All posts by The HCPM Team

State level Spanish-language online resources still lacking as CuidadoDeSalud launches

This past weekend, CuidadoDeSalud.gov, the Spanish-language version of Healthcare.gov was launched in an effort to bring full enrollment functionality to millions of uninsured Spanish speakers across the country.

The U.S. Department of Health and Human Services has said that it will use feedback from Spanish-language organizations using the site during an initial soft-launch phase to make improvements before it is marketed widely to Spanish-language speakers.

As HHS develops its marketing and communications plans for the site, it would be wise to consider how the state-based exchanges are communicating to and enrolling Spanish speakers, and what it will mean for the success of ACA. Our initial research has shown online outreach in Spanish at the state level was virtually non-existent. Unfortunately, very little has changed in two months since the first report.

Here’s what we discovered about online enrollment outreach efforts to Spanish speakers across the country through our most recent research being completed on December 9th:

  • 96 percent of all state-based health insurance exchanges do not have Spanish-language pages for Facebook or Twitter.
  • California continues to be the only state-based exchange with dedicated Spanish-language social media channels.
  • Nine of 17 (more than 50 percent) state-based health insurance exchanges do not have a Spanish-language website.
  • Only 14 out of 120 (12 percent) government-funded navigator groups provide a Spanish-language website and none have a dedicated Spanish-language social media presence.

In public education campaigns, all channels of communication are important and online outreach through websites and social media should not be overlooked. By not providing online information in Spanish about ACA, open enrollment and access to affordable health care, state exchanges and navigator groups may be missing a large portion of the uninsured. This is a potentially critical misstep given the rate at which Spanish speakers are connected online: thirty million of 47.8 million Hispanics living in the U.S. were online in 2010, 54 percent use Facebook regularly and 59 percent have a smart phone.

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The chatter matters: Those seeking ACA info inundate social media

HIX Social Pulse_5 Nov 13_1

State-Based health insurance exchanges and navigator groups increase social media following by 20 percent since first week of open enrollment

The news cycle over the past week has been dominated with headlines and stories about hiccups in Healthcare.gov functionality, Kathleen Sebelius testifying on Capitol Hill and state-based exchange efforts to continue to reach the uninsured amidst the challenges experienced with open enrollment.

We’ve discovered an intriguing trend this week: conversations on social media about the Affordable Care Act have decreased, but state-based exchanges and navigator groups have increased their social media outreach and continue to gain followers.

Perhaps this suggests that as we get further from the beginning of enrollment and as the political discourse about the challenges of ACA implementation runs its course, consumers will continue to use social media to find information about purchasing health care coverage.

Key Takeaways

  • Total conversations occurring on social media platforms has decreased by nearly 200,000 on a weekly basis since first week of open enrollment.
  • Social media following of state-based exchanges and navigator groups has increased nationwide by over 20 percent during first five weeks of open enrollment.

 

October 29 – November 4
The following analysis contextualizes the online discussion on blogs, mainstream media, Facebook and micro-media, or Twitter, relating to the implementation of the Affordable Care Act for the period of October 29th through November 4.

Volume
TogoRun analyzed the number of discussions pertaining to ACA and Obamacare from 10/29 to 11/4, and determined that there were over  464,000 mentions across all online communities, down from 651,000 mentions during the first week of exchange implementation. As expected, Twitter, the micro-media platform, carries the majority of all online discussions with 51.0%, or 236,914 total mentions, with Facebook at 25.2% or (u: 116,973*), news groups at 8.5% (u: 39,854), forums at 7.6% (u: 35,408) and blogs at 7.1%% (u: 33,308) trailing far behind.

Overall Discussion Highlights
The graphs below depict the overall conversation by major online communities such as Facebook, Twitter, blogs, digital news media and forums. The colors illustrate the specific community groups.

Trailing off over the course of the past week, daily discussion volumes have declined to approximately 80,000 mentions with sentiment holding true to the ebb and flow of the overall volume of discussion.

HIX Social Pulse_5 Nov 13_2

HIX Social Pulse_5 Nov 13_3

HIX Social Pulse_5 Nov 13_4

 

 

 

 

 

 

Social Media Follower Race

As part of our methodology, we manually calculated all state health exchanges social media follower counts. In a social media spectrum, a large following can help distribute messages at a low cost and enhance a social media campaign’s engagement ratio. In states that are not running their own exchange, we have derived calculations from top navigator grant recipients, or other prominent groups working to educate the public about health care reform and exchanges.

