How states are using communications campaigns in Medicaid unwinding

Some states are finding communications is key in supporting the Medicaid unwinding, according to AHIP.

In February 2023, states began the process of redetermining whether each of the more than 90 million Americans currently enrolled in Medicaid are still eligible for the program, with eligibility coverage decisions starting April 1. A recent analysis from the Urban Institute and the Robert Wood Johnson Foundation concluded that 18 million people could lose access to Medicaid coverage.

A new issue brief from AHIP describes some ways the states are supporting people through the Medicaid redetermination. Some states are supporting the unwinding by creating strong communications campaigns. Here are some examples.

Alaska: Using multiple strategies to ensure that Medicaid enrollees update their contact information, the Alaska Department of Health in collaboration with University of Alaska Anchorage recently held a “Medicaid Renewals Pop-Up ECHO.” This webinar allowed Medicaid enrollees, providers, and advocates to engage in conversation with the Department on the upcoming Medicaid redeterminations process. Additionally, the state has encouraged enrollees via stories in local newspapers advising enrollees to update their contact information and with different methods to do so. The state has established a dedicated hotline to reduce the enrollee wait times while attempting to update their contact information through their virtual call center.

District of Columbia (D.C.): The “Don’t Wait to Update” public awareness campaign led by the D.C. Department of Health Care Finance encourages Medicaid enrollees to ensure that the Medicaid agency has the most updated contact information. D.C. has created a multilingual web portal, “District Direct,” that can also be accessed through a mobile app, for enrollees to update their contact information. D.C. is using various strategies as part of its public awareness campaign including holding virtual meetings hosted by Medicaid agency staff, launching an advertising campaign highlighting steps to renew Medicaid coverage, and conducting outreach via community-based organizations that provide services to Medicaid enrollees.

Illinois: The Illinois Department of Healthcare and Family Services launched the “Ready to Renew” campaign in mid-March, using various communication channels to raise public awareness about Medicaid redeterminations. Components of the campaign were rolled out through social media, websites, mailings, community outreach programs, and email. To facilitate the redetermination process and maintain open lines of communication with enrollees, the state offers various resources and tools. These include simple online forms for updating contact information, a dedicated telephone number with an Interactive Voice Response system, and
caseworkers who actively reach out to enrollees via phone, text, or email when necessary. Communication materials are available in at least 15 different languages.

Mississippi: The “Stay Covered” campaign employs various outreach methods such as social media, a dedicated website, postcards, community advocacy programs, flyers, and email
communications to remind members to keep their contact information current. Mississippi Medicaid has introduced a simple online form for enrollees to conveniently update their
contact details, which has already received thousands of submissions. Moreover, the state provides a specialized phone line featuring an IVR for enrollees to effortlessly update their mailing addresses and other relevant contact information.