Myerson, R., Tilipman, N., Feher, A., Li, H., Yin, W., & Menashe, I. (2022). Personalized Telephone Outreach Increased Health Insurance Take-Up For Hard-To-Reach Populations, But Challenges Remain: Study examines personalized telephone outreach to increase take up of ACA Marketplace enrollment. Health Affairs, 41(1), 129-137.
Intervention Components (click on component to see a list of all articles that use that intervention): STATE, Public Insurance (State), Enrollment Assistance
Intervention Description: There has been increasing interest among policy makers, navigators, and consumer organizations in developing novel outreach methods to address diverse barriers to enrollment. This study evaluates the impacts of personalized, live outbound telephone calls from service center representatives on enrollment in California's ACA Marketplace, Covered California, which accounts for 13.5% of national ACA Marketplace enrollment. The intervention targets consumers who had initiated the enrollment process by submitting an application but had yet to select a plan. Households in the study population were randomly assigned to one of two groups at the outset of the intervention period: a treatment group that was assigned to receive a phone call (hereafter referred to as an “outbound call”) from a service center representative and a control group that was assigned to not receive an outbound call. This intervention could address enrollment barriers such as lack of awareness of health insurance options, low health insurance literacy or computer literacy, preference for in-language assistance, and the time and cognitive costs of shifting through options. Those in the control group, similar to any other consumers, could contact the Covered California service center by calling the publicly available number that had been provided to them.
Intervention Results: Personalized telephone calls from service center representatives increased take-up of Covered California health insurance. Outbound calls were placed to 27,123 households in the treatment group (49%). Receiving an outbound call increased Marketplace health insurance take-up by 2.7 percentage points (p<0.001) for consumers who received a call because of random assignment—a 22.5 percent increase over the control-group rate. Enrollment impacts were statistically significant for lower-income households (below 200% of the FPL) but not for higher-income households as well as those who were referred from Medicaid, those ages 30-50 or older then age 50, those who were Hispanic, and those whose preferred spoken language was Spanish or English. The total intervention cost to Covered California was approximately $243,000, or approximately $224 per new member acquired. Our calculations suggested that the return on investment was 102%. Similiar to prior studies, we found that information interventions do not fully overcome barriers to enrollment for many consumers. Nonetheless, informational interventions may induce modest gains ine enrollment among certain segments of the population while yielding a positive return on investment.
Conclusion: The intervention provided a two-to-one return on investment. Yet absolute enrollment in the target population remained low; persistent enrollment barriers may have limited the intervention’s impact. These findings inform implementation of the American Rescue Plan Act of 2021, which expands eligibility for subsidized coverage.
Study Design: RCT
Setting: Service Center for Marketplace Insurance Enrollment in California
Population of Focus: Consumers who had applied but not selected a plan
Sample Size: 79,522 consumers (treatment group=55,519; control group=24,003)
Age Range: N/A
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