FOIA Response From HHS' Centers For Medicare and Medicaid Services About Advertising For Affordable Care Act Enrollment - September 8, 2017

February 15, 2017
Department of Health and Human Services

Freedom of Information Officer
Hubert H. Humphrey Building, Room 729H
200 Independence Avenue, SW
Washington, D.C. 20201
Centers for Medicare and Medicaid Services

CMS FOIA Officer
Centers for Medicare & Medicaid Services Mailstop
N2-20-16 7500 Security Boulevard
Baltimore, MD 21244
Re: Freedom of Information Act Request
Dear Official:
Pursuant to the Freedom of Information Act (FOIA), 5 U.S.C. 552, The Protect
Democracy Project hereby requests that your office produce within 20 business days the
following records (see below for clarity on the types of records sought):
(1) All formal and informal documents, including but not limited to email communications
and memoranda, between and among employees of the Department of Health and Human
Services (“HHS”) Office of the Secretary and/or Office of Public Affairs and/or the
Centers for Medicare and Medicaid Services (“CMS”) Office of the Administrator and/or
Office of Communications concerning the decision to discontinue advertising for
healthcare.gov and/or enrollment in healthcare coverage. The timeframe for this request
is January 20, 2017 through February 1, 2017.
and memoranda, between the HHS and/or CMS transition teams and the White House
concerning the decision to discontinue advertising for healthcare.gov and/or enrollment
in healthcare coverage. The timeframe for this request is January 20, 2017 through
February 1, 2017.
and memoranda, between and among employees of the HHS Office of the Secretary
PO Box 170521, Brooklyn, New York 11217

FOIA.protectdemocracy@gmail.com
and/or HHS Office of Public Affairs and/or CMS Office of the Administrator and/or
CMS Office of Communications concerning the effect of the Trump Administration’s
decision to discontinue the advertising detailed above on enrollment numbers. The
timeframe for this request is January 20, 2017 through February 1, 2017.
and memoranda, between and among employees of the HHS Office of Public Affairs
and/or CMS Offices of Communications concerning the article published by Politico on
January 26, 2017 entitled, “Trump White House Abruptly Halts Obamacare Ads.”
and memoranda, between and among employees in the HHS Office of the Secretary
and/or HHS Office of Public Affairs and/or CMS Office of the Administrator and/or
CMS Office of Communications concerning the number of people who enrolled in
healthcare coverage after President Trump took office, which CMS made public on
February 3, 2017. CMS reported that approximately 200,000 Americans signed up for
coverage in the final two weeks of the open enrollment period. The time-frame for this
request is January 20, 2017 through February 6, 2017.
and memoranda, between HHS and/or CMS employees and the White House concerning
the number of people who enrolled in healthcare coverage after President Trump took
office, which CMS made public on February 3, 2017. CMS reported that approximately
200,000 Americans signed up for coverage in the final two weeks of the open enrollment
period. The time-frame for this request is January 20, 2017 through February 6, 2017.
FEE WAIVER
FOIA provides that a waiver of fees associated with a request is waived if “disclosure of
the information is in the public interest because it is likely to contribute significantly to public
understanding of the operations or activities of the government and is not primarily in the
commercial interest of the requester.” 5 U.S.C 552(1)(4)(A)(iii). The core mission of The
Protect Democracy Project, a new organization awaiting 501(c)(3) status, is to inform public
understanding on operations and activities of the government. This request is submitted in
consort with the organization’s mission to gather and dissimilate information that is likely to

contribute significantly to the public understanding of executive branch operations and activities.
The Protect Democracy Project has no commercial interest, and releasing the contents of the
requested documents for public consumption is not in the financial interest of the organization.
In addition to satisfying requirements for a waiver of fees associated with the search and
processing of records, The Protect Democracy Project is entitled to a waiver in duplication costs.
Federal law mandates a waiver of document duplication costs for requesters that qualify as a
representative of the news media. The Protect Democracy Project, a new organization formed in
December 2016, emerges in the tradition of 501(c)(3) good government organizations that
qualify under FOIA as “news media organizations.” Like these organizations, the purpose of The
Protect Democracy Project is to “gather information of potential interest to a segment of the
public, use its editorial skills to turn the raw materials into distinct work, and distribute that work
to an audience.” Cf National Security Archive v. Department of Defense, 880 F.2d 1381, 1387
(D.C. Cir. 1989). We intend to give the public access to documents transmitted via FOIA on our
forthcoming website, www.protectdemocracyproject.org.
RESPONSIVE RECORDS
We ask that all types of records and all record systems be searched to discover records
responsive to our request. We seek records in all medium and format. This includes, but is not
limited to: agendas, manifests, calendars, schedules, notes, and any prepared documentation for
meetings, calls, tele-conferences, or otherwise discussions responsive to our request; voicemails;
e-mails; e-mail attachments; talking points; faxes; facsimiles; training documents and guides;
table of contents and content of binders; documents pertaining to instruction and coordination of

couriers; and any other preservation of work product. We ask that you search all system of
record, including electronic, in use at your agency. The Protect Democracy Project would prefer
records in electronic format, saved as PDF documents, and transmitted via email or CD-rom.
If you make a determination that any responsive record, or any segment within a record,
is exempt from disclosure, we ask that you provide an index of those records at the time you
transmit all other responsive records. In the index, please include a description of the record and
the reason for exclusion with respect to each individual exempt record or exempt portion of a
record, as provided by Vaughn v. Rosen, 484 F.2d 820 (D.C. Cir. 1973), cert. denied, 415 U.S.
977 (1974). When you deem a portion of a record exempt, we ask for the remainder of the record
to be provided. 5 U.S.C. 552(b).
Given the 20-day statutory deadline, we hope to be as helpful as possible in clarifying or
answering questions about our request. Please contact us at FOIA.protectdemocracy@gmail.com
or (404) 819-1630 if you require any additional information. We appreciate your cooperation,
and look forward to hearing from you very soon.
Sincerely,
Ian Bassin
Executive Director
The Protect Democracy Project

DEPARTMENT OF HEALTH & HUMAN SERVICES
Centers for Medicare & Medicaid Services
7500 Security Boulevard, Mail Stop N2-20-16
Baltimore, Maryland 21244-1850
Office of Strategic Operations and Regulatory Affairs/Freedom of Information Group

Refer to: Control Number 050820177025 and PIN UFNQ
9/8/2017
Ian Bassin
The Protect-Democracy Project
PO Box 170521
Brooklyn, NY 11217
Dear Mr. Bassin:
This letter is in response to your Freedom of Information Act (5 U.S.C. §552) request of
2/27/2017, which you sent to the Centers for Medicare & Medicaid Services. Within your
correspondence, you requested the following:
and memoranda, between and among employees of the Department of Health and Human
Services ("HHS") Office of the Secretary and/or Office of Public Affairs and/or the Centers for
Medicare and Medicaid Services ("CMS") Office of the Administrator and/or Office of
Communications concerning the decision to discontinue advertising for healthcare.gov and/or
enrollment in healthcare coverage. The timeframe for this request is January 20, 2017 through
February 1, 2017.
and memoranda, between the HHS and/or CMS transition teams and the White House
concerning the decision to discontinue advertising for healthcare.gov and/or enrollment in
healthcare coverage. The timeframe for this request is January 20, 2017 through February 1,
2017.
and memoranda, between and among employees of the HHS Office of the Secretary and/or HHS
Office of Public Affairs and/or CMS Office of the Administrator and/or CMS Office of
Communications concerning the effect of the Trump Administration's decision to discontinue the
advertising detailed above on enrollment numbers. The timeframe for this request is January 20,
2017 through February 1, 2017.
and memoranda, between and among employees of the HHS Office of Public Affairs and/or
CMS Offices of Communications concerning the article published by Politico on January 26,
2017 entitled, ''Trump White House Abruptly Halts Obamacare Ads."
and memoranda, between and among employees in the HHS Office of the Secretary and/or HHS
Office of Public Affairs and/or CMS Office of the Administrator and/or CMS Qffice of
Communications concerning the number of people who enrolled in healthcare coverage after
President Trump took office, which CMS made public on February 3, 2017. CMS reported that
approximately 200,000 Americans signed up for coverage in the final two weeks of the open
enrollment period. The time-frame for this request is January 20, 2017 through February 6, 2017.
and memoranda, between HHS and/or CMS employees and the White House concerning the
number of people who enrolled in healthcare coverage after President Trump took office, which
CMS made public on February 3, 2017. CMS reported that approximately 200,000 Americans
signed up for coverage in the final two weeks of the open enrollment period. The time-frame for
this request is January 20, 2017 through February 6, 2017.
After careful review of the documents submitted to me, a total of 237 pages, I have determined
to release them to you, as enclosed. Ninety-nine (99) pages are released to you in their
entirety. However, I am denying you full access to seventeen (17) pages and portions of one
hundred twenty one 121 pages pursuant to Exemption 4, (5 U.S.C. § 552 (b)(4), Exemption 5 (5
U.S.C. §552(b)(5) and Exemption 6 (5 U.S.C. §552(b)(6)) of the FOIA.
Exemption (b)(4) protects information which constitutes “trade secrets and commercial or financial
information obtained from a person [that is] privileged or confidential.” This exemption is intended
to protect the interest of both the government and submitters of information. Moreover, Exemption
(b)(4) affords protection to those submitters who are required to furnish commercial or financial
information to the government by safeguarding them from the competitive disadvantage that could
result from disclosure.
Exemption 5 permits the withholding of inter-agency or intra-agency communications that would

normally be privileged in the civil discovery context, including those that are pre-decisional,
confidential attorney-client communications, or attorney work product prepared in anticipation
of litigation. The pages withheld in full from this interim response under Exemption 5, as well as
the portions of pages partially withheld under Exemption 5, consist of draft documents and
communications between agency attorneys and their clients.
Exemption 6 of the FOIA permits a Federal agency to withhold information contained in

personnel and medical files and similar files the disclosure of which would “constitute a clearly
unwarranted invasion of personal privacy.” I have weighed the public interest in disclosure
(which the Supreme Court has held to be limited in this context to the public interest that would
be served by shedding light in the agency’s performance of its statutory duties) against the harm
to the privacy of the individuals identified in these records and have concluded that the privacy
interest of the subject individuals outweighs the public interest in disclosure in this particular
matter.
If you believe that the information withheld should not be exempt from disclosure, or this
response constitutes an adverse determination, you may appeal. By filing an appeal, you
preserve your rights under FOIA and give the agency a chance to review and reconsider your
request and the agency’s decision.
Your appeal must be mailed within 90 days from the date of receipt of this letter, to:
Principal Deputy Administrator

Room C5-16-03
7500 Security Blvd.
Please clearly mark both the envelope and your letter “Freedom of Information Act Appeal.”
If you would like to discuss our response before filing an appeal to attempt to resolve your
dispute without going through the appeals process, you may contact Josh Phillips OR the CMS
FOIA Public Liaison for assistance at:
Joseph Tripline
CMS FOIA Public Liaison
7500 Security Blvd., MS N2-20-16
Telephone: (410) 786-5353 fax (443)-380-7260
If you are unable to resolve your FOIA dispute through our CMS FOIA Public Liaison, the
Office of Government Information Services (OGIS), the Federal FOIA Ombudsman’s office,
offers mediation services to help resolve disputes between FOIA requesters and Federal
agencies. The contact information for OGIS is:
Office of Government Information Services

National Archives and Records Administration
8601 Adelphi Road–OGIS
College Park, MD 20740-6001
Telephone: 202-741-5770
Toll-Free: 1-877-684-6448
E-mail: ogis@nara.gov
Fax: 202-741-5769
Sincerely yours,
Hugh Gilmore
Director
Freedom of Information Group
Enclosure : 220 pages

Adding Call center here as well. Thanks.
From: Rashid, Lina C. (CMS/CCIIO)

Sent: Wednesday, January 18, 2017 1:45 PM
To: Pressley, Erin L. (CMS/OC) <Erin.Pressley@cms.hhs.gov>
Cc: Peck, Joshua (CMS/OC) <Joshua.Peck@cms.hhs.gov>; Miner, Amy L. (CMS/OC)
<Amy.Miner@cms.hhs.gov>; Gordon, Erin M. (CMS/OC) <Erin.Gordon@cms.hhs.gov>
Subject: RE: IRS Penalty Letter: Core Letter and Versions
(b)(5)
Thanks!
From: Pressley, Erin L. (CMS/OC)

Sent: Wednesday, December 14, 2016 5:29 PM
To: Rashid, Lina C. (CMS/CCIIO) <Lina.Rashid@cms.hhs.gov>
We’ve shared all of the final direct mail letters (and other MP notices) with the call center folks to
load into the desktop. I’m not sure if there are explicit scripts around the penalty letters. b 5
b5
From: Rashid, Lina C. (CMS/CCIIO)

Sent: Wednesday, December 14, 2016 4:36 PM
(b)(5)
Thanks!

Sent: Tuesday, September 6, 2016 10:21 AM
To: Rashid, Lina C. (CMS/CCIIO) <Lina.Rashid@cms.hhs.gov>
Excellent, thanks Lina! We have the variations with the translators now and are hoping to wrap
CMS0001
From: Watkins, Lisa W. (CMS/OA)
To: Wallace, Mary H. (CMS/OC); Jackson, Karen E. (CMS/OA)
Cc: Wu, Jeff (CMS/CCIIO); Conway, Patrick H. (CMS/OA); Richter, Elizabeth (CMS/CM); Shields, Karen M.
(CMS/CCIIO)
Subject: RE: Outreach Update
Date: Thursday, January 26, 2017 11:00:45 AM
Thanks – Karen J is going to reach out to you to discuss, Mary.
From: Wallace, Mary H. (CMS/OC)

Sent: Thursday, January 26, 2017 10:51 AM
To: Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
<karen.jackson1@cms.hhs.gov>
Cc: Wu, Jeff (CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Conway, Patrick H. (CMS/OA)
<Patrick.Conway@cms.hhs.gov>; Richter, Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>;
Shields, Karen M. (CMS/CCIIO) <Karen.Shields2@cms.hhs.gov>
b5

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
Thanks Mary – can you be a little more specific b5

b5

To: Jackson, Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Watkins, Lisa W. (CMS/OA)
<Lisa.Watkins@cms.hhs.gov>
Subject: Outreach Update
Importance: High
b5
Let me know if anyone wants to discuss.
CMS0002
From: Jackson, Karen E. (CMS/CMMI)
To: Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Wallace, Mary H. (CMS/OC)
<Mary.Wallace@cms.hhs.gov>
Subject: RE: CMS OE Activities document
Thanks for pulling this together.
Karen Jackson
410-786-0079 (O)
B6

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>
Cc: Wu, Jeff (CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
<karen.jackson1@cms.hhs.gov>; Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>;
Richter, Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>; Shields, Karen M. (CMS/CCIIO)
<Karen.Shields2@cms.hhs.gov>
Subject: Re: CMS OE Activities document
B5 - predecisional - thanks!
Sent from my iPhone
On Jan 25, 2017, at 9:12 PM, Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov> wrote:
Sent from my iPhone
On Jan 25, 2017, at 9:06 PM, Wallace, Mary H. (CMS/OC)

<Mary.Wallace@cms.hhs.gov> wrote:
b5
b5 I will send the

information over unless I hear from anyone else in the next few minutes.
Thanks
Mary
CMS0003
To: Wu, Jeff (CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Jackson, Karen E.
(CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Conway, Patrick H.
(CMS/OA) <Patrick.Conway@cms.hhs.gov>
Cc: Richter, Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>;
Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Shields, Karen
M. (CMS/CCIIO) <Karen.Shields2@cms.hhs.gov>
Makes sense I will definitely add that. Thanks Jeff.
From: Wu, Jeff (CMS/CCIIO)

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Jackson,
Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Conway, Patrick H.
Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Shields, Karen
M. (CMS/CCIIO) <Karen.Shields2@cms.hhs.gov>
Thanks for the quick turnaround on this, Mary.
B5 - predecisional
Jeff.
______________________________________
Jeff Wu
Acting Director
CCIIO/HHS
Jeff.Wu@cms.hhs.gov
INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information
has not been publicly disclosed and may be privileged and confidential. It is for internal government
use only and must not be disseminated, distributed, or copied to persons not authorized to receive
the information. Unauthorized disclosure may result in prosecution to the full extent of the law.
CMS0004
To: Jackson, Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>;
Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>
Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Wu, Jeff
(CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Shields, Karen M. (CMS/CCIIO)
We did for certain tactics. B5 - predecisional
B5 - predecisional
Since I just got this – here is the info that I plan to share back. Let me
know any concerns/questions.
---------------------------------------------
B5 - predecisional
CMS0005
B5 - predecisional

To: Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>
Cc: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Richter,
Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>; Watkins, Lisa W.
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Wu, Jeff (CMS/CCIIO)
<Jeff.Wu@cms.hhs.gov>; Shields, Karen M. (CMS/CCIIO)
Remind me, Mary - you were clear in the package what could be changed
and by when?
Karen Jackson
B6
410-786-0079 (office)
On Jan 25, 2017, at 8:24 PM, Conway, Patrick H. (CMS/OA)
CMS0006
<Patrick.Conway@cms.hhs.gov> wrote:
Interesting. Seems we should answer their questions as best

we can. Thanks for raising and asking. Others should chime
in if they have other thoughts.

To: Conway, Patrick H. (CMS/OA)
<Patrick.Conway@cms.hhs.gov>; Richter, Elizabeth
(CMS/CM) <elizabeth.richter@cms.hhs.gov>; Jackson, Karen
E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>
Cc: Watkins, Lisa W. (CMS/OA)
<Lisa.Watkins@cms.hhs.gov>; Wu, Jeff (CMS/CCIIO)
<Jeff.Wu@cms.hhs.gov>; Shields, Karen M. (CMS/CCIIO)
Importance: High
Spoke with Mark Weber at ASPA tonight on questions from

the transition team on our Marketplace outreach package
g
that we sent last night. b5
b5
My folks will be sending me that information shortly and

then I plan to send it over. Please let me know quickly if you
want to discuss or have any concerns
Adding Jeff and Karen for awareness
Thanks
Mary
From: Conway, Patrick H. (CMS/OA)

Sent: Wednesday, January 25, 2017 11:52 AM
To: Wallace, Mary H. (CMS/OC)
thanks
CMS0007
<Patrick.Conway@cms.hhs.gov>; Richter, Elizabeth
(CMS/CM) <elizabeth.richter@cms.hhs.gov>; Jackson, Karen
E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>
Subject: FW: CMS OE Activities document
Just sharing this packet that went to ASPA as FYI. We will

see what comes back from the team.
Thanks
Mary
From: Manchester, Brittney (CMS/OC)

Sent: Tuesday, January 24, 2017 10:23 PM
To: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>;
Myrie, Simone (OS/ASPA) <Simone.Myrie@hhs.gov>;
Garlow, Nicholas (HHS/ASPA) <Nicholas.Garlow@hhs.gov>;
Formoso, Paula (HHS/ASPA) <Paula.Formoso@hhs.gov>;
Fontenot, Monique (OS/ASPA)
<Monique.Fontenot@hhs.gov>
Cc: Wallace, Mary H. (CMS/OC)
<Mary.Wallace@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; McDonough, Aisling
(CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Davis,
Natalie E. (CMS/OA) <natalie.davis@cms.hhs.gov>;
Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>
Subject: CMS OE Activities document
Hi Tasha, Simone, Nick, Paula, and Monique,
Attached please find a compiled document for CMS OE

Planned Communications Activities. Please let me know of
any questions. We look forward to your feedback.
Thank you,
Brittney
Brittney Manchester
Office of Communications (OC)
Centers for Medicare & Medicaid Services (CMS)
(202) 690-5649 Direct
B6
CMS0008
brittney.manchester@cms.hhs.gov
CMS0009
To: Jackson, Karen E. (CMS/OA)
Cc: Richter, Elizabeth (CMS/CM); Wallace, Mary H. (CMS/OC)
Subject: Re: Outreach on exchange open enrollment
Date: Thursday, January 26, 2017 9:16:33 PM
And let me know how plays out tomorrow. Thanks.
Sent from my iPhone
On Jan 26, 2017, at 9:10 PM, Jackson, Karen E. (CMS/CMMI)

<karen.jackson1@cms.hhs.gov> wrote:
B5 - predecisional
Karen Jackson
B6
410-786-0079
410 86 00 9 ((office)
ffi )
Begin forwarded message:
From: "Wallace, Mary H. (CMS/OC)"

Date: January 26, 2017 at 8:53:35 PM EST
To: "Pate, Randy (HHS/IOS)" <Randy.Pate@hhs.gov>
Cc: "Clark, Timothy (HHS/IOS)" <Timothy.Clark1@hhs.gov>,
"Brooks, John (HHS/IOS)" <John.Brooks@hhs.gov>, "Weber, Mark
(HHS/ASPA)" <Mark.Weber@hhs.gov>, "Conway, Patrick H.
(CMS/OA)" <Patrick.Conway@cms.hhs.gov>, "Jackson, Karen E.
(CMS/CMMI)" <karen.jackson1@cms.hhs.gov>
Subject: RE: Outreach on exchange open enrollment
Sorry – forgot to add that if you would like to have a call tonight for
everyone– happy to do that as well.

Sent: Thursday, January 26, 2017 8:45 PM
To: Pate, Randy (HHS/IOS) <Randy.Pate@hhs.gov>
Cc: Clark, Timothy (HHS/IOS) <Timothy.Clark1@hhs.gov>; Brooks, John
(HHS/IOS) <John.Brooks@hhs.gov>; Weber, Mark (HHS/ASPA)
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA)
<Patrick.Conway@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
CMS0010
Thanks Randy for sending this.. I definitely want to make sure we are all
on the same page before moving forward. To that end I added a few
others.
I have two questions based on your note.
B5 - predecisional
B5 - predecisional
Can we get confirmation from everyone on here of what you want us to

do. I just want to be really clear.
Thanks so much
Mary
From: Pate, Randy (HHS/IOS)

(HHS/IOS) <John.Brooks@hhs.gov>
Subject: Outreach on exchange open enrollment
Mary,
I just had what I hope is a clarifying conversation on this. I'm CC'ing

Tim Clark to ensure he has a chance to weigh in if I have missed
anything.
b5
b5
CMS0011
forward.
Hope this helps and please let me know if you have questions.
Randy Pate
Special Assistant
US Dept of Health and Human Services
Randy.Pate@hhs.gov
y @ g
B6
CMS0012
From: Albright, Aaron (CMS/OC)
Cc: Wallace, Mary H. (CMS/OC); Jackson, Karen E. (CMS/OA); Boulanger, Jennifer L. (CMS)/OL)
Subject: Re: Helathcare.gov ads
With hhs quote.
http://m.huffpost.com/us/entry/us_588a9451e4b0230ce61b0b40/amp
Aaron Albright
Director, Media Relations Group

Thanks. B5 - predecisional
B5 - predecisional

Cc: Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson, Karen E.
(CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Boulanger, Jennifer L. (CMS)/OL)
<Jennifer.Boulanger@cms.hhs.gov>
Subject: Re: Helathcare.gov ads
b5
Aaron Albright

http://www.politico.com/story/2017/01/trump-white-house-obamacare-
ads-234245
Sent from my iPhone
On Jan 26, 2017, at 6:54 PM, Albright, Aaron (CMS/OC)

<Aaron.Albright@cms.hhs.gov> wrote:
CMS0013
b5
Aaron Albright
On Jan 26, 2017, at 6:08 PM, Albright, Aaron (CMS/OC)

<Aaron.Albright@cms.hhs.gov> wrote:
Story is out in Twitter. I don't have the article

right now
Aaron Albright
On Jan 26, 2017, at 5:46 PM, Albright, Aaron

(CMS/OC) <Aaron.Albright@cms.hhs.gov>
wrote:
Politico has confirmation
Aaron Albright
Centers for Medicare & Medicaid
Services
On Jan 26, 2017, at 5:42 PM,

Conway, Patrick H. (CMS/OA)
<Patrick.Conway@cms.hhs.gov>
wrote:
Thanks.
Sent from my iPhone
On Jan 26, 2017, at

5:11 PM, Albri,
Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>
wrote:
Keeping
you
CMS0014
updated:
We
currently
have 3
outstanding
media
requests
on
outreach/cancelling
ads.
They
have all
been
shared
with
ASPA
(and
people
have
been
called),
but I
haven’t
heard
anything.
I
referred
those
requests
upstairs
as well.
From:
Albright,
Aaron
(CMS/OC)
Sent:
Thursday,
January
26,
2017
4:15
PM
To:
CMS0015
Wallace,
Mary H.
(CMS/OC)
<Mary.Wallace@cms.hhs.gov>;
Conway,
Patrick
H.
(CMS/OA)
<Patrick.Conway@cms.hhs.gov>;
Jackson,
Karen
E.
(CMS/CMMI)
<karen.jackson1@cms.hhs.gov>;
Boulanger,
Jennifer
L.
(CMS)/OL)
<Jennifer.Boulanger@cms.hhs.gov>
Subject:
RE:
Helathcare.gov
ads
+others
because
he’s
calling
around
to CMS
staff
individually.
From:
Albright,
Aaron
(CMS/OC)
Sent:
Thursday,
January
26,
2017
4:12
CMS0016
PM
To:
Wallace,
Mary H.
(CMS/OC)
Subject:
FW:
Helathcare.gov
ads
Importance:
High
FYI—
giving
you a
heads
up that
something
may be
public
soon.
From:
Paul
Demko
[mailto:pdemko@politico.com]
Sent:
Thursday,
January
26,
2017
4:05
PM
To:
Albright,
Aaron
(CMS/OC)
Subject:
Helathcare.gov
ads
CMS0017
Hi
Aaron,
Hearing
there’s
a
memo
circulating
in HHS
calling
for all
enrollment
ads to
be
cancelled
immediately.
Do you
know if
this is
true? If
so, can
you
provide
memo?
Paul
Demko
Reporter
Politico
W:
703.647.7697
C:
B6
@pauldemko
CMS0018
From: Jackson, Karen E. (CMS/OA)
Yes I'm setting up
Karen Jackson
B6
410-786-0079 (office)

I agree with email so we have written direction. Can we get conference line at
night?
Sent from my iPhone

Part of the purpose of the big email was to have some record of
direction. Do you think we can offer a conference line?
Karen Jackson
B6
410-786-0079 (office)
From: "Clark, Timothy (HHS/IOS)"

<Timothy.Clark1@hhs.gov>
To: "Wallace, Mary H. (CMS/OC)"
<Mary.Wallace@cms.hhs.gov>, "Pate, Randy
(HHS/IOS)" <Randy.Pate@hhs.gov>
Cc: "Brooks, John (HHS/IOS)"
<John.Brooks@hhs.gov>, "Weber, Mark (HHS/ASPA)"
<Mark.Weber@hhs.gov>, "Conway, Patrick H.
(CMS/OA)" <Patrick.Conway@cms.hhs.gov>, "Jackson,
Karen E. (CMS/CMMI)"
Mary, can you give me a call? B6
CMS0019
Tim Clark
White House Liaison
United States Department of Health and Human Services
(HHS)
On: 26 January 2017 20:53, "Wallace, Mary H.

(CMS/OC)" <Mary.Wallace@cms.hhs.gov> wrote:
Sorry – forgot to add that if you would like to have a call

tonight for everyone– happy to do that as well.

Cc: Clark, Timothy (HHS/IOS) <Timothy.Clark1@hhs.gov>;
Brooks, John (HHS/IOS) <John.Brooks@hhs.gov>; Weber,
Mark (HHS/ASPA) <Mark.Weber@hhs.gov>; Conway, Patrick
H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson,
Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>
Thanks Randy for sending this.. I definitely want to make

sure we are all on the same page before moving forward. To
that end I added a few others.
1.
B5 - predecisional
2.
B5 - predecisional
Can we get confirmation from everyone on here of what you
CMS0020
want us to do. I just want to be really clear.
Thanks so much
Mary

Cc: Clark, Timothy (HHS/IOS) <Timothy.Clark1@hhs.gov>;
Brooks, John (HHS/IOS) <John.Brooks@hhs.gov>
Mary,
I just had what I hope is a clarifying conversation on this.

I'm CC'ing Tim Clark to ensure he has a chance to weigh
in if I have missed anything.
b5
b5
Hope this helps and please let me know if you have

questions.
Randy Pate
Special Assistant
Randy.Pate@hhs.gov
B6
CMS0021
From: Jackson, Karen E. (CMS/OA)
Cc: Watkins, Lisa W. (CMS/OA); Wu, Jeff (CMS/CCIIO); Conway, Patrick H. (CMS/OA); Richter, Elizabeth (CMS/CM);
Shields, Karen M. (CMS/CCIIO)
Subject: Re: Outreach Update
B5 - predecisional
Karen Jackson
B6
410-786-0079 (office)
On Jan 26, 2017, at 10:43 AM, Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>

wrote:
Just ggot off the p

phone with ASPA. (b)(5) B5 - predecisional
B5 - predecisional

To: Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Wallace, Mary H.
(CMS/OC) <Mary.Wallace@cms.hhs.gov>
<Patrick.Conway@cms.hhs.gov>; Richter, Elizabeth (CMS/CM)
<elizabeth.richter@cms.hhs.gov>; Shields, Karen M. (CMS/CCIIO)
Karen Jackson
410-786-0079 (O)
B6

<karen.jackson1@cms.hhs.gov>; Conway, Patrick H. (CMS/OA)
CMS0022
B5 - predecisional
Sent from my iPhone
On Jan 25, 2017, at 9:12 PM, Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>

wrote:
Sent from my iPhone

B5 - predecisional
Thanks
Mary

To: Wu, Jeff (CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Jackson,
Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>;
Conway, Patrick H. (CMS/OA)
Cc: Richter, Elizabeth (CMS/CM)
<elizabeth.richter@cms.hhs.gov>; Watkins, Lisa W.
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Shields, Karen M.
(CMS/CCIIO) <Karen.Shields2@cms.hhs.gov>
Makes sense I will definitely add that. Thanks Jeff.
From: Wu, Jeff (CMS/CCIIO)

<Mary.Wallace@cms.hhs.gov>; Jackson, Karen E.
(CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Conway,
Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>
CMS0023
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Shields, Karen M.
Thanks for the quick turnaround on this, Mary.
B5 - predecisional
Jeff.
______________________________________
Jeff Wu
Acting Director
CCIIO/HHS
Jeff.Wu@cms.hhs.gov
INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW:

This information has not been publicly disclosed and may be privileged and
confidential. It is for internal government use only and must not be disseminated,
distributed, or copied to persons not authorized to receive the information.
Unauthorized disclosure may result in prosecution to the full extent of the law.

