Webinar: Back-to-School Outreach and Enrollment: Tactics and Resources for Success (7/31/14)


>>Riley Greene
[ inaudible ] … so much for joining us this
afternoon for our Back-to-School Outreach and Enrollment:
Tactics and Resources for Success webinar. We had over 900 people
sign up for this webinar, and I see that
almost 400 are logged on. So we are so excited to have
such a good group of people from across the country with us. I am going to cover
just a few housekeeping details before we jump in. First and foremost,
we will have a question and answer session at
the end of the webinar, but we encourage you to submit
your questions throughout as you have them using the chat
box in your control panel. That’s the little gray
box to the right hand side of your screen. So again, we’ll have questions
and answers at the end but you can ask them as they come up
through the chat box on the right hand
side of your screen. We will have the slides and
a recording of this webinar available on InsureKidsNow.gov. It will take us a couple of
weeks to get that up there after the webinar
is finished, but those will
be available online. And with that,
I’m going to hand it over to Donna Cohen Ross with CMS.>>Donna Cohen-Ross
Great. Thank you so much Riley,
and thank you everyone for joining us today. As Riley said,
we are just overwhelmed by the response to the
invitation to this webinar. Those of you who have been with
us throughout know that we had a really great turnout for our
Think Teeth webinar a while back and we never thought we could
exceed that registration. Well, we just did. But I’m really happy about it,
mainly because as many of you know back-to-school time
is the most fruitful time for enrollment for kids
in Medicaid and CHIP. We seem to do the best this time
of year, and so we like to put every ounce of
everything we have into it. And so we’re glad
that you’re with us. We have a lot to
talk about today. We have some really
great guests with us. So I’m going to jump right in. I think we’ve already had a
little bit of introduction. I’ll give a little bit of
overview of back-to-school strategies and we’ll
talk about some resources on InsureKidsNow.gov. Then we’re going to hear
from our guests. We’ll hear from one
of our grantees, the Family Healthcare Foundation in Tampa, Florida, and two national organizations
who are longstanding and maybe new partners with us as well. The School Social Work
Association of America and also the American
Lung Association. And as you hear these folks
talk about what they have available and how they
are getting involved in back-to-school,
I hope that you’ll all be thinking about
how you can use that broad information at the state and
local level where you work. And we’re going to be
trying to help you, help make connections for you. The idea is for us to turn
our partnerships here at the national level into
on the ground working parts of your campaign. So let’s get rolling. Again, we’re going to start
with some back-to-school strategies and resources. I’m going to share my time with
my partner Sandy Won at GMMB, also part of our Connecting
Kids to Coverage team. But let’s go to the next slide,
and just lay the groundwork. Why back-to-school? I just mentioned it’s
our most fruitful time of the year in terms of
enrollment, but why? Well, it’s a great time
because families are thinking about preparing their
kids for school. There are lots of things
they need to do to get kids ready for school,
but making sure their kids are healthy is often something
very high on the list, either because parents are
concerned about it themselves, which they are,
but also sometimes there are things they need
to do to get their kids ready for school. Immunizations,
for example. Kids might need a physical
or an eye exam before they go to school. So parents are thinking
about getting healthcare for their children,
and I think as we all know from experience that
when families are thinking about healthcare,
asking them whether or not their child is insured
just makes perfect sense. Those questions go together,
and it’s a great time to provide application
assistance if that’s needed. Schools are a great place to ask
these questions and to provide this help because school staff
are trusted sources of information for parents. A great place to have
that conversation and move that process along. And of course,
from families’ perspective, from schools’ perspective,
from teachers’ perspective, we know that when children
and teens are healthy they are better prepared
to learn and succeed. That’s not just a slogan we use,
we know that when kids are healthy they’re not going
to be absent as much, so they’re in school. They are more attentive if
they don’t have a toothache, if they’re not worried about
seeing the blackboard they can focus more attention on what
is going on in the classroom. When they are able to
participate in sports, they have a well-rounded
experience in school and that’s what we want for all children. So let’s talk a little bit about
back-to-school activities. I’m just going to give us a
little bit of a broad brush, we’re going to hear a lot
more depth from our guests in a little while,
but these are some of the activities that
probably you’ve been involved with already, or you might
want to find out if any of these kinds of activities are going on
in your community and offer your help and your expertise
in terms of providing information about
health coverage, particularly Medicaid
and CHIP and also providing that application assistance. School supply drives,
many of you are in communities where there are backpack
campaigns where organizations help families by providing
school backpacks, and usually there
are some goodies that go inside those backpacks,
including information about all kinds of services. Great place to also
talk about health coverage. Free immunizations,
immunizations and other health screenings
are sometimes going on in schools themselves,
in local health departments, community health centers,
great place to also be talking about health coverage. School registration,
back-to-school nights, other events like,
we think about school sporting events but there are lots
of events that happen that kids are involved in if
they’re not athletes. The school play,
other kinds of activities that are again,
parents are there because their children are participating. A great time to talk to families
about health coverage. When schools are going
through testing periods, when they’re providing
information about college to older students,
also a good time to interject a message about health coverage. And again, I want to reiterate
what we’ve been saying all along this spring and into the summer,
that for Medicaid and CHIP there is no deadline,
there is no open enrollment period associated with applying
for those programs. You can apply any time,
and if your child or an adult who is found eligible
can enroll any time and begin to get benefits. So of course our slogan,
why wait? And you’ll hear more
about that in a moment. Let’s go to the next slide. You know, your community
may have lots of schools, you may be working in a very
broad area in terms of the geographic area
that you’re focused on. And one of the things that’s
really important to do is think about how to really target your
efforts so that you are really reaching schools with large
numbers of children or a large percentage of those children
enrolled who are likely to be eligible for Medicaid and CHIP. And so there is data that’s
available to you to help you make those cuts in terms
of which schools should get more of your attention. Many of you are using data such
as the free and reduced price school lunch and breakfast information,
state departments of education, local school districts
have available, it’s public information. For each school,
what percentage of children in that school participate in free
and reduced price school meals, and of course,
the income eligibility for those programs are similar,
not the same but similar to the cutoff for Medicaid
and CHIP. Medicaid and CHIP is
actually a little bit higher in most places. But the point being,
if you get a lot of children who are eligible for free and
reduced price school lunch, you know that you have a group
of kids where it could be very productive to do outreach and
