Lagging Latino Affordable Care Act Enrollment. How to fix it? (part 3 of 3)
The country’s largest effort to enroll Americans in health insurance has just ended, and more than 10 million uninsured enrolled through federal and state health insurance marketplaces (including Medicaid). Although the final numbers are not yet available, planning for 2015 enrollment season begins now.
As this planning begins at both the federal and state health insurance marketplaces, special focus should be given to the enrollment efforts in the Latino uninsured community. How can it be done better during the 2015 enrollment season? Here are some initial thoughts to consider:
- Consumer Engagement. Beyond the basic demographics, the 2014-2015 ACA open enrollment strategy should become more consumer-centric by conducting a detailed analysis of the buying behaviors of the Latino uninsured community as they elected to enroll, or not, through the marketplaces.
- Targeted Outreach. With better understanding of Latino uninsured consumers, revitalize a marketing strategy that includes relevant messages, distribution channels and meaningful events. Now is the time to buy media space (bus stops, train stations, radio time, etc.) and establish partnerships with trusted organizations (businesses, churches, clinics, etc.) in geographically representative neighborhoods.
- Diverse Leadership. Reconsider boards and management to include experts from the a) health insurance industry, who have created and executed open enrollment and membership retention strategies, b) retail industry, who understand consumer buying behavior and “shopping season” environment, c) Latino marketing, who understand the cultural nuances of the community, and d) community-based organizations, who work with “hard-to-reach” communities.
Finally we are entering a critical rebuilding phase with its many challenges. Most important among those challenges is improving consumer experience, which should contribute to increase enrollment in the marketplaces.