To: Jackson, Karen E. (CMS/CMMI)
<karen.jackson1@cms.hhs.gov>; Conway, Patrick H.
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Wu, Jeff
(CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>; Shields, Karen M.
We did for certain tactics. B5 - predecisional

B5 - predecisional
CMS0024
From: Clark, Timothy (HHS/IOS)
To: Wallace, Mary H. (CMS/OC); Jackson, Karen E. (CMS/OA); Pate, Randy (HHS/IOS)
Cc: Brooks, John (HHS/IOS); Weber, Mark (HHS/ASPA); Conway, Patrick H. (CMS/OA)
Subject: RE: Call In # Below: Outreach on exchange open enrollment
Date: Friday, January 27, 2017 10:09:35 AM
Thanks Mary. Please contact me with any questions.

To: Jackson, Karen E. (CMS/CMMI); Clark, Timothy (HHS/IOS); Pate, Randy (HHS/IOS)
Cc: Brooks, John (HHS/IOS); Weber, Mark (HHS/ASPA); Conway, Patrick H. (CMS/OA)
Okay – thanks all. Just to close the loop, b5

b5
b5
Thanks All
Mary

To: Clark, Timothy (HHS/IOS) <Timothy.Clark1@hhs.gov>; Wallace, Mary H. (CMS/OC)
<Mary.Wallace@cms.hhs.gov>; Pate, Randy (HHS/IOS) <Randy.Pate@hhs.gov>
Cc: Brooks, John (HHS/IOS) <John.Brooks@hhs.gov>; Weber, Mark (HHS/ASPA)
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>
Subject: Call In # Below: Outreach on exchange open enrollment
Set up conference line for folk’s convenience…
Please call the following

g number:
WebEx:: B6
2. Follow the instructions you hear on the phone.
Your WebEx Meeting Number: B6
Karen Jackson
410-786-0079 ((O))
B6

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Pate, Randy (HHS/IOS)
<Randy.Pate@hhs.gov>
CMS0025
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson,
Tim Clark
White House Liaison
United States Department of Health and Human Services (HHS)
On: 26 January 2017 20:53, "Wallace, Mary H. (CMS/OC)" <Mary.Wallace@cms.hhs.gov>

wrote:
Sorry – forgot to add that if you would like to have a call tonight for everyone– happy to do that as
well.

Cc: Clark, Timothy (HHS/IOS) <Timothy.Clark1@hhs.gov>; Brooks, John (HHS/IOS)
<John.Brooks@hhs.gov>; Weber, Mark (HHS/ASPA) <Mark.Weber@hhs.gov>; Conway, Patrick H.
(CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
Thanks Randy for sending this.. I definitely want to make sure we are all on the same page before
moving forward. To that end I added a few others.
1.
2.
B5 - Predecisional
Can we get confirmation from everyone on here of what you want us to do. I just want to be really
clear.
CMS0026
Cc: l@HHSGOV.onmicrosoft.com
To confirm, b5
b5
Sent from my iPhone

wrote:
b5

Karen Jackson
410-786-0079 (O)
(b)(6)

<karen.jackson1@cms.hhs.gov>; Conway, Patrick H. (CMS/OA)
I think this captures everything (and agree with Jeff's add) - thanks!
CMS0027
Sorry. This answers I think
Sent from my iPhone

wrote:
b5

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Jackson, Karen E.
(CMS/CMMI) <karen.jackson1@cms.hhs.gov>
Thanks Mary – can you be a little more specific b5

b5

To: Jackson, Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Watkins, Lisa W.
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>
Subject: Outreach Update
Importance: High
b5

CMS0028
To: Wallace, Mary H. (CMS/OC); Albright, Aaron (CMS/OC); McDonough, Aisling (CMS/OC)
Cc: Liverpool, Sheila (CMS/OC); Koepke, Christopher P. (CMS/OC); Davis, Natalie E. (CMS/OA); Pressley, Erin L.
(CMS/OC); Horvath, Rachael G. (CMS/OC); Krawczyk, Mark (CMS/OC); Ceballos, Kelly L. (CMS/OC); Black, Nicole
L. (CMS/OC); Venson, Shelby (CMS/OC)
Subject: CMS OE Activities document - please review
Date: Tuesday, January 24, 2017 2:44:35 PM
Attachments: CMS OE Planned Activities (v1).docx
HCgovMockups_Jan_Feb_2017-v3.pdf
Importance: High
Hi Mary, Aaron, and Aisling,
Here is the compiled document for CMS OE Planned Communications Activities. Rachael and Mark
are still sending me a few things (description blurbs mainly), so I will add those in soon. However,
sending this along now so you can start to review before we send this to HHS/ASPA.
Please just review the word document. The PDF is the HealthCare.gov mock-ups that we will send
along with the Word Document to HHS/ASPA.
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0029
Planned Open Enrollment Communications & Outreach Activities
Monday, January 23, 2017
1. Social Media – see Appendix I

x Description: TBD
2. Communications & Outreach Update to the regions

x Description: This is an internal document that we send to our regional offices once a
week during Open Enrollment. It is sent via email to a listserv of about 80-100 CMS
employees throughout our 10 regional offices. The document includes three sections:
(1) activities that are going on this week, (2) top talking points for the week, and (3) a
recap of the activities from the week prior. The goal of this document is to keep the
regional offices in the loop on what we in DC are doing for Open Enrollment and to
share messaging so we are all speaking the same language. There is a precedent for this
document – it was sent to the regional offices weekly during the last Open Enrollment. It
does not have direct media impact in the sense that the document is for internal use
only and not to be distributed publicly. However, because the regional offices might use
the talking points during Open Enrollment events in their communities or with
reporters, it may have media reach.
x Deadline for Review: As soon as possible. Once approved, we will send out same day.
Status: ASPA sent the document to the OS Counselors for review on January
23rd. CMS is holding on distributing the document until further guidance is
received.
Tuesday, January 24, 2017
1. Drop-in article for the regional press officers entitle, “Mark Your Calendars: January 31st is
quickly approaching”
x Description: This drop-in article is intended to be sent to the CMS regional public affairs
officers – 10 in total (one in each regional office) – for placement in their local papers as
we approach the January 31st deadline for Marketplace Open Enrollment. In past Open
Enrollments, the regional press officers have asked the team in DC for something like
this so they have approved content and can pitch their local contacts. Dr. Patrick
Conway is the author. The goal of this document is to get regional reach to spread
awareness on the January 31st deadline.
x Deadline for Review: As soon as possible. Once approved, we will send out same day.
Status: ASPA sent the document to the OS Counselors for review on January
23rd. CMS is holding on distributing the document until further guidance is
received.
2. One email sent to consumers – Appendix III

x Description: All consumer segments will receive some level of email communication.
Basic segment size: (1) Prior experience (interacted on some level in past years) –
12.2M, (2) Active Applicant (current applicants in progress) – 2.3M, (3) Priority re-
enrollee – 500K.
CMS0030
3. Autodial and Agent Connect – Appendix IV
x Description: The Marketplace call center currently supports up to 750,000 outbound
calls on an average weekday and 500,000 on each weekend day. As we approach
deadlines and inbound traffic increases this capacity is limited to preserve a positive
customer experience. Currently we are planning to use 550,000 calls per weekday for
autodial (automated message) and 200,000 calls for agent connect (which is a message
that allows for a warm transfer to an agent). Outbound calls (including autodial and
agent connect) are listed as to be determined from Friday 1/27 leading up to the
deadline based on the volume the call center can support given increasing inbound
traffic.
Wednesday, January 25, 2017

x Description: TBD
2. One email and one text message sent to consumers – Appendix III
enrollee – 500K. Wednesday is also our text message campaign day. All consumer
segments will receive a text that is 140 characters long with a message focus of the
January 31st deadline and encouraging consumers to take action to sign up now.

traffic.
Thursday, January 26, 2017
1. One email sent to consumers – Appendix III

enrollee – 500K.

CMS0031
Page 32 redacted for the following reason:
---------------------
(b)(5)
enrollee – 500K.

traffic.
Saturday, January 28, 2017

x Description: TBD
2. Two emails and one text message sent to consumers – Appendix III
3. Autodial – Appendix IV
traffic.
Sunday, January 29, 2017

x Description: TBD
2. Three emails sent to consumers – Appendix III
CMS0033
enrollee – 500K.
3. [TBD Based on Call Center Capacity] Autodial and Agent Connect – Appendix IV
traffic.
Monday, January 30, 2017

x Description: TBD
2. Dr. Patrick Conway RMT/SMT

x Description: On Monday, January 30, 2017, Dr. Patrick Conway is scheduled to
participate in both a radio media tour (RMT) and satellite media tour (SMT). The goal of
this media tour is to remind consumers that they only have one day left to sign up for
health coverage on HealthCare.gov. RMT/SMT have been conducted during every Open
Enrollment campaign – during Open Enrollment 4 alone we have already conducted 10
RMT/SMT which amounted to nearly 80 interviews total. We focus on pitching local
radio and TV stations, but have the opportunity for national media reach with these as
well. The media impact has been very favorable because we are able to provide the
consumer orientated Open Enrollment messages such as the top things consumers need
to have when they log onto HealthCare.gov. In most all RMT/SMT this year, we have
received questions on the future of the ACA, so we would need to make sure Patrick is
equipped to answer these types of questions.
x Deadline for Review: As soon as possible so that we can continue our pitching efforts. At
this time, pitching is on hold.
3. Communications & Outreach Update to the regions

x Description: This is an internal document that we send to our regional offices once a
week during Open Enrollment. It is sent via email to a listserv of about 80-100 CMS
employees throughout our 10 regional offices. The document includes three sections:
(1) activities that are going on this week, (2) top talking points for the week, and (3) a
recap of the activities from the week prior. The goal of this document is to keep the
regional offices in the loop on what we in DC are doing for Open Enrollment and to
share messaging so we are all speaking the same language. There is a precedent for this
document – it was sent to the regional offices weekly during the last Open Enrollment. It
does not have direct media impact in the sense that the document is for internal use
CMS0034
only and not to be distributed publicly. However, because the regional offices might use
the talking points during Open Enrollment events in their communities or with
reporters, it may have media reach.
4. Twitch Livestream
x Description: Custom Influencer Live Stream featuring live gaming from well-known
Twitch streamers. We are estimating 2.3 million impressions. Among their gaming
content, Twitch will promote Healthcare.gov with stories and encourage individuals to
enroll before the January 31st deadline. Twitch, which broadcasts video gaming and
eSports competitions, heavily caters to young males (18-34).
x Deadline: Thursday, January 26, 2017.
5. HealthCare.gov homepage takeover on Twitch

x Description: Along with the custom Twitch livestreams, there will be Healthcare.gov
homepage takeovers on Twitch on the same day. Twitch, which broadcasts video
gaming and eSports competitions, heavily caters to young males (18-34). Media
included will be videos, banners, background skins, and branding across Twitch.com.
This is the video we plan to use (with penalty):
https://www.youtube.com/watch?v=VaH6T9oj5Ls. For earned media, we are pitching
Polygon, Mashable, ESPN, and The Verge. The story angle we are pitching focuses on
HealthCare.gov’s outreach efforts to the young and healthy audience, with an emphasis
on the use of Twitch and Twitch influencers to communicate the importance of getting
health insurance coverage. We also plan to draft a blog, authored by Dr. Patrick Conway,
that we would like to post on the CMS.gov Blog page to highlight a Twitch influencer as
a model for the importance of having coverage.
x Deadline: Thursday, January 26, 2017.
traffic.
7. Three emails and one text message sent to consumers – Appendix III
Tuesday, January 31, 2017
CMS0035
a. Description: TBD
a. Description: The Marketplace call center currently supports up to 750,000 outbound
traffic.
3. Up to four emails and one text message sent to consumers – Appendix III
Airing through January 31, 2017
1. Television Advertisements
x Description: TBD
x Link to Version 1 of Ad: https://m.youtube.com/user/HealthCareGov
x Link to Version 2 of
Ad: https://drive.google.com/open?id=0B60Ay5LJwmEfU04xUDRZVkJaWUU
2. Digital Display
x Description: TBD
x Fancy Cat:
http://hcgovbanners.build.webershandwick.com/CMS_FancyCat_300x250_Jan31/index.
html
x Bang Pow:
http://hcgovbanners.build.webershandwick.com/CMS_BangPow_320x250_Jan31/index
.html
x Join the Millions:
http://hcgovbanners.build.webershandwick.com/CMS_JointheMillions_300x250_alt1/in
dex.html
3. Search:
CMS0036
Wednesday, February 1, 2017
1. HealthCare.gov website changes – attached PDF

x Description: These mockups illustrate the changes to the HealthCare.gov homepage and
two key landing pages. The second set of 3 pages shows the planned changes for early
morning February 1, to transition the site from Open Enrollment to highlight topics that
are more relevant in the “off season” outside of Open Enrollment. These topics include
questions related to tax filing, submission of documents to resolve data matching issues,
life changes and related opportunities to enroll/change plans, and information about
using new health coverage. The images behind the headlines on these pages also
change, to reinforce and resonant with consumers experiencing life changes. This
transition and the content is consistent with what has appeared during these times in
past years.
x Deadline: Sunday, January 29, 2017.
Friday, February 3, 2017
1. Sixth Biweekly Snapshot

x Description: Every Open Enrollment period we release snapshots on enrollment data.
These are usually distributed in the form of a press release. This Open Enrollment
snapshot is the sixth in the series for this year’s Open Enrollment period. We publicly
posted data bi-weekly data on enrollment which includes state specific and local market
data for HealthCare.gov. The last snapshot from January 18, can be read here. The goal
of this document is to be transparent to both the public and media on biweekly plan
selections, call center activity, and visits to HealthCare.gov or CuidadoDeSalud.gov. Each
snapshot receives a wide range of both national and regional media coverage.
CMS0037
Week of March 13, 2017
1. Final Enrollment Report

x Description: At the conclusion of every Open Enrollment period we release a final report
that includes a full snapshot of enrollment data from HealthCare.gov as well as
enrollment data from the State-Based Marketplaces. The goal of this document is to be
transparent to both the public and media on final total plan selections, call center
activity, and visits to HealthCare.gov or CuidadoDeSalud.gov. We expect this final report
to receive a wide range of both national and regional media coverage. As additional
background: We released a mid-year Open Enrollment report on January 10th which
provided interim data on enrollment related activity in the individual market
Marketplaces during the first part of the 2017 Open Enrollment period (11/1/16 to
12/24/16) for all 50 states and D.C. It can be found here.
CMS0038
From: Koepke, Christopher P. (CMS/OC)
Cc: Salerno, Laura (CMS/OC); Horvath, Rachael G. (CMS/OC)
Subject: DRAFT NEW PARAGRAPH
(b)(5)
CMS0039
From: Salerno, Laura (CMS/OC)
To: Wallace, Mary H. (CMS/OC); Horvath, Rachael G. (CMS/OC); Koepke, Christopher P. (CMS/OC)
Subject: Financial Implications of Pulling Advertising
Date: Wednesday, January 25, 2017 8:08:40 PM
Mary - here are the numbers. I am available on My work phone with questions.
(b)(5)
CMS0040
(b)(5)
CMS0041
To: Koepke, Christopher P. (CMS/OC)
Subject: FW: Call In # Below: Outreach on exchange open enrollment

To: Jackson, Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>; Clark, Timothy (HHS/IOS)
<Timothy.Clark1@hhs.gov>; Pate, Randy (HHS/IOS) <Randy.Pate@hhs.gov>
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>
(b)(5)
Thanks All
Mary

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Pate, Randy (HHS/IOS)
<Randy.Pate@hhs.gov>
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson,
Tim Clark
White House Liaison
United States Department of Health and Human Services (HHS)
On: 26 January 2017 20:53, "Wallace, Mary H. (CMS/OC)" <Mary.Wallace@cms.hhs.gov>

wrote:
Sorry – forgot to add that if you would like to have a call tonight for everyone– happy to do that as
well.
CMS0042
<John.Brooks@hhs.gov>; Weber, Mark (HHS/ASPA) <Mark.Weber@hhs.gov>; Conway, Patrick H.
(CMS/OA) <Patrick.Conway@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
Thanks Randy for sending this.. I definitely want to make sure we are all on the same page before
moving forward. To that end I added a few others.
(b)(5)
Thanks so much
Mary

<John.Brooks@hhs.gov>
Mary,
(b)(5)
CMS0043
(b)(5)
Randy Pate
Special Assistant
Randy.Pate@hhs.gov
y @ g
B6
CMS0044
From: Horvath, Rachael G. (CMS/OC)
To: Salerno, Laura (CMS/OC); Koepke, Christopher P. (CMS/OC)
Subject: Fwd: HealthCare.gov ads
Date: Friday, January 27, 2017 9:18:00 PM
FYI
Sent from my iPhone
From: "Wilson, Lisa J. (CMS/CCIIO)" <lisa.wilson@cms.hhs.gov>

To: "Horvath, Rachael G. (CMS/OC)" <rachael.horvath@cms.hhs.gov>
Subject: FW: HealthCare.gov ads
FYI
Lisa J. Wilson
lisa.wilson@cms.hhs.gov
202.260.6092 (desk phone)

This information has not been publically disclosed and may be privileged and confidential. This
document must not be disseminated, distributed, or copied to persons not authorized to receive the
information. Unauthorized disclosure may result in prosecution to the full extent of the law.
From: Black, Nicole L. (CMS/OC)

Sent: Friday, January 27, 2017 4:43 PM
To: Wilson, Lisa J. (CMS/CCIIO) <lisa.wilson@cms.hhs.gov>; Isserman, Amanda M.
(CMS/CCIIO) <Amanda.Isserman@cms.hhs.gov>
Cc: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Albright, Aaron
(CMS/OC) <Aaron.Albright@cms.hhs.gov>
This is what they are saying.
From: Bradley, Tasha (OS/ASPA)

To: Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC)
<Shelby.Venson@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
<Kelly.Ceballos@cms.hhs.gov>
CMS0045
See below for awareness and sharing with CCIIO.
From: Lloyd, Matt (HHS/IOS)

To: Bradley, Tasha (OS/ASPA); Murphy, Ryan (HHS/IOS); Trueman, Laura (HHS/IOS)
Cc: Weber, Mark (HHS/ASPA); Hall, Bill (HHS/ASPA)
Subject: RE: HealthCare.gov ads
Yes as long as the attribution is kept like we have it below thx

To: Lloyd, Matt (HHS/IOS); Murphy, Ryan (HHS/IOS); Trueman, Laura (HHS/IOS)
Is this okay to share with CMS CCIIO folks to respond to states?
From: Lloyd, Matt (HHS/IOS)

To: Bradley, Tasha (OS/ASPA); Murphy, Ryan (HHS/IOS); Trueman, Laura (HHS/IOS)
Here is what we are providing on the record from HHS spokesman:
(b)(5)
CMS0046
To: Lloyd, Matt (HHS/IOS); Murphy, Ryan (HHS/IOS); Trueman, Laura (HHS/IOS)
Flagging this inquiry from Oregon’s Health Insurance Marketplace. Generally, this
would be handled by CCIIO, but they don’t have any talking points and would like some
assistance in responding to Elizabeth.

To: Bradley, Tasha (OS/ASPA)
Here is another one.
From: CMS Press

To: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Black, Nicole L.
(CMS/OC) <Nicole.Black@cms.hhs.gov>
Cc: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Ceballos, Kelly L.
(CMS/OC) <Kelly.Ceballos@cms.hhs.gov>
Shelby and Nicole, can you please send to the appropriate person?
+Aaron, Kelly
Tks,
LSokol
From: CRONEN Elizabeth M * DCBS [mailto:Elizabeth.M.Cronen@oregon.gov]

To: CMS Press <Press@CMS.hhs.gov>
Cc: MORAWSKI Lisa M * DCBS <Lisa.M.Morawski@oregon.gov>
Subject: HealthCare.gov ads
(b)(5)
Elizabeth Cronen
Communications and Legislative Manager
Oregon Health Insurance Marketplace
503-569-8171
elizabeth.m.cronen@oregon.gov
CMS0047
Like us on facebook at: https://www.facebook.com/shopenrollOR
CMS0048
From: Wilson, Lisa J. (CMS/CCIIO)
To: Horvath, Rachael G. (CMS/OC)
Subject: Fwd: Just heard this
b5
Sent from my iPhone
From: "Wu, Jeff (CMS/CCIIO)" <Jeff.Wu@cms.hhs.gov>

To: "Stolbach, Jennifer B. (CMS/CCIIO)" <Jennifer.Stolbach@cms.hhs.gov>,
"Beeson, Jennifer L. (CMS/CCIIO)" <Jennifer.Beeson@cms.hhs.gov>, "Grant,
Jeffrey (CMS/CCIIO)" <jeffrey.grant1@cms.hhs.gov>, "Liu, Beth C.
(CMS/CCIIO)" <BETH.LIU1@cms.hhs.gov>, "Grindal-Miller, Lourdes A.
(CMS/CCIIO)" <lourdes.grindal-miller@cms.hhs.gov>, "Lorenz, Samara A.
(CMS/CCIIO)" <Samara.Lorenz@cms.hhs.gov>, "Lynch, Matthew K.
(CMS/CCIIO)" <Matthew.Lynch@cms.hhs.gov>, "Royal, Letitia (CMS/OTS)"
<Letitia.Royal@cms.hhs.gov>, "Murray, Ruairi S. (CMS/CCIIO)"
<ruairi.murray@cms.hhs.gov>
Cc: "Walker, Benjamin L. (CMS/CCIIO)" <benjamin.walker@cms.hhs.gov>,
"Cohen, Michael L. (CMS/CCIIO)" <michael.cohen@cms.hhs.gov>, "Shields,
Karen M. (CMS/CCIIO)" <Karen.Shields2@cms.hhs.gov>, "Hughey, Timothy
(CMS/CTR)" <Timothy.Hughey@cms.hhs.gov>, "Saxon, Bobby (CMS/CCIIO)"
<Bobby.Saxon@cms.hhs.gov>, "Koltov, Michelle K. (CMS/CCIIO)"
<Michelle.Koltov@cms.hhs.gov>, "Trolley, Devon J. (CMS/CCIIO)"
<devon.trolley@cms.hhs.gov>, "Wilson, Lisa J. (CMS/CCIIO)"
<lisa.wilson@cms.hhs.gov>, "Isserman, Amanda M. (CMS/CCIIO)"
<Amanda.Isserman@cms.hhs.gov>, "Hammer, Christine E. (CMS/CCIIO)"
<christine.hammer@cms.hhs.gov>, "Pedneau, Emily S. (CMS/CCIIO)"
<Emily.Pedneau@cms.hhs.gov>
Subject: FW: Just heard this
(b)(5)
Jeff.
______________________________________
Jeff Wu
Acting Director
CCIIO/HHS
Jeff.Wu@cms.hhs.gov
CMS0049
INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW: This information has not been
publicly disclosed and may be privileged and confidential. It is for internal government use only and must not be
disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized disclosure
may result in prosecution to the full extent of the law.

To: Wu, Jeff (CMS/CCIIO) <Jeff.Wu@cms.hhs.gov>
Subject: Just heard this
Hopefully this is at least of partial help…
(b)(5)
Have a great night and thanks again for your help and insight today.
Randy
Randy Pate
Special Assistant
US Department of Health and Human Services
yp @
Randy.pate@hhs.govg
B6
CMS0050
To: Robertson, Heather (CMS/OAGM)
Cc: Wallace, Mary H. (CMS/OC); Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC)
Subject: Letter for Contract File
Heather,
Here is our suggested draft. Let me know if you have any questions.
(b)(5)
CMS0051
To: Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC); Albright, Aaron (CMS/OC); Ceballos, Kelly L.
(CMS/OC); McDonough, Aisling (CMS/OC); Manchester, Brittney (CMS/OC); Liverpool, Sheila (CMS/OC); Reilly,
Megan C. (CMS/OC); Broccolino, Michele (CMS/OC); Pressley, Erin L. (CMS/OC); Booth, Jon G. (CMS/OC);
Harmatuk, Frances R. (CMS/OC); Franklin, Julie G. (CMS/OC); Bennett, Shawn T. (CMS/OC); Butler, Susie E.
(CMS/OC)
Subject: Outreach for OE
Hey guys – wanted to let you know some updates for tomorrow. Chris and team have been working
hard all day and continue to as we speak- so thank you!
(b)(5)
Thanks as always
Mary
CMS0052
To: Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC); Albright, Aaron (CMS/OC); Ceballos, Kelly L.
(CMS/OC); McDonough, Aisling (CMS/OC); Manchester, Brittney (CMS/OC); Liverpool, Sheila (CMS/OC); Reilly,
Megan C. (CMS/OC); Broccolino, Michele (CMS/OC); Pressley, Erin L. (CMS/OC); Booth, Jon G. (CMS/OC);
Harmatuk, Frances R. (CMS/OC); Franklin, Julie G. (CMS/OC); Bennett, Shawn T. (CMS/OC); Butler, Susie E.
(CMS/OC); Davis, Natalie E. (CMS/OA)
Subject: Outreach for OE
Per our discussion this morning….
(b)(5)
CMS0053
Cc: Salerno, Laura (CMS/OC); Horvath, Rachael G. (CMS/OC)
Subject: RE: DRAFT NEW PARAGRAPH
Awesome. Small clarification
(b)(5)

Sent: Friday, January 27, 2017 9:44 AM
Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC)
<rachael.horvath@cms.hhs.gov>
Subject: DRAFT NEW PARAGRAPH
We assume the intro will refer to this direction as a clarification and therefore
use that language.
(b)(5)
CMS0054
To: Wallace, Mary H. (CMS/OC); Horvath, Rachael G. (CMS/OC); Koepke, Christopher P. (CMS/OC)
Subject: Re: Financial Implications of Pulling Advertising
Mary,
(b)(5)
Sent from my iPhone
On Jan 25, 2017, at 8:08 PM, Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>

wrote:
Mary - here are the numbers. I am available on My work phone with questions.
(b)(5)
CMS0055
(b)(5)
CMS0056
To: Astrin, Clarese C. (CMS/OC); Horvath, Rachael G. (CMS/OC); Salerno, Laura (CMS/OC); Krawczyk, Mark
(CMS/OC); Kordonski, Jennifer B. (CMS/OC)
Subject: RE: Good morning
Spending the morning turning some outreach back on. It is going to be a great day!!
From: Astrin, Clarese C. (CMS/OC)

To: Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>; Horvath, Rachael G.
(CMS/OC) <rachael.horvath@cms.hhs.gov>; Salerno, Laura (CMS/OC)
<Laura.Salerno@cms.hhs.gov>; Krawczyk, Mark (CMS/OC) <Mark.Krawczyk@cms.hhs.gov>;
Kordonski, Jennifer B. (CMS/OC) <Jennifer.Kordonski@cms.hhs.gov>
Subject: Good morning
I’m on.
Clarese Astrin
Director, Division of Research|Office of Communications|Strategic Marketing Group
7500 Security Blvd., Baltimore, MD 21244
Office: S1-06-03
Clarese.Astrin@cms.hhs.gov
(410) 786-5424 (Monday-Thursday)
(202) 236-3338 (Friday)
CMS0057
From: Robertson, Heather (CMS/OAGM)
Subject: RE: Has memo gone yet?
Attachments: Weber Clarification Letter 01-27-2017.pdf
Elevation Clarification Letter 01-27-2017.pdf
Yes, see attached.
Thanks
-----Original Message-----
To: Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>; Robertson, Heather (CMS/OAGM)
<heather.robertson@cms.hhs.gov>
yes
To: Robertson, Heather (CMS/OAGM) <heather.robertson@cms.hhs.gov>
Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>
Subject: Has memo gone yet?
Sent from my iPhone
CMS0058
To: Koepke, Christopher P. (CMS/OC); Wallace, Mary H. (CMS/OC)
Cc: Robertson, Heather (CMS/OAGM); Horvath, Rachael G. (CMS/OC)
Subject: RE: Letter for Contract File
Yes, agree.

Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>; Robertson, Heather (CMS/OAGM)
<heather.robertson@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>
Subject: Re: Letter for Contract File
I like the edit.
Sent from my iPhone
On Jan 26, 2017, at 3:49 PM, Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov> wrote:
(b)(5)
Sent from my iPhone
On Jan 26, 2017, at 3:40 PM, Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>

wrote:
Heather,
(b)(5)
CMS0059
(b)(5)
CMS0060
From: Young, Greg (WAS-WSW)
To: Salerno, Laura (CMS/OC); Johanson, Barbara I. (CMS/OC); Koepke, Christopher P. (CMS/OC)
Cc: Levin, Seth (WAS-WSW); Ryan, Tim (WAS-WSW); Gilfenbaum, Eben (WAS-WSW)
Subject: RE: Media Pauses
Attachments: image002.jpg
image003.jpg
I’m going to continue to use this thread for updates.
b5
Greg Young
Vice President, Cross-Channel Strategy and Insights
Weber Shandwick | North America
T: 202.585.2179
E: gyoung@webershandwick.com
W: www.webershandwick.com
733 Tenth Street NW
Washington, DC 20001
Global Agency of the Year, PRWeek — 2015, 2016, Most Awarded PR Firm, Cannes Lions International Festival
of Creativity — 2016 and Digital Agency of the Year, The Holmes Report — 2016
From: Young, Greg (WAS-WSW)

To: 'Salerno, Laura (CMS/OC)'; Johanson, Barbara I. (CMS/OC); Koepke, Christopher P. (CMS/OC)
Cc: Levin, Seth (WAS-WSW) (SLevin@webershandwick.com); Ryan, Tim (WAS-WSW); Gilfenbaum, Eben
(WAS-WSW)
Subject: Media Pauses
(b)(5)
Greg
Greg Young
T: 202.585.2179
733 Tenth Street NW
CMS0061
Global Agency of the Year, PRWeek — 2015, 2016, Most Awarded PR Firm, Cannes Lions International Festival
of Creativity — 2016 and Digital Agency of the Year, The Holmes Report — 2016
This message contains information which may be confidential and privileged. Unless you are
the intended recipient (or authorized to receive this message for the intended recipient), you
may not use, copy, disseminate or disclose to anyone the message or any information
contained in the message. If you have received the message in error, please advise the sender
by reply e-mail, and delete the message. Thank you very much.
CMS0062
From: Starinsky, Melissa A. (CMS/OAGM)
Cc: Koepke, Christopher P. (CMS/OC); Heard, Derrick L. (CMS/OAGM)
Subject: Re: Outreach
Trying to set up 8:30 call if you can join us. Invite should come out soon. Thx!
Sent from my iPhone
> On Jan 27, 2017, at 6:33 AM, Starinsky, Melissa A. (CMS/OAGM) <Melissa.Starinsky1@cms.hhs.gov> wrote:
>
> Ok thanks. I'll huddle with my team first thing this morning and we'll touch base after.
>
> Sent from my iPhone
>
>> On Jan 26, 2017, at 11:49 PM, Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov> wrote:
>>
(b)(5)
>>
>> Thanks
>>
>> Sent from my iPhone
CMS0063
To: Young, Greg (WAS-WSW)
Cc: Koepke, Christopher P. (CMS/OC); Johanson, Barbara I. (CMS/OC)
Subject: Re: Twitch Clarification
Thanks for the clarification.
Sent from my iPhone
On Jan 27, 2017, at 5:41 PM, Young, Greg (WAS-WSW) <GYoung@webershandwick.com>

wrote:
We are still on for the homepage takeover, but not the livestream on the 30th.
Greg
Greg Young
T: 202.585.2179
733 Tenth Street NW
<image001.jpg>
Global Agency of the Year, PRWeek — 2015, 2016, Most Awarded PR Firm, Cannes Lions
International Festival of Creativity — 2016 and Digital Agency of the Year, The Holmes Report —
2016
This message contains information which may be confidential and privileged.

Unless you are the intended recipient (or authorized to receive this message for
the intended recipient), you may not use, copy, disseminate or disclose to anyone
the message or any information contained in the message. If you have received
the message in error, please advise the sender by reply e-mail, and delete the
message. Thank you very much.
CMS0064
Cc: Johanson, Barbara I. (CMS/OC)
Subject: Twitch Livestream
(b)(5)
CMS0065
Cc: Salerno, Laura (CMS/OC)
Subject: Re: request
Great. Thanks
Sent from my iPhone
On Jan 25, 2017, at 7:09 PM, Horvath, Rachael G. (CMS/OC)

<rachael.horvath@cms.hhs.gov> wrote:
(b)(5)

To: Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>; Salerno, Laura
(CMS/OC) <Laura.Salerno@cms.hhs.gov>
Subject: request
(b)(5)
CMS0066
Cc: Salerno, Laura (CMS/OC); Koepke, Christopher P. (CMS/OC)
Subject: RE: Weber FY16 Contract
(b)(5)

Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>
Subject: FW: Weber FY16 Contract
Mary,
(b)(5)
From: Aiken, Matthew A. (CMS/OC)

To: Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>
Subject: Weber FY16 Contract
Hello Rachael,,
(b)(5)
Thanks,
Matthew Aiken
Division of Campaign Management
CMS0067
Phone: 410.786.1029
CMS0068
To: Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC)
Subject: RE: Weber FY16 Contract
(b)(5)
Thanks for all of this tonight. Everyone is appreciative including me -

Cc: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>
Subject: Re: Weber FY16 Contract
(b)(5)
Sent from my iPhone
On Jan 25, 2017, at 8:15 PM, Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov> wrote:
(b)(5)
Sent from my iPhone
On Jan 25, 2017, at 8:01 PM, Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov> wrote:
(b)(5)

Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC)
<Christopher.Koepke@cms.hhs.gov>
Subject: FW: Weber FY16 Contract
(b)(5)
From: Aiken, Matthew A. (CMS/OC)

Subject: Weber FY16 Contract
Hello Rachael,
(b)(5)
CMS0069
(b)(5)
Thanks,
Matthew Aiken
Division of Campaign Management
Phone: 410.786.1029
CMS0070
To: Albright, Aaron (CMS/OC); McDonough, Aisling (CMS/OC); Manchester, Brittney (CMS/OC); Ceballos, Kelly L.
(CMS/OC)
Cc: Liverpool, Sheila (CMS/OC)
Subject: RE: feedback from ASPA
Okay thanks

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
<Aisling.McDonough@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>
Cc: Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>
(b)(5)
Aaron Albright
202-690-6145

To: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
Subject: feedback from ASPA
(b)(5)
Thanks
CMS0071
To: Jackson, Karen E. (CMS/OA)
Cc: Richter, Elizabeth (CMS/CM); Wallace, Mary H. (CMS/OC)
And let me know how plays out tomorrow. Thanks.
Sent from my iPhone

(b)(5)
Karen Jackson
(b)(6)
410-786-0079 (office)
From: "Wallace, Mary H. (CMS/OC)"

To: "Pate, Randy (HHS/IOS)" <Randy.Pate@hhs.gov>
Cc: "Clark, Timothy (HHS/IOS)" <Timothy.Clark1@hhs.gov>,
"Brooks, John (HHS/IOS)" <John.Brooks@hhs.gov>, "Weber, Mark
(HHS/ASPA)" <Mark.Weber@hhs.gov>, "Conway, Patrick H.
(CMS/OA)" <Patrick.Conway@cms.hhs.gov>, "Jackson, Karen E.
(CMS/CMMI)" <karen.jackson1@cms.hhs.gov>
Sorry – forgot to add that if you would like to have a call tonight for
everyone– happy to do that as well.

(HHS/IOS) <John.Brooks@hhs.gov>; Weber, Mark (HHS/ASPA)
<Mark.Weber@hhs.gov>; Conway, Patrick H. (CMS/OA)
<Patrick.Conway@cms.hhs.gov>; Jackson, Karen E. (CMS/CMMI)
CMS0072
To: Jackson, Karen E. (CMS/OA); Wallace, Mary H. (CMS/OC)
Subject: RE: Outreach on ACA
Date: Monday, January 23, 2017 10:10:48 PM
I am not sure. But I agree with your approach.

Sent: Monday, January 23, 2017 10:07 PM
To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Conway, Patrick H. (CMS/OA)
Cc: Richter, Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>
Subject: Re: Outreach on ACA
Sounds good.
(b)(5)
Karen Jackson
(b)(6)
410-786-0079 (office)
On Jan 23, 2017, at 10:04 PM, Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov> wrote:
(b)(5)
Sent from my iPhone

(b)(5)
CMS0073
(b)(5)
Thanks
Mary

Cc: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Richter,
Elizabeth (CMS/CM) <elizabeth.richter@cms.hhs.gov>
Subject: Outreach on ACA
(b)(5)
Mary – anything you want to add on this?
Karen Jackson
410-786-0079 (O)
(b)(6)

To: Jackson, Karen E. (CMS/CMMI) <karen.jackson1@cms.hhs.gov>
Subject: Outreach inventory
Karen,
(b)(5)
CMS0074
(b)(5)
Mary
(b)(5)
CMS0075
From: Weber, Mark (HHS/ASPA)
Subject: RE: follow up
At my desk now… or anytime by cell
office (202)260-6412
cell (202)430-3240
Email Mark.Weber@HHS.Gov

To: Weber, Mark (HHS/ASPA)
Subject: follow up
Hi Mark
Everything is in motion – a couple questions for you when you have a minute. Let me know a good
time
CMS0076
Cc: Bradley, Tasha (OS/ASPA)
Subject: Re: update
(b)(5)
Mark

Sent: Wednesday, January 25, 2017 9:19:17 PM
Subject: RE: update
(b)(5)
Thanks
Mary
(b)(5)
CMS0077
(b)(5)

Cc: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>
Subject: Re: update
Thanks

Sent: Wednesday, January 25, 2017 8:05:46 PM
CMS0078
Subject: RE: update
(b)(5)
Thanks
Mary

Subject: RE: update
(b)(5)
Mark

Subject: update
(b)(5)
Thanks
Mary
CMS0079
Subject: RE: update
Attachments: HHSM-500-2011-00029I T0008 award executed 07-28-2016.pdf
Weber T0008 Mod 1 SF30 executed.pdf
Attachment 2 Statement of Work.docx
(b)(5)
Let me know any questions. More to come soon.
Thanks
Mary

Subject: RE: update
(b)(5)
Mark

Subject: update
(b)(5)
Thanks
Mary
CMS0080

!"# !$%&'("&&"#((# ")* !
+ , - .

0

&5344.,*

!"#
$
!

%%
/ # 0
1 !"& 2 .3

'(#)*+ ,(-./ 4/
/
. 9 63/
/
001"& : &2(%%"%"!&)&%("!("&'
9 ! 7&'%!# %9 8(# %!
!); &&(%"!&)&%("!("&%" #("
&'%!!%# ("8(2&'%!2(*"#%!
! 2)"%!'&' 2(($%"("&' & *! %!!) #!); &&(&' & *!"#
"#("#%&%("!! %2% #("(&'!%# !(2 ("#%&%("!(2&' (9 <")* #
#/ 20 &'%!(# "#("&' &&' #!' &7%2 ("&&
&) 2 & "87%")#%"# %9 8!%"#%& #
5 +=

66.56577(.,3.5(8
++> 6

+,>
66 9 .. 66 3 #?<? .>0("
2 3< >6 ?<? 66> @? >A

'? >
3<? 6>6.? >
+6 + 3>6 +63> +-

>

3.4
&31

/
/
6 3
@A @@AA @A @#A @ A @2A @A
,:&7*+$ (b)(4)
& &7*+$%%
'+8,(3353 +78,(5(.3.5(856
5(3+,3
03
5(3+,35+8,4+5;.<,3(8+,(
:,(='*.,3.5(,(3+,<.(
5(3.(###
+4 . +5 .?. ,=3 +1@'A

6
$

%
,+63
>%%0#

?

!" .;#56?.(,(.,4+,3.5(8
" # @(>(:A
'##5: +1@%A

6
/ # 0

>%%0#
,3.75+

,, ,

>/%& &

6
.066

@ 9,,=+,A
3 >6 !% #8 4,+@2A
CMS0081

!"# !$%&'("&&"#((# ")* !

0

6 3
/
/

@A @A @A @#A @ A @2A @A
,5+,(-.33,33, 3,37(356
)5+/@ )A#?(8.(3,75(356
>%%0#,+4+5;.354+65+7-5+/
(+3,8 ,8/,(43.5(, ,8/8,
6.,(.(3,33, )
,(,+,5,35(, .7,(
,3+.,8
*,8.8#
',883655-.(=,33,7(38$
33,7(3 ,8/++-,+57(3
-.3&5335: 53,
33,7(3 3,37(356)5+/-.3
56.;+,*8
33,7(315(3+,35+8.(883.8
574.,('+5=+,7
33,7(3%'+85(,5(6.3856
(3+83?.(,(.,.858+
'+.556'+65+7,($035

,8 ,8/
11%00%0#
B.8.3.5(&5$1010
10101010
.;+C$
5(3.(=(65$
'1%0B(3.6.+$'
&&7*+$00%%44+54+.,3.5($
*D3,88$1
5745((3$1?.8, ,+$
'+5D3E$% B(E$0
?($>100#
5(3.(=(65$
'10B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
0 B(E$
?($>#
5(3.(=(65$
'1B(3.6.+$'
&&7*+$000144+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
5(3.(###
6?+ @+1@.AA B74 575 5==

.066
@ 9 ,==-A
3 >6
!% #8 @ 4A,+@2A
CMS0082

1
!"# !$%&'("&&"#((# ")* !

0

6 3
/
/

@A @A @A @#A @ A @2A @A
B(E$
?($>00#
43.5(, ,8/,0000#
'+53 +;.5$%
B.8.3.5(&5$101%
.;+C$
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
% B(E$
?($>0000#
143.5(, ,8/*43.5(
75(3$>1000#@43.5(!.(
37A
'+53 +;.5$%
%43.5(, ,8/43.5(
75(3$>0000#@43.5(!.(
37A
'+53 +;.5$%
43.5(, ,8/43.5(

75(3$>00001#@43.5(!.(37A
'+53 +;.5$%
43.5(, ,8/000010#
'+53 +;.5$%
B.8.3.5(&5$101%
.;+C$
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
% B(E$
?($>000010#
43.5(, ,8/6
00#
5(3.(###
6?+ @+1@.AA B,7155711-==

.066
@ 9 ,==-A
3 >6
!% #8 @ 4A,+@2A
CMS0083

%
!"# !$%&'("&&"#((# ")* !

0

6 3
/
/

@A @A @A @#A @ A @2A @A
'+53 +;.5$%
B.8.3.5(&5$101%
.;+C$
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
% B(E$
?($>00#
43.5(, ,8/=43.5(
75(3$>%001#@43.5(!.(
37A
'+53 +;.5$%
043.5(, ,8/%000%#
'+53 +;.5$%
B.8.3.5(&5$101%
.;+C$
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
% B(E$
?($>%000%#
43.5(, ,8/.00000%0#
'+53 +;.5$%
B.8.3.5(&5$101%
101
.;+C$
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$1?.8, ,+$'+5D3E$
% B(E$
?($>011#
5(3.(=(65$
'1%B(3.6.+$'
&&7*+$00%%44+54+.,3.5($
5(3.(###
6?+ @+1@.AA B+ 75557151==

.066
@ 9 ,==-A
3 >6
!% #8 @ 4A,+@2A
CMS0084

!"# !$%&'("&&"#((# ")* !

0

6 3
/
/

@A @A @A @#A @ A @2A @A
*D3,88$1

5745((3$1?.8, ,+$
'+5D3E$% B(E$
?($>1#
43.5(, ,8/%000#
'+53 +;.5$%
B.8.3.5(&5$101
.;+C$
5(3.(=(65$
'1B(3.6.+$'
&&7*+$00044+54+.,3.5($
*D3,88$15745((3
$?.8, ,+$'+5D3E$
B(E$1
?($>%000#
6?+ @+1@.AA B+7 557544==

.066
@ 9 ,==-A
3 >6
!% #8 @ 4A,+@2A
CMS0085
(b)(4)
CMS0086
#$$#$)'$)%%+%'"-$).$ ),'%). )"$+ 1,$ %

)-$%%$#%#%#'%).#'.%#
! "#$%&'(
.$-)% 2"11! $2=2$#/ '$2 A"). .& ") . ") .1# '$ -%").
BC BC BC BC B3C B:C
-'A "/1*$+'**% 78
8*+,,-'$!-
D % +'>' "7880=! "7

,,"*,"'$+'*72!E +-$..7

*=,* + 7
:'.$-5 $"7"*E +F7
D0 F7

"'*%*> ">*"=$ 7

+*

#$? + =+*" $%$.>*--*&.B$=*0+.#*&

'.+# *!-'?$+ %$=*0+C7
2,+'*$-$.(!

"*%0+ "A' *% 7

%% + =$$.>*--*&.7
$2,+'*$-$.(! =$''?=*0+2,+'*

=*0+79
B2,+'*1' + =C
"*%0+ "A' *% 7

)2)?9;<D<6D697D8<@? CMS0087
%1. %)!%#-BB@;D8@
2
,2
#;8'#9B66<
HHSM-500-2011-00029I
HHSM-500-T0008
Attachment 2 –– Statement of Work
Statement of Work
The Centers for Medicare & Medicaid Services (CMS), Department of Health and Human
Services, Health Insurance Exchange Public Education and Outreach.
I. Scope
A. Background
The Affordable Care Act and Exchanges
On March 23, 2010, the President signed into law the Patient Protection and Affordable Care Act
(P.L. 111-148). On March 30, 2010, the Health Care and Education Reconciliation Act of 2010
(P.L. 111-152) was signed into law. The two laws are collectively referred to as the Affordable
Care Act (ACA).
The Affordable Care Act established Affordable Insurance Exchanges (Exchanges) to provide
individuals and small business employees with access to health insurance coverage beginning
January 1, 2014. An Exchange is an entity that both facilitates the purchase of Qualified Health
Plans (QHP) by qualified individuals and provides for the establishment of a Small Business
Health Options Program (SHOP), consistent with Affordable Care Act 1311(b). Exchanges
provide competitive marketplaces for individuals to directly compare and purchase private health
insurance options based on price, quality, and other factors.
The Affordable Care Act provides States with significant flexibility in the design and operation
of their Exchanges to best meet the unique needs of their citizens. States can choose to operate as
a State-based Marketplace (SBM), or the Secretary of the United States Department of Health
and Human Services (HHS) will establish and operate a Federally-facilitated Marketplace (FFM)
for any State that does not elect to operate a State-based Marketplace. In an FFM, the State may
pursue a partnership model, where a State may administer and operate certain Exchange
activities associated with plan management and/or consumer assistance and outreach. The
partnership model is designed for states that are planning to transition to a SBM in the near
future.
If a state is not approved or conditionally approved as a SBM, the law directs the Secretary of
HHS to facilitate the establishment of an Exchange in that state (i.e., a Federally-facilitated
Marketplace (FFM)). In FFM states, CMS, as they did during the initial three enrollment periods
will again be responsible for facilitating application, eligibility and enrollment in the Health
Insurance Marketplace at Healthcare.gov for consumers during the fourth Marketplace open
enrollment period planned for November 1, 2016 through January 31, 2017 (Open Enrollment
dates subject to change). Within the open enrollment period, there are three key deadlines:
December 15, January 15 and January 31.
This task order will provide a Health Insurance Marketplace at Healthcare.gov Public Education
and Outreach Campaign across the FFM states that have elected to not establish a SBM. As part
of this Campaign, CMS will be responsible for communicating and establishing outreach and
education channels for the uninsured as well as those looking to re-enroll in plans – motivating
Page 1 of 22
CMS0088
HHSM-500-2011-00029I
HHSM-500-T0008
them to purchase private insurance plans through the Health Insurance Marketplace at
Healthcare.gov.
The target audience

Customers to the FFM for the fourth open enrollment period from November 1, 2016 through
January 31, 2017 are expected to be a mix of previously uninsured as well as returning customers
planning to re-apply and re-enroll in health insurance plans for 2017. Thus, customers are likely
to have a range of knowledge about health insurance, how to shop for it and how to compare
policies. The Health Insurance Marketplace at Healthcare.gov is designed to overcome those
hurdles, by creating a single location where the uninsured and re-enrollees can make a
comparison of plans available in their area and find out about their eligibility for financial
assistance.
During the previous three open enrollment periods, CMS focused its uninsured outreach and
education efforts mainly on the Healthy & Young audience. Healthy and Young is generally
defined as 18-34 year olds.
The focus of this task order will again be to execute a Health Insurance Marketplace at
Healthcare.gov Public Education and Outreach Campaign to reach the Healthy & Young
audience in the FFM states. Various other influencer-type segments could potentially be a
secondary audience but the campaign’s focus should remain on the Healthy and Young audience
B. Purpose
The purpose of this task order is to implement a Health Insurance Marketplace at
Healthcare.gov Public Education and Outreach Campaign to reach the uninsured as well as those
planning to re-enroll via the Health Insurance Marketplace at Healthcare.gov. The campaign
will focus on the Healthy & Young audience which remains the largest portion of the uninsured
population.
The Contractor shall design a multi-media Health Insurance Marketplace at Healthcare.gov

Public Education and Outreach Campaign that is scalable with varied paid and earned media
tactics and messaging strategies, including unique approaches to reach both the uninsured who
may be enrolling for the first time as well as those planning to re-enroll in a health insurance plan
at the Health Insurance Marketplace at Healthcare.gov
During the period of performance, the Contractor shall develop plans around the following key
performance indicators (KPI); building direct response list (email, sms, auto-dial, etc), and
enrollment. The campaign shall include a multi-media effort designed to motivate the target
audiences – both the uninsured and re-enrollees – to enroll in a health insurance plan for 2017.
Page 2 of 22
CMS0089
HHSM-500-2011-00029I
HHSM-500-T0008
II. Requirements
A. Objectives/Tasks to be performed
With CMS input and approval, the Contractor shall develop and execute an integrated Health
Insurance Marketplace at Healthcare.gov Public Education and Outreach Campaign to reach the
target audiences – both the uninsured and Marketplace re-enrollees – through a variety of
outreach and education channels, with a major emphasis on paid media and digital strategies.
Throughout the entire task order, CMS will provide input and approve all stages of development
and implementation of the Marketplace campaign and associated deliverables.
Base Task
The Base Task shall include a campaign designed to effectively achieve the KPI’s as defined in
the Purpose section.
The Contractor shall implement a fully integrated, public outreach and education effort, with a
major emphasis on paid media, including cutting edge digital strategies, to motivate the
uninsured, specifically the Healthy & Young audience, and Marketplace re-enrollees to subscribe
to the Marketplace direct response listserv and to enroll/re-enroll in a health insurance plan.
Tactics during the campaign shall include a robust digital and/or mobile conversion strategy
coupled with efficient paid television placements. The digital approach shall be significant in
size and scope. Overall, the entire digital paid media should represent approximately fifty (50)
percent of the entire paid media budget. Other paid media tactics in the FFM states, such as
radio, out-of-home/outdoor, and/or print shall be incorporated as deemed appropriate by the
Contractor to best reach the Healthy & Young audience within particular markets. The Contractor
should consider all tactics that are appropriate for achieving the KPI’s previously defined. Post
award, CMS may assess any privacy impacts to consumers, CMS will supply a Privacy
Questionnaire to be completed by potential Digital Vendors under the task order. The Contractor
shall work with all such Digital Vendors to complete the CMS Privacy Questionnaire.
The digital strategy shall incorporate sophisticated digital analytics, which shall include but not
limited to automatic and manual daily optimization, regular creative testing of display, search,
and social ads to determine best performance, and daily spending reports. The Contractor shall
prepare a digital media performance report a minimum of three (3) times per week. The report
shall include performance by platform, performance by partner, and performance by creative.
For each type of platform (i.e., search, social, display) the report shall include but not limited to
spend, impressions, clicks, click-through-rate, cost per click, number of acquisitions and cost per
acquisition. The Contractor shall be prepared to implement creative testing and analysis on a
daily basis.
As part of the outreach, the Contractor shall plan and implement an outreach strategy to assist in
promoting the Enrollment Assistance Programs (EAPs) that are in the FFM states. The EAPs
provide in-person local assistance to consumers looking to enroll in the federally facilitated
marketplace. The outreach shall include but not limited to digital, outdoor and radio advertising.
The EAP media plan should represent approximately ten (10) percent of the total paid media
Page 3 of 22
CMS0090
HHSM-500-2011-00029I
HHSM-500-T0008
budget. For planning purposes, the Contractor should assume that they will be providing
supplemental outreach in approximately nineteen (19) FFM markets.
Budget Level
The Contractor shall develop paid media plans for the overall outreach and EAP outreach of
the Base Task based on the provided budget levels. The paid media plans shall employ a
variety of media tactics and be scalable. The provided budget levels for the Base Task shall
include, as appropriate, labor, media, other direct costs (ODCs), and travel.
Integration with Hispanic Contractor

During the period of performance, the Contractor shall be aware that CMS intends to award a
separate contract/task order to a multicultural marketing and communications contractor to
develop a public education and outreach Marketplace campaign targeted to Hispanic
audiences, which make up nearly 30 percent of the Nation’s uninsured population. The
Spanish-language contractor will develop separate creative assets and media plans to
motivate Hispanic audiences to enroll in a health insurance plan at CuidadoDeSalud.gov
during the Marketplace open enrollment period (November 1, 2016 through January 31,
2017). While CMS expects minimal messaging confusion and spill given the distinct
demographics and media channels, the Contractor shall coordinate with the Spanish-language
contractor to leverage the Marketplace-related activities and experience of each firm, and
ensure no duplication of effort.
Use of Digital and Social Media

The Contractor shall develop an innovative paid digital and social media strategy with a focus on
conversion based marketing that reinforces the Health Insurance Marketplace at Healthcare.gov
brand and drives the uninsured and re-enrollees to the Marketplace at Healthcare.gov to sign-up
for email alerts, create an account and begin the enrollment process. The Contractor should
consider all innovative paid digital approaches appropriate for the outreach. Post award, CMS
may assess any privacy impacts to consumers, CMS will supply a Privacy Questionnaire to be
completed by potential Digital Vendors under the task order. The Contractor shall work with all
such Digital Vendors to complete the CMS Privacy Questionnaire. The digital strategy shall
also include unique and innovative ideas, including working with the CMS digital/social media
team, to drive current enrollees to HHS’ online and social media properties, e.g.,
www.facebook.com/healthcaregov, www.youtube.com/healthcaregov and
www.twitter.com/healthcaregov to promote re-enrollment.
The Contractor shall focus on:

x A paid digital strategy across various search, social and display platforms which includes
engaging and unique Marketplace-related content that will resonate across the target
audience. (e.g., personal testimonials/stories, infographics, cost- and deadline-related
content and other engaging digital assets, etc.).
x Methods to monitor, track and optimize the digital paid media spend on a day-by-day
and weekly basis with ongoing creative testing through both performance (drive-to-site)
and persuasion (awareness building) tactics. The methods shall include sophisticated
digital analytics, which shall include but not limited to automatic and manual daily
optimization, regular creative testing of display, search, and social ads to determine best
Page 4 of 22
CMS0091
HHSM-500-2011-00029I
HHSM-500-T0008
performance, and daily spending reports. The Contractor shall work with CMS to set
conversion metrics in advance and continually evaluate to improve performance over
time. The Contractor shall be prepared to provide both a written digital media
performance report a minimum of three (3) times per week and daily oral updates on the
performance of digital creative assets and work with CMS to optimize the paid digital
spend as appropriate. The report shall include performance by platform, performance by
partner, and performance by creative. For each type of platform (i.e., search, social,
display) the report shall include but not limited to spend, impressions, clicks, click-
through-rate, cost per click, number of acquisition and cost per acquisition. The data
shall be reported by week and cumulatively.
x Working with the CMS digital/social media team to supplement the development of
content for HHS social media channels as appropriate and other tactics to increase the
likelihood of viewing and sharing of Marketplace-related social media content by
consumers and stakeholders (e.g., CMS partners, states, non-governmental organizations
(NGOs), etc.).
x Tactics to monitor the tone/sentiment of the Marketplace-related dialogue occurring
online and methods to guide the conversation as appropriate.
Over the course of the Base Task and any Optional Task, and as part of the overall paid media
plans, the Contractor shall also work with search, social and display vendors, as appropriate, to
deliver paid digital media plans that utilize segmentation, geographic and/or other demographic-
targeting strategies to further increase the likelihood of reaching the uninsured and motivating
them to enroll.
Creative Development
The Contractor shall develop creative assets (e.g., television, radio, digital, and/or print/out-of-
home) for the Health Insurance Marketplace at Healthcare.gov that resonate across the target
segment and help to support the Marketplace brand – making the Health Insurance Marketplace
at Healthcare.gov recognizable across multiple possible consumer touch points, whether online
at healthcare.gov or through local in-person assistance. Creative assets for the Health Insurance
Marketplace at Healthcare.gov shall help to establish the Marketplace as the source for
uninsured consumers and re-enrollees to explore health insurance coverage options that fit their
needs, the availability of financial assistance, and the deadlines associated with the open
enrollment period.
In order to resonate with the new Healthy & Young target audience, creative concepts should be
a departure from typical government communications. Concepts are expected to convey a
cutting-edge, forward-thinking tone. Campaign concepts/themes shall have the capacity to be
placed across multiple mediums – digital, television, radio and print/out-of-home – during the
fourth Marketplace Open Enrollment period. The Contractor shall produce a robust amount of
digital creative assets to be rotated into the digital platforms as the advertising is continuously
optimized.
Prior to the start of the open enrollment period, the Contractor shall deliver digital, television,
radio and companion print/out-of-home executions based on the creative concept that CMS
approves.
Page 5 of 22
CMS0092
HHSM-500-2011-00029I
HHSM-500-T0008
Research
The Contractor shall develop an in-depth understanding of the various uninsured consumer
audiences (e.g., Healthy & Young) in order to further develop and shape the Marketplace
messaging and branding. Audience segmentation and message testing analyses have been
performed by CMS. As such, CMS does not anticipate the need for the Contractor to develop an
exploratory research agenda, nor to be responsible for the testing of their developed creative
concepts. The Contractor shall coordinate with CMS’ research contractor for the testing (e.g.,
focus groups) of creative concepts/materials.
CMS also manages the fielding of a Marketplace tracking survey to monitor campaign
awareness, beliefs about the Health Insurance Marketplace at Healthcare.gov, and the intentions
of the uninsured to enroll. Upon request, the Contractor shall be prepared to provide the
necessary input into the survey’s battery of questions and, as appropriate, utilize data from the
tracking survey to inform/modify Marketplace campaign strategies and tactics so as to increase
the likelihood of the uninsured and re-enrollees to enroll.
Partnerships
CMS does not anticipate the Contractor dedicating significant resources to partner recruitment
and development with non-profit organizations, non-governmental organizations, or corporations
during the period of performance. CMS will retain primary responsibility for outreach to Federal
and State partners, non-governmental organizations/advocacy groups, and corporations.
However, should the Contractor have existing or highly prospective relationships with media
related vendors or partners that are in a position (i.e., have the commitment/interest level and
operational capability) to successfully augment paid media Marketplace efforts, those
relationships shall further be developed on a joint basis between the media vendor/partner, the
Contractor, and CMS. If during the course of the negotiations with media vendor/partner,
Marketplace partnering opportunities (e.g., value-adds with a media vendor/partners, non-paid
media partnerships with sister networks, or media company foundation initiatives) become
available, CMS will work with the Contractor to evaluate each opportunity and jointly develop
the partner relationship if deemed appropriate by CMS.
Earned Media Support