enrollment activities. Title I schools are
another place to look. These are schools where special
programming and special funding is available because
the area serves a lot of low income children. There are lots
of other examples. Some of you have been involved
in efforts to get school enrollment forms to include
a question about whether a child has insurance. Many of our grantees through
Connecting Kids to Coverage have done that on their own,
and by having families fill out that information,
it is easier to tell where you have a school with
a lot of uninsured children. That’s the place to go with
outreach and enrollment. You want to think about
a range of schools. Certainly all of the public
schools that are in your community,
elementary schools, middle schools,
don’t forget high schools, we’re really focused on getting
eligible teens enrolled. But also preschools,
daycare centers. Sometimes there might be
vocational or trade schools. Private and parochial schools. Don’t forget about adult
education classes. Very important,
especially in states that have expanded Medicaid. More and more parents may be
eligible for coverage as well. Community colleges,
you might get some students who are eligible
for Medicaid and CHIP, but very often in community
colleges those students have children of their own. And so even if the parent
is not eligible, even though they could be,
but if they’re not there might be a good chance that
the child is eligible. So think about schools
in a very broad way. Building relationships
with school staff is really important,
and it’s not something that happens overnight. Those of you who have been
working on this for a long time know that making
those relationships, starting those relationships
and developing them, nurturing them,
is really important. Some of our speakers
I think are going to talk a little bit more about that. You want to think about
the whole school community. So it’s not just teachers,
it could be school nurses, it could be school counselors,
we’ll hear a little bit more about them. Teachers who work in programs
for English language learners, all kinds of parent liaisons
whether they are teacher aids or health aids,
whatever they might be. School coaches often have a really important role to play. And of course school
administrators, principals and also
school superintendents. Very important to gain
the support of the leadership in the school district. If you can find a champion
or create a champion for your outreach and enrollment project,
you are three steps ahead. I wanted to just share
with all of you one of our grantees works with,
is the Association of School Superintendents,
and worked in a number of school districts over the course
of several years. But I picked out this quote
from Dr. Phillip Lanoue from Clarke County, Georgia, who
is the school superintendent. There is a short video which
you can find at that YouTube site that’s at the bottom
of the screen there. And you can hear this particular
school superintendent talk about not just why getting kids health
insurance is important, but more importantly why school
superintendents need to be leaders and need to take
the reins and not leave this for someone else to do. His remarks are so powerful
because he is owning that leadership role and he’s talking
about it with respect to what health coverage does for kids,
but also why it helps the school district meet their goals. So I urge you to listen,
it’s all of 30 or so seconds but it’s very, very powerful. Finally, you want to build
that network, and we talked a little
bit about this, but just that whole realm of
school based partners are very, very important in terms of
making sure that your campaign is reaching out as
broadly as possible. And when you do that,
we hope that you’ll look to us for the materials that you need
to really make your outreach efforts effective. And to hear more about that
I’m going to now turn it over to Sandy Won,
who is going to walk us through some of the materials that
we have available on InsureKidsNow.gov for your use. Thanks Sandy. >>Sandy Won
Thank you Donna, and thanks to everyone
for joining us today. As Donna mentioned,
there are a lot of great ideas to do your outreach
and enrollment during back-to-school season,
and this is a fruitful time for enrolling kids
and teens into coverage, and in states that have
expanded parents as well. So we have a wealth of resources
for you to draw from in order to help you in your
outreach efforts. What we wanted to show you
is just a few examples of the materials. We’ve got flyers, postcards,
posters and palm cards. These are in the
back-to-school frame. We’ve got our kids getting
ready for the school bus. We also have our kid in charge,
who is the little boy in the blue mustache. He kind of gives a year
round enrollment message, the fact that Medicaid and
CHIP enrollment never ends, and parents might be
eligible as well. And we also have a new flyer
for teens, specifically focused on that age
group about 12-19 where we know we see some
drop off in enrollment, just to make sure
that your partners and your schools are aware
that kids are still eligible for coverage up to age 19. So that really conveys
that message. We also have more materials
on Insure Kids Now about oral health benefits. So we really invite you to
explore the wealth of resources that we have available online. And the beauty of these
materials is that you can have them customized. We can customize these
with your state Medicaid and CHIP program name,
your local organization’s contact information as well
as a couple of logos to brand it for your community. This gives you a little bit
of insight into where we would customize the materials. And again, we’ve got
teen focused materials here to show you. But we really encourage you
to put your order in today. While CMS is open to customizing
as many materials as they can, we will leave the printing to you. So you have that and the
quantities that you need. But we really encourage you to put your orders in quickly. It takes a little bit of time
to turn it around and we want to make sure that you have what you
need for your outreach efforts this late summer and fall. And we also want to remind
you that these materials come in various languages. So depending on what you choose,
we’ve got English and Spanish for everything but
we’ve also got Asian languages, Portuguese, we’ve got Tagalog
and Creole and all these things. And if you have suggestions
on other languages that would be helpful in your
outreach efforts, we welcome you to send us
a note and let us know. CMS is very willing as resources
are available to make sure that we’ve got these translated
to all of the diverse audiences that you work with. And knowing that a lot of
families are going online to do research on health
insurance or health coverage, that their schools are online,
that there are Facebooks and Twitters and YouTubes and
everyone nowadays has some means of getting online,
either through their phones or through their desktops,
we have created some online resources for you as well. So we’ve got social media graphics and posts. Share these with not only your
organization but your schools and your partners on the ground. It’s just a fun way to remind
families that health insurance is available for their kids,
free or low cost health insurance, and some cute little
pictures of kids and a little bit of humor attached to that,
because we know that goes a long way in social
media space. And we also have web
buttons and banners, so you can share those again
not only for your organization but for your partners if they
are willing to post a banner on their site for a couple
weeks or months while you do your back-to-school outreach,
that is a great way to just get the word out
around your community. And think about your
e-newsletters that go out in your community,
any community papers or local businesses that might be willing
to share that information. We have videos as well. We’ve got a 90 second online
web video featuring a little girl named Sophia who talks
about year round enrollment in Medicaid and CHIP,
the great benefits that it offers,
and it is something that you can push out through
your email newsletters, again for your website. Any online channel that you have
available to you, we welcome you to embed it
