Helping people keep their Medicaid coverage
Meeting people where they are is more than literal. The words we use, the pictures we share and the design we employ can either help us connect with people or get in the way. Keeping health coverage is too important to leave it to chance. That’s why our new Know What’s Next Medicaid toolkit for North Carolina was developed using research and message testing in North Carolina.
Each state has its own policies and context. Our Rapid Campaign Optimization approach combines Medicaid and communications expertise with targeted audience research to quickly identify what resonates, where people get stuck and what needs to change. We test messages and creative with the people who will rely on them, then translate what we learn into specific recommendations your team can put to work.
Our Rapid Campaign Optimization approach
Why Research
You have a straightforward goal: Help people understand what is changing and what they need to do so they don’t lose coverage.
Our Rapid Campaign Optimization:
- Increases confidence that communications resonate with your Medicaid beneficiaries.
- Identifies the messages and creative concepts most likely to motivate action.
- Detects potential misunderstandings or unintended reactions before implementation.
- Tailors implementation while maintaining consistency with the broader campaign.
- Supports communication decisions with data rather than assumptions.
- Maximizes the effectiveness of campaign investments.
What We Test
We can evaluate:
- Campaign concepts and/or theme
- Headlines
- Calls-to-action
- Visual concepts and creative executions
- Terminology and language preferences
- Motivators and barriers to engagement
- Likelihood to seek additional information or take the next step
- Differences across priority audiences and geographic regions, as appropriate
How We Do It
Using a rapid turnaround online research methodology, we recruit a sample of Medicaid beneficiaries representative of your priority audiences. Participants evaluate campaign materials through a combination of message ratings, rankings, open-ended feedback and behavioral measures that identify not only what performs best, but why.
Our team manages the entire process—from study design and programming through recruitment, analysis and recommendations—making this a turnkey solution that requires minimal staff time.
What You Get
- Research plan and testing strategy
- Online survey programmed and hosted by our team
- Recruitment and field management
- Executive summary of findings
- Message and creative testing results
- Key motivators and barriers identified through qualitative feedback
- Recommendations for message refinement and implementation
- Virtual findings presentation with discussion of implications for campaign rollout
Timeline
Most validation studies can be completed in approximately 3–4 weeks from project kickoff.
Week 1 | Week 2 | Week 3 | Week 4 |
• Kickoff meeting • Finalize materials for testing • Program survey | • Recruit participants • Field research | • Analyze findings • Develop recommendations | • Deliver executive report • Present findings and implementation recommendations |
Why Us
We are a strategic social impact firm that helps states and partners translate complex Medicaid policy changes into clear, coordinated communications that drive real-world outcomes. We have deep Medicaid and health expertise from leading North Carolina’s Medicaid expansion campaign, which enrolled more than 600,000 people in just over a year. Our approach integrates policy fluency, research into what motivates people and hands-on campaign execution to equip partners with the tools, messages and infrastructure needed to reach people where they are and support action.