How do you plan a public health campaign?

Planning a public health campaign involves eight key steps: defining the health issue and campaign objective, researching and segmenting your audience, developing core messaging, selecting media channels, creating campaign creative, planning media placement and venue strategy, launching and monitoring in real time, and measuring results.

What makes a public health campaign successful?

Successful public health campaigns have a specific, measurable objective; deep understanding of the target audience; culturally relevant messaging with a clear call to action; a multi-channel media strategy; and built-in measurement to track outcomes.

How long does it take to plan a public health campaign?

Plan to spend three to five months in the planning and strategy phase, depending on the campaign's scope.

What channels should a public health campaign use?

The best approach is multi-channel: digital platforms for targeting, traditional media for broad reach, place-based OOH for trusted real-world environments, and community outreach for depth and trust.

How does place-based OOH media fit into a public health campaign?

Place-based OOH delivers health messages in the physical environments where people make health-related decisions — clinics, pharmacies, schools, grocery stores, bars, and community centers.

How do you measure the impact of a public health campaign?

Common metrics include impressions and reach, QR code scans, website traffic, hotline call volume, screening increases, resource distribution data, pre/post awareness surveys, and community partner feedback.

Who runs public health campaigns?

Public health campaigns are run by federal agencies, state and local health departments, hospitals, nonprofits, universities, and private-sector partners with a public health or social impact mission.

Medicaid Marketing Strategy: How Place-Based Advertising Drives Enrollment in Local Communities

Aug 9

Written By Cody Cagnina

With approximately 75.7 million people currently enrolled in Medicaid and CHIP nationally, and millions more who are eligible but uninsured, a smart Medicaid marketing strategy is essential for connecting underserved populations with the healthcare coverage they need. Place-based out-of-home (OOH) advertising has emerged as one of the most effective ways to reach these communities where they live, work, and seek care.

In this guide, we break down how state agencies, managed care organizations, and healthcare marketers can build a Medicaid marketing strategy that uses place-based advertising to boost enrollment, improve retention, and close the coverage gap.

Why Medicaid Marketing Strategy Matters Now More Than Ever

The healthcare coverage landscape has shifted dramatically. Following the end of the pandemic-era continuous enrollment provision, over 25 million people were disenrolled from Medicaid during the unwinding period. While enrollment has stabilized — projected to grow by just 0.2% in FY 2026 — millions of eligible individuals still lack coverage.

According to Kaiser Family Foundation research, approximately 8.8 million people are eligible for Medicaid or CHIP but remain uninsured. Among young adults alone, roughly 1.1 million are Medicaid-eligible yet unenrolled. Meanwhile, 63.2% of uninsured adults cite affordability as the primary reason they lack coverage — even though Medicaid could provide them with no-cost or low-cost options.

These numbers reveal a clear marketing problem, not just an eligibility problem. People who qualify for Medicaid often don't know they're eligible, don't understand the benefits, or face barriers to information access. A well-designed Medicaid marketing strategy addresses all three.

Core Components of an Effective Medicaid Marketing Strategy

Building a Medicaid marketing strategy that actually moves enrollment numbers requires more than generic awareness campaigns. Here are the strategic pillars that drive results.

1. Data-Driven Audience Targeting

The foundation of any successful Medicaid marketing strategy is understanding exactly who you need to reach and where they are. This starts with data.

Effective targeting combines multiple data layers: socioeconomic data at the block group level, Medicaid eligibility estimates by geography, provider-level enrollment data, and community health needs assessments. By mapping these data points against available place-based media inventory, marketers can deploy campaigns with surgical precision — placing ads in the exact locations where eligible but unenrolled populations live, shop, and seek services.

For example, PlaceBased utilizes proprietary technology that allows the company to access detailed socioeconomic data at the block group level, along with Medicaid data tied to specific providers. This capability enables highly efficient, targeted campaigns across multiple media channels.

2. Strategic Venue Selection

Not all physical locations are equal when it comes to Medicaid outreach. The most effective Medicaid marketing strategies prioritize venues based on audience alignment and receptivity.

Point-of-care locations such as community health centers, FQHCs (Federally Qualified Health Centers), urgent care clinics, and pharmacies are high-impact venues. People visiting these facilities are already engaged with the healthcare system and are more receptive to information about coverage options.

Community gathering points like grocery stores, laundromats, public libraries, and community centers reach people in their daily routines. These are particularly effective for reaching working families, seniors, and immigrants who may not have a regular healthcare provider.

Public transit and urban panels offer high-frequency impressions in areas with dense Medicaid-eligible populations. Bus shelters, subway stations, and transit signage reach commuters and residents who rely on public transportation — a demographic that significantly overlaps with Medicaid eligibility.

Multicultural venues including ethnic grocery stores, cultural community centers, and houses of worship serve as trusted gathering places for immigrant and non-English-speaking communities, where traditional marketing channels often fall short.

3. Culturally Relevant, Benefit-Focused Messaging

Research from the University of Pennsylvania found that Medicaid enrollment outreach messages emphasizing dental benefits were 33% more effective than messages emphasizing general health benefits. This finding underscores a critical principle: effective Medicaid messaging must lead with the specific, tangible benefits that matter most to the audience — not abstract healthcare concepts.