on your site or to shoot it out to your constituents online. We also have outreach videos,
and these are prepared by CMS and they really
highlight outreach practices, strategies that have
proven to be effective in reaching families,
and we’ve got one specifically on
back-to-school, that is the Rhode
Island case study. But there are a lot of
great ideas on there and ways that you can see
outreach strategies in action. So we invite you to take a look
at those on InsureKidsNow.gov. And we’re not done. We’ve got public service
announcements as well. We’ve got TV and radio public
service announcements. These are available
for public pitching across your local TV
and radio stations. We are doing some pitching
ourselves but it can always use a little bit more help. So if you’ve got local radio
stations or local TV stations that you work with in your
outreach, take a look at the 30 second, 60 second
PSAs that we have available. They’re fun and they’ve got
a great message about the benefits of Medicaid
and CHIP again. In states where parents are
expanding they’ve got a little bit of a parent message as well,
I’m sorry where Medicaid is expanding and parents
can also enroll. And then we also have
live read scripts, which are things that
you can provide to your local on air radio personalities,
and they might read it on the air for you. These can be customized again
to your local information, to your state Medicaid
and CHIP programs, and gives you a little bit of
flexibility that you might not get from the pre-recorded
TV and radio PSAs. And they are not just
for TV and radio, there are a lot of other things
that you can do with these video and audio materials. So we’ve got a list of tips
for how you can use the PSAs, you can share it
with local businesses, you can use it as
the hold music if you’re a health center or
if you’re a school. And we welcome you to try out
these creative ways to do it. And if you have other ideas,
send them our way and we’ll share them with
the wider network of Connecting Kids to Coverage. And finally,
we want to make sure that you are connected with the campaign. We’ve got a lot of resources,
we’ve got a lot of tips we send out, a lot of
information on a regular basis. So connect with us in any of the
ways that most suits your needs. You can visit the website
at InsureKidsNow.gov. You can become a follower
on Twitter at ikn.gov. We’ve got a Facebook Page
which is Insure Kids Now. We also have our e-newsletter
which is the Campaign Notes. If you go to the link
on this page, and again as Riley mentioned
these slides will be available on InsureKidsNow.gov, and
this link will be usable there. You just enter your email
address and you check off the Connecting Kids to Coverage
National Campaign and we will add you to the list. We’ve got about
13,000 subscribers, so we want to continue growing
that and making sure that all of the valuable resources we have
are being used by you and also that you are getting
in touch with us. So to go to the next slide,
we’ve got our campaign field desks. These are hotlines and emails
that you can use if you’ve got questions about anything
that we’ve talked about in terms of the resources,
if you have questions about the materials,
if you can’t find something on the website,
please get in touch with us. We would be happy to walk you
through anything to make sure that these resources get into
your communities and you can use them for all of your
outreach efforts. So the number here
is toll free and the email address is open 24/7.>>Donna Cohen Ross
Thank you Sandy. And I hope all of you can see,
you will want for nothing if you get involved in this campaign. We’re just so grateful
to have all of the creative efforts going into providing
the materials that are really for your use,
and we do hope that you take us up on our offer
of customization. We know that many of you on the
phone have already done that, and so we hope they’re
working out for you. Now I want to introduce our
first speaker, our first guest, we’ve already had
a few speakers. I want to welcome Melanie Hall,
who is the Executive Director of the Family Healthcare
Foundation in Tampa, Florida. Tampa is one of the target
market areas that we’ve been doing some intensive activities,
and we’ve gotten to work with Melanie and gotten to know her
over the course of the last couple of years. Some of the work that
is coming out of Tampa is really quite phenomenal,
and especially at back-to-school time we just are grateful
for all the work and we’re very happy that Melanie could join us
today to share with all of you the kinds of activities
that are happening in Tampa. So Melanie, welcome.>>Melanie Hall
Thank you Donna, and thank you so much for giving
me the opportunity to talk a little bit about what
we’re doing here in Tampa and a little bit about the
Family Healthcare Foundation. So I’d like to start just
by explaining a little bit about who we are. We actually started
15 years ago as the Kids Healthcare Foundation,
and we basically started as an all-volunteer coalition of
folks that came together to help with the implementation of
the brand new Florida KidCare program in Florida,
and really to engage on local partners, providers,
in terms of reaching out to families that may be
eligible for the program. So we’ve been in the Tampa Bay
area doing that level of work for quite a while,
but at the same time, we always looked forward to
the opportunity of when we could reach out and
do family enrollment. So again, we’ve continued to be
a CHIP grantee and working directly with Connecting Kids to
Coverage for several years now. The current grant is really
focused on our school based outreach and the partnerships
that we’ve formed through our school-based local coalitions. We also do have Memorandums
of Understanding with Hillsborough and Pinellas
County Public Schools, which are the Tampa Bay
and Saint Pete areas here in Florida. And those MOUs get approved
each year by the school boards as well as we provide updates
for the superintendents. I’ve been asked every year
to come and do presentations to the principals here
in Hillsborough County, and we work very, very closely
with school social workers, the school health personnel,
several of the different departments within school
districts just as Donna was talking about earlier,
and they have been great partners and certainly an
excellent source of referrals for families that they interact
with that may need coverage and have the ability to apply
for Florida KidCare. At the same time that
we’re doing that work, we do also administrate one of
the Navigator grants as part of the effort that is coordinated
by Florida Covering Kids and Families at the University
of South Florida. And the reason I mention
that is that we’ve really seen a great synergist
between doing that work, because as we’re out in
the field and we’re talking with families,
there are some families who it is really only child coverage
that they need to apply for, and at the same time there are
times when people come to sign their children up and as we go
through the discussion find out that there may be an opportunity
for them also through the marketplace. So it’s been a very
nice complementary cooperative effort. So one of the things that
I wanted to highlight today is what we’ve learned over
the last several years of doing back-to-school efforts,
how we focus some of our strategies,
how we focus some of our staff time,
how we augment all of that to make sure we’re using and
maximizing the resources to meet as many needs as we can. So most importantly is
we make sure that our efforts are very well coordinated
with our school districts. So as the school districts are
participating and reaching out to families to let them know
of opportunities through the summer to stay healthy,
like immunization fairs or fairs where free school physicals
are being offered, we partner in terms of making
sure that that effort gets marketed out to families and
that those families know that we will be onsite to help provide
assistance at the same time. It also is very much coordinated
with the coalition of school and community based partners. For example,
the county health departments, some of the social service
providers, and then certainly the partner
that we work most closely with on this effort,
