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Article
Evaluation of Social Marketing Efforts Designed to Increase Enrollment in the Children's Health Insurance Program (CHIP)
Journal of Nonprofit & Public Sector Marketing
  • Cheryl L Meyer, Wright State University - Main Campus
  • Carl F Brun, Wright State University - Main Campus
  • Betty Yung, Wright State University - Main Campus
  • Carla Clasen, Wright State University - Main Campus
  • Katherine L. Cauley, Wright State University - Main Campus
  • William A Mase, Wright State University - Main Campus
Document Type
Article
Publication Date
1-1-2004
Abstract
Expanded eligibility criteria for children in the federally funded Child Health Insurance Program (CHIP) has created unique social marketing challenges because of the need to engage families that historically have not received public support. The purpose of this article is to evaluate statewide outreach strategies to increase CHIP enrollment. Quantitative research identified the outreach strategies used by Ohio counties and determined the counties that demonstrated the greatest increases in child health insurance enrollment. Qualitative research explored consumer and outreach staff perceptions of which marketing strategies led to success. Findings, implications, and application to social marketing theory are discussed.
DOI
10.1300/J054v12n02_05
Citation Information
Cheryl L Meyer, Carl F Brun, Betty Yung, Carla Clasen, et al.. "Evaluation of Social Marketing Efforts Designed to Increase Enrollment in the Children's Health Insurance Program (CHIP)" Journal of Nonprofit & Public Sector Marketing Vol. 12 Iss. 2 (2004) p. 87 - 104 ISSN: 10495142
Available at: http://works.bepress.com/cheryl_meyer/9/