All Kids: Healthcare for Kids Marketing Overview, Illinois

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Information about All Kids: Healthcare for Kids Marketing Overview, Illinois

Published on October 19, 2007

Author: nashp



Presented at the National Academy for State Health Policy's 20th Annual State Health Policy Conference in Denver, Colorado. Author: Lynne Thomas

All Kids Marketing Overview

Introduction • All Kids Enrollment: 1998-2007 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

GOVERNOR ROD R. BLAGOJEVICH Family Health Plans Overview • All Kids and FamilyCare Assist – Covers children and parents with income up to 133% FPL. Adults have small co-pays. • All Kids and FamilyCare Share – Covers children and parents with income greater than 133% up to 150% FPL. • All Kids and FamilyCare Premium Level 1 covers children with income greater than 150% up to 200% FPL and parents with income greater than 150% up to 185% FPL. • All Kids and FamilyCare Rebate provides premium assistance to families with income in the Share and Premium Level 1 ranges. • All Kids Premium Levels 2 – 8 covers uninsured children in families with income above 200% FPL. 3

GOVERNOR ROD R. BLAGOJEVICH • Since Nov. 2005, Illinois has enrolled over 170,000 more children in All Kids. • Since 2003, when Governor Blagojevich took office, Illinois has provided health insurance for about 360,000 children. • In total, we currently provide health care benefits to over 1.35 million children. 4

GOVERNOR ROD R. BLAGOJEVICH 1-Year Plan to Generate Enrollment 2. Targets 3. Messaging / Branding 4. Timeline 5. Customer Service 6. Policy Changes 7. Outreach 8. Free Media 9. Advertising 10. Staffing Plan 11. Results 5

GOVERNOR ROD R. BLAGOJEVICH Creating All Kids | Policy Overview • What does All Kids do? 060206PB_01 – All Kids provides every uninsured child in Illinois access to comprehensive and affordable healthcare. – Parents who enroll their children pay monthly premiums and co- payments at affordable rates. – Before, many children of working or middle class parents were caught in the gap between public programs that their parents were not eligible for and private health insurance that they could not afford. • Who is eligible? – Every uninsured child under the age of 19. – Every child under 200% of FPL. – Every uninsured child above 200% of FPL. 6

GOVERNOR ROD R. BLAGOJEVICH Targets • Approximately 200,000 children in Illinois did not have health insurance. – About 120,000 children were eligible for existing government programs, such as KidCare, but were not enrolled. – Other children were from families who made too much money to qualify for government programs, but not enough to afford the high cost of private health insurance. – Many children were not previously eligible for KidCare due to their immigration status, but are eligible for All Kids. 7

GOVERNOR ROD R. BLAGOJEVICH Messaging / Branding • Make it Easy. – One Program – One Application (All Kids, FamilyCare, Moms and Babies) • Make it Accessible – In Person – All Kids Application Agents and Department of Human Services county offices – Online – – Over the Phone – (866) All Kids – Mail – Downloadable forms – Pre-Registration Process 8

GOVERNOR ROD R. BLAGOJEVICH Timeline • Bill Signing (November 15, 2005) • Pre-registration Period (December – April) – Goal: Get word out about All Kids change, and get people started on the application process to continue momentum. • Application Published / Enrollment begins (April 16) – Goal: Enroll those who pre-registered, and get people to fill out new application so they could receive benefits beginning July 1. • Program Begins (July 1) 9

GOVERNOR ROD R. BLAGOJEVICH Customer Service • Call Center (866-ALL KIDS) – Improve Customer Service / Staff training – Dedicated phone line for doctors • Web site ( – Online Request for information (November 15) – Online Pre-registration (January 1) – Online Application (April) – Interface with Hospitals – Training of community organizations (more) 10

