Text message outreach to support SNAP and WIC enrollment in California: Legal and regulatory considerations for health care organizations

Kaiser Permanente is elevating and addressing members’ social health needs across the organization. Among social needs, access to healthy, affordable food is a priority for KP members across the country and one that KP seeks to address through our Food for Life strategy. As part of Food for Life, Kaiser Permanente began conducting digital outreach campaigns in California starting in August of 2019. The campaign focused on low income members across all lines of business to encourage and assist eligible members to apply for CalFresh benefits. In the first year, the effort helped more than 64,000 members in California apply for CalFresh benefits. This campaign has expanded to all of Kaiser Permanente’s regions as part of a critical strategy to enable food security by increasing the purchasing power of members. To date, nearly 35,000 households, with more than 82,000 members, have applied for benefits, demonstrating the need for this timely intervention.