Reaching out to uninsured individuals in rural communities requires unique solutions and a touch of creativity. This webinar covered a few things you should consider when conducting rural outreach and highlighted successful outreach strategies used during the first open enrollment period to engage the rural uninsured. Learn about practical and replicable strategies that you can implement to engage the uninsured living in the rural areas near you!

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EnrollAmerica.org | GetCoveredAmerica.org 10-14-14
© 2014 Enroll America and Get Covered America
1
Successful
Recipes
to
Reach
Rural
Communi4es
Dayanne
Leal,
Deputy
Director,
State
Assistance,
Enroll
America
Nicole
Oehmke,
California
Project
Director,
Enroll
America
Randi
Clark,
Communica9ons
Specialist,
Worcester
County
Health
Department
Victoria
Stephan,
Consultant,
Inland
Empire
Coverage
and
Health
Ini9a9ve
(IE-­‐CHI)
Beatriz
“Gina”
Grant-­‐Toro,
Outreach
&
Enrollment
Assistant,
Indiana
Health
Centers,
INC.

2. 2 © 2014 Enroll America and Get Covered America
EnrollAmerica.org | GetCoveredAmerica.org 10-14-14
Agenda
I.
Welcome
and
Se;ng
the
Stage
Dayanne
Leal,
Deputy
Director,
State
Assistance,
Enroll
America
II.
Rural
Outreach
in
Maryland
Randi
Clark,
Communica:ons
Specialist,
Worcester
County
Health
Department
III.
Rural
Outreach
in
California
Victoria
Stephan,
Consultant,
Inland
Empire
Coverage
and
Health
Ini:a:ve
(IE-­‐CHI)
IV.
Rural
Outreach
in
Indiana
Beatriz
“Gina”
Grant-­‐Toro,
Outreach
&
Enrollment
Assistant,
Indiana
Health
Centers,
INC.
V.
Q&A
Dayanne
Leal,
Deputy
Director,
State
Assistance,
Enroll
America
&
Nicole
Oehmke,
California
Project
Director,
Enroll
America

3. SETTING
THE
STAGE
3 © 2014 Enroll America and Get Covered America
EnrollAmerica.org | GetCoveredAmerica.org 10-14-14

4. Rural
Popula4ons:
Sta4ng
Some
Facts
4 © 2014 Enroll America and Get Covered America
EnrollAmerica.org | GetCoveredAmerica.org 10-14-14
Lower
Popula:on
Density
Fewer
Health
Resources
Lack
of
Reliable
Transporta:on
Lack
of
Internet
Cell
Phone
Use
–
But
Minutes
Can
Be
Limited

5. Successful
Recipes
to
Reach
Rural
Communi4es:
Maryland’s
Lower
Eastern
Shore
Randi
Clark
Communica:ons
Specialist
Worcester
County
Health
Department
5

6. 6

7. Lower
Shore
Health
Insurance
Assistance
Program
• Worcester
County
Health
Department
received
a
grant
from
the
Maryland
Health
Benefit
Exchange
• Lower
Shore
Connector
En:ty
for
Maryland
Health
Connec:on,
the
state’s
health
insurance
marketplace
• Serving
uninsured
and
underinsured
residents
of
Somerset,
Wicomico,
and
Worcester
coun:es
7

8. Effec4ve
Strategies
–
Open
Enrollment
Year
1
• Approach:
Deploy
local
mobile
consumer
assistance
workers
to
reach
rural
communi:es,
and
empower
them
with
tools
that
help
them
efficiently
schedule
appointments
and
track
data
• Tools
– Virtual
contact
center
– Sugar
customer
rela:onship
management
• Other
Strategies
– Steering
commi_ee
– Adver:sing
– Outreach
8

9. Virtual
Contact
Center:
ISyphone.com
• Cost:
$3,000
-­‐
$4,000
• Routes
to
iPhones
• Capabili:es:
– “Open”
hours
– Staff
status
op:ons
– Call
tracking
– Call
repor:ng
• Notable
metrics:
– 4,009
calls
tracked
– 2,154
unique
callers
9

10. Sugar
CRM
• Open
source
customer
rela:onship
management
(CRM)
tool
adapted
to
program
needs
by
IT
staff
• Used
to
track
client
informa:on
and
events
• Op:on
to
sort
data
by
assigned
staff
member,
date,
etc.
• Repor:ng
– Client
demographics
– Prospects
– Enrollments
– Events
– Materials
distributed
10