CMS anticipates the Contractor shall provide support for earned media activities (e.g., local
and/or national media pitching, media tours, developing drop-in articles and Marketplace human-
interest stories, etc.) in close coordination with CMS’ Office of Communications’ Media
Relations Group as appropriate.
The Contractor shall provide an earned media strategy for the open enrollment period with the
goal of generating awareness at the launch and subsequent focus on the key deadlines. The
Contractor shall also provide support for organizing weekly radio media tours (RMTs) and
weekly satellite media tours (SMTs) with the goal of securing 15 interviews per week, during the
open enrollment period. All SMTs will take place in the HHS studio. As appropriate, for the
SMTs and RMTs the Contractor shall be responsible for pitching, buying satellite time,
producing, and providing hair and makeup consultation for the spokesperson. The Contractor
Page 6 of 22
CMS0093
HHSM-500-2011-00029I
HHSM-500-T0008
shall work with CMS to plan the timing of the RMTs and SMTs so as to maximize potential
media coverage of the Marketplace.
The Contractor shall have the capability to monitor the tone of the national- and state-level
coverage of the Health Insurance Marketplace at Healthcare.gov and incorporate changes into
the campaign plan as appropriate. The Contractor shall deliver to CMS, on a weekly basis,
Marketplace tracking reports that monitor Marketplace-related stories (quantity, quality and
sentiment/favorability) and associated media impressions.
The Contractor shall also be prepared to provide limited support to various organizations (e.g.,
Navigators and Assisters) that provide local, in-person enrollment assistance. This limited
support may include assistance with earned media (e.g., pitching), enrollment event-type support
and/or local promotion of on-the-ground activities/events (e.g., localized promoted posts via
Facebook or via other digital means).
Collaboration and Support

In addition, the Contractor shall be required to collaborate with other CMS staff, external groups
and partners, or multicultural contractors. The Contractor’s assistance may also be required to
support CMS staff in the preparation of ad-hoc tasks such as preparing briefing materials for
senior CMS officials which could include, but are not limited to, details on the Marketplace
media buys, creative strategies, or other outreach tactics as appropriate. Additionally, the
Contractor may be asked to coordinate and assist with outreach and education activities related to
other segments of the uninsured population and other aspects of the Affordable Care Act
including, but not limited to, the Small Business Health Options Program (SHOP) targeting
small business owners.
Email, Short Message Service (SMS) and Outbound Call Marketing Program Support
The Contractor shall provide staff and expertise to administer the email, SMS and outbound call
marketing program in support of the Marketplace outreach and educational campaign, leading up
to, during the Marketplace Open Enrollment Period (OEP) and following the OEP for post-open
enrollment analysis. The Contractor shall identify and utilize staff with proven specialized
experience in email, SMS and outbound call-based outreach programs. List development
activities may include additional ad hoc requests for research and other list development activities
that leverage the infrastructure built for these ongoing outreach activities.
The Contractor shall also provide in-person staff at CMS offices in Baltimore, MD or
Washington, DC as part of a “HealthCare.gov Situation Room” on certain days during Open
Enrollment and leading up to key Open Enrollment deadlines to execute A/B tests and schedule
email, SMS, and outbound call outreach. Key members of the team will need to be physically
onsite at HHS or CMS Headquarters during the first week of open enrollment and during the 2
weeks leading up to key deadlines (e.g., December 15, January 15 and January 31) during open
enrollment.
The Contractor shall demonstrate the ability to configure a database within the CMS environment
for email, SMS and outbound call list development, segmentation and outreach. CMS will provide
server capacity with cloud storage and the Contractor shall provide software tools to write and
Page 7 of 22
CMS0094
HHSM-500-2011-00029I
HHSM-500-T0008
execute queries. The Contractor shopall also demonstrate the ability to conform with all CMS
privacy and security standards, particularly treating all consumer data with protections inherent to
government-to-consumer interactions. Specific areas of expertise required to support this
program include:
Expertise in Data Infrastructure and Preparation:

1. Hardware and data environment to be supplied by CMS. CMS will ensure that
sufficient storage and computational capacity is available to receive, load and process
Federally-facilitated Marketplace (FFM) data from MIDAS (Multidimensional Insurance
Data Analytics System - the CMS operated data set that contains an individual
consumer’s account/application status). All appropriate accesses and user licenses shall
be pursued immediately to ensure the Contractor has time to survey the data environment
and make any additional hardware/software recommendations. The Contractor will need
to support the 1/3 system security review conducted every year to maintain the Authority
to Operate (ATO) for the Marketplace Outreach Data System (MODS). Additionally the
contractor will need to address any identified deficiencies to the satisfaction of internal
auditors.
2. Analytics database setup: The Contractor shall select and install an analytics database
software package of their choosing within the confines of the specifications laid out in the
ATO (see details below) and configure it to the needs of the project. Software selection
shall be approved by CMS.
The operational environment will consist of an outreach analytics database and auxiliary
systems to support data loading, analytics, and list cutting. The system will be accessed
by a small team of analysts. All components of the system are within the Amazon Virtual
Private Cloud, with the exception of the access server. This VPC will be accessible to a
very small number of users (less than 30). General system architecture and topology is
inherited from Amazon Web Services.
Component 1: Outreach Analytics Database
The database layer utilizes HP Vertica, a specialized analytics database that is well suited
to this workload. It is able to spread workload across a cluster of servers, with a minimum
of three servers to enable n+1 redundancy. The outreach analytics database will store data
from MIDAS, GovDelivery, and other ad hoc data sources, and facilitate rapid analytics
and outreach list development. The database will be accessed by the Sync server, by
automated list cutting processes, and directly by data analysts.
Component 2: Sync Process
The data sync process constantly monitors the Electronic File Transfer for new files from
GovDelivery or MIDAS. When a new file becomes available, the system validates the
file, loads it into the database, and then performs some transformations to recode the
incoming data. It also detects errors and emails administrative users in the event of a
problem with one of the incoming files. The sync is a custom application written in Scala
Page 8 of 22
CMS0095
HHSM-500-2011-00029I
HHSM-500-T0008
and runs in the Java Virtual Machine. This server will therefore have a Java Virtual
Machine (JVM)/ Java Runtime Environment (JRE) installed, and otherwise can be based
on the CMS Redhat Enterprise Linux 6.5 Gold image.
Component 3: List cutting and statistical analysis
Analysts conduct many of the outreach analytics activities. These analysts run Structured
Query Language (SQL) queries, analyze data in statistical analysis packages, and push
resulting outreach lists to upstream systems such as GovDelivery and the call center.
These activities will be conducted on dedicated modeling and list cutting servers. These
will have a standard toolset installed on them, including R, Stata, the Vertica connection
client, and scripts for pushing resulting outreach lists to outbound systems.
Component 4: Bastion Server
The bastion server sits between the public internet and the outreach analytics database. It
will provide connectivity for outreach analytics team members until a Virtual Private
Network (VPN) is available as a shared service. Access to the bastion server is controlled
via the CMS central user store, ensuring that only authorized users gain access to the
network.
3. Data acquisition and investigation: The Contractor shall investigate the structure of the
data schemas within databases such as MIDAS, the email and SMS delivery systems such
as GovDelivery and the outbound call system to determine areas that will be most helpful
for segmentation and analytics. The Contractor shall work with subject matter experts
within CMS to validate the data (including email, SMS list and outbound call counts) that
CMS produces against counts from other sources to identify any gaps in the datasets/lists.
The Contractor shall also work with CMS and its various vendors to determine the most
efficient way to extract data from various source systems and load into an analytics
database. And to the extent possible, the Contractor shall work to link records and
actions between different source systems to better understand how consumers are moving
through the FFM enrollment process. The Contractor shall also be prepared to work with
CMS databases such as MIDAS and segment consumer lists for additional outreach
purposes.
4. Ad-hoc data loading of reference datasets: Some datasets, such as Census data and
other internal CMS datasets, will be helpful to use as a reference for analytics projects.
The Contractor shall be prepared to work with these datasets and resources as they are
made available and suggest those that they believe will further educate CMS’ ongoing
targeted effort to outreach to the uninsured.
Expertise in Daily Data Operations, Content Development and Outreach Analytics Support:
1. List development: As consumer “chase” outreach lists (based on where subsets of
consumers are at different stages in the enrollment process) are developed, the Contractor
shall work with CMS to segment those lists on a daily basis (and potentially twice daily
Page 9 of 22
CMS0096
HHSM-500-2011-00029I
HHSM-500-T0008
leading up to key deadlines) and import them into GovDelivery or other email, SMS and
outbound call outreach systems as appropriate.
2. Query development: The Contractor shall work with the appropriate CMS stakeholders
and other analytics vendors to develop database query definitions (e.g., consumers’ stage
of application, consumers’ eligibility for tax credit, consumers’ geography, or other
relevant demographic attributes), decide the level upon which metrics should be
aggregated and then convert those definitions for database queries.
3. Email, SMS and Outbound Call Content Development: The Contractor shall develop
email, SMS and outbound call content for the Health Insurance Marketplace at
Healthcare.gov that resonates across the various segments of consumer “chase” outreach
lists. Anticipated segments which will require content include, but are not limited to,
both re-enrollees and new enrollees (e.g., including various “chase” segments such as
those who have not yet created an account, those who have not yet started or completed
their application, those who have an eligibility determination but have yet to select a plan,
those eligible for an advanced premium tax credit (APTC), etc.) and other ad-hoc
segments for the 2017 Marketplace Open Enrollment Period (November 1, 2016 through
January 31, 2017). The Contractor shall provide expertise in email, SMS and outbound
call script writing and have knowledge in systems used to deliver large scale email, SMS
and outbound call marketing campaigns. CMS anticipates email sends to the various
segments 3 times per week during open enrollment and up to three times per day leading
up to key deadlines of 12/15, 1/15, 1/31 during the Marketplace Open Enrollment Period.
The execution of the outbound calls will be handled by the HealthCare.gov call center.
4. Direct Response Calendar and Testing Plan Development: The Contractor shall
develop and administer a direct response calendar and A/B testing plan for the various
outreach tactics including, but not limited to, the email, SMS and autodial/agent connect
outreach program. The calendar and testing plans shall be provided to CMS 4 weeks
prior to the start of the 2017 Marketplace Open Enrollment Period and maintained and
updated on an ongoing basis during the course of Open Enrollment. The calendar will
help CMS communicate the schedule of the outreach program to other offices within
CMS, and to other federal stakeholders. The strategic goal of the A/B testing will be to
continually improve CMS messaging so that we are using our most effective messages in
the days leading up to key deadlines. The Contractor shall work with CMS to develop
weekly test plans and shall hold regular test prioritization meetings to ensure that CMS
needs are being met. All tests need to meet minimum segment size requirements to
ensure that they have the chance to produce statistically significant results. The
Contractor shall work with CMS to develop and adjust this standard as needed.
5. Reporting and Analysis: The Contractor shall develop two daily reports: one daily
report that provides an overview of consumers’ status (in aggregate based on their stage
in the enrollment process) within the FFM, and another report that tracks metrics on the
reach and effectiveness of email and SMS sends. The email/SMS reach and effectiveness
report shall be delivered the day after each email/SMS send and report on metrics such as
email open rates, email click rates, and action rates such as percentage of emails resulting
in applications started, applications completed and enrollments. The Contractor shall
also provide outbound call analysis utilizing disposition data from the call center to
Page 10 of 22
CMS0097
HHSM-500-2011-00029I
HHSM-500-T0008
evaluate testing strategies and determining how autodial bandwidth and agent connect
support can be most efficiently leveraged throughout Open Enrollment.
Analysis support shall be provided on an ongoing basis during Open Enrollment to better
understand how the email, SMS and outbound call outreach program is impacting the
various consumer “chase” segments and how to refine “chase” lists and content
development. Over the duration of Open Enrollment, the Contractor shall also deliver a
weekly outreach report that summarizes key results and lessons learned from the previous
week. An email, SMS and outbound call Open Enrollment summary report shall also be
delivered to assist CMS in longer term email, SMS and outbound call program planning,
including recommendations to help CMS target consumers with more innovative and
efficient approaches.
Media ROI Modeling
The Contractor shall implement a Marketplace econometric model by measuring the impact of
media and other marketing, economic, and exogenous factors based on enrollment data. This
mathematic predictive model output will be used to inform strategic buying and planning
decisions going forward. The model will use a combination of data form last year’s enrollment
cycle and the cycle that will start in November 2016. Roughly half way through the campaign,
model results will be evaluated and adjustments to the media spend for January will be made
accordingly. At the end of the Open Enrollment cycle, the model will be evaluated to inform
media buying strategies and budget allocation for the following year.
The econometric model will address the following:

x Historical performance of each media touch point as measured by enrollments driven per
dollar invested (EPI)
x Optimal EPI allocation between national and local spend
x Point of diminishing returns by media channel
x Best flighting pattern to maximize return on investment
x Evidence of synergy between media elements
x Optimal media mix of digital advertising assets
Optional Task 1a
Enhanced Media Buy and Outreach Activities

Pending the availability of funds, the Contractor shall develop an enhanced media buy and
outreach activity plan for the fourth Marketplace Open Enrollment period. An enhanced media
buy and outreach activity plan would serve to expand the media buy and/or outreach activities
approved for the Base Task and increase media weights and/or target markets as appropriate
given direction from CMS.
Optional Task 1b

buy would serve to expand and/or adjust the media buy approved for the Base Task and Optional
Page 11 of 22
CMS0098
HHSM-500-2011-00029I
HHSM-500-T0008
Task 1a and increase/adjust media weights and/or target markets as appropriate given
Marketplace enrollment levels, the availability of media inventory and costs in the spot market.
Optional Task 1c

Tasks 1a and 1b and increase/adjust media weights and/or target markets as appropriate given
Optional Task 1d

Tasks 1a, 1b and 1c and increase/adjust media weights and/or target markets as appropriate given
Optional Task 1e
Data Analytics
Pending the availability of funds, the Contractor shall provide additional data analytics services
to support 24 hour list cutting services during the Open Enrollment Period. In addition, the
Contractor shall devote dedicated staff to support off-season enrollment retention during the
three months immediately following the Open Enrollment Period.
Optional Task 1f

Tasks 1a, 1b, 1c, and 1d and increase/adjust media weights and/or target markets as appropriate
given Marketplace enrollment levels, the availability of media inventory and costs in the spot
market.
Optional Task 1g

Page 12 of 22
CMS0099
HHSM-500-2011-00029I
HHSM-500-T0008
Tasks 1a, 1b, 1c, 1d, and 1f and increase/adjust media weights and/or target markets as
appropriate given Marketplace enrollment levels, the availability of media inventory and costs in
the spot market.
Optional Task 1h

Tasks 1a, 1b, 1c, 1d, 1f and 1g and increase/adjust media weights and/or target markets as
the spot market.
Optional Task 1i

Tasks 1a, 1b, 1c, 1d, 1f , 1g, and 1h and increase/adjust media weights and/or target markets as
the spot market.
Optional Task 2
SHOP Marketplace
The Contractor shall develop a strategic advertising and marketing campaign built to increase
small business enrollment and awareness of the SHOP Marketplace by targeting agents and
brokers. The SHOP Marketplace advertising and marketing campaign shall include the
development of advertisements and implement a targeted digital media buy. Through
October/November 2016, the media buy shall only be implemented in Florida, North Dakota,
Ohio, Tennessee, Texas, Wisconsin, and Wyoming. Beginning in October/November 2016, the
media buy shall be implemented in all Federally-facilitated SHOP Marketplace states.
Project Deliverables
CMS requires technical, professional services for the development, implementation, operation,
and management of the Health Insurance Marketplace at Healthcare.gov Public Education and
Outreach Campaign. Given the pending launch of the Marketplace’s fourth open enrollment
period on November 1, 2016, the Contractor shall provide these services in a tight timeframe
with little or no margin of error for missing deadlines.
1. Kick-Off Meeting: The purpose of this meeting is to review project expectations,

deliverables and due dates.
Page 13 of 22
CMS0100
HHSM-500-2011-00029I
HHSM-500-T0008
2. Campaign Execution Plan & Timeline: The Contractor shall provide to the
Contracting Officer Representative (COR) a Campaign Execution Plan & Timeline
which details the Campaign’s key deliverables and deadlines during the period of
performance and includes the critical path items, key decision points/dates and
dependencies.
The campaign plan and timeline shall articulate the actions that the Contractor will
take to ensure that CMS is fully engaged in the planning, development, clearance and
oversight of the campaign for each major media and outreach tactic.
Additionally, this plan and timeline shall ensure efficiency in coordinating

Marketplace-related activities across the Contractor, the Hispanic marketing and
communications contractor, and CMS.
3. Creative Development, Production and Finalized Materials: A CMS-generated

Marketplace messaging document shall be provided to the Contractor at the time of
award. Suggested edits to the Marketplace messaging document must be approved by
CMS before any creative concept development by the Contractor.
The Contractor shall provide three (3) distinct creative concepts (for the Healthy &
Young audience) for CMS to consider and for consumer testing. The creative
concepts shall include TV and radio. The Contractor shall demonstrate how these
concepts extend to digital platforms. CMS will review and approve all concepts prior
to testing. Qualitative testing of any concepts will be the responsibility of CMS’
research contractor.
Production of approved concepts for the Healthy & Young audience shall occur only
after CMS approval. For the final approved concept for the Healthy & Young
audience, the Contractor shall deliver creative executions based on the approved media
plan. In addition, throughout the campaign, the Contractor shall produce a robust
amount of digital creative assets to be rotated into the digital platforms as the
advertising is continuously optimized.
The Contractor shall traffic creative executions according to the approved paid
advertising/media plans only upon approval from CMS. Upon approval, copies of all
final creative materials shall be sent to CMS in accordance with #8 below.
Any creative materials that will be posted on a Web site shall be created within 508
compliance guidelines.
4. Paid Advertising/Media Buy Plans: The Contractor shall provide the paid
advertising/media buy plans for the Base Task and any Optional Task as referenced in
section II.A. The media buy plans for the Marketplace shall provide coverage for the
FFM states that have elected not to administer their own state-based marketplace.
CMS will review and approve the details of the media buy plans, including the
recommended media vehicles/mix and the gross rating point (GRP)/target rating point
Page 14 of 22
CMS0101
HHSM-500-2011-00029I
HHSM-500-T0008
(TRP) deliveries for the principal target audience – the Healthy & Young audience.
The Contractor shall provide the final approved Marketplace media buy plan to CMS.
The paid media planning process may include the engagement of social media
vendors, vendors of web-based interactive technologies, and vendors of web
measurement and customization technologies (Digital Vendors). In order that CMS
may assess any privacy impacts to consumers, CMS will supply a Privacy
Questionnaire to be completed by potential Digital Vendors under the task order. The
Contractor shall work with all such Digital Vendors to complete the CMS Privacy
Questionnaire. The Contractor shall not use, engage, or buy the services or products
of any such Digital Vendor until the vendor has completed the CMS Privacy
Questionnaire and the Contracting Officer has approved the Contractor’s engagement
of the Digital Vendor. The Contractor shall require any Digital Vendor it engages
(with the Contracting Officer’s approval) to immediately submit a revised or updated
CMS Privacy Questionnaire upon any change in the Digital Vendor’s responses to the
CMS Privacy Questionnaire or any change in the Digital Vendor’s business practices,
policies, etc. that otherwise would affect the manner in which the Digital Vendor
uses, discloses, stores, or maintains consumer data to which it has access by virtue of
its work in relation to this task order.
The Contractor shall also provide daily oral updates and three (3) times a week
written updates to the media buy plans as directed by CMS. These updates shall
typically focus on the performance of digital creative assets and suggestions to
optimize the digital media buy plan as appropriate. The digital media performance
report shall include performance by platform, performance by partner, and
performance by creative. For each type of platform (i.e., search, social, display) the
report shall include but not limited to spend, impressions, clicks, click-through-rate,
cost per click, number of acquisition and cost per acquisition. The data shall be
reported by week and cumulatively.
5. Earned Media Plan: The Contractor shall provide an earned media plan as referenced
in section II.A. CMS will review and approve the details of the plan, the
recommended tactics, timeline and budget. The Contractor shall provide the final
approved earned media plan to CMS.
6. Email, SMS and Outbound call Marketing Program Support: All email and data
analytics support work will require the completion of a Data Use Agreement and
CMS Security Training before work commences. The Contractor shall deliver data
infrastructure plans, testing plans, and daily, weekly, summary performance reports as
described in the Schedule of Deliverables below.
7. Monthly Expenditure Report and Status Report: The Contractor shall provide to the
COR and Contract Specialist (CS) an updated monthly expenditure report and status
report. The Expenditure Report shall include, but not be limited to:
x Funding spent or obligated to date
x Expected expenditures over the next 30 days
Page 15 of 22
CMS0102
HHSM-500-2011-00029I
HHSM-500-T0008
x Funding remaining in task order

x Correlation of activities to costs
x Status of current activities and deliverables
8. Final Materials to be supplied to CMS for Archival Purposes: The Contractor shall
provide to the COR all finalized creative materials, including supporting paperwork
regarding usage rights and contacts for renewing usage rights. Materials files include:
x Native graphic files and all supporting high-resolution artwork and fonts. Files
shall be Macintosh platform in InDesign, Adobe Photoshop, and Adobe Illustrator
or other software, if requested.
x Final creative materials that shall be made available electronically or viewed via
media broadcast shall be created within 508 compliance guidelines.
9. Regular/Weekly Status Updates with CMS: The Contractor shall be required to meet
with CMS staff in both D.C. and Baltimore throughout the course of the task order on
an “as needed” basis and on a regular schedule to be defined in the Campaign
Execution Plan and Timeline. The Contractor shall participate in weekly status
meetings/conference calls with CMS to report progress on campaign performance,
deliverables, tasks, and risk mitigation issues.
10. Comprehensive Project Completion Report with Recommendations for Future

Campaigns: The Contractor shall provide to the COR a comprehensive project
completion report that shall include “lessons learned” and recommendations for
future campaigns. This report shall include a comprehensive evaluation and
assessment of the effectiveness of the campaign. This evaluation will assess
individual tactics to determine their overall efficiency and impact on enrollment.
11. Marketing Mix Modeling and Related Analytics Support: The Contractor shall
provide a recommended marketing modeling mix for the fourth Open Enrollment
Period that includes the marginal impact of each tactic with recommended approaches
to improving data capture and analysis moving forward.
Schedule of Deliverables – Base Task

Project Deliverable Summary Date
Deliverable
number
1 Kickoff Meeting Within 5 business days of
award
2 Campaign Execution Plan & Timeline 2 weeks from award
3 Creative Development, Production, and Ongoing

Finalized Materials
4 Draft Marketplace Paid Advertising/Media 6 weeks from award
Buy Plans
Page 16 of 22
CMS0103
HHSM-500-2011-00029I
HHSM-500-T0008
4 Final Marketplace Paid Advertising/Media 8 weeks from award

Buy Plans
4 Digital Media Performance reports 3 times per week
4 Privacy Questionnaire Single delivery per

vendor/tool in advance of
final media buy
5 Draft Earned Media Plan 4 weeks from award
5 Final Earned Media Plan 6 weeks from award
6 Email and analytics staff complete DUAs 2 weeks from award

and Security Training
6 Draft email data infrastructure and 4 weeks from award
preparation plan, including proof of
concept
6 Final email data infrastructure and 8 weeks from award
preparation plan, including proof of
concept
6 Final email data infrastructure in place 4 weeks prior to Marketplace
Open Enrollment
6 Daily email list segmentation and Daily-Ongoing
automated data loading in email delivery
systems
6 Email A/B testing Plan Ongoing
6 Daily report of consumers’ status in the Daily-Ongoing

FFM enrollment process
6 Daily report of reach and effectiveness of Daily-Ongoing
email and SMS sends
6 Weekly email and SMS Key Results and Weekly-Ongoing
Lessons Learned report
6 Email and SMS Open Enrollment 30 days after the end of Open
Summary report Enrollment
6 Develop outbound call lists as needed – Weekly-Ongoing
Coordinated work on scripting, calendar
planning, disposition and volume reports
weekly at a minimum and ad hoc analysis
as needed
6 Outbound call scripting, calendar Weekly-Ongoing
planning, disposition and volume reports
7 Monthly Expenditure and Status Reports 15th day following the end of
the month
8 Final Ads/Materials to be supplied to CMS Ongoing
for Archival Purposes
Page 17 of 22
CMS0104
HHSM-500-2011-00029I
HHSM-500-T0008
9 Regular/Weekly Status Updates, including Weekly and as necessary-

weekly campaign performance updates, Ongoing
with CMS staff in Baltimore & D.C
9 Weekly Marketplace tracking reports, Weekly-Ongoing
including digital and earned media
10 Comprehensive Project Completion 30 days after the end of Open
Report with Recommendations for Future Enrollment
Campaign
11 Marketing Mix Modeling and Related 30 Days following Award
Analytics Support
11 Marketing Mix Modeling –Finalize ROI 30 days after the end of Open
modeling Enrollment
Optional Task 1a
The primary focus of the Optional Task 1a during the period of performance will be to develop
an enhanced media buy during the fourth Marketplace open enrollment period. An enhanced
media buy would serve to expand and/or adjust the media buy approved for the Base Task and
increase/adjust media weights and/or target markets as appropriate given Marketplace enrollment
levels, the availability of media inventory and costs in the spot market.
CMS will review and approve all changes related to the enhanced media buy.
Schedule of Deliverables – Optional Task 1a

Deliverable
number
4 Enhanced/Adjusted Marketplace Paid 2 weeks from notification by
Advertising/Media Buy Plan for the fourth CMS
Marketplace open enrollment period
Optional Task 1b
The primary focus of the Optional Task 1b during the period of performance will be to develop
Optional Task 1a and increase/adjust media weights and/or target markets as appropriate given
Page 18 of 22
CMS0105
HHSM-500-2011-00029I
HHSM-500-T0008
Schedule of Deliverables – Optional Task 1b

Deliverable
number
Optional Task 1c
The primary focus of the Optional Task 1c during the period of performance will be to develop
Optional Tasks 1a and 1b and increase/adjust media weights and/or target markets as appropriate
given Marketplace enrollment levels, the availability of media inventory and costs in the spot
market.
Schedule of Deliverables – Optional Task 1c

Deliverable
number
Optional Task 1d
The primary focus of the Optional Task 1d during the period of performance will be to develop
Optional Tasks 1a , 1b and 1c and increase/adjust media weights and/or target markets as
the spot market.
Page 19 of 22
CMS0106
HHSM-500-2011-00029I
HHSM-500-T0008
Schedule of Deliverables – Optional Task 1d

Deliverable
number
Optional Task 1e
The primary focus of Optional Task 1e, during the period of performance will be to provide
additional data analytics services to support 24 hour list cutting services during the Open
Enrollment Period. In addition, the Contractor shall devote dedicated staff to support off-season
enrollment retention during the three months immediately following the Open Enrollment
Period.
Schedule of Deliverables – Optional Task 1e

Deliverable
number
6 Data Analytics 2 Weeks from notification by
CMS
Optional Task 1f
The primary focus of the Optional Task 1f during the period of performance will be to develop
Optional Tasks 1a , 1b, 1c and 1d and increase/adjust media weights and/or target markets as
the spot market.
Schedule of Deliverables – Optional Task 1f

Deliverable
number
Page 20 of 22
CMS0107
HHSM-500-2011-00029I
HHSM-500-T0008
Optional Task 1g
The primary focus of the Optional Task 1g during the period of performance will be to develop
Optional Tasks 1a , 1b, 1c, 1d and 1f and increase/adjust media weights and/or target markets as
the spot market.
Schedule of Deliverables – Optional Task 1g

Deliverable
number
Optional Task 1h
The primary focus of the Optional Task 1h during the period of performance will be to develop
Optional Tasks 1a , 1b, 1c, 1d, 1f and 1g and increase/adjust media weights and/or target
markets as appropriate given Marketplace enrollment levels, the availability of media inventory
and costs in the spot market.
Schedule of Deliverables – Optional Task 1h

Deliverable
number
Optional Task 1i
The primary focus of the Optional Task 1iduring the period of performance will be to develop an
enhanced media buy during the fourth Marketplace open enrollment period. An enhanced media
Tasks 1a , 1b, 1c, 1d, 1f , 1g and 1h and increase/adjust media weights and/or target markets as
Page 21 of 22
CMS0108
HHSM-500-2011-00029I
HHSM-500-T0008
the spot market.
Schedule of Deliverables – Optional Task 1i

