Simplifying Medicaid So Kids Get the Care They Need
The Challenge
Many families are unaware of the Early and Periodic Screening, Diagnostic, and Treatment (EPSDT) benefit available to Medicaid-eligible children, which expands access to vital health services that children need for their well-being. This includes routine well-child checkups, immunizations, vision and hearing screenings, dental care, mental health evaluations, developmental assessments, speech therapy, physical therapy, or corrective devices like eyeglasses and hearing aids.
Navigating the complexities of this benefit can be confusing, making it hard for families to take full advantage of the support available.
The Department of Healthcare Policy and Financing, the state agency that manages Colorado’s Medicaid program, approached SE2 to simplify and demystify this benefit, ensuring more children receive the care they need.
Our Approach
We conducted listening sessions to understand the challenges parents and caregivers face in understanding the EPSDT benefit. We also spoke with health providers and community partners about their difficulties in communicating the benefit to the target population. From these insights, we developed key messages using plain language to explain what the benefit covers and how to access it.
Next, we created a communications plan focused on deep community engagement and outreach. Given the skepticism many target audiences have toward government-sponsored health services, we prioritized collaborating with trusted community messengers to break down these barriers and make the messaging more effective.
We then developed a comprehensive toolkit designed to reach parents, caregivers, and professionals who work with eligible children, such as child welfare workers. The toolkit included explainer videos, posters, flyers, FAQs, desk guides, and other resources to help professionals talk to caregivers about the benefit.
SE2 printed and distributed toolkits to a network of 65 regional child welfare agencies, 67 community-based organizations, and 200 healthcare providers.
We also disseminated toolkit materials to daycare centers, family practices, and pediatric clinics, prioritizing rural and lower-income zip codes not already reached with the toolkit.
The Impact
These materials ran for a total of three months, garnering nearly 14 million views.
The Department of Healthcare Policy and Financing also reported a significant increase in inquires from youth health and child welfare professionals, as well as parents and caregivers.
Brandon Zelasko on Growth, Technology, and How to Drive Change
Brandon Zelasko, Principal at SE2, combines a love for data and creativity to drive impactful work that changes lives. In this Q&A, Brandon shares insights into his personal growth at SE2, the future of AI in communications, and the campaigns he’s passionate about. From mentoring others to bridging the urban-rural divide, Brandon’s perspective showcases the powerful role of strategic communications in addressing today’s most pressing issues.
Q: What is the biggest way you’ve felt you’ve grown since your first role at SE2 to now?
A: The biggest way I’ve grown at SE2 is through learning how to better support and mentor others in their career journeys, something I’m still working on but find really rewarding. I’ve also started to step back from being in the weeds of the work, creating more space for others to lead. As a result, I have a wider perspective on how the issues we work on are interconnected, which has helped me apply lessons and strategies from one project to others across the agency.
Q: What new technology are you most excited about as a communications/marketing professional?
A: I’m excited about the potential of AI and how it’s going to shape the work we do at our agency in the coming years. I see AI enhancing the value we provide to clients by allowing us to work more efficiently, analyze data with greater precision, and create more personalized, targeted campaigns. While it won’t replace the human insight and creativity that are at the core of what we do, it will give us new tools to optimize our efforts and deliver even better results for the people we serve.
Q: What sort of work/issues would you love to see SE2 tackle more often?
A: I am excited to work on more workforce and alternative learning pathway campaigns, especially as the world continues to evolve and the traditional ways of learning no longer keep pace. We need professional education that helps people stay competitive so they don’t fall behind, ensuring that families and communities thrive. This shift is also key to creating more opportunities for economic growth in rural areas, helping to bridge the urban-rural divide and empower these communities to thrive in today’s economy. I would also be excited to work on more harm reduction public health campaigns because they meet people where they are, offering practical strategies to minimize the negative health, social, and economic consequences of risky behaviors. These campaigns improve public health by focusing on safety, reducing stigma, and encouraging individuals to take incremental steps toward healthier behaviors—without necessarily pressuring them to stop altogether.
