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Exchange reports on door-to-door sales

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The public exchanges could give the industry new insight into the effectiveness of door-to-door marketing efforts.

Managers of the Silver State Health Insurance Exchange – Nevada’s public health insurance exchange agency – are reporting results from two door-to-door marketing vendor contracts in their public board meeting packets.

The exchange has hired two groups, Mi Familia Vota and Ramirez Group, to promote the Nevada Health Link exchange enrollment website by going door to door.

Exchange managers want the canvassers to reach 450,800 people who seem likely to need individual or family health insurance.

Mi Familia Vota says it made 53,052 total attempts from Nov. 1 through Dec. 31.

The organization’s workers talked to people in 7,935 homes, or 18 percent of the homes in the target area, and generated 661 enrollment appointment leads.

The canvassers found 8,377 households were inaccessible, and no one was home in 33,875. In 5,596, the residents already had health coverage. In 806 of the homes, residents refused to talk to the canvassers.

The other organization, Ramirez Group, said it was able to contact someone in 21,939, or 43 percent, of the 50,498 homes it visited from Nov. 1 through Dec. 29.

Workers handed brochures to 4,277 people who wanted brochures and generated 833 enrollment appointment leads.

Only 5,765 in the Ramirez Group’s area were inaccessible, but people in 6,505 of the homes refused to talk.

The Nevada exchange says representatives have had 7,847 one-on-one conversations with consumers and distributed 135,517 brochures or other printed marketing materials.

The exchange estimates its traditional paid advertising programs will reach about 91 percent of the people the exchange wants to reach by March 31.

The ads should reach a target-market consumer who sees or hears any of the ads an average of 25.3 times, the exchange estimates.

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