Successful Recipes to Reach Rural Communities

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-14-14

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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.

© 2014 Enroll America and Get Covered America EnrollAmerica.org | GetCoveredAmerica.org 10-14-14 2

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


SETTING THE STAGE


Rural Popula4ons: Sta4ng Some Facts

Lower Popula:on Density

Fewer Health Resources

Lack of Reliable Transporta:on

Lack of Internet

Cell Phone Use – But Minutes Can Be Limited

Successful Recipes to Reach Rural Communi4es: Maryland’s Lower Eastern Shore

Randi Clark

Communica:ons Specialist Worcester County Health Department

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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

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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

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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

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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

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Sugar CRM

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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

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Other Strategies – Paid Adver4sing & Social Media

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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

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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

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Customer Sa4sfac4on Survey – Year 2

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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?

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Randi Clark Communica9ons Specialist

Worcester County Health Department [email protected]

410-‐632-‐9230

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Successful Recipes to Reach Rural Communi4es:

Health Enrollment “Promising Prac:ce” HEALTH TEAMS

Victoria Stephan, Consultant

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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).

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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.

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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.

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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)

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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”

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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

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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”

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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.

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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: [email protected]

3)  Contact an IE-‐CHI Co-‐Chair:

Jim Peterson at [email protected]

Marci Aguirre at [email protected]

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Successful Recipes to Reach Rural Communi4es

Beatriz “Gina” Grant-‐Toro

Indiana Health Centers, INC.

Outreach & Enrollment Assistant

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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

Outreach Strategies

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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.

Effec4ve Strategies – Open Enrollment Year 1 (OE1)

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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

Main Artery for County

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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

Landmarks and Marquees

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Ø  Loca4on

Ø  Ameni4es

Ø  Internet

Ø  Computers

Ø  Phones

Ø  Bathrooms

Ø  Mee:ng space

Ø  Sea:ng areas

Ø  Parking availability

Approaching Hotels

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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

Approaching Restaurants

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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

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Contact Informa4on

Beatriz “Gina” Grant-‐Toro Indiana Health Centers, INC.

ggrant-‐[email protected]

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Q&A

Healthcare

Successful Recipes to Reach Rural Communities