11. Sugar
CRM
11

12. Other
Strategies
• Steering
CommiTee
– Health
Departments
– Departments
of
Social
Services
– Hospitals
– Federally
Qualified
Health
Centers
– Libraries
– Other
community-­‐based
organiza:ons
• Adver4sing
– Tradi:onal
outreach
– Paid
adver:sing
– Social
media
promo:on
– Earned
media
12

13. Other
Strategies
–
Paid
Adver4sing
&
Social
Media
13

14. Other
Strategies
–
Community
Outreach
• Mostly
focused
on
outreach
and
educa4on
rather
than
enrollment
– Outreach
booths
– Community
events
– Presenta:ons
• Select
loca4ons
offered
opportuni4es
for
on-­‐site
enrollment
– Homeless
– Libraries
– Certain
partnership
events
14

15. Addi4onal
Metrics
-­‐
Year
1
• Outreach
– 45,000
handouts
distributed
– 127
outreach
booths
– 72
presenta:ons
– 19
library
informa:on
sessions
• Enrollments
– 7,667
total
enrollments
• Medicaid:
5,486
individuals
• Private
Plans:
2,181
individuals
15

16. Customer
Sa4sfac4on
Survey
–
Year
2
16

17. Open
Enrollment
Year
2
• Primary
strategy:
– U:lize
digital
tools
and
data-­‐driven
processes
to
connect
rural
consumers
to
their
closest
source
of
applica:on
assistance
as
efficiently
as
possible
• Why
does
this
work?
17

18. Randi
Clark
Communica9ons
Specialist
Worcester
County
Health
Department
Randi.Clark@maryland.gov
410-­‐632-­‐9230
18

19. Successful
Recipes
to
Reach
Rural
Communi4es:
Health
Enrollment
“Promising
Prac:ce”
HEALTH
TEAMS
Victoria
Stephan,
Consultant
19

20. Who
is
the
IE-­‐CHI?
u 60
member
collabora:ve
of
community
agencies
commi_ed
to
ensuring
that
all
children/families
in
the
two
largest
coun:es
in
California
have
health
coverage
and
services.
u One
of
28
“CHIs”
in
the
state
working
in
partnership
with
the
state
CHI;
California
Coverage
and
Health
Ini:a:ve
(CCHI).
20

21. Outreach
&
Enrollment
Mission
u Background:
In
2013,
IE-­‐CHI
received
two-­‐year
CHIP
grant
to
enroll
eligible
children
in
Medi-­‐cal
programs
in
the
“Inland
Empire”.
u Region:
Two
coun:es
comprised
of
several
areas
defined
by
geological
proper:es,
vast
rural
areas,
and
diverse
popula:ons.
u Challenge:
Develop
a
comprehensive
and
effec:ve
method
of
outreach
and
enrollment
in
this
region.
21

22. Our
Approach
Localized
Health
Teams
u Health
Teams:
Provide
complementary
outreach,
enrollment
and
health
educa:on
services
together
at
local
community
events
and
specific
loca:ons.
u Our
Teams:
Include
Medi-­‐cal
focused
agencies,
ACA
focused
agencies
(Covered
California)
and
agencies
providing
health
educa:on
and
screening
services.
22

23. Health
Team
Categories
u Medi-­‐cal
Enroller
(CAA)
u Medi-­‐cal
Health
Provider
u Health
Educator
u Community
Partner
u Covered
California
Cer4fied
Enrollment
Counselor
(CEC)
23

24. Steps
to
Implementa4on
Dividing
the
territory
Capitalizing
on
membership
resources
Building
off
exis:ng
community
events
Tapping
into
earned
media
Partnering
with
both
coun:es’
“211”
24

25. Staying
Connected
=
Success
IE-­‐CHI
website
included
interac:ve
calendars
that
kept
health
team
partners,
other
IE-­‐CHI
members
and
the
community
informed
Regular
conference
calls
discussed
best
prac:ces
and
challenges
and
supported
immediate
problem
solving
and
partnering
Regular
email
communica:on
helped
with
planning
IE-­‐CHI
general
mee:ngs
provide
networking
and
rela:onship
building
opportuni:es
25

26. Promising
Prac4ce:
Why
this
strategy
worked
for
rural
communi4es?
u Health
Teams
worked!
u Mee:ng
goals
by
working
together.
u Direc:ng
to
one
easy
number:
“211”
26

