Cover VA Social Media Campaign

About Project

Virginia Medicaid’s mission is to improve the health and well-being of Virginians through access to high quality healthcare coverage and services. Virginia Medicaid covers over two million Virginians; the largest populations being low-income adults and children. Other groups covered include people with disabilities, older adults, and pregnant women.

Virginia Medicaid is administered by the Department of Medical Assistance Services (DMAS). Cover Virginia (Cover VA) is a DMAS operations unit. It supports DMAS’ efforts to administer Medicaid in several ways. This includes operating a call center, managing a central processing unit to process applications, performing functions for specialty groups, and maintaining the Cover Virginia website: www.coverva.org.

Cover VA also supports DMAS’ goal of providing access to healthcare and services by designing and executing a social media campaign that helps enable a modern experience and improved member engagement. The Cover VA social media campaign guides applicants and members through the evolving Medicaid process, ensuring a smooth user journey. The campaign helps to educate and inform people about how to apply for, enroll, and renew Virginia Medicaid healthcare coverage in an easy-to-understand way.

By enabling access to vital services, Cover VA can improve physical, social, and emotional wellness in ways that contribute to an overall greater quality of life for the program’s members.
Cover VA wanted to ensure that citizens of Virginia who qualify for Medicaid coverage could find and understand program information and apply with ease. To reach more of the eligible populations, the program uses social media to share information about more than 20 projects and initiatives.

Cover VA partnered with Maximus to craft social media campaigns that make it easy for people to learn about, apply for, and use Medicaid benefits. The posts contain concise messages written in plain language suited for a wide array of literacy levels and include engaging graphics.

It is an ongoing process for citizens to keep their healthcare information up-to-date and stay current on the details of their health plans. To address this, Cover VA launched the “Review. Respond. Renew.” campaign on Facebook, Instagram, and X.
We designed this campaign to alert members about changes in the program and important steps they need to take to keep their coverage.

Additionally, Cover VA uses social media platforms to:
• Lead people to the website, where they can easily apply for health coverage
• Educate people about Medicaid services, including vision and dental care
• Remind people to get annual exams

The program has significantly increased engagement with its target audience across Cover VA’s Facebook, X, and Instagram platforms since the social media campaign launch, including:
• Social media audience increased by 403%
o Followers increased from 996 to 5,010
• Social media impressions increased by 108%
o Impressions increased from 141,085 to 293,098
• Social media engagement increased by 92%
o The overall engagement rate for Facebook, X, and Instagram increased from 1.98% to 3.8%
• Traffic from social media to the Cover Virginia website increased by 723%
o Traffic increased from 1,448 to 11,916 visits
• Total content clicks increased by 93%