Marketing State Insurance Coverage Programs: Experiences from Four States

In many states, both legislators and executive branch officials are facing increased pressure from constituents to address the lack of affordable health insurance and the growing number of uninsured. In response, states are implementing a variety of state coverage initiatives, including Medicaid expansions, tax credits, and employer and employee subsidies that support the purchase of employersponsored insurance (ESI). States that establish health insurance coverage initiatives, however, are finding it difficult to reach enrollment targets. A diverse eligible population, misconceptions about eligibility criteria, and a resource-intensive education and enrollment process are just some of the challenges states must overcome.