Deliverable
number
Optional Task 2
Schedule of Deliverables – Optional Task 2

Deliverable
number
1 Kickoff Meeting Within 5 business days from
notification by CMS
3 Creative Development, Production, and Ongoing
Finalized Materials
4 Draft SHOP Advertising/Media Buy Plan 3 weeks from award
4 Final SHOP Advertising/Media Buy Plan 4 weeks from award
8 Final Ads/Materials to be supplied to CMS Ongoing
for Archival Purposes
NOTE: This SOW may be modified to incorporate additional within scope workload not currently
identified herein.
Page 22 of 22
CMS0109
To: Manchester, Brittney (CMS/OC)
Cc: Horvath, Rachael G. (CMS/OC); Liverpool, Sheila (CMS/OC)
Subject: consolidated document for OE activities
Date: Tuesday, January 24, 2017 9:55:18 AM
(b)(5)
Thanks!
Mary
----------------------------------
(b)(5)
CMS0110
(b)(5)
CMS0111
From: McDonough, Aisling (CMS/OC)
To: Watkins, Lisa W. (CMS/OA); Albright, Aaron (CMS/OC); Wallace, Mary H. (CMS/OC); Davis, Natalie E. (CMS/OA);
Apostle, Keri (CMS/OEDA); Manchester, Brittney (CMS/OC); Wilson, Lisa J. (CMS/CCIIO); Isserman, Amanda M.
(CMS/CCIIO); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Kirchgraber, Katherine (CMS/OL); Dawson,
Andrew (CMS/OL)
Subject: For informal review - OE4 Final Snapshot Internal QA
Date: Wednesday, February 1, 2017 5:03:22 PM
Attachments: DRAFT - OE4 final snapshot internal QA 2.1.17.docx
(b)(5)
CMS0112
DRAFT – OE4 Final Snapshot
February 3, 2013
Q. What are you releasing today?
A: Today, we are releasing the final snapshot for plan selections in states using the HealthCare.gov
eligibility and enrollment platform. The snapshot covers the period from January 15, 2017 through
January 31, 2017.
Q. Why are you releasing the snapshot?
A: CMS releases a biweekly snapshot on enrollment in order to provide point-in-time estimates of

biweekly plan selections, call center activity, and visits to HealthCare.gov or CuidadoDeSalud.gov.
Q. Were these enrollment data higher than last year?
A: Last year, the 38 states using the HealthCare.gov eligibility and enrollment platform had 9,625,982
plan selections.
This year, the 39 states using the HealthCare.gov eligibility and enrollment platform had XX plan
selections.
These data are not comparable, however. This year, Kentucky is using the HealthCare.gov eligibility and
enrollment platform, while last year, it did not. In addition, this year, Louisiana has expanded Medicaid,
so many people who were previously enrolled in the Marketplace are now eligible for that Medicaid
expansion, so will be covered under that program instead.
Q. Will you meet ASPE’s prediction for 13.8 million plan selections for 2017?
A: This snapshot only includes plan selections for the 39 states that use the HealthCare.gov eligibility
and enrollment platform. CMS will release a report that provides final data on enrollment-related
activity in the Marketplaces during the 2017 Open Enrollment Period for all 50 states and the District of
Columbia (covering the period from November 1, 2016 through January 31, 2017) during the week of
March 13.
Note, ASPE predicted a range for 2017 plan selections (quote from the report): “By the end of the Open
Enrollment period, we expect approximately 13.8 million individuals will have selected plans for 2017
coverage through the Marketplaces, with a range of potential outcomes from 12.8 million to 14.8
million.”
Q. When will you be releasing State-based Marketplace data?
A: CMS will release a report that provides final data on enrollment-related activity in the Marketplaces
during the 2017 Open Enrollment Period for all 50 states and the District of Columbia (covering the
period from November 1, 2016 through January 31, 2017) during the week of March 13.
Q. Did the Administration’s cancellation of ads affect the enrollment rate?
A: Last year, we had 789,880 plan selections between January 17 through February 1, 2016 for states
using the HealthCare.gov platform.
CMS0113
This year, we had XX plan selections between January 15 through January 31, 2017 for states using the
HealthCare.gov platform.
These data are not comparable, however. Besides the two-day difference snapshots, this year, Kentucky
is using the HealthCare.gov eligibility and enrollment platform, while last year, it did not. In addition, this
year, Louisiana has expanded Medicaid, so many people who were previously enrolled in the
Marketplace are now eligible for that Medicaid expansion, so will be covered under that program
instead.
Q. When will you release data about how many young people (age 18-35) enrolled this year? By race?
A: CMS will release a report that provides final data on enrollment-related activity in the Marketplaces
during the 2017 Open Enrollment Period for all 50 states and the District of Columbia (covering the
period from November 1, 2016 through January 31, 2017) during the week of March 13.
The report will include state-level statistical and demographic data including: 1) completed applications,
2) eligibility determinations, 3) website visitors, 4) call center activity, and 5) data on the overall
distribution of plan selections through the Marketplaces by gender, age, metal level, and financial
assistance status.
Additionally, the report will include data from the 39 HealthCare.gov states, on the distribution of plan
selections by self-reported race/ethnicity, rural status, and household income; data on the number of
reenrollees who actively reenrolled and/or changed plans; and data on the average monthly advance
premium tax credit.
Q. Why did [STATE] have fewer enrollments this year?
Q: When will you have effectuated enrollment data?
A: Our goal is to produce meaningful, accurate information in a timely way. When we have accurate
data to distribute, we plan to share it.
Q: How many consumers that have selected a plan have paid their premiums?
A: We are focused on providing meaningful and accurate information, and reliable data on how many
consumers who have selected a plan and paid a premium is not yet available as consumers are currently
receiving bills and making payments.
Q: Have you made any changes in the methodology to this snapshot in comparison to the last
snapshot?
A: No. CMS’s Office of Enterprise Data and Analytics created this report using the same methodology for
past snapshots.
Q: Does this data include stand-alone dental plans?
A: No, that data is not included in this report.
Q: Does this monthly report include SHOP?
CMS0114
A: No, Small Business Health Options Program (SHOP) Marketplaces enrollment data are not included in
this report.
Q: Is there any information that has been suppressed?
A: No.
CMS0115
To: Walker, Benjamin L. (CMS/CCIIO); Shields, Karen M. (CMS/CCIIO); Wallace, Mary H. (CMS/OC); Peugh, Lindsey
(CMS/CCIIO); Stolbach, Jennifer B. (CMS/CCIIO); Kirchgraber, Katherine (CMS/OL); Boulanger, Jennifer L.
(CMS)/OL); Martino, Maria (CMS/OL); Davis, Natalie E. (CMS/OA); Oelschlaeger, Allison M.(CMS/OEDA); Wu, Jeff
(CMS/CCIIO); Watkins, Lisa W. (CMS/OA); Conway, Patrick H. (CMS/OA); Jackson, Karen E. (CMS/CMMI);
Andrews, Danielle Y. (CMS/CCSQ); Apostle, Keri (CMS/OEDA); Koepke, Christopher P. (CMS/OC); Richter,
Elizabeth (CMS/CM); Manchester, Brittney (CMS/OC); Albright, Aaron (CMS/OC); Cantwell, Kathleen M.
(CMS/OSORA); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC)
Subject: For review - Week 12 & 13 OE Snapshot Copy
Date: Wednesday, February 1, 2017 10:20:20 AM
Attachments: Draft - Final Snapshot OE 17 1.31.17.docx
Hello & congrats on OE everyone –
We previously announced that we will be releasing the final OE snapshot on February 3. Attached is
(b)(5)
CMS0116
To: Joy-Bush, Keya A. (CMS/OC); Ryan, Lorraine (CMS/CMHPO)
Cc: Manchester, Brittney (CMS/OC); McDonough, Aisling (CMS/OC); Black, Nicole L. (CMS/OC)
Subject: RE: Rollout "FYI" BLOG: Marketplace Open Enrollment Deadline Blog and HealthCare.gov Headline Changes
image002.png
No one.
Aaron Albright
202-690-6145
From: Joy-Bush, Keya A. (CMS/OC)

To: Ryan, Lorraine (CMS/CMHPO) <lorraine.ryan@cms.hhs.gov>
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; McDonough, Aisling
(CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>
Subject: RE: Rollout "FYI" BLOG: Marketplace Open Enrollment Deadline Blog and HealthCare.gov
Headline Changes
+ adding Aaron
From: Ryan, Lorraine (CMS/CMHPO)

To: Joy-Bush, Keya A. (CMS/OC) <keya.joy-bush@cms.hhs.gov>
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; McDonough, Aisling
(CMS/OC) <Aisling.McDonough@cms.hhs.gov>
Subject: RE: Rollout "FYI" BLOG: Marketplace Open Enrollment Deadline Blog and HealthCare.gov
Headline Changes
(b)(5)
______________________________________________________________
Lorraine A. Ryan, APR
Public Affairs Officer
Philadelphia Regional Office (RO3)
p: 215-861-4250 | e: lorraine.ryan@cms.hhs.gov | w: www.cms.gov
Follow CMS on Twitter @CMSGov
CMS0117
To: McDonough, Aisling (CMS/OC)
Cc: Pressley, Erin L. (CMS/OC); Manchester, Brittney (CMS/OC); Liverpool, Sheila (CMS/OC)
Subject: FW: Another question: HCgov Blog
Attachments: Last Chance Blog_Jan 27_For CSG Review.docx
Aisling (b)(5)
Sent: Tuesday, January 24, 2017 11:38 AM
Cc: Broccolino, Michele (CMS/OC) <Michele.Broccolino@cms.hhs.gov>; Miner, Amy L. (CMS/OC)
Subject: RE: Another question: HCgov Blog
(b)(5)
Can you send it to me? We need to add it to everything else we are pulling together.
Subject: Another question: HCgov Blog
(b)(5)
CMS0118
Cc: Wallace, Mary H. (CMS/OC); Liverpool, Sheila (CMS/OC); Koepke, Christopher P. (CMS/OC); Krawczyk, Mark
(CMS/OC); Salerno, Laura (CMS/OC)
Subject: FW: consolidated document for OE activities
Attachments: 01262017_Active2017Applicants_Email Content.docx
01262017_Prior Experience Consumers_Email Content.docx
Prior Experience Consumers_Penalty Language DRAFT..docx
DR Outreach Calendar.xlsx
Revised Autodial No Penalty FINAL.DOCX
image001.png
image002.png
image003.png
Here you go!

Let us know if you have any questions. All the links worked okay for me but if you have troubles –
please flag.

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>
Cc: Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>; Liverpool, Sheila (CMS/OC)
<sheila.liverpool@cms.hhs.gov>
Subject: consolidated document for OE activities
(b)(5)
Thanks!
Mary
----------------------------------
Monday, 1/23 TBD: Communications & Outreach Update to the regions

o Status: I am attaching the current version of the document that we were originally
planning to send out today. However, we are holding until we receive further guidance
from you/your team.
Tuesday, 1/24 TBD: Drop-in article for the regional press officers
o Status: As you saw, the draft drop-in article went through HHS and CMS clearance today.
However, we are holding until we receive further guidance from you/your team.
Monday, 1/30: Patrick Conway RMT/SMT
Monday, 1/30: Communications & Outreach Update to the regions
Friday, 2/3: Sixth Biweekly Snapshot
Week of March 13th: Final Report including full HealthCare.gov data and SBM data
Television Schedule – Airs through January 31:
CMS0119
---------------------
(b)(5)
---------------------
(b)(5)
---------------------
(b)(5)
01/26 Active 2017 Applicants Content -- DRAFT
Combined APTC
LINK: https://www.healthcare.gov/login
PILLAR: Deadline
UTM Code:
Ɣ
SENDER: HealthCare.gov Reminders
SUBJECT: FINAL DEADLINE: Less than a week left
PREVIEW TEXT: You only have until this Tuesday to get your 2017 coverage.
HEADLINE: Get covered by January 31
[[HCGOV_FIRST_NAME]]
You only have 5 days left to sign up for 2017 coverage. If you don’t enroll before the final
deadline on Tuesday, you risk waiting until 2018 for coverage. Finish enrolling at
HealthCare.gov today.
You’re just one step away from getting covered, and you qualify for reduced monthly
costs! Don’t miss this opportunity to take advantage of the financial help available to you.
Our records show you’re currently uninsured. Avoid waiting until 2018 for coverage by coming
back to HealthCare.gov today to pick a health plan that fits your needs and budget.
Don’t miss your final chance for 2017 health insurance -- enroll by January 31 for
coverage starting March 1.
The HealthCare.gov Team
Note: We’ve based your eligibility status on your most recent information. Your actual financial help
depends on your final 2017 application.
CMS0123
Pick
PILLAR: Deadline
UTM Code:
Ɣ
Now’s your chance to join the millions of Americans who’ve already gotten covered --
including over 11 million people who enrolled through HealthCare.gov in the past two months
alone.
CMS0124
Apply
PILLAR: Deadline
UTM Code:
Ɣ
You’re closer than you may think to getting covered, and you may qualify for reduced monthly
costs to make high quality coverage more affordable! This year, 8 out of 10 people who enroll
through HealthCare.gov qualify for monthly financial help, and most can find plans with
monthly premiums reduced to $50 - $100.
Our records show you’re currently uninsured. Avoid waiting until 2018 for coverage by coming
back to HealthCare.gov today to pick a health plan that fits your needs and budget.
CMS0125
---------------------
(b)(5)
01/26 Prior Experience (PX) Consumers -- DRAFT
01/26 Effectuated
PILLAR: Deadline
UTM:
Ɣ
PREVIEW TEXT: You only have until this Tuesday to get 2017 coverage.
Five days -- that’s all the time you have left to get 2017 health coverage. Our records show
that you were covered through HealthCare.gov last year, but you still need to update and submit
your 2017 application -- before the final deadline on January 31.
To make it easier for you, we rolled the info you provided when you got 2016 coverage
into your 2017 application. Just look it over and resubmit it at HealthCare.gov.
This year, millions of uninsured Americans have incomes that qualify them for reduced
monthly costs on high quality plans. In fact, most people eligible for financial help through
HealthCare.gov can find plans with monthly costs reduced to $50 - $100.
CMS0127
01/26 Selected 2016

PILLAR: Deadline
UTM:
Ɣ
Five days -- that’s all the time you have left to get 2017 coverage. Our records show that
you previously shopped for 2016 coverage through HealthCare.gov, but you still need to update
and submit your 2017 application -- before the final deadline on January 31.
To make it easier for you, we rolled the info you provided when you shopped for 2016
coverage into your 2017 application. Just look it over and resubmit it at HealthCare.gov.
CMS0128
01/26 Collapsed Prior XP

PILLAR: Deadline
UTM:
Ɣ
you still need to submit your 2017 application -- before the final deadline on January 31.
To make it easier for you, we rolled the last info you provided into your 2017 application.
Just look it over and resubmit it at HealthCare.gov.
CMS0129
01/26 Combined Email Only (PX Subscribers + Active No Account)

LINK: https://www.healthcare.gov/create-account
PILLAR: Deadline
UTM:
Ɣ
you still need to submit a 2017 application -- before the final deadline on January 31.
CMS0130
---------------------
(b)(5)
Prior Experience Consumers -- DRAFT
Effectuated
SENDER: The HealthCare.gov Team
SUBJECT: Last week to avoid the penalty
PREVIEW TEXT: Don't risk missing the FINAL deadline to get 2017 coverage. Going uninsured
carries a penalty of $695 or more.
HEADLINE: Avoid the penalty: Enroll today
You only have one week left to get covered for 2017, or risk waiting until 2018 for coverage.
Important: If you fail to enroll in a health plan by the deadline next Tuesday, you may face a
penalty of $695 or more.
YOUR 2017 COVERAGE STATUS
2017 Application:
READY FOR REVIEW
2017 Plan:
NONE SELECTED
Reduced Monthly Costs:

SEE IF YOU QUALIFY
Remember -- you may qualify for reduced monthly costs through HealthCare.gov to make high
quality plans more affordable. In fact, most people who are eligible for this financial help can find
plans on HealthCare.gov with monthly costs reduced to $50 - $100.
To make it easier for you, we rolled the info you provided when you got 2016 coverage into
your 2017 application. All you have to do is review it for accuracy and resubmit.
Final Deadline: If you don't enroll by the January 31 deadline, you may have to wait until
2018 for coverage.
CMS0132
Selected 2016
2017 Application:
READY FOR REVIEW
2017 Plan:
NONE SELECTED

SEE IF YOU QUALIFY
To make it easier for you, we rolled the info you provided when you shopped for 2016
coverage into your 2017 application. All you have to do is review it for accuracy and resubmit.
2018 for coverage.
CMS0133
Collapsed Prior XP
2017 Application:
READY FOR REVIEW
2017 Plan:
NONE SELECTED

SEE IF YOU QUALIFY
To make it easier for you, we rolled the last info you provided into your 2017 application.
All you have to do is review it for accuracy and resubmit.
2018 for coverage.
CMS0134
Subscribers
LINK: https://www.healthcare.gov/create-account
Deadline Reminders:
SIGNED UP
2017 Plan:
NONE SELECTED
SEE IF YOU QUALIFY
2018 for coverage.
CMS0135
OE4 Autodial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

01/22/2017 01/23/2017 01/24/2017 01/25/2017 01/26/2017 01/27/2017 01/28/2017
*No Auto Re-Enroll N/A *Almost Finished APTC *No Auto Re-Enroll *Active Applicants *Active Applicants *Active Applicants
*Losing APTC *Active Applicants *Losing APTC *Prior Applicants *Prior Applicants *Prior Applicants
AUTODIAL
*Cost Increase *Prior Applicants *Cost Increase
*Active Applicants *Active Applicants
APPROX #
CALLS: 500,000 550,000 550,000 550,000 550,000 500,000
AGENT N/A N/A *Almost Finished APTC *Almost Finished APTC *Active Applicants *Almost Finished
CONNECT *Active Applicants APTC
:
APPROX
TOTAL
CALLS: 200,000 200,000 200,000 200,000
01/29/2017 01/30/2017 01/31/2017
*Potential High Volume *Potential High Volume DEADLINE
Day* Total number of Day* Total number of Calls
Calls TBD TBD
Calls to most responsive Calls to most responsive and

and highest priority highest priority consumers
AUTODIAL
consumers based on score, based on score, likely to
likely to include: include:
*Active 2017 Applicants *Active 2017 Applicants
*Prior Experience * Prior Experience
* No Auto Re-Enroll * No Auto Re-Enroll
* Cost Increase * Cost Increase
* Losing APTC * Losing APTC
APPROX #
CALLS:
AGENT
CONNECT
:
APPROX
TOTAL
CALLS:
CMS0136
Prior Experience ACTIVE 2017 APPLICANT EXISTING CONSUMER POST-ENROLLMENT OUTREACH DATA MATCHING or AD- LIFE CHANGE/UPDATE INCOME KEY DEADLINE OR MILESTONE
HOC OUTREACH OUTREACH
22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan
Weekend Work: War Room Open
SENDS: EMAIL SEND: SENDS: Send 1: AM Send 1: AM
*Effectuated 2016 *Effectuated 2016 *Effectuated 2016 Send 2: PM Send 2: PM
*Selected 2016 *Selected 2016 *Effectuated 2016 EAP
*Combined Prior Experience *Combined Prior Experience *Selected 2016 *Effectuated 2016 (NOTE: using *Effectuated 2016
Segments Segments *Selected 2016 EAP "plans available" personalization) *Selected 2016
*Prior Experience Subscribers *Combined Email-Only (Active No *Combined Prior Experience *Selected 2016 (NOTE: using *Combined Prior Experience Segments
Account + PX Subscribers) Segments "plans available" personalization) *Combined Email-Only (Active No
*Combined Prior Experience *Plans Available -- Excluded Account + PX Subscribers)
SMS SEND: Segments EAP *Combined Prior Experience
*Combined Prior Experience *Combined Email-Only Segments SMS SEND:
*Combined No Account (Active No (Active No Account + PX *Combined Email-Only (Active No *Combined Prior Experience
Account + PX Subscribers) Subscribers) Account + PX Subscribers)
*Combined Email-Only
(Active No Account + PX
Subscribers) EAP
SEND EMAIL SEND: SEND Send 1: AM Send 1: AM

* CSR * CSR * CSR Send 2: PM Send 2: PM
* APTC >$240 * Combined APTC * CSR EAP
* APTC <$240 * Pick * Combined APTC * CSR (NOTE: using "plans * CSR
* Pick * Apply * Combined APTC EAP available" personalization) * Combined APTC
* Apply * Pick * Combined APTC (NOTE: using * Pick
* No Account (First Time- * Pick EAP "plans available" personalization) * Apply
Consumers) SMS SEND: * Apply * Pick (NOTE: using "plans
*Combined Active Applicants * Apply EAP available" personalization) SMS SEND:
* Plans Available -- Excluded *Combined Active Applicant
* Apply
SENDS: SMS Send: SENDS: SENDS:

*No Plan (No Auto Re-Enroll + *No Plan (No Auto Re-Enroll + Cross *No Plan (No Auto Re-Enroll *No Plan (No Auto Re-Enroll + Cross
Cross Issuer Cancelled) Issuer Cancelled) + Cross Issuer Cancelled) Issuer Cancelled)
*FTR (Losing APTC) *Cross Issuer Enrolled *Cross Issuer Enrolled *FTR (Losing APTC)
*Cross Issuer Enrolled *Cost Increase Combined *Cost Increase (50%+) *Cross Issuer Enrolled
*Cost Increase (50%+) *Cost Increase (25%) *Cost Increase (50%+)
*Cost Increase (25%) *Cost Increase (25%)
SMS Send:
*No Plan (No Auto Re-Enroll + Cross
Issuer Cancelled)
*Cross Issuer Enrolled
*Cost Increase Combined
CAMPAIGN AUTOMATION: Pay CAMPAIGN AUTOMATION: Pay

Premium #2 (2017) [Dec 20 - Jan Premium #3 (2017) [Dec 20 - Jan 15]
15] @10am @10am
SEND: IAT Weekly Outreach EAP Appointment Tool

Email
SEND: Leavers Survey
29-Jan 30-Jan 31-Jan 01-Feb 02-Feb 03-Feb 04-Feb

Weekend Work: War Room FINAL Day of Open Enrollment
Open Pay Premium Deadline
Send 1: AM Send 1: AM Send 1: AM

Send 2: Afternoon Send 2: Afternoon Send 2: Afternoon
Send 3: Evening Send 3: Evening Send 3: Evening
Send 4: Late Evening
*Effectuated 2016 *Effectuated 2016
*Selected 2016 *Selected 2016 *Effectuated 2016
*Combined Prior Experience *Combined Prior Experience *Selected 2016
Segments Segments *Combined Prior Experience
*Combined Email-Only (Active *Combined Email-Only (Active Segments
No Account + PX Subscribers) No Account + PX Subscribers) *Combined Email-Only (Active No
Account + PX Subscribers)
SMS SEND:
*Combined Prior Experience SMS SEND:
*Combined Prior Experience
Send 1: AM Send 1: AM Send 1: AM
Send 2: Afternoon Send 2: Afternoon Send 2: Afternoon
Send 3: Evening Send 3: Evening Send 3: Evening
Send 4: Late Evening
* CSR * CSR
* Combined APTC * Combined APTC * CSR
* Pick * Pick * Combined APTC
* Apply * Apply * Pick
* Apply
SMS SEND:
*Combined Active Applicant SMS SEND:
*Combined Active Applicant
CMS0137
SENDS: SENDS:
*No Plan (No Auto Re-Enroll + *No Plan (No Auto Re-Enroll +
Cross Issuer Cancelled) Cross Issuer Cancelled)
*Cross Issuer Enrolled *FTR (Losing APTC)
*Cost Increase (50%+) *Cross Issuer Enrolled
*Cost Increase (25%) *Cost Increase (50%+)
*Cost Increase (25%)
SMS Send:
*No Plan (No Auto Re-Enroll +
Cross Issuer Cancelled)
*FTR (Losing APTC)
*Cross Issuer Enrolled
*Cost Increase Combined
CMS0138
To: Davis, Natalie E. (CMS/OA); Watkins, Lisa W. (CMS/OA); Albright, Aaron (CMS/OC); Apostle, Keri (CMS/OEDA); Manchester,
Brittney (CMS/OC); Wallace, Mary H. (CMS/OC)
Subject: Gut check - final snapshot qs
Attachments: Draft - Final Snapshot OE 17 1.31.17.docx
Hi – I’m getting the copy ready for the final snapshot, and I have some thoughts/questions for your
consideration.
(b)(5)
Here’s the draft (attached as well):
Biweekly Enrollment Snapshot

WEEKS 12 AND 13, JAN 15 – February 1, 2017
On January 31, Open Enrollment for 2017 coverage ended, with about XX million plan selections through the Health
Insurance Marketplaces. Of the XX million consumers enrolling in Marketplace coverage, over XX million came
through the HealthCare.gov platform and XX million selected a plan through State-based Marketplaces.
Note, X State-based Marketplaces have extended their Open Enrollment periods after January 31, 2017, so this
snapshot does not include those state’s final enrollments. CMS will release a detailed final enrollment report during
the week of March 13, 2017 including those state’s final enrollments, which will increase the total number of plan
selections for 2017.
The Week 12 and 13 Open Enrollment Snapshot covers the period from January 15, 2017 through 11:59pm EST on
Monday, February 1, 2017. The snapshot extends through February 1 instead of through the January 31 deadline to
better capture consumers who may have been in line.
Of the XX million consumers who got coverage through the HealthCare.gov platform, about XX million are new
consumers, which means about XX percent of all plan selections were from new consumers. This does not include
other new plan selections from State-based Marketplaces which will increase the total number of new consumers for
2016. In addition to the XX million new HealthCare.gov consumers, about XX million were returning Marketplace
consumers who actively selected a plan and about XX million were automatically enrolled by the Marketplace.
This year’s plan selection totals take into account any consumer initiated or insurer initiated cancellations that
occurred during Open Enrollment.
These snapshots provide point-in-time estimates of biweekly plan selections, call center activity, and visits to
CMS0139
HealthCare.gov or CuidadoDeSalud.gov. The final number of plan selections associated with enrollment activity
during a reporting period may change as plan modifications or cancellations occur, such as due to life changes
like starting a new job or getting married. In addition, as in previous years, the biweekly snapshot does not
report the number of consumers who have paid premiums to effectuate their enrollment.
A more detailed report that looks at plan selections across all states for the entire Open Enrollment period will be
released by HHS during the week of March 13th.
Definitions and details on the data are included in the glossary.
Federal Marketplace Snapshot

Week 13 Cumulative
Jan 24 – Feb 1 Nov 1 – Feb 1
Plan Selections (net)
Applications Submitted (Number of Consumers)
Call Center Volume
Average Call Center Wait Time
Calls with Spanish Speaking Representative
Average Wait for Spanish Speaking Rep
HealthCare.gov Users
CuidadoDeSalud.gov Users
Window Shopping HealthCare.gov Users
Window Shopping CuidadoDeSalud.gov Users
HealthCare.gov State-by-State Snapshot
The Week 13 Snapshot provides cumulative individual plan selections for the states using the HealthCare.gov
platform.
Individual plan selections for the states using the HealthCare.gov platform include:
Cumulative Plan Selections
Week 13
Nov 1 – Feb 1
Alabama
Alaska
Arizona
Arkansas
Delaware
Florida
Georgia
Hawaii
Illinois
Indiana
Iowa
Kansas
Louisiana
Maine
Michigan
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
North Carolina
North Dakota
Ohio
Oklahoma
CMS0140
Oregon
Pennsylvania
South Carolina
South Dakota
Tennessee
Texas
Utah
Virginia
West Virginia
Wisconsin
Wyoming
HealthCare.gov Local Market Snapshot
The Week 13 snapshot includes a look at plan selection by Designated Market Areas (DMAs) which are local
media markets. These data provides another level of detail to better understand total plan selections within
local communities. Some DMAs include one or more counties in a state that is not using the HealthCare.gov
platform for 2017. Plan selections for those DMAs only include data for the portion of the DMA that is using the
HealthCare.gov platform, so the amounts reported in the snapshot do not represent plan selections for the
entire DMA. However, in cases where a DMA includes portions of multiple states but all of those states use the
HealthCare.gov platform, the reported amounts reflect the whole DMA.

