Langley Park 16,869 DC1005 Montgomery County (East Central) - Wheaton, Aspen Hill, Glenmont 14,209 DC1002 Montgomery County (West Central) - Germantown, Montgomery Village 13,060 DC

902 Howard County East - Columbia East, Ellicott City (Southeast), Elkridge 12,888 Baltimore1004 Montgomery County South - Bethesda, Potomac and North Bethesda 12,262 DC

1300 Queen Anne's Talbot, Caroline, Dorchester, Kent Counties 12,238 Baltimore (Dorchester - Salisbury)

1102 Prince George’s North Laurel, Greenbelt (North & East), Beltsville 12,013 DC1103 Prince George’s Northwest - New Carrollton, Hyattsville, Southeast 11,842 DC1500 St. Mary's & Calvert Counties 11,969 DC1400 Wicomico, Worcester, Somerset Counties & Salisbury 11,928 Salisbury1105 Prince George’s (East) - Bowie, Kettering, Largo, Mitchellville, Lanham 10,441 DC

Second Tier Targets804 Baltimore City – Inner Harbor, Canton & Bayview 8,483 Baltimore805 Baltimore City – Irvington, Ten Hills & Cherry Hill 8,075 Baltimore400 Carroll County 10,737 Baltimore501 Baltimore County Outer 8,079 Baltimore601 Harford County North and West, Bel Air Town, Fallston & Jarrettsville 8,650 Baltimore

502 Baltimore County Randallstown East, Owings Mills, Milford Mill & Reisterstown 8,090 Baltimore

1007 Montgomery County Southeast Takoma Park City and Silver Spring 9,129 DC

1104 Prince George's County Central - Seat Pleasant City, Capitol Heights Town & Landover 8,989 DC

1201 Anne Arundel County NW - Severn, Odenton, Crofton, Maryland City &Fort Meade 7,877 Baltimore

1203 Anne Arundel County Central, Severna Park, Arnold & Lake Shore 8,673 Baltimore

PUMA-BASED MEDIA BUY 2015

DATA TELLS THE STORY

DATA TELLS THE STORY

• Numbers are powerful: For a story that still carries an uncommon share of contention, data describes the advancement in solid, translatable, digestible, steelclad fashion.

• Data conveys an important truth about the ACA: The uninsured are everywhere and the positive impact of this initiative is everywhere.

• Individual success stories are vital, but data shows the sweep of the progress.

DATA TELLS THE STORY

DATA TELLS THE STORY

APTC BY ZIP CODE: $270 MILLION SINCE JAN. 2015

DATA TELLS THE STORY

Our agency website includes a full page of maps and data, including slider maps by SHADAC that allow users to play with the before / after maps by moving a slider bar

AND FROM THE WASHINGTON POST “WONKBLOG”

“The dirty little secret that data journalists aren’t telling you,” April 11

Two maps, same exact data: Tiny design decisions -- where to set a color threshold, how many thresholds to set, etc. -- can radically alter how numbers are displayed and perceived by readers. … Visualizing data is as much an art as a science.

DATA TELLS THE STORY

Sources

• Our own enrollment data• HHS Assistant Secretary for

Planning and Evaluation (ASPE)• Connector data• Kaiser Health Foundation, Kaiser

Health News• ACASignups.net• Gallup-Healthways Well-Being

Index • 24/7 Wall St.

  

● Healthcare.gov Blog● Health Affairs Blog● Commonwealth Fund Blog● Families USA Blog● Center on Health Insurance

Reforms (CHIR) Blog● Doctors for America Blog● American Health Line Blog● Health Insurance.org Blog● Families USA● Urban Health Institute Policy Center● Centers for American Progress

Health Care

Carolyn QuattrockiExecutive Director

410-547-1270carolyn.quattrocki@maryland.gov

QUESTIONS?