GOVERNOR ROD R. BLAGOJEVICH Customer Service – Pre-Registration Process • Information Request Cards – Families completing cards were sent pre-registration forms prior to the April 2006 launch of the application and were sent an application after it became available. • Pre-Registration forms – Pre-registration forms were reviewed by staff who then sent families a KidCare application if it appeared they would be eligible for one of the the existing programs or put them in a database to be sent a pre-populated All Kids application at the appropriate time. • Online Pre-Registration – An interactive online pre- registration tool guided families towards applying for KidCare or pre-registering for All Kids based on income and immigration status information that they provided. 11

GOVERNOR ROD R. BLAGOJEVICH Customer Service – Ease of Application • Multiple avenues to apply: – By Mail – Applications can be requested by phone, downloaded from the website, picked up at many providers or community-based organizations. – Online – Completed and submitted online, signature and verifications submitted by mail or fax. – In person through an All Kids Application Agent (AKAA) • AKAAs are community-based organizations, including faith- based organizations, day care centers, local governments, unions, medical providers and licensed insurance agents. • Most AKAAs receive a $50 Technical Assistance Payment (TAP) for each complete application that results in new coverage. – In person at the Department of Human Services Family and Community Resource Center (FCRC) in nearly all counties • Families can also apply for TANF, Food Stamps at FCRCs. 12

GOVERNOR ROD R. BLAGOJEVICH Customer Service – Ease of Application • One easy-to-read application for all eligibility levels: Medicaid, SCHIP, All Kids Expansion – Families complete one application, eligibility staff determine program based on information provided. • User-friendly online application – Can be accessed from any home computer 24 hours a day, 7 days a week. • All Kids Application Agents (AKAAs) were recruited and trained to assist families in applying. – Training tours were conducted throughout the state to expand the existing All Kids Application Agent network. • Eligibility Systems were developed that slot family members into the appropriate program based on income and family size. – Integrated eligibility system allows staff to be more productive. • Staff was hired and trained to process applications and work with families. – Eligibility staff, Hotline staff 13

GOVERNOR ROD R. BLAGOJEVICH Policy Changes • Make renewal process automatic and more customer friendly. • Automatically renew – Illinois moved to a passive renewal process for children at the same time applications for All Kids were first being accepted. • Pre-register KidCare denials and cancellations - In the months leading up to the implementation of All Kids, children who were denied or canceled due to income or immigration status were automatically pre-registered for All Kids. 14

GOVERNOR ROD R. BLAGOJEVICH Outreach – Organizations Expand outreach efforts to schools, immigrant communities and businesses. • Expand AKAA network (best enrollment process to date). • Maximize support of 500 + organizations who supported the All Kids bill. • Priority Organizations – Hispanic groups, Hospitals, Child Care, Schools, YMCA of Illinois, Community Colleges • Maximize contact through State Agency facilities and programs (IDES, DHS, DCEO, Revenue, IDPH). • Public Private Partnerships. Work with malls, grocery stores, and other private sponsors to increase enrollment. 15

GOVERNOR ROD R. BLAGOJEVICH Outreach – State Agencies Provide information to people who use other state services and may also qualify for All Kids. • Department of Employment Security – Applications available for the newly unemployed to enroll. • Department of Human Services – Applications sent to those enrolled in DHS program, and those who receive state grants. • Department of Professional and Financial Regulation – applications available for those who are self-employed or run small businesses. • Department of Commerce and Economic Opportunity – outreach to small business owners through Opportunity Returns regional network. • Department of Revenue – Outreach to self-employed and licensed professionals. 16

GOVERNOR ROD R. BLAGOJEVICH Outreach – Public Private Partnerships Enter into public-private partnerships for outreach with businesses that deal directly with families and children. • Malls – Coupons given to families who enroll at application events at 12 malls around the state. • Pharmacies – Applications available at CVS pharmacies. • Grocery Stores – All Kids enrollment events at Dominicks and Wally’s Supermarket. • Radio Stations – free ads and event team from Radio Disney. • Event Sponsors – Northwest Insurance, Dominicks 17

