Templates & Toolkits | December 14, 2022

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 prepare for the various stages of work needed to inform stakeholders and consumers about the upcoming end of the Medicaid continuous coverage requirement.

Phase I: Plan Resources

Unwinding the Continuous Coverage Requirement: Developing a Communications Plan

This toolkit provides a communications planning guide designed to support state Medicaid agencies as they prepare for the upcoming end of the continuous coverage requirement. It outlines phases of planning to organize your efforts.

Message Guide

This document, available in English and other languages as noted, provides a framework for states to build communications tactics that will educate Medicaid enrollees about what they need to do to keep their insurance coverage and raise awareness of options for individuals to get free or low-cost health insurance. The guide includes research insights and key messages states can customize and use in their own creative communications campaigns.

Recommended Consumer Terms

This document is intended to help states consider word choice and consistency in messaging that is meant for consumer audiences in English and Spanish. The chart within includes terms that are recommended to use in direct-to-consumer communications, similar terms that are often used interchangeably, and background and rationale for preference of one term over another. The recommendations within are guidelines based on consumer research, not hard-and-fast rules or regulatory requirements.