Florida KidCare is an "umbrella" program for children's health insurance, designed to provide coverage for over 250,000 otherwise uninsured children in Florida . The component programs are: Medicaid, MediKids, Children's Medical Services Network, and Florida Healthy Kids. As part of a social marketing study to identify determinents of enrollment in Florida KidCare programs, sixteen focus groups with parents of eligible children, in-depth interviews with program staff, and standardized face-to-face interviews with approximately 1,400 parents of eligible children were conducted throughout the State of Florida. Results suggest that the determiants of Kidcare enrollment can be organized around three major themes: 1) issues surrounding awareness of KidCare, 2) benefits of enrollment in KidCare, and 3) barriers to enrollment and participation in KidCare. Details of the formative research results and the process through which these results are used to develop a social marketing plan will be discussed.
Learning Objectives: 1. Identify and discuss the general perceptions, practices, attitudes and beliefs that parents have regarding state-sponsored children's health insurance programs. 2. Identify determinants of children's enrollment in Florida's Kidcare Program. 3. Discuss components of evidence-based social marketing strategies for promoting enrollment in the Kidcare Program
Keywords: Insurance, Children's Health
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: State of Florida
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.