Rapid Message Test Insights to Inform 2024 Medicaid Renewal Messaging

State Medicaid agencies and their partners have been executing communications campaigns focused on Medicaid renewals for almost a year. In the closing months of unwinding, states have an opportunity to apply lessons learned and fine-tune messaging to maximize communications. SHVS conducted a rapid message test to gauge the persuasiveness of message themes to inform final unwinding communications, with the intention that these findings will continue to be useful as states return to routine renewal operations beyond the unwinding. This expert perspective highlights findings from the rapid message test and includes recommendations for states to refine or develop effective communications campaigns.