Policy & Practice | Spring 2026

Reaching Beneficiaries Where They Are States can use a mix of channels to deliver timely, accessible information and prompts across key touchpoints tailored to different audience segments.

Reach beneficiaries in the moments that matter: Channels should be selected to reach each segment aligned with their journey, prioritizing where beneficiaries already spend time and reinforcing consistent messages across multiple touchpoints to build recognition, trust, and prompt beneficiaries to take specific actions during these moments that matter. Using existing beneficiary data (mailing address, email address, mobile phone number), states can personalize direct mail, email, and SMS campaigns and tailor messaging to each beneficiary’s journey (e.g., their Medicaid renewal cycle), include guidance to log continuous eligibility hours for compliance, and feature personalized elements such as the beneficiary’s name and clear next steps (e.g., “Find community engagement [CE],” “Submit renewal”) to boost credibility and prompt action. To speed deployment, campaign teams can use a library of creative assets to efficiently customize and launch ads targeting different segments. This includes using simple language with direct calls to action and imagery that reflects the beneficiaries the campaign intends to reach. Enhance campaign success: Campaign performance should be monitored and enhanced using delivery, open, click-through, and renewal completion metrics. These results inform practical adjustments— shifting spend to higher-performing creatives, refining copy and calls to action, and reallocating effort to the channels that drive response—helping states efficiently and effectively utilize limited outreach dollars. By combining direct outreach, digital and traditional media, and in-person assistance, the campaign meets beneficiaries in the channels and settings that work effectively for them and in the moments that matter most. Frequent, targeted messaging keeps beneficiaries informed and engaged, while direct communication and community-based support help answer questions and reduce barriers such as limited digital literacy or internet access. Together, these touch points improve understanding, drive

Email and SMS: Roughly 74 percent of Americans prefer receiving information via email and 56 percent via text. 3

Paid search: Paid search can capture active intent because 85 percent of U.S. residents use Google when searching online, making targeted terms like “CE requirements” and “Medicaid changes” a practical way to share guidance. 4

Digital channels: With mobile and internet access now widespread, digital channels can be an efficient way to effectively engage beneficiaries and reinforce direct outreach tactics. Social media remains a high frequency reach lever, with about 71 percent using Facebook, 50 percent using Instagram, and 37 percent checking social platforms multiple times per day. 5 Digital paid media channels such as social media (e.g., Instagram, Facebook), over-the-top (e.g., Hulu, Netflix), and programmatic display (e.g., banner ads on websites) facilitate deployment, testing, and refining ads based on real-time feedback to help states effectively use marketing dollars and keep messaging relevant.

Traditional media: Traditional media channels such as TV and radio ads, and out-of-home ads (e.g., transit ads, billboards) can help states reach less digitally savvy audiences or extend the reach of the campaign into rural areas with limited broadband access.

Trusted partner channels: To complement direct marketing and paid media, states can collaborate with managed care organizations and community based organizations (e.g., local YMCA, health office at a higher education institution, local food bank) to increase credibility and provide in-person help. Partners can be equipped with informational toolkits and varied support (e.g., informational webinars to answer questions) so they can help beneficiaries gather documents and navigate next steps. As part of the outreach strategy, states can also collaborate with local organizations to host community events with enrollment help desks and physical handouts. In-person touchpoints like these can reduce access barriers (e.g., digital fluency, internet access) identified during initial population analysis.

timely action on critical updates, and build trust by providing help when and

she watches a short explainer and realizes she needs a plan to meet CE requirements. The next week she searches “Medicaid changes” and returns via paid search. The page points her to a local community-based organization for job support; she gets help, secures a 20-hour/week job, and the state verifies wages automatically through payroll matching. Her portal updates to “Work requirement verified, no action needed,” and renewal continues without manual hour reporting.

where it is needed. Omni-Channel Campaign in Action

The following example shows how aligned messages across channels move a beneficiary from awareness to verified compliance. Maria (age 32) works part-time and prefers communications in Spanish. She sees a social media ad about 2027 CE changes, clicks to the state landing page, and leaves. Two days later, an SMS reminder brings her back;

See Reducing Churn on page 28

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Spring 2026 Policy & Practice