Bridging Gaps: Practical Strategies for D-SNP Insurers and CBOs to Support Dual Eligibles
Dual-eligible beneficiaries face unique challenges, and Dual Eligible Special Needs Plans (D-SNPs) play a pivotal role in addressing their needs. Community-based organizations (CBOs) offer a strategic way for D-SNPs to reach and engage eligible individuals. By working together in practical ways, insurers and CBOs can drive significant impact for dual-eligible individuals while keeping resource demands low.
D-SNP enrollment is often hindered by low awareness and underutilization. CBOs present a unique opportunity to connect with eligible individuals through their trusted, on-the-ground presence in local communities. This positions CBOs as credible messengers who can build familiarity with D-SNPs in a comfortable context.
Here are actionable ways D-SNPs can collaborate with CBOs to build trust, grow enrollment, test approaches on a smaller scale and improve outcomes.
Practical Ideas for D-SNP Insurers and CBOs
1. Provide simple marketing materials to hand out at CBOs and local businesses
Equip CBOs and other high-traffic community locations with materials tailored for easy distribution to their target audiences. Be sensitive to local language needs and provide translated versions where appropriate. Examples include:
- FAQ sheets and talking points about D-SNP benefits.
- Tear-off flyers or take-one cards available at “nontraditional CBOs” — local businesses where there is a high rate of interaction with eligibles like community centers, libraries, dollar stores, food pantries, thrift stores and barbershops.
- Branded materials such as vehicle decals with a D-SNP URL or QR code (e.g., on meals-on-wheels vehicles or medical transports) to build awareness.
- Brochures or info cards that transport drivers and other service providers can hand out.
- Useful branded take-home items, such as hand sanitizer, along with helpful resources.
2. Engage CBOs to distribute information more effectively
Develop a clear protocol for official CBOs to distribute information during regular interactions with the community.
- Provide physical materials for distribution, such as D-SNP brochures or translated guides to health insurance, at CBO offices, food pantries and community centers.
- Support CBO-led communication efforts through their newsletters, email lists or social media posts.
- Assist CBOs in integrating D-SNP messaging into their ongoing member outreach and case management efforts.
3. Support CBO-led events with financial sponsorship
Sponsor or co-brand events that align with both the CBO’s mission and the D-SNP’s outreach goals. Even small financial contributions to a CBO can yield significant marketing value. Events could include:
- Health fairs or screenings.
- Educational workshops on chronic condition management.
- Social events like Bingo nights to have fun and build community trust.
- Sponsorships that fund event costs, promotional materials or resource distribution. Where allowed, consider negotiating for sponsorship exposure across CBO channels like newsletters, event materials and/or social media.
4. Facilitate volunteer opportunities for D-SNP team employees
Payer representatives can volunteer alongside CBO staff in activities such as food distribution, community clean-ups or event hosting. This visible support fosters trust while integrating the payer into the community’s fabric.
5. Implement referral protocols
For those CBOs willing to be an active partner, create a simple, streamlined referral system.
- Train CBO staff to identify potential D-SNP enrollees and connect them with representatives.
- Utilize existing CBO contact points to funnel leads through a low-tech, manual process.
Getting Started
For healthcare marketers, these strategies can leverage the strengths of local CBOS and offer a workable entry point into collaborations while paving the way for larger-scale initiatives.
For more information, check out our recent blogs on effective D-SNP-CBO partnerships, insights based on D-SNP member demographic data and dual-eligible enrollment trends. You can also download our D-SNP marketing tip sheet.
Got questions about community collaborations between D-SNP insurers and CBOs to reach the dual-eligible audience? Reach out to Media Logic today.
