Due to the enormous financial burden of providing widespread prescription medication for uninsured and under-insured individuals, the state discontinued Medicaid coverage for approximately 200,000 individuals. The Executive Director of the state’s Bureau of Managed Care said the data on the disenrollees was stored in disparate databases and there was no quick and cost-effective way to merge the data required for communicating the viable health options of for matching the disenrollees with the patient assistance programs available. The Bureau also did not have the resources to create and produce the materials for the disenrollees, many of whom had low levels of literacy.

The Executive Director said she needed the capability to quickly execute the notification of healthcare options to disenrollees with a clear, concise, persuasive message that would impart the immediate steps to be taken.