Florida's Department of Health, legislatively mandated to conduct outreach for KidCare child health insurance, has been very successful in improving enrollment. Why? Messages were social marketed with target consumers and then outreach mechanisms were evaluated to learn what works with whom. Small local grants were awarded to provide tailored outreach to communities and provide feedback when consumer complaints were heard. Products were developed in other languages. Some used unique styles for hard-to-reach populations such as “photo novellas” for Hispanic populations. Agency partners and providers gave feedback and were provided information packets. The budget for KidCare Outreach has decreased, but the quality has not. This is partly because learning what works requires a larger investment in the beginning before streamlining can occur. In addition, when local stakeholders are involved in a successful award-winning project, greater community pride and ownership occurs. Using good business practices is both a smart and efficient means of using taxpayer money to achieve public health goals.

Source: Florida Department of Health, KidCare Outreach, Leticia Hernandez and Betty Serow, The Lawton and Rhea Chiles Center for Healthy Mothers and Babies

Florida KidCare applications surged by markets from radio, TV and newspaper coinciding with outreach in specific markets