April 13, 2023

Planning for the End of the Continuous Coverage Requirement: Communications Resources for States

The end of the Medicaid continuous coverage requirement presents states with tremendous opportunities to keep individuals enrolled in Medicaid or transition to another form of health coverage. This series of pages provides communications resources designed to support states as they inform stakeholders and consumers during this major coverage event.

Below are additional resources related to communicating about the end of the Medicaid continuous coverage requirement.


EXPERT PERSPECTIVE: Sequencing Communications to Encourage Coverage Transitions

This expert perspective focuses on best practices for timing and strategy in consumer outreach to individuals no longer eligible for Medicaid to help states develop a consumer “chase campaign.”

EXPERT PERSPECTIVE: Google Announces Medicaid Renewal Feature: What State Agencies Need to Know

This expert perspective provides information on how state health agencies can ensure their landing pages appear in Google search results related to Medicaid renewals.

EXPERT PERSPECTIVE: Leveraging Data to Drive Results for Medicaid and Marketplace Enrollment 

This expert perspective highlights the opportunities for state Medicaid agencies and Marketplaces to leverage digital channels as part of their outreach and communications efforts.

TOOLKIT: Infographics on the Unwinding Provisions in the Consolidated Appropriations Act (CAA)

These infographics provide an overview of the key changes to the parameters for unwinding enacted by the Consolidated Appropriations Act (CAA) as well as an illustrative continuous coverage unwinding timeline under the CAA.

EXPERT PERSPECTIVE: Communicating the PHE Unwinding: How States Are Collaborating With Community Partners

This expert perspective reviews examples of states that are collaborating with community partners to support their outreach and engagement efforts.

EXPERT PERSPECTIVE: Recommended Terms for Direct-to-Consumer Unwinding Communications

This expert perspective provides research-based recommendations regarding terminology that can be used in consumer education and outreach.

EXPERT PERSPECTIVE: State Strategies for Sequencing Enrollee Communications When Medicaid Continuous Coverage Ends

This expert perspective includes proactive communications strategies for states to consider when planning to effectively reach targeted groups of enrollees at specified points in time.

EXPERT PERSPECTIVE: Communicating the PHE Unwinding: How States Are Conducting Outreach and Planning

This expert perspective highlights several states that have made their unwinding operational plans publicly available as well as examples of states’ ongoing communication efforts, including outreach campaigns to Medicaid enrollees, strategies for collaborating with stakeholders, and collaborative initiatives within Marketplace states.


State Health and Value Strategies (SHVS) assists states in their efforts to transform health and healthcare by providing targeted technical assistance to state officials and agencies. The program is a grantee of the Robert Wood Johnson Foundation, led by staff at Princeton University’s School of Public and International Affairs. The program connects states with experts and peers to undertake healthcare transformation initiatives. By engaging state officials, the program provides lessons learned, highlights successful strategies, and brings together states with experts in the field. Learn more at www.shvs.org.

State Health and Value Strategies is a program of the Robert Wood Johnson Foundation. The views expressed here do not necessarily reflect the views of the Foundation.


GMMB is a full-service communications firm dedicated to creating real and lasting positive change in the world. We work on behalf of several of the world’s largest foundations, leading public interest groups and trade associations, federal and state government agencies, and corporations. For more than 25 years, we have been on the front line of issue-based communications, earning a reputation for shaping public opinion by developing research-based communications strategies that achieve real results. For more information, visit www.gmmb.com