and that is the St. Joseph’s Children’s Advocacy Center at
our local children’s hospital. It provides the vast
majority of our staffing. We participate in multiple
events each weekend in our pretty busy back-to-school time
which starts right about now, you know, mid-July,
and runs through mid-August. So we typically have multiple
events each weekend. Some of them are events
that I’ll talk a little bit more about in depth like
immunization fairs, and some of them are tabling
events out at health fairs, backpack distribution points,
things like that. And then we also provide
application assistance onsite. I put here at each event,
actually at each of the immunization school
physical events we provide onsite assistance. At many of these other
community based opportunities we provide our brochure,
and our brochure has a lot of information about our
Florida KidCare program, but it also has a tear off sheet
that whoever is helping to man that tabling opportunity at an
event can actually provide for the family to voluntarily give
their contact information, say yes I would like
more information, I would like for someone
to contact me, I’m interested in applying. They can give that back
to us and then we can actually do that follow up and
make an appointment or answer any questions that
that family may have. So part of the build up,
especially to drive families to the immunization and
school physical events, because that is where
we are providing that onsite application assistance,
is that we work directly with our school district and
we promote those events through a flyer that we develop
and get approved and provide the printing for. That flyer then goes
into 125,000 free and reduced lunch packets
that get sent out to families. So as Donna was
talking about earlier, it’s a great way to make sure
that information goes directly to families that may be
eligible for these programs. Those packets are mailed
out in early July, so it gives folks plenty
of time to plan to come to one of those events
that may be closest to them. The flyers list not only all
of the locations and the times of each of those events,
it is in English and Spanish. The other thing that it does
is list all of the documentation that a family may need
to bring so that they can actually complete an application
onsite throughout this process. We don’t need to stop the process,
save it, make an appointment to finish up another
time simply because of a lack of documentation. If they are gathering their
information before hand, they can bring that onsite. We provide that assistance with
laptops that have air cards, we bring iPads that
have 3G service. One of the advantages of using
the iPads is it also allows us to then take photos of
the documentation, turn it into a PDF,
send it to the family’s email as well as up to our
state agencies, and then we can delete that,
show the family that we’ve deleted it each time,
and that gives us the ability to know that we’ve actually
helped them turn in their documentation. And then we also promote
those opportunities, enrollment opportunities through
our website and also through those of our partners. One of the things that we have
learned through the years is that we get asked to do quite
a few activities through the very busy back-to-school time,
and we try to figure out the best way to really focus our
staffing to make the most of the enrollment opportunities,
and then augment that with some other models that I’ll talk
about just briefly that also helps us spread
our reach a little bit. So as we all face,
there are just a limited number of paid staff that really
can attend events, a limited number of resources
that we can use to make sure we are out doing that one on
one application assistance. And yet, again,
one of the things that I think many of us have
experienced is that it is that one on one application
assistance that for many families is really very vital
in terms of their ability to complete the process and get
their questions answered and know what they should do in
terms of that follow up piece. So we try to send our paid
staff to the immunization fairs and school physicals. Again, those are families that
are coming to seek out free or very low cost medical services
because certainly the assumption is that they are having
difficulty accessing the services for their children. And so that gives us a great
opportunity and entree to have that conversation. But then there are a lot of
other events that we’ll discuss. Parent nights at open houses,
at schools, at backpacking distribution points, things like that
where we’re asked to table PTA meetings. Sometimes what we’re able
to do is augment our paid staff with parent ambassadors. You know, one of the best
practices that we’ve learned is that parents really love
hearing from other parents who have experienced the program
and the benefits of the program. It carries a different level
of message I think. And so we have had some parents
that have come to us and have been so pleased with their coverage and
so happy to carry that message for us that we decided to
capture that and really provide them with certified application
assistance training so they could be out in the community,
know how to answer questions that was beyond just personal
experience but based on training,
and be out in the community representing the Florida
KidCare program. So our parent ambassadors
do go through a certified application training,
and they really help to augment. Along with that model,
we also provided the application assistance training to some
of our school staff, in particular our school
social workers. That has been a great
partnership, because one of the things that
happens even if a school social worker doesn’t necessarily have
the time to go through the entire application process,
many times they do, but even if they are servicing
several schools and they may not be able to do the application
assistance themselves they have a great knowledge base
to speak to families, answer questions,
and then refer them back to us for that one on one assistance. So we’ve used the Connecting
Kids to Coverage resources in several ways,
and we’ve been really fortunate to be a part of this program
because it has allowed us to do things that we frankly never
would have been able to do on our own as an organization. So first of all,
we’ve been able to distribute posters, palm cards,
to all of our partners throughout the year. A great example is we have
a local coalition called Covering Tampa Bay. It incorporates our Florida
KidCare partners as well as those folks interested
in marketplace information. So we’ve turned that into
more of a larger geographical coalition,
and that’s been a partnership that’s been really engaged and
we were able to distribute at sort of a celebratory picnic
that we have in May a lot of these materials out
to partners at that time. In mid-August we also have a
great opportunity to do a mass material distribution because
we’re going to be able to present to 560 school
social workers, school health personnel
and school psychologists all at the same time so they
have those resources to use throughout the year. We are also sharing our online
resources at our next Covering Tampa Bay Coalition
meeting in September. We have finally joined
the 21st century and created our only Covering Tampa Bay
Facebook page, Twitter account, etc. All of that will be rolled out. And not only are we are going
to be utilizing these electronic resources,
we want to make sure that we are sharing them
out to our partners, that they can include
them on their electronic communications as well. One of the big benefits this
summer for us certainly have been the billboards,
which you see an example of, and radio ads that include our
local contact information that are out in our community
even as we speak. I drove past one today actually. And we have found that with
these radio ads and billboards it really does increase those
calls to our KidCare line and we are able to then use
those opportunities to help drive families to events or
to set up appointments for one on one assistance. So by utilizing all of
the Connecting Kids to Coverage resources,
by utilizing the very valuable partnerships that we have that
with our state organizations and agencies, specifically
Florida Healthy Kids Corporation, Florida Covering Kids
