The following lists some of the key (and most recent) guidelines drafted by the Health Care Financing Administration (HCFA) Office of Managed Care for use by states that allow health plans to market to Medicaid recipients.
Marketing Materials:
All direct marketing materials that target the Medicaid population should be subject to state review.
Contracts should state that marketing materials will be disapproved if the state determines the material to be inaccurate or misleading.
Marketing Communications:
Marketing prose should be readable and easily understood, available in the languages of the major populations served (usually 10 % of the Medicaid population in a given area).
Marketing Activities:
Contracts should prohibit health plans and their marketing reps from offering material or financial incentives for Medicaid enrollment, such as gifts valued at $10 or more, or making free health screenings available only to enrollees.