27. Replica4ng
this
Strategy
u Define
your
community/region
resources.
u Look
for
already
developed
partnerships
and
collabora:ons
on
which
to
build
in
rural
areas.
u Clearly
define
the
roles
and
expecta:ons
of
each
type
of
team
member.
u Coordinate
teams
in
rural
areas
in
which
they
already
have
a
“Presence”.
u Use
exis:ng
community
events/loca:ons
in
rural
areas.
u Develop
an
effec:ve
communica:on
system
between
team
members
and
with
the
community.
u Define
a
clear,
reasonable
method
of
collec:ng
and
tracking
data.
27

28. Contact
Informa4on
To
reach
the
IE-­‐CHI
for
further
informa:on
or
resources
you
may:
1) Visit
our
website
at:
www.iechi.org
2) Contact
the
IE-­‐CHI
Consultant
at:
vmstephan@gmail.com
3) Contact
an
IE-­‐CHI
Co-­‐Chair:
Jim
Peterson
at
jpeterson@sbcms.org
Marci
Aguirre
at
m_aguirre@iehp.org
28

29. Successful
Recipes
to
Reach
Rural
Communi4es
Beatriz
“Gina”
Grant-­‐Toro
Indiana
Health
Centers,
INC.
Outreach
&
Enrollment
Assistant
29

30. OUR
MISSION:
To
engage
exclusively
in
charitable
and
educa:onal
programs
and
ac:vi:es
by
improving
the
health
status
of
the
community
at
large
with
special
emphasis
on
those
who,
because
of
their
poverty,
loca:on
in
rural
areas,
or
for
other
reasons,
have
health
needs
which
are
not
being
met.
*Federally
Qualified
Health
Center
*Fee
for
Service
*Coordina:on
of
Services
*Several
Loca:ons
Throughout
Indiana
Website:
WWW.INDIANAHEALTHONLINE.ORG
30

31. Outreach
Strategies
31

32. Effec4ve
Strategies
–
Open
Enrollment
Year
1
(OE1)
Ø Traveled
main
artery
of
county.
Ø Iden4fied
highly
visible
landmarks
and
marquees.
Ø Established
and
maintained
rela4onships
with
“Trusted
Community
Partners
and
En44es”.
Ø Ac4vely
par4cipated
in
community
held
monthly
mee4ngs
and
events.
32

33. Main
Artery
for
County
Ø Focused
on
heavily
traveled
roadways
Ø Proper
adver:sement
in
partnerships
offering
similar
services
Ø Iden4fied
where
basic
needs
are
met
Ø Pulled
into
grocery
stores,
medical
facili:es,
restaurant,
hotels
and
other
like
partners
Ø Introduced
the
Marketplace,
my
purpose
and
mutual
benefits
33

34. Landmarks
and
Marquees
Ø Coordinate
adver4sement
and
presenta4ons
u4lizing
known
logos
and
loca4ons
Ø Hotels
Ø Restaurants
Ø Social
Service
Agencies
Ø Libraries
Ø Other
businesses
that
offer
services
to
our
target
popula:on
34

35. Approaching
Hotels
Ø Loca4on
Ø Ameni4es
Ø Internet
Ø Computers
Ø Phones
Ø Bathrooms
Ø Mee:ng
space
Ø Sea:ng
areas
Ø Parking
availability
35

36. Approaching
Restaurants
Ø Target
low
traffic
4mes
Ø May
enhance
customer
traffic
Ø Minimize
interrup:on
to
en:ty’s
already
established
workflow
Ø Vendors
have
basic
foods
available
Ø Helps
rural
businesses
draw
in
addi4onal
customers
36

37. Why
This
Approach
Worked
for
Rural
Communi4es?
Ø Crea4ve
Networking
is
impera4ve
Ø It
empowers
en44es
and
partners
to
con4nue
contribu4ng
to
the
community
and
meet
their
goals
Ø Able
to
connect
to
mul4–cultural
individuals
through
available
community
partners
and
en44es
that
individually,
we
might
not
meet
Ø Their
established
presence
allows
for
ongoing
volunteer
services
Ø Must
maintain
rela:onship
to
tap
into
these
37

38. Contact
Informa4on
Beatriz
“Gina”
Grant-­‐Toro
Indiana
Health
Centers,
INC.
ggrant-­‐toro@ihcinc.org
38

39. #Ready4OE2
Series
#Ready4OE2
Webinar
and
Blog
Series
During
October!
Subscribe
for
Enroll
America’s
newsle_er
for
updates:
www.enrollamerica.org
39 © 2014 Enroll America and Get Covered America
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40. Q&A
40 © 2014 Enroll America and Get Covered America
EnrollAmerica.org | GetCoveredAmerica.org 10-14-14