This presentation will describe the strategies, tactics, and techniques employed by state organizations seeking to enroll children in CHIP programs since 1997. Efforts from 18 states across the United States have been reviewed and compared. Such efforts have varied widely in scope, penetration, diversity, cultural sensitivity, channels, duration, and a number of other factors.
Because increasing expenditures and coverage for children nationally has been the focus of so much public debate and concern, it is critical to understand the strategies employed by states and their agencies, their strengths and limitations, and the opportunities local agencies and the private sector enjoy in enhancing and broadening the understanding of these programs and their enrollment.
Media reviewed included flyers, posters, pamphlets, post cards, billboards, trinkets, fact sheets, letters, press releases, and radio and television spots. Specialized audiences such as ethnic groups and age groups have also been targeted, and will be discussed.
State efforts will be considered in terms of their planning and strategies, their selection of communications channels and materials, how such efforts were tested and ultimately implemented, how effectiveness was to be measured, and what results have been identified.
The presentation will describe local efforts to support enrollment through market research, trust-building, convening, facilitating, and distribution of communications. Such assistance materially improves the effectiveness of state communications, especially among vulnerable, uninsured populations.
Learning Objectives: At the conclusion of the presentation, the participant should be able to: 1. Understand existing strategies and tactics for communicating about the enrollment of children in CHIP programs; 2. Apply several indicators of effectiveness to assess success of such initiatives. 3. Develop communications strategies and resources locally that complement and reinforce communications sponsored by the state or other organizations
Keywords: Access and Services, Communication Evaluation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: I offer consulting services to state and local health departments, health care systems, and community partnerships in planning, administration, outcomes, evaluation, and communications