Local Markets in HealthCare.gov States State
Nov 1 – Feb 1
Abilene-Sweetwater Texas
Albany Georgia
Albuquerque-Santa Fe New Mexico
Alexandria Louisiana
Alpena Michigan
Amarillo Texas
Anchorage Alaska
Atlanta Georgia
Augusta Georgia
Austin Texas
Bangor Maine
Baton Rouge Louisiana
Beaumont-Port Arthur Texas
Bend Oregon
Billings Montana
Biloxi-Gulfport Mississippi
Birmingham (Ann and Tusc) Alabama
Bluefield-Beckley-Oak Hill West Virginia
Boise Idaho
Boston (Manchester) Massachusetts
Buffalo New York
Burlington-Plattsburgh Vermont
Butte-Bozeman Montana
Casper-Riverton Wyoming
Cedar Rapids-Wtrlo-IWC & Dub Iowa
Champaign & Sprngfld-Decatur Illinois
Charleston South Carolina
Charleston-Huntington West Virginia
Charlotte North Carolina
Charlottesville Virginia
Chattanooga Tennessee
Cheyenne-Scottsbluf Wyoming
Chicago, IL Illinois
CMS0141
Cincinnati, OH Ohio
Clarksburg-Weston West Virginia
Cleveland-Akron (Canton) Ohio
Columbia South Carolina
Columbia-Jefferson City Missouri
Columbus Georgia
Columbus Ohio
Columbus-Tupelo-West Point Mississippi
Corpus Christi Texas
Dallas-Ft. Worth Texas
Davenport-R. Island-Moline Iowa/Illinois
Dayton Ohio
Denver Colorado
Des Moines-Ames Iowa
Detroit Michigan
Dothan Alabama
Duluth-Superior Minnesota
El Paso (Las Cruces) Texas
Elmira (Corning) New York
Erie Pennsylvania
Eugene Oregon
Evansville Indiana
Fairbanks Alaska
Fargo-Valley City North Dakota
Flint-Saginaw-Bay City Michigan
Ft. Myers-Naples Florida
Ft. Smith-Fay-Sprngdl-Rgrs Arkansas
Ft. Wayne Indiana
Gainesville Florida
Glendive Montana
Grand Rapids-Kalmzoo-B.Crk Michigan
Great Falls Montana
Green Bay-Appleton Wisconsin
Greensboro-H.Point-W.Salem North Carolina
Greenville-N.Bern-Washngtn North Carolina
Greenvll-Spart-Ashevll-And North Carolina
Greenwood-Greenville Mississippi
Harlingen-Wslco-Brnsvl-Mca Texas
Harrisburg-Lncstr-Leb-York Pennsylvania
Harrisonburg Virginia
Hattiesburg-Laurel Mississippi
Helena Montana
Honolulu Hawaii
Houston Texas
Huntsville-Decatur Alabama
Idaho Falls-Pocatello Idaho
Indianapolis Indiana
Jackson Mississippi
Jackson Tennessee
Jacksonville Florida
Johnstown-Altoona Pennsylvania
Jonesboro Arkansas
Joplin-Pittsburg Missouri
Juneau Alaska
Kansas City Kansas/Missouri
Knoxville Tennessee
CMS0142
La Crosse-Eau Claire Wisconsin
Lafayette Indiana
Lafayette Louisiana
Lake Charles Louisiana
Lansing Michigan
Laredo Texas
Las Vegas Nevada
Lima Ohio
Lincoln & Hastings-Krny Nebraska
Little Rock-Pine Bluff Arkansas
Louisville Kentucky
Lubbock Texas
Macon Georgia
Madison Wisconsin
Marquette Michigan
Medford-Klamath Falls Oregon
Memphis Tennessee
Meridian Mississippi
Miami-Ft. Lauderdale Florida
Milwaukee Wisconsin
Minneapolis-St. Paul Minnesota
Minot-Bismarck-Dickinson North Dakota
Missoula Montana
Mobile-Pensacola (Ft Walt) Alabama
Monroe-El Dorado Louisiana/Arkansas
Montgomery-Selma Alabama
Myrtle Beach-Florence Florida
Nashville Tennessee
New Orleans Louisiana
New York New York
Norfolk-Portsmth-Newpt News Virginia
North Platte Nebraska
Odessa-Midland Texas
Oklahoma City Oklahoma
Omaha Nebraska
Orlando-Daytona Bch-Melbrn Florida
Ottumwa-Kirksville Missouri
Paducah-Cape Girard-Harsbg Illinois/Kentucky/Missouri
Panama City Florida
Parkersburg West Virginia
Peoria-Bloomington Illinois
Philadelphia Pennsylvania
Phoenix (Prescott) Arizona
Pittsburgh Pennsylvania
Portland, OR Oregon
Portland-Auburn Maine
Presque Isle Maine
Quincy-Hannibal-Keokuk Illinois/Missouri/Iowa
Raleigh-Durham (Fayetvlle) North Carolina
Rapid City South Dakota
Reno Nevada
Richmond-Petersburg Virginia
Roanoke-Lynchburg Virginia
Rochestr-Mason City-Austin Minnesota/Iowa
Rockford Illinois
Salisbury Maryland
CMS0143
Salt Lake City Utah
San Angelo Texas
San Antonio Texas
Savannah Georgia
Sherman-Ada Texas
Shreveport Louisiana
Sioux City Iowa
Sioux Falls(Mitchell) South Dakota
South Bend-Elkhart Indiana
Spokane Washington
Springfield Missouri
St. Joseph Missouri
St. Louis Missouri
Tallahassee-Thomasville Florida
Tampa-St. Pete (Sarasota) Florida
Terre Haute Indiana
Toledo Ohio
Topeka Kansas
Traverse City-Cadillac Michigan
Tri-Cities Tennessee
Tucson (Sierra Vista) Arizona
Tulsa Oklahoma
Tyler-Longview(Lfkn&Ncgd) Texas
Victoria Texas
Waco-Temple-Bryan Texas
Washington, DC (Hagerstown)
Wausau-Rhinelander Wisconsin
West Palm Beach-Ft. Pierce Florida
Wheeling-Steubenville Ohio
Wichita Falls & Lawton Texas
Wichita-Hutchinson Plus Kansas
Wilkes Barre-Scranton Pennsylvania
Wilmington Delaware
Yakima-Pasco-Rchlnd-Knnwck Oregon
Youngstown Ohio
Yuma-El Centro Arizona
Zanesville Ohio
Glossary
Plan Selections: The cumulative metric represents the total number of people who have submitted an
application and selected a plan, net of any cancellations from a consumer or cancellations from an insurer that
have occurred to date. The biweekly metric represents the net change in the number of non-cancelled plan
sections over the two-week period covered by the report.
To have their coverage effectuated, consumers generally need to pay their first month’s health plan premium.
This release does not report the number of effectuated enrollments.
New Consumers: A consumer is considered to be a new consumer if they did not have Marketplace coverage at
the start of Open Enrollment on November 1st, 2016.
Renewing Consumers: A consumer is considered to be a renewing consumer if they had 2016 Marketplace
coverage on November 1st, 2016 at the start of Open Enrollment and either actively selected the same plan or a
new plan for 2017, were automatically re-enrolled into their plan, or were signed up for January 1 coverage
through a suggested alternate plan.
CMS0144
Marketplace: Generally, references to the Health Insurance Marketplace in this report refer to 39 states that
use the HealthCare.gov platform. The states using the HealthCare.gov platform are Alabama, Alaska, Arizona,
Arkansas, Delaware, Florida, Georgia, Hawaii, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine,
Michigan, Mississippi, Missouri, Montana, Nebraska, New Hampshire, New Jersey, Nevada, New Mexico, North
Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee,
Texas, Utah, Virginia, West Virginia, Wisconsin, and Wyoming.
HealthCare.gov States: The 39 states with Marketplaces that use the HealthCare.gov platform for the 2017
benefit year, including those with Federally-facilitated Marketplaces, State Partnership Marketplaces, and
State-based Marketplaces.
Consumers on Applications Submitted: This includes consumers who are requesting coverage on a completed
and submitted application, including an application that is created through the automatic re-enrollment
process, which occurs at the end of December, in a state that is using the HealthCare.gov platform. If
determined eligible for Marketplace coverage, a new consumer still needs to pick a health plan (i.e., plan
selection) and pay their premium to get covered (i.e., effectuated enrollment). Because families can submit a
single application, this figure tallies the total number of people requesting coverage on a submitted application
(rather than the total number of submitted applications).
Call Center Volume: The total number of calls received by the call center for the 39 states that use the
HealthCare.gov platform over the course of the weeks covered by the snapshot or from the start of Open
Enrollment. Calls with Spanish speaking representatives are not included.
Calls with Spanish Speaking Representative: The total number of calls received by the Federally-facilitated
Marketplace call center where consumers chose to speak with a Spanish-speaking representative. These calls
are not included within the Call Center Volume metric.
HealthCare.gov or CuidadodeSalud.gov Users: These user metrics total how many unique users viewed or
interacted with HealthCare.gov or CuidadodeSalud.gov, respectively, over the course of a specific date range.
For cumulative totals, a separate report is run for the entire Open Enrollment period to minimize users being
counted more than once during that longer range of time and to provide a more accurate estimate of unique
users. Depending on an individual’s browser settings and browsing habits, a visitor may be counted as a unique
user more than once.
Window Shopping HealthCare.gov Users or CuidadoDeSalud.gov Users: These user metrics total how many
unique users interacted with the window-shopping tool at HealthCare.gov or CuidadoDeSalud.gov, respectively,
over the course of a specific date range. For cumulative totals, a separate report is run for the entire Open
Enrollment period to minimize users being counted more than once during that longer range of time and to
provide a more accurate estimate of unique users. Depending on an individual’s browser settings and browsing
habits, a visitor may be counted as a unique user more than once. Users who window-shopped are also
included in the total HealthCare.gov or CuidadoDeSalud.gov user total.
CMS0145
On January 31, Open Enrollment for 2017 coverage ended, with about XX million plan selections through the
Health Insurance Marketplaces. Of the XX million consumers enrolling in Marketplace coverage, over XX
million came through the HealthCare.gov platform and XX million selected a plan through State-based
Marketplaces. Note, X State-based Marketplaces have extended their Open Enrollment periods after January
31. CMS will release a detailed final enrollment report during the week of March 13, 2017 including those
state’s final enrollments.
The Week 12 and 13 Open Enrollment Snapshot covers the period from January 15, 2017 through 11:59pm
EST on Monday, February 1, 2017. The snapshot extends through February 1 instead of through the January
31 deadline to better capture consumers who may have been in line.
consumers, which means about XX percent of all plan selections were from new consumers. This does not
include other new plan selections from State-based Marketplaces which will increase the total number of new
consumers for 2016. In addition to the XX million new HealthCare.gov consumers, about XX million were
returning Marketplace consumers who actively selected a plan and about XX million were automatically
enrolled by the Marketplace.
The weekly Open Enrollment snapshots provide point-in-time estimates of weekly plan selections, call center
activity and visits to HealthCare.gov or CuidadoDeSalud.gov. The final number of plan selections associated
with enrollment activity to date could fluctuate as plan changes or cancellations occur, such as in response to
life changes like starting a new job or getting married.
A more detailed report that looks at plan selections across all states for the entire Open Enrollment period will
be released by HHS during the week of March 13th.
Week 13 Cumulative
Call Center Volume
CMS0146
* Applications submitted could not be validated this week.
platform.

Week 13
Nov 1 – Feb 1
Alabama
Alaska
Arizona
Arkansas
Delaware
Florida
Georgia
Hawaii
Illinois
Indiana
Iowa
Kansas
Louisiana
Maine
Michigan
Mississippi
Missouri
Montana
Nebraska
CMS0147
Nevada
New Hampshire
New Jersey
New Mexico
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
South Carolina
South Dakota
Tennessee
Texas
Utah
Virginia
West Virginia
Wisconsin
Wyoming
The Week 13 snapshot includes a look at plan selection by Designated Market Areas (DMAs) which are
local media markets. These data provides another level of detail to better understand total plan
selections within local communities. Some DMAs include one or more counties in a state that is not
using the HealthCare.gov platform for 2017. Plan selections for those DMAs only include data for the
portion of the DMA that is using the HealthCare.gov platform, so the amounts reported in the snapshot
do not represent plan selections for the entire DMA. However, in cases where a DMA includes portions
of multiple states but all of those states use the HealthCare.gov platform, the reported amounts reflect
the whole DMA.
CMS0148
Nov 1 – Feb 1
Albany Georgia
Alpena Michigan
Amarillo Texas
Anchorage Alaska
Atlanta Georgia
Augusta Georgia
Austin Texas
Bangor Maine
Bend Oregon
Billings Montana
Boise Idaho
Buffalo New York
CMS0149
Cincinnati, OH Ohio
Columbus Georgia
Columbus Ohio
Dayton Ohio
Denver Colorado
Detroit Michigan
Dothan Alabama
CMS0150
Erie Pennsylvania
Eugene Oregon
Evansville Indiana
Fairbanks Alaska
Ft. Wayne Indiana
Gainesville Florida
Glendive Montana
Great Falls Montana
Helena Montana
Honolulu Hawaii
Houston Texas
CMS0151
Jackson Mississippi
Jackson Tennessee
Jonesboro Arkansas
Juneau Alaska
Knoxville Tennessee
Lafayette Indiana
Lafayette Louisiana
Lansing Michigan
Laredo Texas
Las Vegas Nevada
Lima Ohio
Louisville Kentucky
Lubbock Texas
Macon Georgia
Madison Wisconsin
CMS0152
Marquette Michigan
Memphis Tennessee
Milwaukee Wisconsin
Missoula Montana
Nashville Tennessee
New York New York
Omaha Nebraska
Panama City Florida
CMS0153
Portland, OR Oregon
Presque Isle Maine
Reno Nevada
Rockford Illinois
Salisbury Maryland
Salt Lake City Utah
San Angelo Texas
San Antonio Texas
Savannah Georgia
Sherman-Ada Texas
Sioux City Iowa
Spokane Washington
CMS0154
St. Joseph Missouri
St. Louis Missouri
Terre Haute Indiana
Toledo Ohio
Topeka Kansas
Tulsa Oklahoma
Victoria Texas
Wilmington Delaware
Youngstown Ohio

Zanesville Ohio
CMS0155
Glossary
application and selected a plan, net of any cancellations from a consumer or cancellations from an
insurer that have occurred to date. The biweekly metric represents the net change in the number of
non-cancelled plan sections over the two-week period covered by the report.
To have their coverage effectuated, consumers generally need to pay their first month’s health plan
premium. This release does not report the number of effectuated enrollments.
New Consumers: A consumer is considered to be a new consumer if they did not have Marketplace
coverage at the start of Open Enrollment on November 1st, 2016.
Renewing Consumers: A consumer is considered to be a renewing consumer if they had

2016 Marketplace coverage on November 1st, 2016 at the start of Open Enrollment and either actively
selected the same plan or a new plan for 2017, were automatically re-enrolled
into their plan, or were signed up for January 1 coverage through a suggested alternate plan.
Marketplace: Generally, references to the Health Insurance Marketplace in this report refer to 39 states
that use the HealthCare.gov platform. The states using the HealthCare.gov platform are Alabama,
Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Illinois, Indiana, Iowa, Kansas, Kentucky,
Louisiana, Maine, Michigan, Mississippi, Missouri, Montana, Nebraska, New Hampshire, New Jersey,
Nevada, New Mexico, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, South
Carolina, South Dakota, Tennessee, Texas, Utah, Virginia, West Virginia, Wisconsin, and Wyoming.
HealthCare.gov States: The 39 states with Marketplaces that use the HealthCare.gov platform for the
2017 benefit year, including those with Federally-facilitated Marketplaces, State Partnership
Marketplaces, and State-based Marketplaces.
Consumers on Applications Submitted: This includes consumers who are requesting coverage on a
completed and submitted application, including an application that is created through the automatic re-
enrollment process, which occurs at the end of December, in a state that is using the HealthCare.gov
platform. If determined eligible for Marketplace coverage, a new consumer still needs to pick a health
plan (i.e., plan selection) and pay their premium to get covered (i.e., effectuated enrollment). Because
families can submit a single application, this figure tallies the total number of people requesting
coverage on a submitted application (rather than the total number of submitted applications).
HealthCare.gov platform over the course of the weeks covered by the snapshot or from the start of
Open Enrollment. Calls with Spanish speaking representatives are not included.
Calls with Spanish Speaking Representative: The total number of calls received by the Federally-
facilitated Marketplace call center where consumers chose to speak with a Spanish-speaking
representative. These calls are not included within the Call Center Volume metric.
CMS0156
HealthCare.gov or CuidadodeSalud.gov Users: These user metrics total how many unique users viewed
or interacted with HealthCare.gov or CuidadodeSalud.gov, respectively, over the course of a specific
date range. For cumulative totals, a separate report is run for the entire Open Enrollment period to
minimize users being counted more than once during that longer range of time and to provide a more
accurate estimate of unique users. Depending on an individual’s browser settings and browsing habits, a
visitor may be counted as a unique user more than once.
Window Shopping HealthCare.gov Users or CuidadoDeSalud.gov Users: These user metrics total how
many unique users interacted with the window-shopping tool at HealthCare.gov or CuidadoDeSalud.gov,
respectively, over the course of a specific date range. For cumulative totals, a separate report is run for
the entire Open Enrollment period to minimize users being counted more than once during that longer
range of time and to provide a more accurate estimate of unique users. Depending on an individual’s
browser settings and browsing habits, a visitor may be counted as a unique user more than once. Users
who window-shopped are also included in the total HealthCare.gov or CuidadoDeSalud.gov user total.
CMS0157
To: Manchester, Brittney (CMS/OC); Bradley, Tasha (OS/ASPA)
Cc: Venson, Shelby (CMS/OC); Albright, Aaron (CMS/OC)
Subject: Marketplace Snapshot (Week 10/11)
Attachments: FOR MAIL MERG 1-18-17 Week 11 Snapshot State Release Template.docx
Hi Guys,
Here is last week’s snapshot: https://www.cms.gov/Newsroom/MediaReleaseDatabase/Fact-

sheets/2017-Fact-Sheet-items/2017-01-18.html?
DLPage=1&DLEntries=10&DLSort=0&DLSortDir=descending
And state press release template. The rollout plan is pasted below.
Best,
Nicole
ROLLOUT PLAN: Bi-Weekly Marketplace Enrollment Snapshot
Target Rollout Date: Wednesday, January 18, 2017

Target Rollout Time: 4:00PM EST
Topic: CMS will release the bi-weekly Marketplace enrollment snapshot. This week’s snapshot
includes a breakdown by state and local markets.
Materials:
Snapshot (post to CMS newsroom)
State releases
Internal QA
Tick Tock:
Wednesday, January 18, 2017

PM ASFR Appropriators notification
3:30PM Bi-cam notification (HHS/ASL)
3:45PM Heads up to agent/brokers, actuary/issuer trades, assisters, & NAIC (CMS/CCIIO)
3:45PM Heads up to states on the HealthCare.gov platform (CMS/CCIIO)
4:00PM Snapshot posts to CMS Newsroom/sent through VOCUS & GovDel (CMS/MRG)
4:00PM State releases sent to regional reporters (HHS/ASPA)
4:00PM ROLLOUT GO (CMS/MRG)
4:00PM Broad Hill notification (CMS/OL)
4:00PM Stakeholder/consumer groups notification (HHS/IEA)
CMS0158
Nicole Black
Public Affairs Specialist, Media Relations Group
(202) 690-6145 Media Office
(202) 205-8470 Direct
(b)(6)
Nicole.Black@cms.hhs.gov
CMS0159
Room 352-G
200 Independence Avenue, SW
FOR IMMEDIATE RELEASE

January 18, 2017
Contact: CMS Media Relations

(202) 690-6145 | CMS Media Inquiries
[XX] people in [STATE] signed up for coverage through HealthCare.gov

Less than two weeks remain before final enrollment deadline for 2017 coverage
More than 8.8 million Americans were signed up for 2017 coverage through HealthCare.gov as
of January 14, 2017, including [XX] in [STATE]. This compares to about 8.7 million sign-ups
nationally as of January 14 last year, as Americans continue to demonstrate strong demand for
2017 Marketplace coverage.
“With almost 9 million people signed up for 2017 coverage just in HealthCare.gov states, it’s
clear that Marketplace coverage is a product Americans want and need,” said Secretary Sylvia
M. Burwell. “Strong demand is especially striking in light of the unique headwinds created by
discouraging rhetoric from ACA opponents. More than 40,000 people have contacted our call
center expressing concerns about whether they should sign up for coverage, with a sharp uptick
in these questions last weekend. My answer is a resounding yes: in fact, I’ll be signing up for
Marketplace coverage myself by the end of the month. If [STATEians] still need coverage for
2017, visit HealthCare.gov before January 31, and join me and millions of other Americans in
purchasing affordable, quality coverage.”
[INCREASE] Because this year’s Open Enrollment began mid-week, today’s snapshot covers two fewer
days than last year’s week 11 snapshot. Nonetheless, plan selections in [STATE] are higher than last year
at this time.
Open Enrollment for 2017 coverage through the Health Insurance Marketplace began Nov. 1,
2016, and runs through January 31, 2017. Consumers who enroll by January 31 will have
coverage effective March 1. [STATEians] should visit HealthCare.gov or CuidadodeSalud.gov
to review their coverage options, learn about what financial assistance is available, or to sign up
or re-enroll in a plan that best meets their needs.
Today’s enrollment snapshot also includes the number of people who selected a plan within top
local media markets in [STATE]. As of January 14,
x XX consumers in the XX market selected a plan or were automatically enrolled in a plan
CMS0160
Five Facts about Open Enrollment in [STATE]:
1. Since Open Enrollment began on Nov. 1, [##] STATE consumers have selected a plan
using the HealthCare.gov platform.
2. Coverage could be more affordable than you think. [X] percent of [STATE]
Marketplace enrollees can find plans with a premium for less than $75 per month .
Nationwide, about 8 out of 10 people who enroll in health coverage through
HealthCare.gov qualify for financial help to make their monthly premiums more
affordable.
3. Shopping for a better deal could save you money. For 2017, HealthCare.gov
consumers in [STATE] could save an average of [X] annually in premiums for a plan in
the same level of coverage by returning to shop. If you had coverage through
HealthCare.gov for 2016, you should come back to update your information and compare
your options for 2017.
4. It’s easier than ever to find a plan that meets your needs and budget. This year, when
consumers come to HealthCare.gov, shoppers will find a stream-lined, user-friendly
process. Comparing plans online or on mobile will be an intuitive, step-by-step process to
click or swipe through. Simple, easy-to-understand presentation of plan features like cost-
sharing and provider networks will help consumers find what works for them.
5. Help is available. Free, confidential help can be found in person or by phone.

o Call 1-800-318-2596 for confidential assistance 24/7, in English or Spanish.
o Visit HealthCare.gov and CuidadoDeSalud.gov.
o Free in-person help is also available in your community, visit
https://localhelp.healthcare.gov/ to find a listing of enrollment centers and events
in [STATE].
HealthCare.gov Digital Press Kit: Download b-roll, stock photos, and find recent data releases.
Bookmark this page now and visit often. The page will be updated with new images and
resources as we progress through Open Enrollment.
To find the bi-weekly enrollment snapshot, visit:

https://www.cms.gov/Newsroom/MediaReleaseDatabase/Fact-sheets/2017-Fact-Sheet-
items/2017-01-18.html
###
Get CMS news at cms.gov/newsroom, sign up for CMS news via email and follow CMS on
Twitter @CMSgovPress
CMS0161
To: Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC); Krawczyk, Mark (CMS/OC); Manchester,
Brittney (CMS/OC); Albright, Aaron (CMS/OC); Ceballos, Kelly L. (CMS/OC); McDonough, Aisling (CMS/OC)
Subject: plan for today
Here is what I am going to send up now.
(b)(5)
(VIDEO)
URL: https://www.healthcare.gov/coverage/?
utm_medium=social&utm_source=facebook&utm_campaign=hcgov&utm_content=01272017
COPY: Open enrollment ends in a couple days. #GetCovered for 2017! Æ URL
(b)(5)
CMS0162
---------------------
(b)(5)
To: McDonough, Aisling (CMS/OC); Wallace, Mary H. (CMS/OC)
Cc: Manchester, Brittney (CMS/OC); Liverpool, Sheila (CMS/OC)
(b)(5)
Cc: Pressley, Erin L. (CMS/OC) <Erin.Pressley@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>; Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>
(b)(5)
To: McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>
Cc: Pressley, Erin L. (CMS/OC) <Erin.Pressley@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>; Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>
Subject: FW: Another question: HCgov Blog
(b)(5)
(b)(5)
Can you send it to me? We need to add it to everything else we are pulling together.
CMS0164
Subject: Another question: HCgov Blog
(b)(5)
CMS0165
From: Davis, Natalie E. (CMS/OA)
Cc: McDonough, Aisling (CMS/OC); Albright, Aaron (CMS/OC)
Subject: Re: Biweekly Snapshot for February 3rd
Date: Monday, January 30, 2017 10:00:18 AM
(b)(5)
Natalie Davis
Senior Advisor to the Administrator, CMS
202-658-8513
On Jan 30, 2017, at 9:56 AM, Manchester, Brittney (CMS/OC)

<Brittney.Manchester@cms.hhs.gov> wrote:
Hi Natalie,
(b)(5)
Thank you,
Brittney

Sent: Monday, January 30, 2017 9:51 AM
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Albright,
Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>
Subject: RE: Biweekly Snapshot for February 3rd
(b)(5)
Natalie Davis
Senior Advisor to the Acting Administrator, CMS, HHS
202-658-8513

This information has not been publicly disclosed and may be privileged and confidential. It is for
internal government use only and must not be disseminated, distributed, or copied to persons not
authorized to receive the information. Unauthorized disclosure may result in prosecution to the
fullest extent of the law.

To: Apostle, Keri (CMS/OEDA) <Keri.Apostle@cms.hhs.gov>
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Albright,
Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Davis, Natalie E. (CMS/OA)
<natalie.davis@cms.hhs.gov>
CMS0166
(b)(5)
From: Apostle, Keri (CMS/OEDA)

Subject: Biweekly Snapshot for February 3rd
Hi Aisling –
(b)(5)
Thank you,
Keri
Keri Apostle (CMS/OEDA)

Policy & Data Analytics Group
Phone: 202.690.7899
keri.apostle@cms.hhs.gov

This information has not been publicly disclosed and may be privileged and confidential.
CMS0167
It is for internal government use only and must not be disseminated, distributed, or
copied to persons not authorized to receive the information. Unauthorized disclosure
may result in prosecution to the full extent of the law.
CMS0168
To: Apostle, Keri (CMS/OEDA)
Cc: Manchester, Brittney (CMS/OC); Albright, Aaron (CMS/OC); Davis, Natalie E. (CMS/OA)
(b)(5)
From: Apostle, Keri (CMS/OEDA)

Subject: Biweekly Snapshot for February 3rd
Hi Aisling –
I hope that you’re doing well. I was just talking to Michele Broccolino from OC about the upcoming
Biweekly Snapshot. Can you confirm, assuming no extension, that the Snapshot will focus on
Marketplace activity between January 15 to January 31st (extended beyond a biweekly period), as
well as the final OE numbers?
Thank you,
Keri
Keri Apostle (CMS/OEDA)

Policy & Data Analytics Group
Phone: 202.690.7899
keri.apostle@cms.hhs.gov

This information has not been publicly disclosed and may be privileged and confidential. It is for
internal government use only and must not be disseminated, distributed, or copied to persons not
authorized to receive the information. Unauthorized disclosure may result in prosecution to the full
extent of the law.
CMS0169
From: Oliver, Karen (WAS-WSW)
To: Manchester, Brittney (CMS/OC); Travis, Paige (WAS-PWT)
Cc: Levin, Seth (WAS-WSW); Smith, Cameron (WAS-PWT); Koepke, Christopher P. (CMS/OC); Johanson, Barbara I.
(CMS/OC); Salerno, Laura (CMS/OC)
Subject: RE: Booking Update: Jan. 30 SMT/RMT
Date: Wednesday, January 25, 2017 11:37:39 AM
(b)(5)
Please email or call if you need anything.
All Best,
Karen
From: Manchester, Brittney (CMS/OC) [mailto:Brittney.Manchester@cms.hhs.gov]

To: Oliver, Karen (WAS-WSW); Travis, Paige (WAS-PWT)
Cc: Levin, Seth (WAS-WSW); Smith, Cameron (WAS-PWT); Koepke, Christopher P. (CMS/OC); Johanson,
Barbara I. (CMS/OC); Salerno, Laura (CMS/OC)
Hi Karen and Paige,
(b)(5)
Thank you,
Brittney

To: 'Travis, Paige (WAS-PWT)' <PTravis@powelltate.com>
Cc: Oliver, Karen (WAS-WSW) <koliver@powelltate.com>; Levin, Seth (WAS-WSW)
<SLevin@webershandwick.com>; Smith, Cameron (WAS-PWT) <CSmith@powelltate.com>; Koepke,
Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>; Johanson, Barbara I. (CMS/OC)
<Barbara.Johanson@cms.hhs.gov>; Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>
Thank you!
From: Travis, Paige (WAS-PWT) [mailto:PTravis@powelltate.com]

Cc: Oliver, Karen (WAS-WSW) <koliver@powelltate.com>; Levin, Seth (WAS-WSW)
CMS0170
<SLevin@webershandwick.com>; Smith, Cameron (WAS-PWT) <CSmith@powelltate.com>; Koepke,
Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>; Johanson, Barbara I. (CMS/OC)
<Barbara.Johanson@cms.hhs.gov>; Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>
Subject: Booking Update: Jan. 30 SMT/RMT
Hi Brittney,
Below you will find the latest rundown for Patrick Conway’s Jan. 30th SMT/RMT.
We are continuing with outreach and will be sure to send updates as we confirm additional
bookings. Please do not hesitate with any questions you may have.
Best,
Paige
+++
Patrick Conway – Jan. 30 SMT/RMT
9:30 AM - 9:40 AM ET Taped

WTAJ
CBS - TV
JOHNSTOWN-ALTOONA - 104
NOTES: Reporter: Charlotte
STATION:
MARKET: Pennsylvania
AFFILIATION:
11:20 AM - 11:30 AM ET Taped

KFNN Radio AM (Talk)
IND - Radio
PHOENIX - 12
NOTES: Reporter: Sinclair
STATION:
MARKET: Arizona
AFFILIATION:
CMS0171
From: OS HHSPress (HHS/ASPA)
To: Manchester, Brittney (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Ceballos, Kelly L.
(CMS/OC); CMS CLEARANCES
Cc: Myrie, Simone (OS/ASPA); Fortin-Garcia, Carolina (CMS/OC); OS HHSPress (HHS/ASPA)
Subject: RE: CLEARANCE_0074: CMS - Regional Drop In Article on Marketplace Open Enrollment
Attachments: RE CLEARANCE_0074 CMS - Regional Drop In Article on Marketplace Open Enrollment.msg
Hi Brittney,
(b)(5)
Thanks,
Paula

To: OS - ASPA - Clearance; OS - ASPA - Health Care Clearance; OS HHSPress (HHS/ASPA)
Cc: Manchester, Brittney (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Ceballos,
Kelly L. (CMS/OC); CMS CLEARANCES
Subject: CLEARANCE_0074: CMS - Regional Drop In Article on Marketplace Open Enrollment
(b)(5)
Regards,
Paula
INTERNAL CMS USE ONLY! INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED BY LAW:
This information has not been publically disclosed and may be privileged and confidential. This document must not
CMS0172
From: Sarasohn, Judy (HHS/ASPA )
To: OS HHSPress (HHS/ASPA); OS - ASPA - Clearance; OS - ASPA - Health Care Clearance
Cc: Manchester, Brittney (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Ceballos, Kelly L.
Attachments: RO Drop in Article 1.20.17 950AM - clearance.docx
Some suggested edits