and Families. You know, we have great
state partners, we have great local partners,
and we have these lovely resources now to tap into. It’s really the it takes
a village concept where we join together and make sure that
we really maximize as many opportunities as we can for
families to get their eligible children enrolled in coverage. So we’ve been very grateful to
be a part of this project.>>Donna Cohen Ross
Thank you so much Melanie, that was just a great
presentation. You’ve covered a lot
of territory. I want to draw everyone’s
attention to the graphic at the bottom of this slide. You’ll see that the Family
Healthcare Foundation’s logo has been incorporated
into this piece. Again, we can do that
for you too through our customization guide. So I just wanted to I guess give
a little commercial for that. Melanie, thank you so much. The other thing that Melanie
talked about throughout her presentation was the connection
that they made with partners in her community. She mentioned the school
social workers and others a number of times. Now, I am very, very pleased
to welcome Frederick Streeck, who is the Executive Director
of the School Social Work Association of America. One of the things that we wanted
Frederick to talk about was how you can connect with school
social workers in your community and then be able to do some
of the things that are similar to what Melanie described
in her presentation. So I’m going to turn it
over to Frederick. Welcome Frederick,
thank you so much for joining us this afternoon.>>Frederick Streeck
It’s my pleasure, and I really want to let the
Center for Medicaid Services and the Connecting to Kids Coverage
Campaign know that we really appreciate the opportunity to
talk to this webinar and the attendees and also how happy we
are to be a partner and advocate for healthcare and improving
healthcare for all of our kids. I’m going to just give
you a quick overview, then I want to talk about how
school social workers work with children and families,
how school social workers work with school staff. Then we want to wrap up with
how you could easily access and work with school social
workers from your local area. School social work began in 1906,
and basically they were visiting teachers. At that time there were
a lot of immigrants coming into the country,
and so school districts sent teachers out to meet immigrant
families and to explain the need for their kids to go school. Then they would learn about
the families, get acquainted, then they would come back to the
school and talk to the teachers about what it was like to just
be moving here from Poland or from Russia or from
the UK or wherever people have immigrated from. So since then in the last
over 100 years, our practice has evolved,
but school social workers still go out and make lots of home
visits and get to know parents away from the school setting. There are about 20,000 school
social workers currently in the United States. These people work
for school districts. These are not community
agency people. Our members are in the buildings
with teachers and custodians and bus drivers and
principals every day. Our members have a master’s
degree in social work and they have special training
in working with children and teachers and parents. Kind of what school social
workers on that score, basically our members provide
individual and group counseling to students,
and they provide consultations to teachers and to parents. Our focus is always
on removing academic and social/emotional barriers to
encourage student success. When kids come to school
with terrible home situations, maybe they’re not eating right,
maybe mom and dad were fighting late last night,
maybe they spent the night in a car in a public park. It’s going to be real hard
for those kids to focus and pay attention to the teacher no
matter how well trained that teacher is on that particular
math or reading curriculum. So we understand that there
are social and emotional barriers out there that
limit kids’ success, so our members are all about
trying to remove those barriers. So let me talk about
working with kids in schools and families. So basically school social
workers help students to cope in times of crisis,
help students to access mental health services. Generally those are community
mental health services but sometimes they are
in the school building. School social workers help our
students to become resilient and successful learners and help
to help students gain personal and social and competencies. School can be a daunting place
when you’re a new student or moved in from another area or
you’re from a different country, it can be extremely offsetting. And so our members try
to help kids to acclimatize themselves to the academic
environment and to fit in. We also work with parents. Our members help parents
to participate in their child’s education. Our members help parents
understand child development and the educational needs
of their kids. Our members help parents
to access school and community resources,
many of the agencies such as your own that are out
there that assist families. Our members help parents
to understand special education services. A lot of our members work
with kids with disabilities, and that can be a daunting topic
to talk about at school and frightening to have a child
with a disability enter in a public school. We work with mental health,
we work with special education, and our members are skilled
in that area. And they also, our members
provide parenting skills. In fact they do teaching at
classes in the evenings and that sort of thing to help
parents to sharpen up their parenting skills. We help educators,
teachers and paraeducators and other professionals
in the school district. We help them to work
effectively with parents. We help them to discuss new
resources and to bring them up to speed on new things
that are in the community that are available. We help educators by
participating with them in the special education process from
evaluation through development of an Individual Education Plan
and then into direct services and therapies and treatments. We also help educators
to understand the family and the cultural factors
that affect students. And this is still a big deal,
even though I talked about what was going on in 1906. If you look at what’s
going on in the south, the border of the United
States today, and even in my state
in Washington State there are students,
there are children, school age kids who are now in
the United States that are perhaps without a chaperone,
perhaps without a parent, certainly in a very
different environment. Their experience is so unusual
and so different compared to what kids would be experiencing
who live in a home community nearby a school. So school social workers
help out in this way. We do inservices for educators
about migrant families, about immigrants,
about the different cultural things that are coming in
the schoolhouse door. [ no audio ] … an important
service for us to help educate… [ audio cut off ] … child abuse and neglect,
school safety. All of those kind of things. The school shooting stuff
that has been so much in the news in the last couple of years,
troubles us greatly. We help administrators
to process that, to do inservices on safety
and to support kids and parents and staff when there
is a tragedy at school. So here’s what you can do
as a community partner, as a community organization,
to help us and to work with your school social workers. Basically,
as I mentioned, school social workers link the
school and the community and coordinate delivery of health,
educational and mental health services. And school social workers
partnering with communities can develop resources
to adequately meet the needs of students and families. We talked about backpack drives,
we talked about food banks. Other services that
a community might need, a school social worker can see
that and sometimes will work with you and bring people
in to help to establish that. Community organizations can
best, on the next slide, help access school social
workers by calling the local school and asking to speak
to a school social worker. Many times school
social workers, and I was one myself
for many years, might have two or three
buildings that they’re in in the course of a week so
they’re not always present. But be persistent and
