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Middle Income Households Should Look at KidsCare

by Ted Apostol

This summer, we conducted an important study for Children's Action Alliance to help determine how to get more qualified people to sign up for KidsCare. KidsCare provides free (or very low cost) health insurance for kids in households that make too much money for AHCCCS but too little to afford their own. Some people are surprised to find out they qualify.

A total of 313 telephone interviews were conducted with target group households throughout Arizona: 100 with those who do not have health insurance for one or more children, and 213 with those who do have such insurance. The margin of error for the total sample is plus or minus 6%.

Following are key findings about target households with uninsured kids: (with permission from Children's Action Alliance)

• They place a burden on the healthcare system because they are more likely than those with insurance to use the ER, a hospital, or a county clinic when their children need healthcare — 27% compared to only 13% of those with insurance.

• They readily see the need for insurance to provide medical, dental, and vision care — 87% think it is very important. Half agreed that they feel a lot of stress because their children are uninsured.

• Advertising appears to be having some effect. The majority say they have heard of KidsCare (75%) — primarily through advertising in general or something on the radio.

• Because the target group with uninsured kids is strongly Hispanic and not college educated — communications should be written at a lower reading level and offered in both English and Spanish.

• While most have heard of KidsCare, the main problem is that they know little about it. Many think it will be difficult to sign up (39%) and that it costs more than they can afford. Messages need to educate them about basic benefits, affordability, and ease of signing up.

• If they understand KidsCare benefits and affordability, they are very likely to apply. After hearing all the messages, 77% of respondents with uninsured children said they were very likely to apply.

NOVEMBER 2001 Answers:
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