Maryland Health Connection Communications & Outreach Update May 14, 2013
Communications & Outreach Update Outreach Update Communications & Outreach Planning Sneak Peak: “What is Maryland Health Connection?” Social Media Campaign
Faith Leaders Conference • Hosted in collaboration with Health Care for All! and Baltimore Jewish Council (May 14 th ) • More than 120 faith leaders from Central Maryland • Education “Train the Trainer” Sessions: – Education Toolkit – Consumer Assistance – Medicaid Expansion • Model to be replicated in other areas of the state
Outreach Events • Webinar Series: – May 16: Outreach Overview & Roadmap to Open Enrollment – May 23: Research & Messaging – May 30: Medicaid Expansion & Outreach – June 6: Toolkits & Resources • Outreach Summit: June 5 th – UMBC Grand Ballroom – 8:30 to Noon – Consumer Assistance, Outreach Campaign, Role of Navigators and Assisters, Training, Toolkits • Maryland Hospital Association Outreach Conference: June 7th – Connector Program – Community Outreach – Consumer Assistance
Communications & Outreach Updates • Welcome New Staff – Sally Smith, Deputy Director – Betsy Charlow, Communications Manager – Tia Witherspoon, Training Manager – Melissa Myer, Public Relations Coordinator – Sophia Minott, Corporate Partnership & Outreach Coordinator
Sneak Peak: What is Maryland Health Connection?
Social Media Campaign
Social Media Strategy Development Analysis of Relevant Existing Online Conversations Content Centered Approach Connecting with Partners and Stakeholders Social Media Management and Policies Launch of Maryland Health Connection Social Channels
Analyzing Relevant Existing Online Conversations To understand the current, existing online conversations about Maryland Health Connection, Medicaid and the influence of the Affordable Care Act in Maryland, Maryland Health Connection conducted online conversation research to analyze conversations across blogs, Facebook, Twitter, YouTube and other online channels for a 30-day period. After analyzing online conversations, Maryland Health Connection found that: • Conversation closely resembled topics also common at the national level, but was specific to implications in Maryland (doctor shortages, tax hikes as result of “ Obamacare ”, Maryland Health Progress Act, etc.) • Maryland was mentioned in national conversations due to its role as a leader in the progress around implementing the Affordable Care Act at the state level • Conversation tended to peak following the release of online news articles focused on new insights about potential impacts of ACA or legislative news specific to Maryland • The majority of online conversation occurred on online news outlets and blogs, with Facebook and Twitter as secondary platforms for driving conversations respectively • Conversation was primarily neutral in tone; however of the conversations with sentiment, most was negative 9
Key Findings There were over 325,000 mentions focused on conversation related to the Affordable Care Act at the national level within the past 30 days. Top line insights from the conversations analyzed found: • Conversation Topic • “ Obamacare ” is the most frequently used term to drive conversation about the Affordable Care Act • While online news outlets focused on the latest insights on the ACA, consumers discussed the impact of the ACA on small businesses through online channels • Conversation Share • Conversation tends to peak following the release of online news articles focused on new insights about potential impacts of the ACA • More than half of the conversation occurred on Twitter, followed by Facebook and blogs • Conversation primarily driven by right-leaning media and consumers • Overall Tone • Primarily neutral in tone • Of the conversation with sentiment, most conversation was negative
Conversation Peaks in National Coverage of ACA Articles about GOP changing High number of IRS released doctor shortages attitude posts on tax hikes financial analyses that will occur towards as result of of “ Obamacare ” “ Obamacare ” “ Obamacare ” impacts News that feds will run majority of state exchanges • The chart above shows the specific peaks in online conversation related to the Affordable Care Act over the past 30 days and the topics driving the increase in conversation. • Most frequently news outlets delve into components of ACA law in their news articles, uncovering new insights in to the effects of the law and what it will entail and driving an increase in conversation. These news stories are then widely distributed by consumers on Twitter, particularly among those with strong feelings about small business health coverage. • Many of the online news articles, which drive consumer conversations on Twitter, highlight potential negative implications of the ACA (i.e. doctor shortages or increases in costs for consumers).
Platforms Driving Conversations Nationally National Coverage Forums 1% • The chart above shows where conversations about the Mainstream Blogs Affordable Care Act are happening online. News Videos 11% 4% 0% Images • During the past 30 days, the majority of conversation 0% occurred on Twitter, with Facebook and blogs as secondary platforms driving large volumes of Comments conversation. 10% • Blog coverage of the Affordable Care Act was driven by Twitter conservative-leaning bloggers. 57% Facebook • Mainstream news only comprised 4% of coverage, 17% showing how although media my shape what topics are discussed other platforms are driving larger volumes of conversation.
Topic Breakdown at the National Level The primary topic of conversation is “ Obamacare ” (87.8% of posts) The next most prominent topic is “Affordable Care Act” (10.6% of posts) • The charts above show the most frequent terms associated with the Affordable Care Act in conversation during the past 30 days. • “ Obamacare ” is the term most frequently used in online conversations discussing the Affordable Care Act across all platforms. However, it is primarily used as a colloquial term as posts ranging in tone from positive to negative to neutral all used this term to describe the law. • “Affordable Care Act” is also a frequently used term used most often by official news sources and outlets. • Very few posts discuss the upcoming Health Insurance Exchanges or small business in conversations about the Affordable Care Act. 13
National Medicaid Expansion Conversation • Most posts focused on the various states accepting or striking down Medicaid Forums, 1709 Images and Videos, 226 expansions in their respective states • Comments and opinions about Medicaid Blogs, 3752 expansion seem to be evenly split between positive and negative views, while many News, 7455 news reports are neutral • Consumers’ negative comments focused on the increased costs to taxes and state Comments, 12194 budgets, while positive comments noted the Twitter, 46531 benefits that Medicaid expansion will provide to their respective state Facebook, • 6432 Peaks in conversation occurred weekly, in conjunction with recent news and insights related to state Medicaid expansion packages
National Medicaid Expansion Conversation Florida rejected State news in expansion, Arizona being Florida and Texas pushed to expand Tennessee won’t State news on expand, expansion: Iowa, Texas being Kansas, NJ pushed to expand • The charts above show the most frequent terms associated with Medicaid expansion in conversation during a 30 day period. • “Expansion” is the term most frequently used in online conversations discussing the Medicaid expansion across all platforms; other key terms include “costs”, “tax”, and “health”. • Neutral conversation on Twitter frequently came from official news sources, while negative conversation came from right- leaning consumers. • A number of posts discuss the Medicaid expansion in relation to the upcoming state and federally-funded health insurance exchanges.
Key Findings Online conversation focused on Maryland Health Connection, Maryland Health Benefit Exchange and the Affordable Care Act specific to Maryland was very minimal during the past 30 days. In fact, there were only 1,000 mentions across online news, social and blog channels. Top line insights from the conversations analyzed found: • Conversation Topics • Conversation closely resembled topics also common at the national level, but was specific to implications in Maryland • Maryland was mentioned in national conversations • Conversation Share • Conversation peaks were similar, if not identical, to those at the national level • The majority of coverage occurred on online news outlets and blog, with Facebook and Twitter as secondary platforms for driving conversations respectively • Conversation specific to Maryland was driven by national online influencers and local news outlets • Conversation Tone • Conversation was primarily neutral in tone • Of the conversation with sentiment, most conversation was negative
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