keep trying to contact them. If you are not having success,
contact the state school social workers’ association where you
live and ask for their assistance. We have a number of state
affiliate chapters that are a part of our national organization,
and they have lots of local and state resources that can help
you to connect with a school social worker locally. What you should do is
when you email or call, ask for help about students’
healthcare needs that you are concerned about,
but moreso, please leave a really thorough,
really detailed message, because our members are really busy,
and if you say, here’s my number,
this is Frederick Shreeck, call me back,
that may go to the bottom of the list. So just ask your question and
provide as much detail as you can. Most people are great at that,
it just expedites the process. There are lots of online
resources on our website. There are some for parents,
there are some for educators, there are administrators
and community organization resources there. You can see our website
at sswaa.org. What I would ask of you,
the participants in this afternoon’s webinar,
is to tell parents that they should call the school and get
hold of a school social worker if they are concerned
about making friends, having their child having
difficulty making friends at school. Maybe there’s a concern
about bullying at school. Call the school,
call the school social worker, if you think that your child
or your parent’s child might need assistance for
difficulty with learning. They may need assistance
learning about school rules or they may be having
difficulty with school rules, that’s a good time to call and
speak to a school social worker. When testing requirements
are so front and center and the high stakes,
high pressure requirements are on,
it’s stressful for kids, it’s stressful for faculty. That’s a good time to talk
to your school social worker and say, you know, my son,
my daughter, they’re really uptight about this,
if they don’t do well on their test,
their teacher may not be retained for next year
and they’re real upset. Those are things that
we can help with at school. Sometimes parents just
need to know, when should I contact
my teacher? Should I go and kind of
pass it by, or is this an issue that is so
important that I really do need [ inaudible ] >>Riley Greene
Hi Frederick, this is Riley. We’re having a little bit
of difficulty hearing you. Your audio might have cut out. Can you hear me okay?>>Frederick Streeck
I do hear you.>>Riley Greene
We can hear you now, thank you. Sorry for the interruption.>>Frederick Streeck
Okay. I don’t know where we lost you,
but I was just saying that we all have a role in wanting
to help kids and families. We think that mental health,
physical health, all lead to strong academic
successful learners and successful schools are
really the cornerstone of our democracy. We just appreciate all of
the work that you the community here provides. There is a link for email
and website resources if you [ static ] Thank you to the Center for Medicaid Services. We really appreciate this
[ static ] >>Donna Cohen Ross
Thank you so much Frederick. We really do appreciate
you taking the time, and stick with us,
we may have some questions for you. Now I’d like to go
to our final speaker. Barbara Kaplan is the Director
of Asthma Education at the American Lung Association>>Frederick Streeck
Sorry about the …>>Riley Greene
No Problem.>>Donna Cohen Ross
Thank you. Barbara Kaplan is the Director
of Asthma Education at the American Lung Association,
a new partner for us at Connecting Kids to Coverage. When we learned recently that
the American Lung Association has its own
back-to-school materials, we thought this would be the
perfect opportunity to invite Barbara to spend a little time
with us this afternoon. She really moved heaven
and earth to do that. So we’re really
glad to welcome her. Barbara, thank you so much.>>Barbara Kaplan
Thank you, I’m so happy to be able
to participate today. I’m actually learning quite a
bit from the presenters as well. So I really appreciate
the opportunity. My thought, I’m going to start
real quick and give you a little information about the American
Lung Association. For over 100 years,
we have been leading the fight for healthy lungs
and healthy air, and we are working to save
lives by improving lung health and preventing lung disease. We do that in a number of ways,
but mostly through research, education and advocacy. We were one of the first
to tackle smoking, the nation’s greatest preventable health risk. It makes a connection between
air pollution and lung disease. My role at the Lung Association,
I have the opportunity to work with schools nationwide
to make them healthy learning environments. For more than 25 years we have
been working with schools to educate school personnel,
parents and students about asthma management. Asthma is one of the most
common chronic disorders in children nationwide. It currently affects
an estimated 7 million children under the age of 18,
of which 4.1 million of those suffered from an asthma flare up or
an asthma episode in 2011. It’s a leading cause
of school absences, accounting for more
than 10 million lost schooldays each year. It affects people of all ages,
races, genders and segments of society, but the burden is not
equally shared across racial and ethnic groups. It is most often a disease
of the young and of the poor. Children and people living
below the poverty level are among the groups most
likely to have asthma, the most likely to suffer
from severe asthma attacks, hospitalizations and even death. Asthma can be life threatening
if it’s not properly managed. For the past 12 years,
children between the ages of 5 and 17 years of age,
they’ve had the highest attack prevalence rate,
and those over 65 have had some of the lowest. The asthma attack prevalence rate
in blacks was 40% higher than of whites. It is the third leading cause
of hospitalization among children under the age of 15, and unlike
other chronic lung diseases, asthma discharges rates at
hospitals are very common among the pediatric population. In 2009, there were
approximately 774,000 emergency room visits due to asthma for
those under the age of 16. So the burden is extremely high. And lastly I’ll mention,
asthma is expensive. It costs our nation
$56 billion annually, $50 billion in direct
medical expenses, close to $4 billion in loss
of productivity from missed school and work days,
and premature death at $2.1 billion per year
for a total of $56 billion. There is no cure for asthma,
but it can be managed and treated so people with asthma
can live a normal healthy life. As with other chronic illnesses
like heart disease and diabetes, optimal management of asthma
requires good medical care, patient involvement
in decision making, and community support
for a healthy environment. Goals of asthma treatment
are to reduce impairment and to reduce risk. This translates to things like
sleeping through the night, being physically active,
not missing school and work, not having to go to
the emergency room or be hospitalized for your asthma,
and not experiencing symptoms such as coughing and wheezing
during the day or night. And then there are many
steps in managing asthma, including monitoring asthma,
controlling your environment to avoid asthma triggers,
using medications as directed, knowing what to do
in an emergency and using an asthma action plan
or asthma management plan. In working with a
healthcare provider, following up with them at least
annually or more often when you are experiencing
symptoms. So as you can see,
to properly manage asthma it is important to have
consistent asthma care. Next slide. The American Lung Association,
with support from the CDC’s National Center
for Environmental Health, is working to raise awareness
about the opportunity to access healthcare and the opportunity
to access quality asthma care. Specifically,
this project is focusing on individuals living
with asthma and parents and children with asthma. So we are working to raise
awareness of the benefits under the Affordable Care Act,
including Medicaid and CHIP. This project has three phases,
I like to say they go to three phases but they
do tend to overlap. But in the beginning we were
very focused on raising awareness about the opportunity