Judy Sarasohn
U.S. Department of Health and Human Services
Office of the Assistant Secretary for Public Affairs
200 Independence Ave. S.W.
Washington, D.C. 20201
202-260-6057
BB
(b)(6)
cel
EXPEDITED
All: For your review please. This is an ACA related, CMS rollout. Concurrent HHS/CMS review.
Agency/Office: CMS/OC
Subject: Regional Drop In Article on Marketplace Open Enrollment
This drop-in article will be sent to the CMS regional public affairs officers for placement in their local
papers as we approach the January 31st deadline for Marketplace Open Enrollment.
Materials
• Drop In Article
Deadline for comments: by 3:00p.m. TODAY, Jan.23
Planned release date: Tuesday, January 24, 2017
Driving event (Publication Date, Testimony, etc): January 31st deadline for Marketplace Open
Enrollment
Regards,
Paula
be disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized
disclosure may result in prosecution to the full extent of the law.
CMS0173
[Regional Office Drop-In Article]
Mark Your Calendars: January 31st is quickly approaching

By Patrick Conway, Acting Administrator, Centers for Medicare & Medicaid Services
January 31st is a very important deadline. If you or someone you love, still needs health coverage for
2017, you have until January 31st to sign up for quality, affordable coverage through HealthCare.gov. You
might be wondering: Should I still sign up for health care this open season? My response to you is:
Absolutely. And, sign up today.
x First, you should be reassured to know that major insurers have reaffirmed that consumers who
select a plan and pay their first premium will have coverage for 2017. And, insurers have signed
contracts to provide coverage through 2017.
x Second, it’s important for all of us to have health coverage. Health coverage gives us the security
and peace of mind of knowing that if we, or a loved one, have an accident or some kind of
illness, then we do not risk going bankrupt because of medical expenses. And at a minimum we
want have the peace of mind of having the ability for us and our familiesknowing we and our
families can to go to a primary care physician for an annual physical or well care visit and just
improve our healthstay healthy.
Millions of Americans have already signed up for health coverage this Open Enrollment so we know how
vital this coverage is to them. I want to encourage everyone – whether you are new to the Health
Insurance Marketplace or have previously enrolled in health care coverage – to go to HealthCare.gov,
update your information, or add it for the first time, and select the plan that best meets your needs and
budget.
Do not be intimidated. Enrolling for health insurance can sound complicated, but at HealthCare.gov we
have worked hard to make picking a plan and signing up for coverage easier than ever. This year, when
you come go to HealthCare.gov, you will find a streamlined, user-friendly process. Comparing plans
online or on mobile devices will be an intuitive, step-by-step process to click or swipe through. Simple,
easy-to-understand presentation of core plan features like cost-sharing and provider networks will help
you find what works for you.
When you log onto HealthCare.gov, you only need three pieces of information – your zip code, family
size, and household income – to see what plans are available to you and to get an estimate of how much
the plans cost. Plus, coverage Coverage is likely more affordable than you think. In [STATE], [INSERT
NUMBER OR PERCENTAGE] of people can buy a plan for $75 or less per month.
If you had coverage through HealthCare.gov for 2016, you should come back to update your information
and compare your options for 2017. This year, HealthCare.gov consumers in [STATE] could save an
average of [INSERT DOLLAR AMOUNT] annually in premiums for a plan in at the same level of coverage
by returning to shop. Plans change every year, and, because of that, new, better and more affordable
plans might be available in [STATE].
CMS0174
No family should live in fear that one unexpected illness or accident could throw them into financial
turmoil. Everyone deserves the security that comes with knowing you can fill your prescriptions, take
your children to the doctor, and get care to stay healthy when you need it. As a practicing physician, I
know the importance of health insurance coverage to care for you and your loved ones and protect you
and your loved ones. The best option for most people is to learn about the choices and financial help
available at HealthCare.gov and to enroll in a plan that meets your budget and needs.
If you are planning to enroll at HealthCare.gov, make sure to avoid the last minute rush and sign up
early. If you have questions or want to talk through your options with a trained professional, enrollment
specialists are available all day, and every day, at 1-800-318-2596. Free, confidential, in-person
assistance is also available at enrollment sites and events in [STATE]. Visit localhelp.healthcare.gov to
find assistance in your community.
Sign up for health care coverage today! And, I hope that on midnight on January 31st you will have the
peace of mind that comes with knowing you have insurance that will to help keep you and your family
healthy for 2017.
CMS0175
To: OS HHSPress (HHS/ASPA); OS - ASPA - Clearance; OS - ASPA - Health Care Clearance
Cc: Manchester, Brittney (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Ceballos, Kelly L.
Attachments: RO Drop in Article 1.20.17 950AM - clearance_ASPAedits.docx
(b)(5)
Thank you,
Tasha

EXPEDITED
All: For your review please. This is an ACA related, CMS rollout. Concurrent HHS/CMS review.
This drop-in article will be sent to the CMS regional public affairs officers for placement in their local
papers as we approach the January 31st deadline for Marketplace Open Enrollment.
Materials
• Drop In Article
Deadline for comments: by 3:00p.m. TODAY, Jan.23
Driving event (Publication Date, Testimony, etc): January 31st deadline for Marketplace Open
Enrollment
Regards,
Paula
be disseminated, distributed, or copied to persons not authorized to receive the information. Unauthorized
disclosure may result in prosecution to the full extent of the law.
CMS0176
---------------------
(b)(5)
---------------------
(b)(5)
To: Myrie, Simone (OS/ASPA); Bradley, Tasha (OS/ASPA); Manchester, Brittney (CMS/OC); Formoso, Paula
(HHS/ASPA); Fontenot, Monique (OS/ASPA)
Cc: Venson, Shelby (CMS/OC)
Got it. Thanks guys.
From: Myrie, Simone (OS/ASPA)

To: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>; Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>;
Formoso, Paula (HHS/ASPA) <Paula.Formoso@hhs.gov>; Fontenot, Monique (OS/ASPA)
Cc: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>
(b)(5)
-Simone

To: Black, Nicole L. (CMS/OC); Manchester, Brittney (CMS/OC); Myrie, Simone (OS/ASPA); Formoso,
Paula (HHS/ASPA); Fontenot, Monique (OS/ASPA)
(b)(5)

To: Manchester, Brittney (CMS/OC); Bradley, Tasha (OS/ASPA); Myrie, Simone (OS/ASPA); Formoso,
Paula (HHS/ASPA); Fontenot, Monique (OS/ASPA)
Hey ASPA Team,
(b)(5)
Best,
Nicole

CMS0179
To: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>; Myrie, Simone (OS/ASPA)
<Simone.Myrie@hhs.gov>; Formoso, Paula (HHS/ASPA) <Paula.Formoso@hhs.gov>; Fontenot,
Monique (OS/ASPA) <Monique.Fontenot@hhs.gov>
Cc: Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC)
<Shelby.Venson@cms.hhs.gov>
Got it, thanks!

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Myrie, Simone (OS/ASPA)
<Simone.Myrie@hhs.gov>; Formoso, Paula (HHS/ASPA) <Paula.Formoso@hhs.gov>; Fontenot,
Monique (OS/ASPA) <Monique.Fontenot@hhs.gov>
Simone, Paula and Monique for awareness.

Cc: Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC)
(b)(5)

To: Bradley, Tasha (OS/ASPA)
Cc: Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC)
(b)(5)

To: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>; OS HHSPress (HHS/ASPA)
<HHSPress@hhs.gov>; OS - ASPA - Clearance <OS.ASPA-Clearance@hhs.gov>; OS - ASPA - Health
Care Clearance <OS-ASPA-HealthCareClearance@hhs.gov>
<Shelby.Venson@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; CMS
CLEARANCES <CLEARANCES@cms.hhs.gov>
Thank you, Tasha. And, will do.
CMS0180
From: Kirchgraber, Katherine (CMS/OL)
To: Black, Nicole L. (CMS/OC); Dawson, Andrew (CMS/OL)
Cc: Manchester, Brittney (CMS/OC); Venson, Shelby (CMS/OC)
OK then. Thanks for letting us know.

To: Kirchgraber, Katherine (CMS/OL) <Katherine.Kirchgraber@cms.hhs.gov>; Dawson, Andrew
(CMS/OL) <Andrew.Dawson@cms.hhs.gov>
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Venson, Shelby (CMS/OC)
Subject: FW: CLEARANCE_0074: CMS - Regional Drop In Article on Marketplace Open Enrollment
Hi Kate and Drew,
(b)(5)
Best,
Nicole
DRAFT ROLLOUT PLAN

Marketplace Open Enrollment Deadline Blog and HealthCare.gov Headline Changes
Target Rollout Date: Friday, January 27, 2017

Target Rollout Time: 2:00PM EST
Topic: Marketplace Open Enrollment Deadline Blog and HealthCare.gov Headline Changes
CMS plans to issue a blog about the upcoming January 31st open enrollment deadline. The blog will
post to the CMS blog. In addition, CMS will make a few edits to the headline on HealthCare.gov.
Materials:
Blog (post to CMS.gov here: https://blog.cms.gov/)
Tick Tock: Friday, January 27, 2017

2:00PM Headline changes to HealthCare.gov post (CMS/OC/CSG) (CMS/OC/WNMG)
2:00PM Blog posted (CMS/OC/MRG)
2:00PM Internal HHS/CMS ROLLOUT GO (CMS/OC/MRG)
CMS List:
Rollout ‘Go’ – Internal list that alerts CMS and HHS staff that a rollout is proceeding.
CMS0181
(b)(5)

To: Bradley, Tasha (OS/ASPA) <Tasha.Bradley@hhs.gov>; Formoso, Paula (HHS/ASPA)
<Paula.Formoso@hhs.gov>; Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>
CLEARANCES <CLEARANCES@cms.hhs.gov>; Albright, Aaron (CMS/OC)
(b)(5)
Thank you,
Brittney

To: Formoso, Paula (HHS/ASPA) <Paula.Formoso@hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>; Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>
CLEARANCES <CLEARANCES@cms.hhs.gov>; Albright, Aaron (CMS/OC)
(b)(5)

To: Formoso, Paula (HHS/ASPA); Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC)
Cc: Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC); Ceballos, Kelly L. (CMS/OC); CMS
CLEARANCES; Albright, Aaron (CMS/OC)
Thanks for sending. See edits below.
CMS0182
To: Krawczyk, Mark (CMS/OC)
Cc: Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC); Albright, Aaron (CMS/OC); McDonough, Aisling
(CMS/OC); Liverpool, Sheila (CMS/OC); Koepke, Christopher P. (CMS/OC); Pressley, Erin L. (CMS/OC); Horvath,
Rachael G. (CMS/OC); Ceballos, Kelly L. (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC)
Subject: Re: CMS OE Activities document - please review
Few suggestions
gg
(b)(5)
Natalie Davis
202-658-8513
> On Jan 24, 2017, at 3:35 PM, Krawczyk, Mark (CMS/OC) <Mark.Krawczyk@cms.hhs.gov> wrote:
>
> With updates/descriptors on social posts.
>
(b)(5)
> From: Manchester, Brittney (CMS/OC)

> Sent: Tuesday, January 24, 2017 2:44 PM
> To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>
> Cc: Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC)
<Christopher.Koepke@cms.hhs.gov>; Davis, Natalie E. (CMS/OA) <natalie.davis@cms.hhs.gov>; Pressley, Erin L.
(CMS/OC) <Erin.Pressley@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>;
Krawczyk, Mark (CMS/OC) <Mark.Krawczyk@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
<Kelly.Ceballos@cms.hhs.gov>; Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Venson, Shelby
(CMS/OC) <Shelby.Venson@cms.hhs.gov>
> Subject: CMS OE Activities document - please review
> Importance: High
>
> Hi Mary, Aaron, and Aisling,
>
(b)(5)
>
> Thank you,
> Brittney
>
> Brittney Manchester
> Office of Communications (OC)
CMS0183
To: Manchester, Brittney (CMS/OC); Krawczyk, Mark (CMS/OC); Koepke, Christopher P. (CMS/OC)
Subject: RE: CMS OE Activities document - please review
(b)(5)
To: Krawczyk, Mark (CMS/OC) <Mark.Krawczyk@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC)
<rachael.horvath@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>
For the emails and texts and the social media can you please confirm:
(b)(5)
From: Krawczyk, Mark (CMS/OC)
To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC)
<rachael.horvath@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>
+Laura to confirm.
To: Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC)
<Christopher.Koepke@cms.hhs.gov>; Krawczyk, Mark (CMS/OC) <Mark.Krawczyk@cms.hhs.gov>
Subject: FW: CMS OE Activities document - please review
Hi team,
(b)(5)
Thank you,
Brittney
CMS0184
Cc: CMS CLEARANCES; CMS OLClearances
Subject: Re: EXPEDITIED CLEARANCE: Regional Drop In Article on Marketplace Open Enrollment
Very helpful. Thanks for the update.
On Jan 23, 2017, at 4:04 PM, Manchester, Brittney (CMS/OC)

<Brittney.Manchester@cms.hhs.gov> wrote:
Hi Katherine,
(b)(5)
Thank you,
Brittney

To: CMS CLEARANCES <CLEARANCES@cms.hhs.gov>
Cc: CMS OLClearances <OLClearances@cms.hhs.gov>
Subject: RE: EXPEDITIED CLEARANCE: Regional Drop In Article on Marketplace Open
Enrollment
(b)(5)
From: CMS CLEARANCES

Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Black, Nicole
L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC)
<Shelby.Venson@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
<Kelly.Ceballos@cms.hhs.gov>; CMS CLEARANCES <CLEARANCES@cms.hhs.gov>
Subject: EXPEDITIED CLEARANCE: Regional Drop In Article on Marketplace Open
Enrollment
Importance: High
EXPEDITIED, due today by 3pm
(b)(5)
CMS0185
This drop-in article will be sent to the CMS regional public affairs officers for placement
in their local papers as we approach the January 31st deadline for Marketplace Open
Enrollment.
Materials
• Drop In Article
Deadline for comments: Today, Monday, January 23, 3:00 PM
Driving event (Publication Date, Testimony, etc): January 31st deadline for
Marketplace Open Enrollment
Regards,
Carolina Fortin-Garcia
CMS Media Relations Group Clearance
Office of Communications
202-690-6149 (o)
443-615-1310 (c)
INTERNAL CMS USE ONLY! INFORMATION NOT RELEASABLE TO THE PUBLIC UNLESS AUTHORIZED
BY LAW:
This information has not been publically disclosed and may be privileged and confidential. This
document must not be disseminated, distributed, or copied to persons not authorized to receive the
information. Unauthorized disclosure may result in prosecution to the full extent of the law.
CMS0186
To: Albright, Aaron (CMS/OC); McDonough, Aisling (CMS/OC); Manchester, Brittney (CMS/OC); Ceballos, Kelly L.
(CMS/OC)
Attachments: Blog DRAFT 0126.docx
(b)(5)
Thanks
Mary

(b)(5)

Okay thanks

CMS0187
(b)(5)
S
Aaron Albright
202-690-6145

Subject: feedback from ASPA
(b)(5)
Thanks
CMS0188
To: Wallace, Mary H. (CMS/OC); McDonough, Aisling (CMS/OC); Davis, Natalie E. (CMS/OA); Watkins, Lisa W. (CMS/OA); Apostle,
Keri (CMS/OEDA); Manchester, Brittney (CMS/OC)
Subject: RE: For Review - Final OE Snapshot Copy
Ok. I’ll take my computer home just in case.
Aaron Albright
202-690-6145

<Aisling.McDonough@cms.hhs.gov>; Davis, Natalie E. (CMS/OA) <natalie.davis@cms.hhs.gov>; Watkins, Lisa W.
(CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Apostle, Keri (CMS/OEDA) <Keri.Apostle@cms.hhs.gov>; Manchester,
Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>
(b)(5)

To: McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Davis, Natalie E. (CMS/OA)
<natalie.davis@cms.hhs.gov>; Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>; Apostle, Keri
(CMS/OEDA) <Keri.Apostle@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
(b)(5)
Aaron Albright
202-690-6145

To: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Davis, Natalie E. (CMS/OA)
Subject: For Review - Final OE Snapshot Copy
(b)(5)

CMS0189
Subject: RE: Gut check - final snapshot qs
(b)(5)
Here’s the draft (attached as well):
Biweekly Enrollment Snapshot

WEEKS 12 AND 13, JAN 15 – February 1, 2017
On January 31, Open Enrollment for 2017 coverage ended, with about XX million plan selections through the Health
Insurance Marketplaces. Of the XX million consumers enrolling in Marketplace coverage, over XX million came
through the HealthCare.gov platform and XX million selected a plan through State-based Marketplaces.
Note, X State-based Marketplaces have extended their Open Enrollment periods after January 31, 2017, so this
snapshot does not include those state’s final enrollments. CMS will release a detailed final enrollment report during
the week of March 13, 2017 including those state’s final enrollments, which will increase the total number of plan
selections for 2017.
The Week 12 and 13 Open Enrollment Snapshot covers the period from January 15, 2017 through 11:59pm EST on
Monday, February 1, 2017. The snapshot extends through February 1 instead of through the January 31 deadline to
better capture consumers who may have been in line.
consumers, which means about XX percent of all plan selections were from new consumers. This does not include
other new plan selections from State-based Marketplaces which will increase the total number of new consumers for
2016. In addition to the XX million new HealthCare.gov consumers, about XX million were returning Marketplace
consumers who actively selected a plan and about XX million were automatically enrolled by the Marketplace.
CMS0190
These snapshots provide point-in-time estimates of biweekly plan selections, call center activity, and visits to
HealthCare.gov or CuidadoDeSalud.gov. The final number of plan selections associated with enrollment activity
during a reporting period may change as plan modifications or cancellations occur, such as due to life changes
like starting a new job or getting married. In addition, as in previous years, the biweekly snapshot does not
report the number of consumers who have paid premiums to effectuate their enrollment.
A more detailed report that looks at plan selections across all states for the entire Open Enrollment period will be
released by HHS during the week of March 13th.

Week 13 Cumulative
Call Center Volume
platform.
Week 13
Nov 1 – Feb 1
Alabama
Alaska
Arizona
Arkansas
Delaware
Florida
Georgia
Hawaii
Illinois
Indiana
Iowa
Kansas
Louisiana
Maine
Michigan
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
CMS0191
New Mexico
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
South Carolina
South Dakota
Tennessee
Texas
Utah
Virginia
West Virginia
Wisconsin
Wyoming
The Week 13 snapshot includes a look at plan selection by Designated Market Areas (DMAs) which are local
media markets. These data provides another level of detail to better understand total plan selections within
local communities. Some DMAs include one or more counties in a state that is not using the HealthCare.gov
platform for 2017. Plan selections for those DMAs only include data for the portion of the DMA that is using the
HealthCare.gov platform, so the amounts reported in the snapshot do not represent plan selections for the
entire DMA. However, in cases where a DMA includes portions of multiple states but all of those states use the
HealthCare.gov platform, the reported amounts reflect the whole DMA.

Nov 1 – Feb 1
Albany Georgia
Alpena Michigan
Amarillo Texas
Anchorage Alaska
Atlanta Georgia
Augusta Georgia
Austin Texas
Bangor Maine
Bend Oregon
Billings Montana
Boise Idaho
Buffalo New York
CMS0192
Cincinnati, OH Ohio
Columbus Georgia
Columbus Ohio
Dayton Ohio
Denver Colorado
Detroit Michigan
Dothan Alabama
Erie Pennsylvania
Eugene Oregon
Evansville Indiana
Fairbanks Alaska
Ft. Wayne Indiana
Gainesville Florida
Glendive Montana
Great Falls Montana
Helena Montana
Honolulu Hawaii
Houston Texas
Jackson Mississippi
Jackson Tennessee
CMS0193
Jonesboro Arkansas
Juneau Alaska
Knoxville Tennessee
Lafayette Indiana
Lafayette Louisiana
Lansing Michigan
Laredo Texas
Las Vegas Nevada
Lima Ohio
Louisville Kentucky
Lubbock Texas
Macon Georgia
Madison Wisconsin
Marquette Michigan
Memphis Tennessee
Milwaukee Wisconsin
Missoula Montana
Nashville Tennessee
New York New York
Omaha Nebraska
Panama City Florida
Portland, OR Oregon
Presque Isle Maine
Reno Nevada
CMS0194
Rockford Illinois
Salisbury Maryland
Salt Lake City Utah
San Angelo Texas
San Antonio Texas
Savannah Georgia
Sherman-Ada Texas
Sioux City Iowa
Spokane Washington
St. Joseph Missouri
St. Louis Missouri
Terre Haute Indiana
Toledo Ohio
Topeka Kansas
Tulsa Oklahoma
Victoria Texas
Wilmington Delaware
Youngstown Ohio
Zanesville Ohio
Glossary
application and selected a plan, net of any cancellations from a consumer or cancellations from an insurer that
have occurred to date. The biweekly metric represents the net change in the number of non-cancelled plan
sections over the two-week period covered by the report.
To have their coverage effectuated, consumers generally need to pay their first month’s health plan premium.
This release does not report the number of effectuated enrollments.
New Consumers: A consumer is considered to be a new consumer if they did not have Marketplace coverage at
the start of Open Enrollment on November 1st, 2016.
CMS0195
Renewing Consumers: A consumer is considered to be a renewing consumer if they had 2016 Marketplace
coverage on November 1st, 2016 at the start of Open Enrollment and either actively selected the same plan or a
new plan for 2017, were automatically re-enrolled into their plan, or were signed up for January 1 coverage
through a suggested alternate plan.
Marketplace: Generally, references to the Health Insurance Marketplace in this report refer to 39 states that
use the HealthCare.gov platform. The states using the HealthCare.gov platform are Alabama, Alaska, Arizona,
Arkansas, Delaware, Florida, Georgia, Hawaii, Illinois, Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine,
Michigan, Mississippi, Missouri, Montana, Nebraska, New Hampshire, New Jersey, Nevada, New Mexico, North
Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee,
Texas, Utah, Virginia, West Virginia, Wisconsin, and Wyoming.
HealthCare.gov States: The 39 states with Marketplaces that use the HealthCare.gov platform for the 2017
benefit year, including those with Federally-facilitated Marketplaces, State Partnership Marketplaces, and
State-based Marketplaces.
Consumers on Applications Submitted: This includes consumers who are requesting coverage on a completed
and submitted application, including an application that is created through the automatic re-enrollment
process, which occurs at the end of December, in a state that is using the HealthCare.gov platform. If
determined eligible for Marketplace coverage, a new consumer still needs to pick a health plan (i.e., plan
selection) and pay their premium to get covered (i.e., effectuated enrollment). Because families can submit a
single application, this figure tallies the total number of people requesting coverage on a submitted application
(rather than the total number of submitted applications).
HealthCare.gov platform over the course of the weeks covered by the snapshot or from the start of Open
Enrollment. Calls with Spanish speaking representatives are not included.
Calls with Spanish Speaking Representative: The total number of calls received by the Federally-facilitated
Marketplace call center where consumers chose to speak with a Spanish-speaking representative. These calls
are not included within the Call Center Volume metric.
HealthCare.gov or CuidadodeSalud.gov Users: These user metrics total how many unique users viewed or
interacted with HealthCare.gov or CuidadodeSalud.gov, respectively, over the course of a specific date range.
For cumulative totals, a separate report is run for the entire Open Enrollment period to minimize users being
counted more than once during that longer range of time and to provide a more accurate estimate of unique
users. Depending on an individual’s browser settings and browsing habits, a visitor may be counted as a unique
user more than once.
Window Shopping HealthCare.gov Users or CuidadoDeSalud.gov Users: These user metrics total how many
unique users interacted with the window-shopping tool at HealthCare.gov or CuidadoDeSalud.gov, respectively,
over the course of a specific date range. For cumulative totals, a separate report is run for the entire Open
Enrollment period to minimize users being counted more than once during that longer range of time and to
provide a more accurate estimate of unique users. Depending on an individual’s browser settings and browsing
habits, a visitor may be counted as a unique user more than once. Users who window-shopped are also
included in the total HealthCare.gov or CuidadoDeSalud.gov user total.
CMS0196
To: Albright, Aaron (CMS/OC); Wallace, Mary H. (CMS/OC); McDonough, Aisling (CMS/OC); Davis, Natalie E. (CMS/OA); Apostle,
Keri (CMS/OEDA); Manchester, Brittney (CMS/OC)
(b)(5)

Ok. I’ll take my computer home just in case.
Aaron Albright
202-690-6145

(b)(5)

(b)(5)
Aaron Albright
202-690-6145

To: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Davis, Natalie E. (CMS/OA)
CMS0197
From: Morgan Courbois
To: Manchester, Brittney (CMS/OC); Karen Foster; Wilker, Michael (HHS/ASPA)
Cc: Oliver, Karen (WAS-WSW); Travis, Paige (WAS-PWT)
Subject: RE: HHS Studio on Jan 26 and Jan 30
Hi Brittney,
Thank you for the update. Hope to see you soon.
Very best,
Morgan
Morgan Courbois (CTR)

Production Manager - HHS-TV
E-mail: mcourbois@hhs.tv
Phone: 202-205-3929

To: Karen Foster <kfoster@hhs.tv>; Michael Wilker <Michael.Wilker@hhs.gov>; Morgan Courbois
<mcourbois@hhs.tv>
Cc: Oliver, Karen (WAS-WSW) <koliver@powelltate.com>; Travis, Paige (WAS-PWT)
<PTravis@powelltate.com>
Hi Karen,
(b)(5)
Thank you,
Brittney

To: 'Karen Foster' <kfoster@hhs.tv>; Wilker, Michael (HHS/ASPA) <Michael.Wilker@hhs.gov>;
Morgan Courbois <mcourbois@hhs.tv>
Great, thank you!
From: Karen Foster [mailto:kfoster@hhs.tv]
CMS0198
To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Wilker, Michael
(HHS/ASPA) <Michael.Wilker@hhs.gov>; Morgan Courbois <mcourbois@hhs.tv>
(b)(5)
Thanks for the heads up.
Karen
Karen Foster (CTR)

HHS TV Program Manager
Room 119F
E-mail: Kfoster@hhs.tv
Desk : 202.205.5639
Main TV Studio Number: 202.690.6076

TV Studio Location: 107G

<mcourbois@hhs.tv>
Hi Karen,
(b)(5)
Thank you,
Brittney

To: 'Karen Foster' <kfoster@hhs.tv>; Wilker, Michael (HHS/ASPA) <Michael.Wilker@hhs.gov>;
Morgan Courbois <mcourbois@hhs.tv>
CMS0199
Hi Karen,
(b)(5)
Thank you,
Brittney
From: Karen Foster [mailto:kfoster@hhs.tv]

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Wilker, Michael
(HHS/ASPA) <Michael.Wilker@hhs.gov>; Morgan Courbois <mcourbois@hhs.tv>
(b)(5)
Have a great weekend all!
Karen
Karen Foster (CTR)

HHS TV Program Manager
Room 119F
E-mail: Kfoster@hhs.tv
Desk : 202.205.5639
Main TV Studio Number: 202.690.6076

TV Studio Location: 107G

<mcourbois@hhs.tv>
Subject: HHS Studio on Jan 26 and Jan 30
CMS0200
Hi Michael, Karen, and Morgan,
(b)(5)
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0201
Cc: Ceballos, Kelly L. (CMS/OC); Venson, Shelby (CMS/OC); Black, Nicole L. (CMS/OC); Liverpool, Sheila (CMS/OC)
Subject: RE: Interview with Clayton Tribune today?
No problem!
Aaron Albright
202-690-6145

To: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>
Cc: Ceballos, Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; Venson, Shelby (CMS/OC)
<Shelby.Venson@cms.hhs.gov>; Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Liverpool,
Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>
Subject: FW: Interview with Clayton Tribune today?
Hi Aaron,
(b)(5)
Thank you,
Brittney

To: Wilson, Lisa J. (CMS/CCIIO) <lisa.wilson@cms.hhs.gov>
Cc: Counihan, Kevin J. (CMS/CCIIO) <Kevin.Counihan@cms.hhs.gov>; Johnson, Juliet C. (CMS/OC)
<Juliet.Johnson@cms.hhs.gov>; Peugh, Lindsey (CMS/CCIIO) <Lindsey.Peugh@cms.hhs.gov>;
Isserman, Amanda M. (CMS/CCIIO) <Amanda.Isserman@cms.hhs.gov>; Antezana, Lourdes
(CMS/CCIIO) <Lourdes.Antezana1@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>;
Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Ceballos,
Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
<Aisling.McDonough@cms.hhs.gov>; Roos, Paola (CMS/CCIIO) <paola.roos@cms.hhs.gov>
Subject: RE: Interview with Clayton Tribune today?
CMS0202
Got it, thanks Lisa! And, no worries. I sent the reporter publicly available links with some of this
information in the meantime.
From: Wilson, Lisa J. (CMS/CCIIO)

Cc: Counihan, Kevin J. (CMS/CCIIO) <Kevin.Counihan@cms.hhs.gov>; Johnson, Juliet C. (CMS/OC)
<Juliet.Johnson@cms.hhs.gov>; Peugh, Lindsey (CMS/CCIIO) <Lindsey.Peugh@cms.hhs.gov>;
Isserman, Amanda M. (CMS/CCIIO) <Amanda.Isserman@cms.hhs.gov>; Antezana, Lourdes
(CMS/CCIIO) <Lourdes.Antezana1@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>;
Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Ceballos,
Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
<Aisling.McDonough@cms.hhs.gov>; Roos, Paola (CMS/CCIIO) <paola.roos@cms.hhs.gov>
Subject: Re: Interview with Clayton Tribune today?
(b)(5)
Sent from my iPhone
On Jan 17, 2017, at 1:32 PM, Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>

wrote:
Plus Paola

To: Counihan, Kevin J. (CMS/CCIIO) <Kevin.Counihan@cms.hhs.gov>
Cc: Johnson, Juliet C. (CMS/OC) <Juliet.Johnson@cms.hhs.gov>; Peugh, Lindsey
(CMS/CCIIO) <Lindsey.Peugh@cms.hhs.gov>; Wilson, Lisa J. (CMS/CCIIO)
<lisa.wilson@cms.hhs.gov>; Isserman, Amanda M. (CMS/CCIIO)
<Amanda.Isserman@cms.hhs.gov>; Antezana, Lourdes (CMS/CCIIO)
<Lourdes.Antezana1@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Liverpool, Sheila (CMS/OC)
<sheila.liverpool@cms.hhs.gov>; Wallace, Mary H. (CMS/OC)
<Mary.Wallace@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC)
<Shelby.Venson@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
<Kelly.Ceballos@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
<Aisling.McDonough@cms.hhs.gov>
Subject: Interview with Clayton Tribune today?
Hi Kevin,
CMS0203
(b)(5)
Thank you,
Brittney
INTERVIEW QUESTIONS
(b)(5)
---------------------
(b)(5)
---------------------
(b)(5)
---------------------
(b)(5)
From: Venson, Shelby (CMS/OC)
To: Albright, Aaron (CMS/OC); McDonough, Aisling (CMS/OC)
Cc: Manchester, Brittney (CMS/OC); Ceballos, Kelly L. (CMS/OC); Black, Nicole L. (CMS/OC)
Subject: RE: OE Snapshot Rollout
Done.

