Connecting with Medicaid members has become increasingly challenging following the enactment of the One Big Beautiful Bill Act (OBBA). This legislation brings significant changes to the Medicaid landscape, leaving millions of members facing uncertainty regarding their healthcare coverage. According to a recent analysis, nearly 12 million people could lose their health insurance by 2034, prompting urgent discussions on how to effectively engage and retain this vulnerable population.
The Complex Landscape of Medicaid
The history of Medicaid dates back to the 1960s, designed to provide care for vulnerable Americans and bolster the national economy. Over time, it has expanded to assist various at-risk groups, including individuals with disabilities, pregnant women, and low-income families. Yet, misconceptions about who benefits from Medicaid persist, often fueled by the program’s complex structure and the stigma surrounding its users.
According to a 2024 survey by the Kaiser Family Foundation, approximately 56% of Americans mistakenly believe that most working-age individuals on Medicaid are unemployed. In reality, nearly two-thirds of these individuals are employed, while many others are exempt from work due to illness, disability, or caregiving responsibilities. This misinformation contributes to the challenges faced by Medicaid members in securing care.
Addressing Member Engagement through Empathy
The OBBA has introduced new requirements, including mandatory work obligations for select member segments and frequent documentation processes, further complicating the member experience. These changes can result in high turnover rates, where members cycle in and out of the program, making it difficult to establish long-term relationships with healthcare providers.
Rhonda Aubrey, Co-Founder and Vice President of Programs at Beheld, emphasizes the need for healthcare providers to meet Medicaid members where they are. “The Medicaid system isn’t designed for long-lasting consumer loyalty,” she explains. “Many members face substantial administrative hurdles that disrupt their continuity of care, often leading to frequent changes in providers.”
To enhance engagement, healthcare plans must implement communication strategies that resonate with the specific needs of Medicaid members. Personalizing outreach through consistent, empathetic contact fosters a sense of trust and understanding. A recent study highlighted that empathy-based interventions, such as regular phone calls from trained non-medical staff, significantly improved both mental and physical health outcomes for adult patients with chronic conditions.
Building meaningful connections can lead to better health outcomes. When members feel genuinely cared for, it positively impacts their overall wellbeing. “There’s no one-size-fits-all approach,” Aubrey notes. “Recognizing the diverse barriers members face, such as the digital divide and cultural differences, is crucial.”
Members do not lack the will to engage; rather, they often need validation and support. Labeling them as “non-compliant” can perpetuate feelings of disenfranchisement. Instead, healthcare providers should focus on understanding the unique challenges Medicaid members encounter, creating opportunities for “moments of influence” that inspire change.
The disconnect between Medicaid and its members has grown over the years, but there is potential for repair through empathetic listening and genuine outreach. By fostering a humanized approach to Medicaid member engagement, stakeholders can identify opportunities for improving retention, health outcomes, and overall satisfaction.
As the healthcare landscape evolves, the need for compassionate and informed engagement strategies has never been more critical. By addressing the systemic barriers that Medicaid members face and prioritizing empathetic outreach, the healthcare system can begin to rebuild trust and ensure that all individuals receive the care they deserve.
Rhonda Aubrey brings over three decades of leadership experience in nursing and healthcare operations. Her expertise is vital in driving initiatives aimed at enhancing emotional well-being and improving health outcomes for underserved populations.
