Issues in Developing Programs for Uninsured Children: A Resource Book for States. 3. Word-of-Mouth


Studies in both Minnesota and New York found that most enrollees generally learned about the programs by word-of-mouth.

  • In New York, most parents of enrolled children heard about Child Health Plus from a friend, school, or their doctor. Very few individuals have been reached as a direct result of a specific marketing activities such as TV, mailings, or community meetings. New York stresses that outreach and marketing continues to be a very important issue for their program. Even with the current marketing efforts of Child Health Plus, New York has only a 30% rate of penetration into their targeted population.