Update outreach-and-messaging.md

manual-renewals/outreach-and-messaging.md

@@ -17,23 +17,23 @@ In many instances, the first time a member learns that they have missed their re
 
 ### Challenges
 
-States are struggling to get the word out to their members that renewals have resumed. Members have not needed to submit a renewal in 3 years, and many signed up during the PHE and have never needed to submit a renewal.
+States are struggling to get the word out to their members that renewals have resumed. Members have not needed to submit a renewal in 3 years if they first signed up during the PHE.
 Some states have engaged in ad campaigns and have a coordinated comms strategy while other states lack the budget or resources to do so. 
 
 #### Confusing messaging 
 
-As states engage in various outreach methods, they often use terminology that is unfamiliar to their members. Phrases like “public health emergency” and “unwinding” do not have broad familiarity and can cause confusion and invoke feelings of panic. In an attempt to avoid these terms some states may have gone too far in the other direction, using language that is too generic and doesn’t make it clear why people should pay attention or take action. 
+As states engage in various outreach methods, they often use terminology that is unfamiliar to their members. Phrases like “public health emergency” and “unwinding” do not have broad familiarity and can cause confusion and invoke feelings of panic. In an attempt to avoid these terms, some states may have gone too far in the other direction, using language that is too generic and doesn’t make clear why people should pay attention or take action. 
 
 #### Getting the word to the right place
 
-The Medicaid community is extremely diverse, which can make it challenging to reach all of them. States may or may not have the resources to place ads or the resources to put together a thoughtful comms strategy. It’s important to meet members where they are, meaning placing ads in multiple languages in key TV and radio markets as well as doctors offices, pharmacies, and on public transit.
+The Medicaid community is extremely diverse, which can make it challenging to reach everyone. States may or may not have the resources to place ads or the resources to put together a thoughtful comms strategy. It’s important to meet members where they are, meaning placing ads in multiple languages in key TV and radio markets as well as doctors offices, pharmacies, and on public transit.
 
 #### SEO
 While states are offering information about renewals on their websites, this information is not always easy to find. In some states, particularly those that are county-run, city, county, and state websites may compete with each other for search rankings. This makes it difficult for members to know where to go. Additionally, states are having to compete with scam websites that are placing ads in search results to trick members into providing their information or sell them a different insurance plan.
 
 ### Plays: 
 * Review the state's comms strategy, if they have one
-* Put yourself in the member's shoes and try common google search terms to see what comes up
+* Put yourself in the members' shoes and try common Google search terms to see what comes up
 * Work with navigator orgs to understand the messaging that resonates with their communities
 
 ## Targeted Messaging (Notices / Renewal Packets)
@@ -44,19 +44,19 @@ When it is time for an individual to complete their renewal, states often strugg
 
 #### Out of date contact information
 
-Official notices and reminders about renewal dates are not reaching participants who have moved, or changed their phone number or email address over the course of the pandemic. This is particularly challenging for recipients without permanent addresses or stable living conditions, and those who rely on pay-per-minute phones.
+Official notices and reminders about renewal dates are not reaching participants who have moved, or changed their phone number or email address over the course of the pandemic. This is particularly challenging for recipients without permanent addresses or stable living conditions and those who rely on pay-per-minute phones.
 
 #### Phone & texting access
 
 Even if a member has kept the same phone number, calls and text messages from the state may not get through if they have run out of minutes, if their plan doesn't allow texting, or if they live somewhere with poor reception.
 
 #### Distinguishing official notices from spam
 
-If the notice is successfully delivered to the participant, it may still be ignored. Mail, texts, and email from the state can often be hard to distinguish from spam. Often, letters are thrown away unopened and people may be hesitant to click links in texts or email. In some instances people may recognize the mail is from the state but still throw it away unopened. Some states have continued sending mail to participants throughout the PHE to keep them informed of their continuous coverage which has unintentionally conditioned people to think mail from the state is not important or actionable. In other instances, people may throw away mail unopened out of avoidance, because they have a fear of the government or because they find it overwhelming.
+Even if a notice is successfully delivered to the participant, it may still be ignored. Mail, texts, and email from the state can often be hard to distinguish from spam. Often, letters are thrown away unopened and recipient may be hesitant to click links in texts or email. In some instances, recipients may recognize the mail is from the state but still throw it away unopened. Some states have continued sending mail to participants throughout the PHE to keep them informed of their continuous coverage which has unintentionally conditioned people to think mail from the state is not important or actionable. In other instances, people may throw away mail unopened out of avoidance because they have a fear of the government or because they find it overwhelming.
 
 #### Plain language
 
-Once people look at their notices, they may struggle to understand them. Notices often include confusing legalese that is not relevant or understandable to the average medicaid participant. These notices can do more harm than good, as confused recipients may not take the necessary action, or may take the wrong action based on them.
+Once people look at their notices, they may struggle to understand them. Notices often include confusing legalese that is not relevant or understandable to the average Medicaid participant. These notices can do more harm than good, as confused recipients may not take necessary action or may take the wrong action based on what they understand.
 
 #### Language access
 
@@ -67,7 +67,7 @@ Many states support multiple languages, and translations of notices can also be
 The timing of notices can also be a challenge. Given inconsistencies in mail delivery timelines, multiple notices can sometimes arrive out of order, creating confusion. If states are sending texts/emails in addition to mail, the mail may arrive after the member has already taken action.
 
 ### Plays:
-#### Use quantitative and qualitative research to understand if this is a challenge in the state you're working with and measure the baseline.
+#### Use quantitative and qualitative research to understand if this is a challenge in the state you're working with and measure the baseline
 * Quantitative data: mail bounce/return rates, undeliverable rates for text messages, open rates for texts or emails
 * Qualitative data: Navigators report that their clients are often throwing away their mail, and the first time people realize they have lost their coverage is when they try to use it (e.g. to fill a prescription) and get denied.
 
@@ -93,9 +93,10 @@ Printing text on the outside of the envelope in key languages is a low-lift inte
   </div>
 </div>
 
-#### Ad campaigns encouraging people to update their contact information. 
-Ads should be placed in places where Medicaid participants are most likely to see them, such as TV, Radio, bus ads, doctor's offices, and pharmacies. Navigator's should be leveraged to spread the word in their communities.
-#### Working with the National Change of Address (NCOA) database or MCOs to update recipient's addresses
-#### Utilizing web-based messaging services like WhatsApp for outreach
-Memers who run out of minutes may still connect to wifi, making web-based messaging a critical link to reach that population
+#### Create or encourage creation of ad campaigns encouraging people to update their contact information 
+Ads should be placed in places where Medicaid participants are most likely to see them, such as TV, Radio, bus ads, doctor's offices, and pharmacies. Navigators should be leveraged to spread the word in their communities.
+#### Work with the National Change of Address (NCOA) database or MCOs to update recipients' addresses
+#### Query the Reassigned Numbers Database to determine if a phone numbers on file have been disconnected before sending out texts
+#### Utilize web-based messaging services like WhatsApp for outreach
+Members who run out of minutes may still connect to Wi-Fi, making web-based messaging a critical link to reach that population