County Medical Services Program

Established in 1983, when the responsibility for providing healthcare to low-income adults transferred from the State to the County level, the County Medical Services Program, CMSP for short, partners with 35 California counties to provide care for residents who are not otherwise eligible for publicly funded health programs. With several tiers of eligibility based on income and other factors, CMSP programs enable our state to help its most vulnerable populations receive the preventive and ongoing health management care they need, improving quality of life and relieving the burden of such care being provided in hospital emergency departments.

Wallrich was selected in 2020 to support CMSP in promoting these healthcare programs to optimize enrollment and realize associated social benefits. In two campaign cycles to date, the Wallrich team developed and expanded on the message of “healthcare within reach” to spread the word among eligible communities in participating counties, as defined by our team’s meticulous media planning. Campaign tactics include print, out of home, broadcast, social media, and digital tactics that depict and describe the important advantages made possible by access to affordable healthcare.