GOVERNOR ROD R. BLAGOJEVICH Outreach – Providers Expand multi-pronged outreach efforts to hospitals, doctors and other health care providers not reached previously through KidCare. • Recruit doctors to sign up as Primary Care Case Managers through PCCM vendor (April). • 220 Hospitals – incorporate enrollment into intake processes in partnership with Illinois Hospital Association. • 40,000 Doctors – incorporate enrollment into intake processes in partnership with Illinois Chapter of the American Academy of Pediatrics. • 8,000 Nurses – Illinois Nurses Association, Illinois Association of School Nurses. 18

GOVERNOR ROD R. BLAGOJEVICH Outreach – Special Events More than 275 Pre-Registration & Enrollment Events in major media markets and Training Tours throughout the state. Began in January 2006 and ongoing: – Little Village pre-registration drive (Jan. 2006) – Wally’s Supermarket partnership (Jan. 2006) – Dominick’s / Clear Channel Partnership (Feb. 2006) – Serbian and Polish Church Events (Feb. 2006) – Central IL pre-registration drives (February - March 2006) – School Health Centers enrollment drive (March 2006) – Southern IL Health Care Foundation enrollment drive (March 2006) – Hispanic Waukegan Church pre-registration drive (March 2006) – Chicago Area Projects and Chicago neighborhood pre- registration drives (March 2006) – Northern IL pre-registration drives (March 2006) – Western IL pre-registration drive (March 2006) – Chicago Public Schools Report Card Day (April 2006) – Training tours for providers and AKAAs throughout the state 19

GOVERNOR ROD R. BLAGOJEVICH Outreach – Direct Mail • Direct Mail to families and healthcare providers. • Send All Kids registration information to the following: – 25,000 State Home Care Workers (insert) – 100,000 Child Support recipients (insert) – 94 Health Departments (pre-reg form and order form) – 50,000 inserts with Day Care provider checks (insert) – 3,000 Day Care centers (pre-reg form) – 35,000 Day care voucher recipients who do not receive state medical assistance (insert) – Other lists we get from groups (e.g.: other doctors, hospitals, etc.). • Meetings / Events with these groups to support mail effort. 20

GOVERNOR ROD R. BLAGOJEVICH Free Media • Special Events – Governor events (Report Card Pick-up), First Lady events (Summer camps), surrogate events, special announcements, pre-registration drive, enrollment drive • Web Site launch – announcements for both English and Spanish • Hospital Partnership – announcement that enrollment is available at all hospitals • Public Private Partnerships – Dominick’s, Wally’s Supermarkets, Westfield Shopping Centers • Application Announcement – announcement that application is available, enrollment has begun (April 2006) 21

GOVERNOR ROD R. BLAGOJEVICH • Media Plan – “It’s All About the Families” – Events in Family-Owned Diners, Homes, Doctors’s Offices, etc. 22

GOVERNOR ROD R. BLAGOJEVICH Advertising • Maximize exposure of All Kids program through paid advertising. • Strategic Advertising – Advertising buys were coordinated with free media and special events to maximize publicity. – Application is available (April 17 – May 14, 2006) – Program begins (July 1 – Aug. 6, 2006) – Back-to-School campaign (Aug. 29 – Oct. 2, 2006) – One-year anniversary (Nov. 8 – Nov. 27, 2006) • Results – During the advertising run, calls to the All Kids hotline increased by 193% over the previous daily average. 23

GOVERNOR ROD R. BLAGOJEVICH Staffing • Longer term staffing estimates were accurate, but initial application volume outpaced hiring and training. In May 2006, the first full month that the All Kids application was available, the central processing unit received nearly 16,000 applications. That is more than twice the number received during May 2005. • Application volume leveled off and new staff was hired and trained. • Processing staff is now being redirected towards maintaining increased volume of active cases. 24

GOVERNOR ROD R. BLAGOJEVICH Fantastic Enrollment Results • Response to the program was incredible from the start. 60,000 pre-registrations were submitted. • Anticipated enrollment for the first year was 50,000 – which was exceeded. • There are currently over 170,000 more children enrolled in Illinois’ medical programs than there were in November 2005, when Governor Blagojevich signed this landmark legislation into law. 25

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