Maryland Managed Care Organization Association
Helping more Marylanders keep their Medicaid coverage.
Challenge
The COVID-19 pandemic created confusion in every facet of daily life. In early 2023, as restrictions were beginning to lift and life continued its return to normal, the Maryland Managed Care Organization Association (MMCOA) wanted to bring clarity to a crucial area for a lot of people: what they needed to do to keep their Medicaid health insurance.
Medicaid had paused coverage eligibility reviews during the height of the pandemic. But starting in April , Medicaid enrollees across the state would no longer be automatically enrolled. They would once again need to renew their health insurance every 12 months.
Challenger Brand Solution
Symbols of Re-evaluation
MMCOA’s “Redetermination” campaign was created to make sure those who needed to renew their insurance would know how, when and where to do so.
With friendly, clear messaging, we spoke directly to Medicaid enrollees to tell them what they needed to do: update their contact info so that when it was their turn to renew their coverage, they could receive their notice to do so. With only a 45-day window to complete the process once they’d been alerted, time was a factor, and we urged enrollees not to hesitate when it was their turn to renew.
Medicaid Check-In
We utilized “check-in” language as a warm and simple way to express our message and to take action: “Check in. Check your mail. Check with us.”
Reaching the Target Audience
GKV partnered with the MMCOA and Maryland Department of Health to produce a full toolkit of materials for the nine managed care organizations (MCOs), the Maryland Health Benefit Exchange, and our community-based partners to generate awareness. We wanted the messaging to be anywhere our audience would be. We reached them through videos, radio, a landing page, digital ads, email outreach, billboards, transit cars, bus shelters, waiting room flyers and more. And we spoke with them in English, Spanish, Haitian Creole, Mandarin and Vietnamese.
Results
- Successfully reenrolled 1.07 million Marylanders
- Achieved a 7% renewal rate,10th best in the nation
- Drove nearly 95,000 Maryland Health Connection account updates
- Generated over 2 million page views on the dedicated campaign webpage
- Served over 174 million media impressions
- Saw media channels perform above benchmarks and key performing indicators (KPIs)
The Medicaid Check-In campaign received national recognition by earning a series of prestigious accolades at both the Healthcare Ad Awards and the Aster Awards. These awards, which celebrate excellence in healthcare marketing, advertising and communications, honor organizations that demonstrate exceptional creativity, design and overall effectiveness in their campaigns.
