See how we helped the Maryland Dental Action Coalition’s latest campaign, introducing a new dental care benefit, resonate with those enrolled in Maryland Medicaid.
There’s no harm in wanting to be sure that all of the effort you’re putting into executing a campaign is going to pay off, especially when you have a lot riding on its success. The Maryland Dental Action Coalition (MDAC) wanted that reassurance when they came to us for support with their 2024 – 2025 social media marketing campaign. With a goal to educate Marylanders who have or are eligible to receive Medicaid about the latest dental care benefits available to them through the Maryland Healthy Smiles Dental Program, MDAC wanted to be certain they:
- Truly spoke to their target audience by understanding their needs
- Addressed any misconceptions about dental care
- Clearly explained what was covered with the new dental benefits and who was eligible
Before we could kick off the planning and implementation of MDAC’s campaign, our team began our work by developing a two-part research study to further ensure MDAC’s messaging would be accurate and effective.
Part 1: Online Surveys
To conduct phase one of our research, online surveying, we needed access to Medicaid beneficiaries. However, due to privacy issues, lists of Medicaid recipients are not available.
So, we had to get creative: we solicited responses from 200 Maryland residents who closely matched the age and income requirements for Medicaid eligibility. This included adults aged 18 – 64 with a household income (HHI) less than $50,000. (To be eligible for Medicaid, you must have an HHI that is 138% over the Federal Poverty Line. We used the threshold for a family of four which is $41,400.)
Respondents completed an online questionnaire that was designed to identify their awareness of dental coverage under Medicaid, dental habits, oral health literacy, barriers to obtaining care, social media usage, and more.
Our targeting worked: 83% of respondents reported they had health insurance, and 86% of those respondents listed Medicaid as their coverage. This meant we had accurately reached the right online audiences—despite not having access to any personal health information.
86%
Medicaid/HealthChoice
9%
Private/ Commercial
3%
Both Medicaid – Medicare Dual
1%
I don’t know
Part 2: Focus Group Sessions
Once the online survey was completed, we used its results to shape phase two of our research: focus groups.
MDAC curated a focus group consisting of Maryland dentists and care managers who work with Medicaid patients to help us further refine our campaign.
We conducted two sessions with our focus group. In the first session, we asked the group to share their first-hand insights into our audiences’ emotional mindsets when it comes to their oral health and visiting the dentist, including:
- Patients’ challenges with accessing dental care and their coverage
- What patients want and need from their dental providers to live a healthier life
- The landscape for dental providers
For the second session, we asked the group to review a series of campaign concepts to help us choose and refine the concept that would resonate the most with the Medicaid patient population they care for every day. Their feedback directly shaped the campaign message and visual branding that we went to market with eight weeks later.
MDAC’s Market Research: The Results
The research informed us that, while most respondents were aware of their Medicaid dental benefits, only 51% of respondents had seen a dentist in the past 24 months. Most were unsure about what’s covered through the Maryland Healthy Smiles Dental Program and how to find a provider who accepts Medicaid. Many also had misconceptions about what dental care can do for them, and how long treatment plans may take based on information in advertising, the media, and with celebrities/social influencers.
Information like this guided the campaign concept and execution, allowing us to educate our audience about the new benefits and the importance of dental health. We were also able to respond to the emotional and situational barriers that keep many people from going to the dentist, while spotlighting all of the positive outcomes of prioritizing and caring for your mouth.
With the online survey responses and the thoughtful feedback from the focus group discussions, we incorporated the key findings into a final campaign concept called My Reason to Smile that launched this spring (2024). Our work also earned us a Best in Maryland in Research award from the Public Relations Society of America Maryland Chapter at their 2024 Best in Maryland event.
Research that confirms a campaign will have the results our clients want is our reason to smile, and our collaboration with MDAC will help ensure there are more healthy mouths—and people—in Maryland.
Want to feel confident about your next campaign? Contact our team today to discuss market research opportunities and if it’s the right marketing move for you.
