Maryland Health Insurance Plan
Outreach in Marketing
September, 2007
History
• In 2003, began operations replacing an “Open Enrollment” program that three commercial carriers had previously offered. A total of 7,300 covered lives were offered enrollment effective July 1. • Designed a “rich” benefit package to include medical, behavioral health and prescription drugs. Premiums were set at 130 to 150% above individual market rates. • Of the 7,300 individuals, 6,265 (85%) paid premiums to continue their enrollment.
Enrollment Decreases
• Voluntary terminations • MHIP terminations: Out-of-State Had Medicare or Medicaid Access to group coverage Non-payment of premium • Membership declined 21% in 16 months
Increase Enrollment - Strategies
• Elimination of a pre-existing exclusionary period • Educate broker community • Reduce premiums • Outreach campaign focused on hospitals, health & social organizations, community workers
Additional Strategies
• Distribution of a Mini-application inserted in carrier denial letters • Develop an Income Subsidy Program for applicants who are under 225% of poverty, recently increased to 300% FPL • Hire a public relations/marketing firm to assist us with a radio campaign and other outreach initiatives
MHIP Applications – July 2003 to April 2007
Ju
l -0
700
600
500
400
300
200
100
0
Provider
7 -0 ar M 7 0 nJa 06 vNo 6 0 pSe 6 l -0 Ju 06 ay M 06 ar M 6 0 nJa 05 vNo 5 0 pSe 5 l -0 Ju 05 ay M 05 ar M 5 0 nJa 04 vNo 4 0 pSe 4 l -0 Ju 04 ay M 04 ar M 4 0 nJa 03 vNo 3 0 pSe 3
Reduced Premiums
Option
HCTC
MADAP
Agent
MINI-APP
Standard
Risk Pool Applications as % of Denials
Maryland Applications - Market Denials vs. Risk Pool Receipts
Risk Pool Apps as % of Denials 6,000
5,000
4,000 Applications
3,000
2,000
1,000
0
9/ 30 /2 00 3 12 /3 1/ 20 03 3/ 31 /2 00 4 6/ 30 /2 00 4 9/ 30 /2 00 4 12 /3 1/ 20 04 3/ 31 /2 00 5 6/ 30 /2 00 5 9/ 30 /2 00 5 12 /3 1/ 20 05 3/ 31 /2 00 6 6/ 30 /2 00 6 9/ 30 /2 00 6 12 /3 1/ 20 06 3/ 31 /2 00 7
Total Denied or Declined
MHIP Apps Received
Risk Pool Apps as % of Market Denials
Marketing Initiatives
• gkv, a full service advertising agency in Baltimore, Maryland, began contracting with MHIP in 2005 to raise awareness and increase enrollment. • The two primary marketing initiatives were the development and execution of media and community outreach campaigns.
Radio
Radio
• gkv developed a :60 radio ad as a call to action to increase call volume to the 1-800 number. 1-2 Stations were chosen in each market based on demographic profile and efficiencies against the target audience. • gkv ran targeted spots on a total of 11 stations across the state from February 27, 2006 to March 26, 2006
Free Standing Insert
• gkv prepared an 8.5’ X 11” Free Standing Insert (FSI) for the advantage of of putting a sales message in local newspapers where consumer’s habitually make purchase choices. The FSI’s were used in non-radio markets. • We coordinated 10 insertions in 8 newspapers from March 30, 2006 to April 5, 2006.
Free Standing Insert
Community Outreach
Beginning in September of 2006, GKV REACH, a division of gkv, utilized a targeted outreach strategy to reach stakeholders who work with uninsurable residents throughout the State of Maryland. The strategy included the following components: Statewide Contact List, EZ-Read MHIP application, Fax Blast, Initial Call/Email, Follow Up Call, Schedule Meeting, Online Calendar, Training, and Fulfillment.
Contact List
GKV REACH prepared a Fax Blast letter and sent it to Social Service Agencies, Health Departments, coalitions and associations who work with uninsurable Maryland residents to inform them of an onsite MHIP training program, and presentation appointments were scheduled.
Trainings
• Training included a detailed background about MHIP, eligibility factors, application walkthru, plan options, and application maintenance. • Organizations also received promotional items developed by GKV REACH. These included pens and picture frames that contained the MHIP logo and 1-800 number.
Trainings
• GKV REACH contacted over 390 organizations including Health Departments, Departments of Social Services, Community Groups and Associations, Departments of Aging, and State/Federal Agencies received trainings to offer MHIP training. • As of August 21, 2007, GKV REACH conducted 95 training sessions throughout Maryland ranging in size from 1 to 100 participants. In total, we reached out to 1,189 stakeholders.
Results
• For those organizations that did not require training, GKV REACH distributed marketing and application materials. • In addition to presentation and marketing materials, specialty items, such as pens, computer picture holders, note pads, etc. were distributed.
Risk Pool Marketing Challenges
• Because there is such a wide variety of eligibles, there is no one way to centralize and reach your target markets. • Markets can only be reached indirectly through agents and stakeholders. • Most of the target markets have to find MHIP and apply on their own. • Initial plan administrator not a commercial plan
The Benefit
• Community and stakeholders outreach marketing efforts were broad-based and reaped a soft benefit. We created awareness among those who didn’t know about MHIP. Provider’s offices, agencies, and health organizations now know and can offer up referrals. • After target of the “mini-app” to denied individual market applicants, overall applications increased 25%