Enroll America — a marketing support organization for public exchange plan enrollers — is trying to get the groups and people that sell exchange plans to think more analytically.

The group recently held a webinar on how to measure exchange enrollment performance and use the measurements to improve results.

Many agents and brokers loathe the Patient Protection and Affordable Care Act (PPACA) exchange system; some love it. Many are trying to figure out how to work with it, or avoid it, in a way that allows their own firms to continue to exist.

See also: 3 points: What Enroll America is telling PPACA exchange agents

Some may even want to get into the business of offering training and field support for the nonprofit groups that have suddenly gotten drafted into the exchange enrollment business.

For producers who want to know what Enroll America is telling people, here are a few peeks at the Enroll America communications measurement webinar slidedeck. 

Measuring philosophy

1. Use results from a model to figure out where to put boots on the ground.

Ricky Gonzales, an Enroll America staffer, told webinar participants that his group has used survey data to come up with a predictive model that includes variables such as age, gender, income, employment status, geography and voting history.

Enroll America than uses the model to generate a score for individual consumers. An area with a high density of people with high scores is probably a good place to send outreach workers, Gonzales said.

Excerpt from a graphic showing how model scores affect enrollment efficiency

2. Using a good model to score prospects and pick ZIP codes to target can lead to dramatic increases in enrollment rates.

Gonzales posted a table showing that the model seemed to be especially helpful in giant states like Texas and Pennsylvania.

Using target scoring increased efficiency by about three times in Texas, and 3.5 times in Pennsylvania, Gonzales reported. 

Excerpt from a slide that talks about what to measure

3. Exchange helpers can and should measure what they do, as well as using target scoring data.

Dayanne Leal, another Enroll America staffer, said enrollment groups can track variables such as efforts to reach people, and also variables showing how successful the outreach efforts were.

She suggested that a group could track how many enrollment events it organizes, along with how many people apply for an exchange program at each event.

When a group is looking at effectiveness of brochures, it could track how many brochures it gives out and the number of calls received as a result of brochure distribution.