2024
Reaching the uninsured to achieve data-driven enrollment success.
I led a comprehensive, multi-phase research project to enhance consumer engagement and increase health insurance enrollment for a statewide health insurance marketplace. The primary goal was to identify barriers to enrollment, particularly among uninsured populations, and provide insights to develop more effective communication strategies.
Reaching the uninsured posed a significant challenge, as many individuals in this group belong to minority communities or reside in underserved or rural areas. Traditional outreach methods, such as cold calls or text messaging, were ineffective. To address this, we employed a carefully selected panel of participants and utilized a rigorous screening process to ensure a representative sample of respondents.
The research unfolded through a series of three surveys, each one building on the results of the previous study to refine insights and develop more prescriptive recommendations. The primary aim of the research was to address the perceived value of health insurance among uninsured individuals, as cost remained the most significant barrier to enrollment. Since price reductions were not feasible, the research focused on increasing the perceived value of health insurance by examining consumers' search behaviors, decision-making factors, and the disconnect between desired plan features and their awareness of those same features already available.
The first survey provided foundational insights into general perceptions of health insurance and the primary barriers to enrollment. The second survey honed in on key decision drivers, helping to identify which messages resonated best with different demographic segments. By the third survey, the research was able to deliver more specific, actionable conclusions, such as how to tailor messaging based on factors like risk tolerance and access to care.
One key finding was the universal appeal of messaging that emphasized financial relief. However, the research also revealed that different audiences had distinct priorities. For example, African American respondents were more risk-averse and responded positively to messages emphasizing preventative care, whereas self-employed individuals prioritized flexibility and affordability.
Given that the client team was made up of marketing professionals, it was essential to present the results in an accessible, practical manner. I framed the findings within a traditional customer funnel, offering a structured and actionable roadmap for implementing the key takeaways at various consumer journey stages. This clear, step-by-step approach empowered the client to fine-tune their outreach and engagement strategies in a meaningful way.
The iterative nature of the three surveys allowed us to continuously refine our understanding of the target audience and deliver increasingly targeted insights. As a result, the marketplace’s communication strategies were significantly improved, leading to a notable increase in health insurance enrollment. Since the launch of the initiative and the implementation of research-driven strategies, the uninsured rate has decreased, and enrollment numbers have hit new records, with over 430,000 residents now covered.
