In a recent government meeting, officials outlined a comprehensive marketing strategy aimed at increasing enrollment in the Medical Services Membership Program (MSM Care) for residents of Tulsa. The campaign targets areas with high transport response volumes and a significant number of residents opting out of care, focusing particularly on demographics that may benefit most from the program.

The outreach strategy has shifted from traditional direct mail, which proved costly and ineffective, to a more dynamic multichannel approach. This includes digital billboards, social media ads in both English and Spanish, and animated commercials. The campaign aims to ensure that every resident with a Facebook or Instagram account sees the ads multiple times, particularly in zip codes with low enrollment rates.

Customer service enhancements were also highlighted, with four full-time representatives available to assist residents with questions about MSM Care sign-ups and transport bills. Data from the first few days of August indicated a promising start to the campaign, with nearly 28,000 impressions and a click-through rate significantly higher than the industry average.

The meeting also addressed concerns regarding the enrollment period, which is limited to August. Officials acknowledged the challenges this poses for new residents or those who may miss the window to opt in. Discussions included the possibility of making the enrollment process more flexible to accommodate those who may need additional time to decide.

Overall, the meeting underscored the city’s commitment to improving access to healthcare services for its residents, particularly targeting women aged 40 and older, who are often the primary decision-makers for their households. The campaign is designed not only to inform but also to simplify the enrollment process, ensuring that residents can easily access the benefits of MSM Care.