Winning message strategies include:

Leading with financial relief. Many eligible individuals don't realize Medicaid can eliminate out-of-pocket costs for doctor visits, prescriptions, and preventive care.
Highlighting specific benefits. Dental coverage, vision care, mental health services, and prescription drug coverage are concrete benefits that motivate action.
Using social norming. Messages that convey how many neighbors or community members already benefit from Medicaid can reduce stigma and encourage enrollment.
Simplifying the enrollment process. Messages that include QR codes, phone numbers, or directions to local enrollment assistance remove friction from the path to action.

All messaging should be available in the primary languages of the target community and designed at appropriate literacy levels.

4. Omni-Channel Integration

The most effective Medicaid marketing strategies don't rely on a single channel. Place-based advertising serves as the physical anchor of a broader omni-channel campaign that may include:

Digital out-of-home (DOOH) advertising on screens at transit stations, waiting rooms, and retail locations, which can be updated in real time based on enrollment period timing or local policy changes.
SMS and text message outreach to reinforce in-person messaging. Oklahoma's SoonerSelect campaign demonstrated the power of this approach — after sending targeted text messages to over 237,000 members, health plan selections increased by 135% the day after each send.
Social media and digital retargeting to reach individuals who have been exposed to place-based ads and then search for Medicaid information online.
Community health worker and navigator partnerships that provide in-person enrollment assistance at the same venues where advertising is placed.

This integrated approach ensures that the Medicaid marketing message reaches eligible individuals through multiple touchpoints, reinforcing awareness and moving them toward enrollment.

5. Compliance and Ethical Considerations

Any Medicaid marketing strategy must operate within CMS marketing guidelines and state-specific regulations. Key considerations include:

Data privacy protection. When using data-driven targeting, campaigns must adhere to HIPAA and state privacy regulations. Place-based advertising has an inherent advantage here — it reaches audiences based on geography and venue type rather than personal health information.
Truthful, non-misleading messaging. All claims about Medicaid benefits and eligibility must be accurate and compliant with federal and state guidelines.
Inclusive and respectful content. Advertising should avoid reinforcing stereotypes or stigma associated with public assistance programs.
Accessibility. Materials must be accessible to individuals with disabilities and available in multiple languages as required by the community's demographics.

Medicaid Marketing Strategy in Action: Case Studies

Metropolitan Community Health Campaign

In low-income neighborhoods across major metropolitan areas, Healthcare.gov launched a Medicaid enrollment campaign that utilized point-of-care ads at community clinics as its primary advertising channel. The campaign featured visually striking designs highlighting key benefits — access to preventive care and reduced out-of-pocket costs. By strategically placing these advertisements in high-traffic areas frequented by the target population, the campaign reached a significant number of uninsured individuals and families, resulting in a marked increase in Medicaid enrollment.

Rural Multicultural Outreach

A state Medicaid agency deployed advertising at laundromats and multicultural grocery stores to promote enrollment opportunities in rural communities. Recognizing the unique challenges faced by many residents, the campaign used digital screens and posters placed within community venues, local healthcare facilities, and government offices. The messaging focused on the importance of preventive care and financial relief, resonating with community concerns about healthcare affordability. The campaign's targeted approach led to a noticeable uptick in enrollment, particularly among hard-to-reach populations.

Oklahoma's SMS-Powered Enrollment Drive

Oklahoma's Health Care Authority combined place-based outreach with SMS messaging during its SoonerSelect open enrollment period. With just 10 days remaining and only a 10% plan selection rate, targeted text messages to over 237,000 members doubled the selection rate to 20%, surpassing their 18% goal. This demonstrates how digital channels can amplify a Medicaid marketing strategy anchored in community-based outreach.

The Future of Medicaid Marketing Strategy

As healthcare policy continues to evolve — with potential changes to Medicaid eligibility, ACA subsidies, and federal funding — marketing strategies must adapt accordingly. Several trends are shaping the future of Medicaid outreach:

Programmatic DOOH advertising enables automated, data-driven ad placement that can adjust targeting in real time based on enrollment data, policy changes, and seasonal patterns.

AI and predictive analytics are being adopted by state Medicaid programs to identify at-risk populations and optimize outreach timing — 32 states have joined the Safe AI in Medicaid Alliance to develop frameworks for responsible AI adoption.

Community-based partnerships remain essential, as trusted local organizations amplify the reach and credibility of marketing efforts far beyond what paid media alone can achieve.

Multi-channel attribution is improving, allowing marketers to better understand how place-based advertising works in concert with digital, SMS, and community outreach to drive enrollment.

Build Your Medicaid Marketing Strategy with PlaceBased

At PlaceBased, we specialize in connecting government health agencies and managed care organizations with the communities they serve. Our proprietary data platform maps socioeconomic and Medicaid enrollment data at the block group level, enabling precise targeting across our network of place-based media channels — from point-of-care locations and community centers to grocery stores, transit, and multicultural venues.

Whether you're a state Medicaid agency looking to reduce the uninsured rate, a managed care plan focused on member acquisition and retention, or a healthcare marketer planning an enrollment campaign, our team can help you design and execute a Medicaid marketing strategy that delivers measurable results. Contact us to get started →

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

http://placebased.media