to get coverage through the health insurance
marketplace. Some examples of our activities
were promoting our Lung Health Line and staff certified
application counselor organizations using
communications and social media to educate patients living with
lung disease and their caregivers about the importance
of getting healthcare coverage. Once the 2013 enrollment
period ended, we began switching our messaging
to talk about eligibility for coverage,
especially among children with asthma and families
through Medicaid and CHIP. Now we are into our third phase,
where we are educating individuals with asthma
and parents of children with asthma in the steps to
access quality asthma care. In other words,
what is optimal asthma management and what should
they expect from a healthcare provider when they do visit them. So I mentioned the Lung
Help Line as a certified application counselor,
but it is staffed by lung health specialists such as nurses
or respiratory therapists. They can really help callers,
people living with lung disease, to determine what level of
coverage is right for them and to help them complete
an application for coverage in the marketplace. In addition to seeing if
the marketplace plan is the right choice for a caller,
they ensure that the caller has all the correct
documentation and information to complete the
enrollment process. However, we are finding
that most patients, especially those in situations
discussed by other presenters on the phone today,
especially those in minority communities, are not taking
services like the Help Line or through online resources,
but rather, it’s about meeting those
individuals in those reachable, teachable moments. We are seeking new ways to
assist patients living with lung disease in their communities to
get access to healthcare through some partner organizations such
as those of you who are participating in the call today. Next slide. We are developing several
resources to educate individuals with lung disease about
the opportunities to get healthcare coverage. The fact sheet Choosing a Health
Insurance Plan for Lung Disease Patients highlighted on this
slide offers solutions to frequently asked questions about
healthcare coverage. We advise patients to consider
things like making sure your health plan covers the asthma
medications that you take. Reviewing the health plan’s
formulary or preferred drug list in the health plan member handbook or
by calling the health plan’s main information phone number. Making sure the health plan
covers medical equipment like spacers, peak flow meters,
nebulizers to treat asthma, making sure your healthcare
providers are the network that you choose and
considering the cost. So if you take any medications
to treat your asthma you might consider choosing a health plan
with higher premiums. And that is specific to the work
that we were doing in the health insurance marketplace. The next phase of our project,
and we can go to the next slide, has focused on the steps to
accessing quality asthma care. So we are publishing
e-communications and using social media during our annual
Back-to-School with Asthma campaign to empower patients
to take control of their asthma. To do that we’ve prepared
information and downloadable resources. Our goal is to get more patients
enrolled in healthcare with access to a consistent,
usual source of care or a medical home. We have focused on three main
principles in our messaging. Individuals with asthma and
caregivers need healthcare coverage to get the preventive
care and treatments to manage asthma successfully,
consistent health services, and education about asthma. The environmental control
measures are such a critical component to asthma management
along with the medical management of asthma. So I wanted to highlight
for you some of the step cards that we produced, five steps. Your Child’s Asthma: A Parent’s
Guide to Better Breathing. We’re going to be promoting
these during our Back-to-School with Asthma campaign. It not only talks about the
importance of getting coverage and working with your
healthcare provider, it gives self-management asthma
tips and techniques to help parents with asthma management. And these are going
to be available for print and they will be
downloadable from our Back-to-School
with Asthma Toolkit. So they are not published
up there yet, so I would say come back. But in our next slide I did want
to highlight for you our Back-to-School
with Asthma campaign. We do this annually. We offer a toolkit that’s
available on our Asthma landing page, which is lung.org/asthma. We provide tools for teachers,
school nurses and staff to improve asthma management
in schools, and we promote this in a number of ways. It’s a leading chronic disability,
chronic condition that causes students
to miss school. So this has widely been focused
on during this campaign. And fall is the peak season
for asthma symptoms to occur. Respiratory infections and fall
allergies are just some of the key triggers that cause symptoms
and episodes in children. In this year’s e-communications
and social media, we’re going to be promoting
those step cards that I just shared with you. Several of our local Lung
Association offices participate in Back-to-School with Asthma
nights or Back-to-School nights, we call them Back-to-School with
Asthma nights because they often do presentations about asthma. I think this might be an
opportunity to collaborate and help get patients enrolled
at these events. So I will just finalize
by saying what state outreach partners can do. Our local offices often get
questions from patients and caregivers about enrollment. We would like to better connect
our local offices with states and outreach partners that are
assisting with enrollment. Like I stated earlier,
we are finding the Lung Help Line being a certified
application counselor may not be the best resource to reach our
most vulnerable populations. I would offer to visit our
Affordable Care Act page and our asthma landing pages for some
downloadable tools and resources to share in your community. And lastly, the Lung Help Line
is a great service for individuals with asthma
and parents to get help with questions about lung health and
be a resource about healthcare. So with that,
I really would like to thank you for the opportunity
to participate today.>>Donna Cohen Ross
Thank you so much Barbara. We learned so much about
the resources that are available through the
American Lung Association, and we’re really thrilled
to have you as a partner. I’ll remind everyone that when
you go onto InsureKidsNow you’ll see that this has been a topic
that we care very much about. We have a flyer that is really
for you to use during asthma and allergy season,
and our slogan is, when kids have health coverage
we all breathe easier. So we hope that between
the materials that Barbara talked about and what we have
on Insure Kids Now you can incorporate this important
topic into what you’re doing. We want to thank all of
our presenters, I’ll come back around and
thank them again at the end. But in the meantime we have
just a few minutes left for some really good questions so I’m
going to turn it over to Riley.>>Riley Greene
Absolutely. Thanks everyone. So we’re going to jump right
in with some questions we’ve gotten through the chat box. Our first one is for Melanie
Hall in Tampa Florida with the Family Healthcare
Foundation. This question comes from,
forgive me if I mispronounce your name,
Basil Musharbish. She is interested in how you
structure your outreach Melanie. Did you reach out to school
superintendents first and hope to drive change down,
or do you kind of go from the bottom up,
reaching out to school nurses and different school persons
and going up the ladder to school superintendents. So if you could speak a little
bit about your outreach strategies that would be great.>>Melanie Hall
Sure. First of all,
actually it happened fairly organically,
because as I said we actually started as an all volunteer coalition
15 years ago when the community first started looking to help
children get enrolled in our CHIP program,
which here is Florida KidCare. So the school districts
were a part of that coalition right from the beginning. I will say at this point
the way it works, which is very helpful for us,
