To provide rapid-response digital outreach through trusted local messengers to medicaid members affected by new federal community engagement requirements.

The New Mexico Health Care Authority (HCA) has approved an emergency procurement with XOMAD, LLC to provide rapid-response digital outreach to Medicaid members affected by new federal community engagement requirements, with a contract value of $250,000 running from August 25 through November 25, 2026 (not to exceed 90 days).

The Centers for Medicare & Medicaid Services issued an Interim Final Rule on June 1, 2026 implementing new Medicaid community engagement requirements affecting more than 200,000 New Mexico members. HCA determined that standard competitive procurement timelines — typically three to six months — were impracticable given the compressed implementation schedule and the critical need to educate members on eligibility, exemptions (such as medical frailty), and compliance obligations before coverage could be affected.

XOMAD's scope includes identifying and activating New Mexico-based trusted messengers and local digital creators, adapting HCA-approved information regarding work requirements and reporting obligations for digital delivery, producing and distributing short-form social content, directing members to official HCA resources, and monitoring engagement with rapid performance-based adjustments. The procurement explicitly limits XOMAD to deploying HCA-approved content and prohibits independent policy development or eligibility determinations.

Although conducted under emergency authority, HCA utilized maximum practicable competition by soliciting pricing and qualifications from vendors with demonstrated experience in New Mexico-based digital outreach and public-benefits communications before selecting XOMAD based on its ability to immediately mobilize an existing trusted-messenger network.

HCA commits to initiating and completing a competitive procurement for any continuing trusted-messenger or digital outreach services within the 90-day emergency period, with defined milestones: finalizing the longer-term scope within 30 days, initiating competitive procurement within 45 days, and completing transition to a competitively procured contract before emergency-period expiration.