Evolution of state outreach efforts under SCHIP

• Published in: Health care financing review Vol. 28; no. 4; pp. 95 - 107
• Main Authors: Williams, Susan R, Rosenbach, Margo L
• Format: Journal Article
• Language: English
• Published: United States Superintendent of Documents 22.06.2007; CENTERS for MEDICARE & MEDICAID SERVICES
• Subjects: Aid to Families with Dependent Children - utilization; Annual reports; Brand identification; Child; Child Health Services; Childrens health insurance programs; Enrollments; Focus groups; Health administration; Health insurance; Health insurance industry; Humans; Insurance coverage; Marketing; Marketing - methods; Medicaid; Persuasive Communication; Services; Social aspects; State Government; States; Studies; Target markets; Uninsured people; United States; United States; United States > US
• ISSN: 0195-8631; 1554-9887

States have shown creativity and adaptability in developing outreach strategies to promote State Children's Health Insurance Program (SCHIP) enrollment. As the program has matured and the fiscal environment has tightened, States have learned what efforts are successful and have tailored their approaches accordingly. This article reviews the evolution of State outreach strategies under SCHIP, using qualitative information from all 50 States and the District of Columbia. Early campaigns were aimed at building broad awareness of SCHIP. Over time, States have adapted their outreach campaigns to close the gaps in enrolling hard-to-reach populations, by modifying their target populations, messages, methods, organizational strategies, and emphasis.