Sent: Wednesday, February 1, 2017 10:36 AM
To: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Ceballos, Kelly L.
(CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>
(b)(5)
Aaron Albright
202-690-6145
From: Venson, Shelby (CMS/OC)

Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Albright, Aaron (CMS/OC)
<Aaron.Albright@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; Black,
Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>
Here you go:
DRAFT ROLLOUT PLAN: Bi-Weekly Marketplace Enrollment Snapshot
(b)(5)
CMS0208
(b)(5)

To: Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC)
Cc: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>
Subject: OE Snapshot Rollout
(b)(5)
CMS0209
To: Davis, Natalie E. (CMS/OA); Albright, Aaron (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC);
Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC); McDonough, Aisling (CMS/OC); Liverpool, Sheila
(CMS/OC); Myrie, Simone (OS/ASPA); Ceballos, Kelly L. (CMS/OC); Bell, Brooke (OS/IEA); Barber, Daniel
(OS/IEA); Wilson, Lisa J. (CMS/CCIIO); Isserman, Amanda M. (CMS/CCIIO)
Cc: Hall, Bill (HHS/ASPA); Garlow, Nicholas (HHS/ASPA); Formoso, Paula (HHS/ASPA); Fontenot, Monique
(OS/ASPA); Myrie, Simone (OS/ASPA)
Subject: RE: OE/ACA Meeting
(b)(5)

To: Davis, Natalie E. (CMS/OA); Albright, Aaron (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby
(CMS/OC); Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC); McDonough, Aisling (CMS/OC);
Liverpool, Sheila (CMS/OC); Myrie, Simone (OS/ASPA); Ceballos, Kelly L. (CMS/OC); Bell, Brooke
(OS/IEA); Barber, Daniel (OS/IEA); Wilson, Lisa J. (CMS/CCIIO); Isserman, Amanda M. (CMS/CCIIO)
Cc: Hall, Bill (HHS/ASPA); Garlow, Nicholas (HHS/ASPA); Formoso, Paula (HHS/ASPA); Fontenot,
Monique (OS/ASPA); Myrie, Simone (OS/ASPA)
Subject: RE: OE/ACA Meeting
10am seems to work best for most people. I’ll send around a calendar appointment shortly.

To: Davis, Natalie E. (CMS/OA); Albright, Aaron (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby
(CMS/OC); Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC); McDonough, Aisling (CMS/OC);
Liverpool, Sheila (CMS/OC); Myrie, Simone (OS/ASPA); Ceballos, Kelly L. (CMS/OC); Bell, Brooke
(OS/IEA); Barber, Daniel (OS/IEA); Wilson, Lisa J. (CMS/CCIIO); Isserman, Amanda M. (CMS/CCIIO)
Cc: Hall, Bill (HHS/ASPA); Garlow, Nicholas (HHS/ASPA); Formoso, Paula (HHS/ASPA); Fontenot,
Monique (OS/ASPA); Myrie, Simone (OS/ASPA)
Subject: OE/ACA Meeting
Hi everyone,
(b)(5)
Best,
Tasha
Tasha Bradley
U.S. Department of Health & Human Services
(o) 202-690-7048
CMS0210
To: Weaver, Mary Carol (CMS/CMMI); Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC)
Cc: McDonough, Aisling (CMS/OC)
Subject: RE: Please Review - Regional Drop In Article for Marketplace OE
(b)(5)
Aaron Albright
202-690-6145
From: Weaver, Mary Carol (CMS/CMMI)

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Wallace, Mary H.
Cc: McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Albright, Aaron (CMS/OC)
(b)(5)

Cc: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Liverpool, Sheila (CMS/OC)
<sheila.liverpool@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
<Aisling.McDonough@cms.hhs.gov>; Davis, Natalie E. (CMS/OA) <natalie.davis@cms.hhs.gov>;
Simpkins, Alyson R. (CMS/OA) <Alyson.Simpkins@cms.hhs.gov>; Weaver, Mary Carol (CMS/CMMI)
<marycarol.weaver@cms.hhs.gov>; Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>
Happy to do. I added one line in track changes. Thanks!

Simpkins, Alyson R. (CMS/OA) <Alyson.Simpkins@cms.hhs.gov>; Weaver, Mary Carol (CMS/CMMI)
<marycarol.weaver@cms.hhs.gov>; Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>
Subject: Please Review - Regional Drop In Article for Marketplace OE
CMS0211
Hi Patrick,
(b)(5)
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0212
To: Davis, Natalie E. (CMS/OA); Manchester, Brittney (CMS/OC)
Cc: Conway, Patrick H. (CMS/OA); Wallace, Mary H. (CMS/OC); Liverpool, Sheila (CMS/OC); McDonough, Aisling
(CMS/OC); Simpkins, Alyson R. (CMS/OA); Weaver, Mary Carol (CMS/CMMI); Watkins, Lisa W. (CMS/OA)
(b)(5)
Aaron Albright
202-690-6145

Cc: Conway, Patrick H. (CMS/OA) <Patrick.Conway@cms.hhs.gov>; Wallace, Mary H. (CMS/OC)
<Mary.Wallace@cms.hhs.gov>; Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>;
McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Simpkins, Alyson R. (CMS/OA)
<Alyson.Simpkins@cms.hhs.gov>; Weaver, Mary Carol (CMS/CMMI)
<marycarol.weaver@cms.hhs.gov>; Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>;
Watkins, Lisa W. (CMS/OA) <Lisa.Watkins@cms.hhs.gov>
Subject: Re: Please Review - Regional Drop In Article for Marketplace OE
(b)(5)
Natalie Davis
202-658-8513
On Jan 25, 2017, at 9:03 AM, Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>

wrote:
Hi Patrick,
(b)(5)
CMS0213
From: Dinicolo, Kelly A. (CMS/OC)
To: Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC); Liverpool, Sheila (CMS/OC)
Cc: Franklin, Julie G. (CMS/OC); Mazzone, Maria L. (CMS/OC); Broccolino, Michele (CMS/OC); Gilliam, Brandi
(CMS/OC)
Subject: RE: [Please Review] OE4 Week Thirteen Communication & Outreach Update
Hi-
(b)(5)

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Liverpool, Sheila (CMS/OC)
Cc: Franklin, Julie G. (CMS/OC) <Julie.Franklin@cms.hhs.gov>; Mazzone, Maria L. (CMS/OC)
<Maria.Mazzone@cms.hhs.gov>; Broccolino, Michele (CMS/OC)
<Michele.Broccolino@cms.hhs.gov>; Dinicolo, Kelly A. (CMS/OC) <Kelly.Dinicolo@cms.hhs.gov>;
Gilliam, Brandi (CMS/OC) <Brandi.Gilliam@cms.hhs.gov>
Subject: [Please Review] OE4 Week Thirteen Communication & Outreach Update
Hi Mary and Sheila,
(b)(5)
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0214
From: Liverpool, Sheila (CMS/OC)
To: Manchester, Brittney (CMS/OC); Wallace, Mary H. (CMS/OC)
Cc: Franklin, Julie G. (CMS/OC); Mazzone, Maria L. (CMS/OC); Broccolino, Michele (CMS/OC); Dinicolo, Kelly A.
(CMS/OC); Gilliam, Brandi (CMS/OC)
Subject: RE: [Please Review] OE4 Week Thirteen Communication & Outreach Update
(b)(5)

Cc: Franklin, Julie G. (CMS/OC) <Julie.Franklin@cms.hhs.gov>; Mazzone, Maria L. (CMS/OC)
<Maria.Mazzone@cms.hhs.gov>; Broccolino, Michele (CMS/OC)
<Michele.Broccolino@cms.hhs.gov>; Dinicolo, Kelly A. (CMS/OC) <Kelly.Dinicolo@cms.hhs.gov>;
Gilliam, Brandi (CMS/OC) <Brandi.Gilliam@cms.hhs.gov>
Subject: [Please Review] OE4 Week Thirteen Communication & Outreach Update
Hi Mary and Sheila,
(b)(5)
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0215
To: Manchester, Brittney (CMS/OC); McDonough, Aisling (CMS/OC)
Cc: Wallace, Mary H. (CMS/OC); Liverpool, Sheila (CMS/OC); Davis, Natalie E. (CMS/OA)
Subject: RE: Please review TPs in Communication and Outreach Update for regions
Fine. But I wouldn’t spend much time on this.
Aaron Albright
202-690-6145

<sheila.liverpool@cms.hhs.gov>; Davis, Natalie E. (CMS/OA) <natalie.davis@cms.hhs.gov>
Got it, thanks for your quick input Aaron!
(b)(5)

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; McDonough, Aisling
(CMS/OC) <Aisling.McDonough@cms.hhs.gov>
(b)(5)
Aaron Albright
202-690-6145

CMS0216
Subject: Please review TPs in Communication and Outreach Update for regions
Hi Aaron and Aisling,
(b)(5)
Thank you,
Brittney

To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>; Liverpool, Sheila
(CMS/OC) <sheila.liverpool@cms.hhs.gov>; McDonough, Aisling (CMS/OC)
Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
Cc: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>
Subject: RE: Direction from ASPA on the next 2 weeks of OE & input needed
Thanks Brittney

Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Ceballos, Kelly L. (CMS/OC)
Cc: Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>
Subject: Direction from ASPA on the next 2 weeks of OE & input needed
Importance: High
Hi all,
CMS0217
(b)(5)
Thank you,
Brittney
Brittney Manchester
(202) 690-5649 Direct
(443) 938-3979 BB
CMS0218
From: Fierberg, Michael A. (CMS/CFMFFSO)
To: Brookhart, Julie R. (CMS/CFMFFSO); Ceballos, Kelly L. (CMS/OC); Manchester, Brittney (CMS/OC); Black, Nicole
L. (CMS/OC); Venson, Shelby (CMS/OC)
Cc: Salters, Tony A. (CMS/OC); Cheevers, Jack (CMS/CFMFFSO); Moos, Bob (CMS/CQISCO); Schinderle, Elizabeth
(CMS/CMCHO); Ryan, Lorraine (CMS/CMHPO); Washington, April (CMS/); Becnel, Reina (CMS/CMHPO); Smith,
Aaron (CMS/CMHPO)
Subject: RE: Question - on Marketplace Promotions
(b)(5)
Mike Fierberg
CMS Public Affairs
Denver Regional Office
1961 Stout Street, Room 08-148

Denver, Colorado 80294
303-844-1592 desk
(b)(6)
CMS Denver has moved! Please note our new mailing address:
1961 Stout Street
Room 08-148
Denver, Colorado 80294
Email addresses and phone numbers will remain unchanged.
From: Brookhart, Julie R. (CMS/CFMFFSO)

To: Ceballos, Kelly L. (CMS/OC) <Kelly.Ceballos@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>; Black, Nicole L. (CMS/OC) <Nicole.Black@cms.hhs.gov>;
Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>
Cc: Salters, Tony A. (CMS/OC) <tony.salters@cms.hhs.gov>; Cheevers, Jack (CMS/CFMFFSO)
<jack.cheevers@cms.hhs.gov>; Fierberg, Michael A. (CMS/CFMFFSO)
<michael.fierberg@cms.hhs.gov>; Moos, Bob (CMS/CQISCO) <Bob.Moos@cms.hhs.gov>; Schinderle,
Elizabeth (CMS/CMCHO) <elizabeth.schinderle@cms.hhs.gov>; Ryan, Lorraine (CMS/CMHPO)
<lorraine.ryan@cms.hhs.gov>; Washington, April (CMS/) <April.Washington@cms.hhs.gov>; Becnel,
Reina (CMS/CMHPO) <Reina.Becnel@cms.hhs.gov>; Smith, Aaron (CMS/CMHPO)
<Aaron.Smith@cms.hhs.gov>
Subject: Question - on Marketplace Promotions
(b)(5)
CMS0219
(b)(5)
http://www.cnbc.com/2017/01/26/trump-administration-kills-obamacare-ads-for-
healthcaregov.html
Julie Brookhart
Public Affairs Specialist
Regional External Affairs Team
Kansas City Regional Office,
816-426-6312 Cell: 816-206-8665
julie.brookhart@cms.hhs.gov
CMS0220
From: Thomas Culkin
Subject: Re: Rabun County numbers
Thank you. Do you have earlier county numbers? Our paper has received county numbers before. In January 2016,
we ran an article and provided the number of residents on the ACA in 2014. Do you perchance have the numbers for
2015?
> On Jan 23, 2017, at 3:39 PM, Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov> wrote:
>
> Hi Thomas,
>
> On background -
> We released this snapshot last week that has the latest and most publicly available information on enrollment data:
https://www.cms.gov/Newsroom/MediaReleaseDatabase/Fact-sheets/2017-Fact-Sheet-items/2017-01-18.html.
Unfortunately, we do not go down to the county level, but I hope you still find this helpful!
>
> Thank you,
> Brittney
>
> -----Original Message-----
> From: Manchester, Brittney (CMS/OC)
> Sent: Monday, January 23, 2017 11:10 AM
> To: 'Thomas Culkin' <news@theclaytontribune.com>
> Subject: RE: Rabun County numbers
>
> Hi Thomas,
>
> Thank you for your email and the update on your article. I am looking into this and will be in touch.
>
> Thank you,
> Brittney
>
> -----Original Message-----
> From: Thomas Culkin [mailto:news@theclaytontribune.com]
> Sent: Friday, January 20, 2017 1:55 PM
> To: Manchester, Brittney (CMS/OC) <Brittney.Manchester@cms.hhs.gov>
> Subject: Re: Rabun County numbers
>
> Hi, Ms. Manchester. Just checking to make sure you got my recent email.
>> On Jan 19, 2017, at 6:27 PM, Thomas Culkin <news@theclaytontribune.com> wrote:
>>
>> Hi, Ms. Manchester. Unfortunately the article couldn’t run in our edition this week simply because of a lack of
space. During our conference call, you mentioned that you would be able to get the numbers for Rabun County, GA.
I was wondering if you could get me those numbers of the people in Rabun County on the ACA and who could lose
it in the case of a repeal? Thanks! I would need them by the evening of Tuesday the 24th, though sooner is better
than later, obviously. Again, thank you so much for all your help.
>
CMS0221
From: Travis, Paige (WAS-PWT)
Cc: Johanson, Barbara I. (CMS/OC); Koepke, Christopher P. (CMS/OC); Salerno, Laura (CMS/OC); Oliver, Karen
(WAS-WSW); Levin, Seth (WAS-WSW); Smith, Cameron (WAS-PWT)
Subject: RE: SMT/RMT with Patrick Conway 1/30
Hi Brittney,
(b)(5)
Thank you, again!

Paige

To: Travis, Paige (WAS-PWT)
Cc: Johanson, Barbara I. (CMS/OC); Koepke, Christopher P. (CMS/OC); Salerno, Laura (CMS/OC); Oliver,
Karen (WAS-WSW); Levin, Seth (WAS-WSW); Smith, Cameron (WAS-PWT)
Hi Paige,
(b)(5)
Thank you,
Brittney

To: 'Travis, Paige (WAS-PWT)' <PTravis@powelltate.com>
Cc: Johanson, Barbara I. (CMS/OC) <Barbara.Johanson@cms.hhs.gov>; Koepke, Christopher P.
(CMS/OC) <Christopher.Koepke@cms.hhs.gov>; Salerno, Laura (CMS/OC)
<Laura.Salerno@cms.hhs.gov>; Oliver, Karen (WAS-WSW) <koliver@powelltate.com>; Levin, Seth
(WAS-WSW) <SLevin@webershandwick.com>; Smith, Cameron (WAS-PWT)
<CSmith@powelltate.com>
Hi Paige,
Go ahead and incorporate national outlets. Thanks!
Brittney
CMS0222
Brittney,
(b)(5)
well.
well
ll
Thank you,
Paige
Appreciate it!

Of course! Attached please find the final media alert for Patrick Conway’s media tour. We will be
sure to deliver updates as bookings are confirmed.
Thank you,
Paige
CMS0223
(b)(5)

Thank you, Brittney. We will move forward and begin with outreach.
Best,
Paige
Hi Paige,
(b)(5)
Thank you,
Brittney

Subject: SMT/RMT with Patrick Conway 1/30
Good Morning Brittney,
(b)(5)
CMS0224
(b)(5)
Have a lovely day,

Paige
CMS0225
To: Bradley, Tasha (OS/ASPA); Albright, Aaron (CMS/OC); Black, Nicole L. (CMS/OC); Venson, Shelby (CMS/OC);
Manchester, Brittney (CMS/OC)
Cc: Myrie, Simone (OS/ASPA); Fontenot, Monique (OS/ASPA)
Subject: RE: Snapshot
(b)(5)

To: Albright, Aaron (CMS/OC) <Aaron.Albright@cms.hhs.gov>; Black, Nicole L. (CMS/OC)
<Nicole.Black@cms.hhs.gov>; Venson, Shelby (CMS/OC) <Shelby.Venson@cms.hhs.gov>;
McDonough, Aisling (CMS/OC) <Aisling.McDonough@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>
Cc: Myrie, Simone (OS/ASPA) <Simone.Myrie@hhs.gov>; Fontenot, Monique (OS/ASPA)
Subject: Snapshot
Hi CMS team,
(b)(5)
Thanks,
Tasha
Tasha Bradley
U.S. Department of Health & Human Services
(o) 202-690-7048
Tasha.bradley@hhs.gov
CMS0226
To: Horvath, Rachael G. (CMS/OC); Wallace, Mary H. (CMS/OC); Manchester, Brittney (CMS/OC)
Subject: RE: Updated HCgov Mock ups
Here’s the paragraph for this one – let me know if you have questions:
(b)(5)

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Manchester, Brittney (CMS/OC)
<Brittney.Manchester@cms.hhs.gov>
Cc: Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>; Pressley, Erin L. (CMS/OC)
<Erin.Pressley@cms.hhs.gov>
+ Erin -

Cc: Liverpool, Sheila (CMS/OC) <sheila.liverpool@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC)
(b)(5)

CMS0227
Thanks, Mary!
(b)(5)

Subject: FW: Updated HCgov Mock ups
Importance: High
(b)(5)

Cc: Broccolino, Michele (CMS/OC) <Michele.Broccolino@cms.hhs.gov>; Desrosiers, Donna S.
(CMS/OC) <Donna.Desrosiers@cms.hhs.gov>; Miner, Amy L. (CMS/OC) <Amy.Miner@cms.hhs.gov>;
Gordon, Erin M. (CMS/OC) <Erin.Gordon@cms.hhs.gov>
Subject: Updated HCgov Mock ups
Importance: High
Per our discussion this morning, here are updated pages – 3 for Jan 27 and 3 for Feb 1. Let me know
if you need anything else!
CMS0228
From: Robertson, Heather (CMS/OAGM)
Attachments: Weber Clarification Letter 01-27-2017.pdf
Elevation Clarification Letter 01-27-2017.pdf
<HVVHHDWWDFKHG
7KDQNV
2ULJLQDO0HVVDJH
)URP6DOHUQR/DXUD&062&
6HQW)ULGD\-DQXDU\30
7R.RHSNH&KULVWRSKHU3&062&&KULVWRSKHU.RHSNH#FPVKKVJRY!5REHUWVRQ+HDWKHU&062$*0
KHDWKHUUREHUWVRQ#FPVKKVJRY!
6XEMHFW5(+DVPHPRJRQH\HW"
\HV
2ULJLQDO0HVVDJH
)URP.RHSNH&KULVWRSKHU3&062&
6HQW)ULGD\-DQXDU\30
7R5REHUWVRQ+HDWKHU&062$*0KHDWKHUUREHUWVRQ#FPVKKVJRY!
&F6DOHUQR/DXUD&062&/DXUD6DOHUQR#FPVKKVJRY!
6XEMHFW+DVPHPRJRQH\HW"
6HQWIURPP\L3KRQH
CMS0229
7500 Security Boulevard, Mail Stop B3-30-03

-DQXDU\

(OHYDWLRQ/7'
UG6WUHHW1:6XLWH
:DVKLQJWRQ'&

6XEMHFW *6)7++60*
&ODULILFDWLRQ

'HDU0V$OLVRQ5HLWKHU
(b)(5)

6KRXOG\RXKDYHDQ\TXHVWLRQVUHJDUGLQJWKLVFRUUHVSRQGHQFHSOHDVHGRQRWKHVLWDWHWR
FRQWDFWWKH&RQWUDFWLQJ2IILFHU+HDWKHU5REHUWVRQDWRU
KHDWKHUUREHUWVRQ#FPVKKVJRY

6LQFHUHO\
Digitally signed by Heather
Heather M. M. Robertson -S
Date: 2017.01.27 13:38:06
Robertson -S -05'00'
+HDWKHU5REHUWVRQ
&RQWUDFWLQJ2IILFHU

FF/DXUD6DOHUQR

CMS0230
7500 Security Boulevard, Mail Stop B3-30-03

-DQXDU\

&0*53,QF'%$:HEHU6KDQGZLFN
UG$YHQXH
1HZ<RUN1<

6XEMHFW ++60,++607
&ODULILFDWLRQ

'HDU0V3DPHOD-HQNLQV
(b)(5)

6KRXOG\RXKDYHDQ\TXHVWLRQVUHJDUGLQJWKLVFRUUHVSRQGHQFHSOHDVHGRQRWKHVLWDWHWR
FRQWDFWWKH&RQWUDFWLQJ2IILFHU+HDWKHU5REHUWVRQDWRU
KHDWKHUUREHUWVRQ#FPVKKVJRY

6LQFHUHO\
Digitally signed by Heather
Heather M. M. Robertson -S
Date: 2017.01.27 13:35:47
Robertson -S -05'00'
+HDWKHU5REHUWVRQ
&RQWUDFWLQJ2IILFHU

FF/DXUD6DOHUQR

CMS0231
To: Horvath, Rachael G. (CMS/OC); Koepke, Christopher P. (CMS/OC)
Cc: Salerno, Laura (CMS/OC); Krawczyk, Mark (CMS/OC); Kordonski, Jennifer B. (CMS/OC); Reilly, Megan C.
(CMS/OC)
Subject: RE: Paused So Far
Thanks Rachael
(b)(5)

To: Wallace, Mary H. (CMS/OC) <Mary.Wallace@cms.hhs.gov>; Koepke, Christopher P. (CMS/OC)
<Christopher.Koepke@cms.hhs.gov>
Cc: Salerno, Laura (CMS/OC) <Laura.Salerno@cms.hhs.gov>; Krawczyk, Mark (CMS/OC)
<Mark.Krawczyk@cms.hhs.gov>; Kordonski, Jennifer B. (CMS/OC)
<Jennifer.Kordonski@cms.hhs.gov>; Reilly, Megan C. (CMS/OC) <Megan.Reilly@cms.hhs.gov>
+Megan on MOCC question and transactional approach
Mary,
(b)(5)
CMS0232
To: Koepke, Christopher P. (CMS/OC) <Christopher.Koepke@cms.hhs.gov>
<Mark.Krawczyk@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>;
Yes – as stuff happens. Can you call me quick on the contracting piece?

<Mark.Krawczyk@cms.hhs.gov>; Horvath, Rachael G. (CMS/OC) <rachael.horvath@cms.hhs.gov>;
Subject: Paused So Far
Mary, Do you want an email as stuff happens – or a summary one at the end of the day? Here’s an
update as of now.
(b)(5)
CMS0233
From: Booth, Jon G. (CMS/OC)
To: Horvath, Rachael G. (CMS/OC); Wright, Ltanya D. (CMS/OC)
Subject: RE: please read
Yep, I just met with Mary to get the background. I am around so just let me know when.

To: Booth, Jon G. (CMS/OC) <Jon.Booth@cms.hhs.gov>; Wright, Ltanya D. (CMS/OC)
<Ltanya.Wright@cms.hhs.gov>
Subject: please read
(b)(5)
CMS0234
Subject: Re: tonight we were asked for
7KDQNVIRUVWD\LQJRQWRSRIWKLV :HZLOOQHYHUEHLQWKHURRPIRUWKHFRQYHUVDWLRQWKDWLV
ZKDW,DPJXHVVLQJ
6HQWIURPP\L3KRQH
2Q-DQDW30+RUYDWK5DFKDHO*&062&
UDFKDHOKRUYDWK#FPVKKVJRY!ZURWH
Contract and outreach details including what we could stop and modify. Mary noted
that direct response could be modified or stopped as needed. Please keep an eye out
tomorrow for late breaking changes in direction.
Thanks!
CMS0235
To: Robertson, Heather (CMS/OAGM)
Cc: Wallace, Mary H. (CMS/OC); Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC)
Subject: Letter for Contract File
Heather,
(b)(5)
CMS0236
To: Koepke, Christopher P. (CMS/OC); Horvath, Rachael G. (CMS/OC); Krawczyk, Mark (CMS/OC)
Subject: Technical Direction Letter
Sometimes less is more…let me know what you think.
(b)(5)
CMS0237

FOIA Response From HHS' Centers For Medicare and Medicaid Services About Advertising For Affordable Care Act Enrollment - September 8, 2017

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

FOIA Response From HHS' Centers For Medicare and Medicaid Services About Advertising For Affordable Care Act Enrollment - September 8, 2017

Uploaded by

Copyright:

Available Formats

February 15, 2017

Department of Health and Human Services

Centers for Medicare and Medicaid Services

Re: Freedom of Information Act Request

PO Box 170521, Brooklyn, New York 11217

understanding on operations and activities of the government. This request is submitted in

PO Box 170521, Brooklyn, New York 11217

Protect Democracy Project is to “gather information of potential interest to a segment of the

forthcoming website, www.protectdemocracyproject.org.

meetings, calls, tele-conferences, or otherwise discussions responsive to our request; voicemails;

PO Box 170521, Brooklyn, New York 11217

to be provided. 5 U.S.C. 552(b).

Given the 20-day statutory deadline, we hope to be as helpful as possible in clarifying or

answering questions about our request. Please contact us at FOIA.protectdemocracy@gmail.com

and look forward to hearing from you very soon.

PO Box 170521, Brooklyn, New York 11217

Office of Strategic Operations and Regulatory Affairs/Freedom of Information Group

Dear Mr. Bassin:

Exemption 5 permits the withholding of inter-agency or intra-agency communications that would

Exemption 6 of the FOIA permits a Federal agency to withhold information contained in

Principal Deputy Administrator

Office of Government Information Services

Enclosure : 220 pages

From: Rashid, Lina C. (CMS/CCIIO)

From: Pressley, Erin L. (CMS/OC)

From: Rashid, Lina C. (CMS/CCIIO)

From: Pressley, Erin L. (CMS/OC)

Thanks – Karen J is going to reach out to you to discuss, Mary.

From: Wallace, Mary H. (CMS/OC)

From: Watkins, Lisa W. (CMS/OA)

Thanks Mary – can you be a little more specific b5

From: Wallace, Mary H. (CMS/OC)

Let me know if anyone wants to discuss.

Thanks for pulling this together.

From: Watkins, Lisa W. (CMS/OA)

Sent from my iPhone

Sent from my iPhone

On Jan 25, 2017, at 9:06 PM, Wallace, Mary H. (CMS/OC)

b5 I will send the

Makes sense I will definitely add that. Thanks Jeff.

From: Wu, Jeff (CMS/CCIIO)

Thanks for the quick turnaround on this, Mary.

We did for certain tactics. B5 - predecisional

From: Jackson, Karen E. (CMS/CMMI)

On Jan 25, 2017, at 8:24 PM, Conway, Patrick H. (CMS/OA)

Interesting. Seems we should answer their questions as best

From: Wallace, Mary H. (CMS/OC)

Spoke with Mark Weber at ASPA tonight on questions from

My folks will be sending me that information shortly and

Adding Jeff and Karen for awareness

From: Conway, Patrick H. (CMS/OA)

Just sharing this packet that went to ASPA as FYI. We will

From: Manchester, Brittney (CMS/OC)

Hi Tasha, Simone, Nick, Paula, and Monique,

Attached please find a compiled document for CMS OE

And let me know how plays out tomorrow. Thanks.

Sent from my iPhone

On Jan 26, 2017, at 9:10 PM, Jackson, Karen E. (CMS/CMMI)

Begin forwarded message:

From: "Wallace, Mary H. (CMS/OC)"

From: Wallace, Mary H. (CMS/OC)

I have two questions based on your note.

Can we get confirmation from everyone on here of what you want us to