Across the 47 states that have a social media presence, the total follower count as of the end of November 4, tops out at 231,186, up by over 20% from the first week of open enrollment which garnered 186,666 followers/likes.

HIX Social Pulse_ 5 Nov 13_5

Methodology:
The above charts contextualize the online discussion on social media, blogs, mainstream media, and micro-media, or Twitter, relating to the implementation of the Affordable Care Act’s health insurance exchanges for the period of October 1 through November 4. All volume, dispersion and sentiment measurements were determined using data extracted from Sysomos, unless otherwise noted.
Online volume is a measurement of the number of relevant discussions that took place in a given time period. A discussion is defined as one comment or mention posted online. Tracking volume allows us to identify which platforms people are using to discuss ACA and/or Obamacare, and which have little permeation.
Dispersion refers to both the number of individual online communities hosting relevant conversation and the number of categories, or “demographics.” Online, people tend to congregate in communities where they share common interests or passions with other community members – such as health, wellness, finance and general interest sites. In other cases, people will gather within sites designed specifically to cater to the needs of a certain population (demographic/psychographic) segment – such as local communities. TogoRun defines these categories as “demographics” or “communities.”
Query terms used for social monitoring: “Health Insurance Exchange” OR “Health insurance marketplace” OR ACA OR “Affordable Care Act” OR HIE OR HIX OR medicaid OR medicare OR obamacare OR PPACA OR “Patient Protection and Affordable Care Act.”

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States and HIX navigators lacking Spanish-language online resources

As the race to enroll the uninsured before March 31, 2014 heats up, most states and navigator groups are falling behind in providing online Spanish-language resources. Over 50 million Hispanics currently live in the United States, comprising 17 percent of the total U.S. population and account for nearly one-third of all uninsured. While the Federal Government has a Spanish-language informational website and is aiming to launch its Spanish-language enrollment website next week, online outreach in Spanish at the state level is virtually non-existent.

By not providing online information in Spanish about ACA, open enrollment and access to affordable health care, state exchanges and navigator groups may be missing a large portion of the uninsured. This is a potentially critical misstep given the rate at which Spanish speakers are connected online: thirty million of 47.8 million Hispanics living in the U.S. were online in 2010, 54 percent use Facebook regularly, and 59 percent have a smart phone.

Here’s what we discovered about online enrollment outreach efforts to Spanish speakers across the country:

  • 96 percent of all state-based health insurance exchanges do not have Spanish-language pages for Facebook or Twitter.
    • ONLY CALIFORNIA has dedicated Spanish-language social media channels.
  • 60 percent of state-based health insurance exchanges do not have a Spanish-language website.
  • Only 10 out of 120 government funded navigator groups provide a Spanish-language website and none have a dedicated Spanish-language social media presence.

Spanish HIX Graph 1Spanish HIX Graph 2Spanish HIX Graph 3

Each week, the digital team at TogoRun conducts comprehensive research into what is happening around the country through online channels to get the word out about health care reform and the implementation of open enrollment. In the past two weeks we have monitored over 1.3 million conversations online and connected with state-based exchanges and 120 Navigator groups to track efforts to educate the public. Not only did we do an exhaustive online search, we called all 120 navigator groups and all state-based health insurance exchanges to confirm their online Spanish resources. The federal website, Cuidadodesalud.gov, is currently providing Spanish-language resources, but uninsured Spanish-speakers won’t be able to enroll in the new Health Insurance Exchanges, offering insurance options for a price, until the Spanish language enrollment functionality is live, tentatively scheduled for next week, the week of October 21.

Togo’s take-away: The communications landscape is dramatically different than it was even three ½ years ago when the Affordable Care Act was signed. To succeed in engaging the Spanish-speaking uninsured audience, state-based communications strategy must consist of social and digital Spanish-language channels.

For those interested in the complete findings please contact Victoria Karolenko.

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Obamacare overwhelmingly used negatively in online discussions, Affordable Care Act rarely referenced

Unfavorable sentiment shrouds “Obamacare”; 40 percent of online community discussions unfavorable when Obamacare mentioned

Jimmy Kimmel ACA v. ObamacareSince the Affordable Care Act was signed into law, the Administration and its allies have had trouble communicating the key selling points that resonate with people across the country, and even worse, overcoming the negatively coined term “Obamacare.” It is no mystery that when sold in a piecemeal fashion, provisions of the law, such as, young adults can stay on their parent’s health insurance until the age of 26 and people with pre-existing conditions can no longer be denied coverage, the public responds favorably.

