Colorado Health Insurance Exchange Consumer Focus Groups Adela Flores-Brennan Colorado Center on Law and Policy [email protected] 303.573.5669 x313.

Colorado Health Insurance ExchangeConsumer Focus GroupsAdela Flores-Brennan

Colorado Center on Law and [email protected] x313

Background First phase of a five phase project to

engage consumers in implementation of the COHBE

Multiple partners (CCLP, CCHI, CoPIRG, John Snow, Inc.)

Targeted individuals without large group coverage

Targeted individuals with incomes from 133 up to 400 percent of the Federal Poverty Level (FPL)

Methodology Qualitative data gathering through

targeted focus groups Varied geographic participation (rural

and urban) Three tiered recruitment process Screening process prior to participation Focus groups were conducted using

consistent guidelines

Process Focus groups occurred throughout

Colorado (one interview) Denver, Grand Junction, Sterling, Greeley,

Pueblo One Denver focus group in Spanish 70 participants in eight focus group

sessions (participation ranged from four to 19 per session)

Diversity in gender, age, race, ethnicity, education, and income were represented

Issues explored Expectations Choice Access Integration Appeal and marketing

Findings: Expectations The Exchange should be easy to use, allowing quick

and understandable comparisons of similar aspects of different health insurance plans.

The Exchange should contain costs. The Exchange should ensure a high level of

accountability and transparency. The Exchange should be an unbiased source. The Exchange should help consumers understand

difficult concepts and should provide for consumer reviews.

Findings: Choice Participants interpret the concept of choice in

very different ways. The Exchange should provide highly

individualized selection based affordability, family size and/or health care needs.

Selections pulled from a wide range of choices. Cost is primary selection criteria followed by

benefits. Geographic variation: western slope wanted more

options within region; in Sterling participants wanted to go outside region.

Findings: Integration Some mixed opinions about accessing

public benefits. Most think it makes sense to direct

consumers to Medicaid eligibility if appropriate.

Less consensus on other public benefits—some thought it would be a good service for customers, others thought it was beyond the scope.

Findings: Access Most would access the Exchange on

line, but Live, on phone or in person support from

highly knowledgeable individuals is critical.

Opinions varied as to who people trust to help them navigate their Exchange experience.

Effective, frequent, culturally appropriate and varied marketing techniques will play a key role in ensuring that individuals are aware of the Exchange.

Consistent, prominent, frequent messages.

Trusted messengers: providers, clinics, schools, libraries and community organizations for information.

Findings: Marketing/Outreach

Findings: Marketing/Outreach Tax credits that help pay for premium or

help customers buy up will attract customers.

Ease of use promise will attract customers. Highly tailored plan options will attract

customers. Successful experiences will generate good

work of mouth and attract customers.

Marketing/Outreach: book mobiles and digital TV Ideas for reaching customers:

Analog to digital Book mobiles Health care access points Community forums/”career fairs” Broadcast Exchange information hour