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STATE CHILD HEALTH PLAN UNDER TITLE XXI OF THE SOCIAL SECURITY ACT

STATE: Virginia Page 5-20

Effective Date: 07/01/05

20 Approval Date: _____________/06 Section 5. Outreach (Section 2102(c))

Describe the procedures used by the state to accomplish:

Outreach to families of children likely to be eligible for child health assistance or other public or private health coverage to inform them of the availability of the programs, and to assist them in enrolling their children in such a program: (Section 2102(c)(1)) (42CFR 457.90)

Pursuant to § 32.1-351.2 of the Code of Virginia, DMAS has established an Outreach Oversight Committee composed of representatives from community-based organizations engaged in outreach activities, advocates, social services eligibility workers, the provider community, health plans, other state agencies, and consumers. The Committee meets quarterly to discuss strategies to improve outreach activities. The Committee makes recommendations regarding state-level outreach activities, coordination of regional and local outreach activities, and procedures for streamlining and simplifying the application process, brochures, other printed materials, forms, and applicant correspondence.

The Commonwealth is broadening its outreach focus to child health insurance, which includes FAMIS and Medicaid. With assistance and advice from the Outreach Oversight Committee, DMAS will create a comprehensive outreach plan that includes specific strategies for: (i) improving outreach and enrollment in those localities where enrollment is less than the statewide average, and (ii) enrolling eligible children in either the FAMIS or Medicaid programs.

Virginia works with community based organizations that have expertise in providing translation services to reach eligible families with limited English speaking abilities. All outreach material is available in both English and Spanish. DMAS will continue to provide these community-based organizations with the support and tools needed to reach these families.

DMAS coordinates a comprehensive marketing and outreach effort. The marketing and outreach efforts promote FAMIS and Medicaid and may include the following:

Public Relations Firm -- The agency contracts with a firm to assist with development of a statewide marketing plan. The plan is directed toward informing the target market, stimulating interest and promoting enrollment in the State’s FAMIS and Medicaid programs. The contractor also assists with the design, production, and distribution of multimedia materials for the marketing plan. The contractor and the agency engage in an ongoing evaluation of the marketing plan utilizing data from public responses, enrollment statistics, and other sources.

Coordination with Other State Agencies -- Assistance is sought from other agencies, including Virginia’s Department of Education, Department of Health, Department of Social Services, and State Employment Commission with referrals for potential new enrollees. These agencies are