Increasing Health Insurance Coverage for Low-Wage Workers in New York City’s Small Businesses

• Developed the design of the website, the application protocols, research domain names and website hosting options, and online IRS Section 125 calculators.
• Developed content for use in seminars with insurance brokers to educate them about lower-cost insurance plans that may be of interest to small businesses and self-employed individuals.
• Partnered with the Department of Cultural Affairs, the New York City Chamber of Commerce, and New York City public libraries to spread the word about the new website.
• Developed and mailed promotional materials to 1,200 newly established businesses in New York City to educate them about taking advantage of IRS Section 125 plans.
• Advertised the website on 25 telephone kiosks around New York City, in subways, on other websites, and in a 30-second 311 public service announcement for eight weeks.
• Published an op-ed piece entitled “Increasing Health Insurance Affordability through Section 125 Plans,” in the Brooklyn Chamber of Commerce’s newspaper, Progress, in October 2008.
• Participated in online social networking (Facebook and Delicious) to boost buzz about the new website.
• Tested a prototype of the website with end-users, including small business owners, freelancers, and individuals buying coverage on their own in New York City. Separate testing was also conducted via a questionnaire and in person with select key stakeholders and experts in health insurance.
• Hosted a daylong seminar on June 11, 2008 which was sponsored by the New York State Department of Insurance, OCHIA, and the Brooklyn Chamber of Commerce.
• Launched the website at a press conference held on September 21, 2009.
• Held a focus group with nine insurance brokers to discuss www.nyc.gov/HILink.

Read the report associated with the grant, “An Assessment of New York Health Foundation 2007 Health Insurance Coverage Grants.”