is both top down and grassroots. For example,
our superintendent here in Hillsborough County,
Mary Ellen Elia, has been not only a tremendous
supporter in terms of helping us generate the MOU and being
supportive of that, she has been very
personally supportive. She created a DVD that she
allowed us to help her put some scripts together,
and really the messages that she wanted to get out to the school
personnel within our district. So she actually worked
with their in-house team to record that,
and that’s something that has been played several times
in several different venues, public and within
the school system itself, to really lend her support
to all of our efforts. She actually asks me every year
to come and present to the principals within Hillsborough
County so that they can support that effort at each
of their schools. So that’s certainly
a top down approach, but at the same time we do
work as I said very closely. Our liaison within the school
system is the Supervisor of School Social Work. We also work very closely with
the Supervisor of School Health. So I go to school nurses’
staff meetings, I go to school social
work staff meetings. I do an update each year. We try to do ongoing
communications through the year. Then we try to get messaging out
to our schools and to various avenues that the schools might
allow us to get information out to parents and let them know
how they can reach us if they’d like assistance.>>Riley Greene
Great, thanks so much Melanie. We have had a lot of questions,
I won’t read your names, but a lot of questions about
customizing the Connecting Kids to Coverage materials. So I’m going to ask that
we zoom back to that slide. A couple of the questions are
where do we customize them, what can we put on them,
are they free. So I’m going to turn it over
to Sandy Won to speak to the material customization.>>Sandy Won
Yes thank you. And thanks so much to everyone
who I am hoping is interested in getting their materials
customized. This is a free service from CMS,
so you will not be charged for the customization. You will be responsible
for printing them on their own though,
CMS doesn’t have the capacity to print them for you. We had a question about
what languages the materials are available in,
and it varies depending on which piece you choose. But we have everything
in English and Spanish. We also have Chinese,
Korean, Vietnamese, Haitian, Creole, Hmong,
Tagalog and Portuguese. As we said, if you have another
language that you are itching to get translated,
please send us a note through [email protected] and
we will certainly put that to CMS and see if we can get
that translated for you. The other question
about the customization, where you can customize it. If you look on the slide,
you will see there are different parts of the flyer. I know it’s a little hard
to see on the slide, but you can customize
the state program name. You can also customize
for income eligibility. You can also customize
for your local organization’s contact information,
either a phone number or a website. We can also add logos
to your materials. So we really encourage you all to use that service,
we know all of this outreach is local and we really want to make
sure everyone takes advantage of that opportunity. We had a couple questions
as well on the web video. This is a great little video,
we hope you take a look at it. At the time being it is
only available online. I know some people are interested in downloading it and having it on your computers. You can embed it on
your website though, there are features
within YouTube that allow you to do that. If you have an event and
you can hook onto a wireless connection or bring a portable
wireless device you can still play it at the event onsite. And we also have
the 30 second PSAs which you can request
a DVD copy of. If you go to InsureKidsNow.gov,
you will see a TV/PSA page that if you send us a request
via email we can burn you a DVD and you can bring
them out to events. So we want to make sure that you
have some materials available. The web video it is just
an issue with the talent rights so we are not able
to share it any other way.>>Riley Greene
Thanks Sandy. And I’ll ask that we put our
contact information slide up. If there is a question that
we didn’t get to or you want a copy of the presentation
before it’s available online, please just reach out to us
at the phone number and the email address that is on
the slide in front of you. In the meantime I’m going
to ask one more question before we wrap it up. Sandra Clark was interested
in any recent statistics on how many children are uninsured,
and I think Donna can speak to that question.>>Donna Cohen Ross
Yes, thanks Riley and thanks Sandra. You know, usually we start out
our presentations with a little bit of that context
and we didn’t do that this time because we just dove right
into the back-to-school. So I will say that we know
from recent data that we have done a really tremendous job
in this country in reducing the number of children who are
uninsured and bringing down the rate of uninsurance. So for low income children,
we know that since before we had a CHIP program
we have been looking at a decline of about 25% to now around 13%,
and those are just low income children. When you look at children as a
whole the number is much lower. But many of the kids who
are getting enrolled in coverage are getting enrolled
in Medicaid and CHIP. And that is really important. The data that I want
to draw to your attention, and you can find on
Insure Kids Now, is something that is
a little bit different. It’s the Medicaid and CHIP
participation rate. What that data tell us is of the
eligible children in your state, what percentage are actually
participating in our program? And on InsureKidsNow.gov,
there is an interactive map that can help you with that. Nationally, that number is 88%. 88% of the children who are
eligible for Medicaid and CHIP are participating. That’s a really great number,
but we know that even with that very high participation rate
we have about 4 million children who are still eligible but not enrolled. So we still have a job to do. So I would suggest that you look
on that interactive map, we can send a link to it
if you need it. You can find the link to it in
the Spotlight box on the right hand site of the homepage
at InsureKidsNow.gov. And you can see where
your state measures up with respect to that
national average. We have many,
many states that are doing better and better all the time,
and they’re in that 90% range of participation,
but we still have obviously many that are also below
the average and we have lots of work to do there. So we are grateful
for your interest and for your participation. I see that we are at
the time that we’ve allotted for this session. I want to thank all of our
presenters, our guests. Frederick,
Barbara and Melanie, you all gave fabulous
presentations today, and as Riley said you’re all
going to be getting access to the presentation in just
a couple of weeks or earlier if you connect with Riley. This is our last webinar
for a while. We wanted to get it in
in plenty of time before back-to-school,
but we’ll be coming back to you after the summer. But I did want to mention
that we will be having, there will be an informational
webinar on August 13th, which is focused on working
with low literacy populations. And those of you who get our
e-newsletter that Sandy talked about will be getting the
information for that webinar. So if you are interested
just watch your email over the next couple of days. Meanwhile I just want
to thank everybody for joining us on our series of webinars. We’ve had tremendous
participation, great questions. We know that you’re out there
and you’re working really hard to get eligible children
enrolled in coverage and their parents too. It’s an ongoing activity. Again, Medicaid and CHIP
enrollment are year round, so why wait? Don’t wait. We wish you tremendous luck in
this back-to-school season. We’ll be waiting to hear from
you about what strategies you have used that have been
particularly successful. We want to hear about the
good work that you’re doing. In the meantime,
we just want to say thank you again and we are going
to sign off now, and we really wish you
all a great, safe and healthy summer. Thank you.>>Riley Greene
Thanks everyone. Good-bye.