Evolution of state outreach efforts under SCHIP.
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.
Williams
Susan R
SR
Mathematica Policy Research Inc, Cambridge, MA 02139, USA.
Rosenbach
Margo L
ML
D000385:Aid to Families with Dependent Children / Q000706:statistics & numerical data*; D002648:Child; D002662:Child Health Services; D006801:Humans; D040541:Marketing / Q000379:methods; D010565:Persuasive Communication; D013219:State Government; D014481:United States