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Health Promotion Practice
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Promising Outreach Practices: Enrolling Low-Income Children in Health Insurance Programs in California

Xóchitl Castañeda, MA

California-Mexico Health Initiative, California Policy Research Center, University of California, Office of the President

Zoe Cardoza Clayson, ScD

Department of Health Education at San Francisco State University in San Francisco, California

Tom Rundall, PhD

Department of Health Policy and Management at the University of California in Berkeley, California

Liane Dong, DrPH

Department of Health Policy and Management at the University of California in Berkeley, California

Margo Sercaz

School of Public Health, University of California in Berkeley, California

Strategies used by outreach workers to successfully enroll underserved and uninsured California children into low cost health insurance programs such as MediCal and Healthy Families are examined. Otreach workers are particularly effective in enrolling and retaining hard to reach populations, especially immigrant families, in health programs. Skilled in grassroots communications and members of the communities they serve, outreach workers are key to building vital community support. Effective outreach depends on the selection of outreach workers with appropriate personal characteristics and then training them in a number of core competencies. This article analyzes the main avenues used by outreach workers within the First Things First demonstration project: person-to-person contact, utilization of existing of institutions, and public communication strategies. Structural and systemic barriers remain to enrolling children in public health insurance programs that exceed the scope of outreach workers. Thus, effective outreach programs should address both structural issues and staff selection and training.

Key Words: children • health insurance • Healthy Families • MediCal • promotoras • immigration • California • outreach • Latino

Health Promotion Practice, Vol. 4, No. 4, 430-438 (2003)
DOI: 10.1177/1524839903255523
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