Colorado Health Insurance Exchange Consumer Focus Groups
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Transcript of Colorado Health Insurance Exchange Consumer Focus Groups
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