TogoRun DC has been keeping a close eye on the communication strategy, sentiment and volume to see if the knowledge gap can be closed, and if the administration can effectively communicate their objective—that the whole is greater than the sum of its parts. This week’s HIX Social Pulse takes a closer look at the numbers.

When asked about the Affordable Care Act or Obamacare, many believe they are two separate laws. The misinformation is so rampant that even late night comedians, like Jimmy Kimmel, have found fodder among the confused.

Key Takeaways:

  • Opponents defined it first: when Obamacare is used in discussion, of the 375,473 conversations that can be ascribed sentiment, the law is referred to negatively by a count of 70,682 (20%)
  • Overall discussions dropped to 579,000 mentions across all online communities during week 2 of implementation, down from 651,000 during week 1
  • Over the course of the past week, state-based exchanges on social media have increased their followers/likes by 9.27%. By comparison, navigator groups in states that are relying on the federal exchange have increased their following by only 1.75%.

While the law was being drafted, detractors negatively coined the law, or ACA, “Obamacare.” Since then, proponents have attempted to take back the term and own it in a positive light; hence President Obama coming out and publicly endorsing the name. According to our analysis, there is still an overwhelming amount of unfavorable sentiment when the term  is applied in online conversation. TogoTuesday WK2 Graph 1


TogoTuesday WK2 Graph 2TogoTuesday WK2 Graph 3TogoTuesday WK2 Graph 4

Oct 8 – Oct 15, 2013 (Week 2)

The following anaylsis contextualizes the online discussion on blogs, mainstream media, Facebook and micro-media, or Twitter, relating to the implementation of the Affordable Care Act for the period of October 8 through October 15th.

Volume:
TogoRun analyzed the number of discussions pertaining to ACA and Obamacare from 10/8 to 10/15, and determined that there were over  579,000 mentions across all online communities, down from 651,000 mentions during the first week of exchange implementation. As expected, Twitter, the micro-media platform, carries the majority of all online discussions with over 51.2%, or 297,436 total mentions, with Facebook at 25.2% or (n: 146,193*), news groups at 9.9% (n: 57,471), forums at 7.8% (n: 45,430) and blogs at 5.4% (n: 31,792) trailing far behind.

Overall discussion highlights

The graphs below depict the overall conversation by major online communities such as Facebook, twitter, blogs, digital news media and forums. The colors illustrate the specific community groups.

Trailing off over the course of the past week, daily discussion volumes have declined to approximately 90,000 mentions with sentiment holding true to the ebb and flow of the overall volume of discussion. TogoTuesday WK2 Graph 5

TogoTuesday WK2 Graph 6TogoTuesday WK2 Graph 7

 

 

 

 

Social Media Follower Race
As part of our methodology, we manually calculated all state health exchanges social media follower counts. In a social media spectrum, follower counts help distribute messages at a low cost and enhance a social media campaign’s engagement ratio. In states that are not running their own exchange, we have derived calculations from top navigator grant recipients, or other prominent groups working to educate the public about health care reform and exchanges.

Across the 47 states that have a social media presence, the total follower count as of the end of the day October 14 tops out at 186,666  followers/likes, with a median of 1,133.

Over the course of the past week, state-based exchanges on social media have increased their followers/likes by 9.27%. By comparison, navigator groups in states that are relying on the federal exchange have increased their following by only 1.75%.

Social Media Follower Race

Methodology:
The above charts contextualize the online discussion on social media, blogs, mainstream media, and micro-media, or Twitter, relating to the implementation of the Affordable Care Act’s health insurance exchanges for the period of October 1 through October 8. All volume, dispersion and sentiment measurements were determined using data extracted from Sysomos unless otherwise noted.
Online volume is a measurement of the number of relevant discussions that took place in a given time period. A discussion is defined as one comment or mention posted online. Tracking volume allows us to identify which platforms people are using to discuss ACA and/or Obamacare, and which have little permeation.
Dispersion refers to both the number of individual online communities hosting relevant conversation and the number of categories, or “demographics”. Online, people tend to congregate in communities where they share common interests or passions with other community members – such as health, wellness, finance and general interest sites. In other cases, people will gather within sites designed specifically to cater to the needs of a certain population (demographic/psychographic) segment – such as local communities. TogoRun defines these categories as “demographics” or “communities”.
Query terms used for social monitoring: “Health Insurance Exchange” OR “Health insurance marketplace” OR ACA OR “Affordable Care Act” OR HIE OR HIX OR medicaid OR medicare OR obamacare OR PPACA OR “Patient Protection and Affordable Care Act”

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