The Firm Running Georgia’s Struggling Medicaid Experiment Was Also Paid Millions to Sell It to the Public

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Georgia awarded Deloitte Consulting a $10.7 million marketing contract last July to promote the nation’s only Medicaid work requirement program, which was struggling to attract enrollees. Despite significant efforts, including ads on TV and radio, community outreach, and monthly performance reports, enrollment in the program remained below 3% of those who were potentially eligible.

Deloitte, which has earned over $51 million to manage the program, is also overseeing Georgia’s interactions with federal regulators for an additional $3 million. The firm’s dual role of building and marketing the program has raised concerns about its effectiveness and the state’s priorities.

The marketing contract, obtained through a public records request, reveals that Deloitte was paid $300,000 monthly for reports on its own performance, $250,000 monthly for community outreach, and had a total budget of $10.7 million. Despite the state’s heavy investment in marketing and outreach, the program’s enrollment numbers have fallen short of expectations.

Georgia’s Pathways program, championed by Gov. Brian Kemp as an innovative alternative to expanding Medicaid, has faced criticism for its strict work requirements and low enrollment rates. Efforts to boost enrollment, including testimonial videos and public events, have not yielded the desired results.

An independent evaluation recommended strategies to increase enrollment, citing successful outreach campaigns in other states. However, Georgia’s approach, led by Deloitte, has been met with skepticism and criticism for its lack of transparency and ineffective outreach efforts, particularly among marginalized communities.

Despite ongoing challenges, Georgia recently approved an additional $10 million to Deloitte for marketing efforts. The state’s commitment to the program and its partnership with a for-profit company have raised questions about its priorities and commitment to serving low-income residents.

In a public meeting in Cordele, attendees expressed frustration with technical issues in the enrollment process, lack of customer support, and healthcare disparities faced by Black Georgians. State officials did not address these concerns, highlighting a lack of engagement and responsiveness to community feedback.

Overall, Georgia’s Pathways program and its partnership with Deloitte have faced scrutiny for their marketing strategies, enrollment challenges, and lack of transparency in decision-making processes.