If you’re a doula in Colorado or California, something big has shifted in the last couple of years: Medicaid now pays for doula care. Families who never thought they could afford a doula suddenly can. But most of them don’t know that yet, and they definitely don’t know how to find a doula who accepts their coverage.
That’s a marketing problem, and it’s one you can solve. Here’s what changed, and how to make sure those families find you.
What Medicaid Doula Coverage Looks Like in Colorado and California
Colorado: Health First Colorado and CHP+
Health First Colorado (Colorado’s Medicaid program) and CHP+ members have had access to doula benefits since July 1, 2024. According to the state’s Doula Billing Manual, coverage includes prenatal support, postpartum support, and one labor and delivery per pregnancy for members who are pregnant or gave birth within the last year. Services need a recommendation from a licensed provider, and doulas enroll through the state’s provider portal using either a certification pathway (for example, DONA or CAPPA) or an experience pathway.
California: Medi-Cal
Medi-Cal added doula services in January 2023. The Department of Health Care Services covers an extended initial visit, up to eight prenatal or postpartum visits, support during labor and delivery, up to two extended postpartum visits, and up to nine additional postpartum visits with a second recommendation. DHCS also publishes its rates. Labor and delivery support for a vaginal birth, for example, is listed at $685.07.
Rules and rates change, so always confirm the current details with your state before you bill. This post is about marketing, not billing advice.
Why This Is a Marketing Opportunity
Most families on Medicaid have never been told a doula is an option for them. When they do start looking, they search things like “doula near me,” “doula covered by Medicaid,” or “does Medi-Cal pay for a doula.” If your website and Google profile don’t say you accept coverage, you’re invisible to them, even if you’re enrolled.
Medicaid coverage also brings steadier income. Private-pay clients pull back when the economy gets tight. Covered families keep having babies and keep needing support.
6 Ways to Market That You Accept Medicaid
1. Say it clearly on your homepage
Don’t bury it in an FAQ. Add a short line near the top of your homepage: “We accept Health First Colorado” or “Medi-Cal accepted.” Families are scanning for that one answer before they read anything else.
2. Build a “Using Your Coverage” page
Create one simple page that walks families through it: who qualifies, what’s covered, that they’ll need a recommendation from their provider, and what to ask at their next appointment. This page answers the exact questions people are typing into Google and AI search tools, and it builds trust before the first call.
3. Update your Google Business Profile
Your Google Business Profile is often the first thing a family sees. Mention your coverage in the description, add it to your services, and post an update about it. Ask happy clients for reviews that mention how easy it was to use their benefits.
4. Target your city, not just your state
“Doula Colorado” is broad. “Doula Fort Collins” or “Sacramento birth doula” is where bookings happen. Give each city you serve a clear mention on your site, and consider a short page for your main service areas.
5. Build relationships with the providers who write recommendations
Both states require a recommendation from a licensed provider. That makes OBs, midwives, family doctors, and clinic staff your best referral partners. A simple one-page handout explaining how you work with their Medicaid patients goes a long way.
6. Use ads to reach families early in pregnancy
Google and Meta ads can put you in front of expecting parents in your service area right when they’re making decisions. For one doula practice we work with, Google Ads clicks cost as little as $1.94 each, well below the industry average. Small, focused budgets can go a long way.
Keep Your Messaging Accurate
Only say you accept Medicaid if you’re enrolled and set up to bill (or contracted with the right managed care plans in California). If you’re still in the enrollment process, say “Medi-Cal coming soon” or invite families to reach out. Honest messaging protects your reputation and keeps families from getting a surprise bill.
What Doula Marketing Costs With The Mina Company
We don’t hide our pricing. Most solo doulas start small with our Growth Essentials plan, which focuses on one growth lever, either local SEO or ads, so you see real progress without paying for things you don’t need yet. As your calendar fills, you can add more.
| Service | Investment |
|---|---|
| Local SEO + monthly blog content | $400/month |
| SEO setup (sites under 10 pages) | $1,225 one-time |
| Google Ads setup | $720 one-time |
| Google Ads management | $360/month |
| Meta (Facebook & Instagram) ads setup | $720 one-time |
| Meta ads management | $240/month |
| Landing page with copy (like a “Using Your Coverage” page) | $520 |
| Google Analytics (GA4) and conversion tracking setup | $385 |
| Website audit | $360 |
| New 5-page website | $7,500 + $145/month website plan |
A common starting point for a doula who wants to show up for Medicaid families: a one-time SEO setup, a “Using Your Coverage” landing page, and monthly local SEO. You own your website 100%, we never mark up themes or plugins, and we don’t charge for time we don’t use.
Read next: Doula Website Must-Haves: 10 Things Every Birth Doula Website Needs
Want Help Getting Found?
At The Mina Company, we help doulas and birth professionals get seen, found, and booked, with websites, local SEO, and ads built around the families you serve. See how we helped The Elgin Doula grow their search visibility and ad results, or learn more about our marketing for doulas.