How to Find Insurance Clients as a Doula in California

Since January 1, 2023, California’s Medi-Cal doula benefit has opened the door for more families to access doula support—and for more doulas to get paid through insurance instead of relying only on private pay clients.

If you’re a doula in California wondering how to connect with these insurance-covered clients, the process takes a mix of administrative readiness, networking, and marketing to the right audiences. Here’s how to get started.

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1. Get Enrolled as a Medi-Cal Provider

You can’t serve Medi-Cal-covered clients unless you’re an enrolled Medi-Cal doula provider.

• Apply through the Department of Health Care Services (DHCS) – The state has an online provider application process for doulas.
• Meet eligibility requirements – This includes proof of training or experience, background checks, and required paperwork.
• Learn the benefit structure – As of 2025, the Medi-Cal doula benefit covers up to 3 prenatal visits, 9 postpartum visits, labor/birth attendance, and additional visits for pregnancy loss, totaling over $3,000 in potential reimbursement per client.

See our previous blog post for a more detailed breakdown on this process!

Feeling intimidated by the Medi-cal Provider enrollment process? Loula can help! Get in touch with us here.

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2. Network and Get Credentialed with Medi-Cal Managed Care Plans

Most Medi-Cal clients are enrolled in Managed Care Plans (MCPs) like Kaiser, Health Net, Anthem Blue Cross, Molina, or L.A. Care. Each plan maintains a provider directory—and you want to be in it.

• Contact provider relations departments for each MCP in your service area.
• Get credentialed with each MCP so that you can serve clients covered by their plans.
• Ask to be listed as an in-network doula so their care coordinators can refer clients to you.
• Build relationships with case managers—they’re often the ones who connect pregnant members with support services.

By joining Loula’s network, you are automatically credentialed with some of the most popular MCPs in California!

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3. Partner with Local Clinics, Hospitals, and Birth Centers

Community health centers, OB/GYN clinics, and midwifery practices that serve Medi-Cal patients can be a steady source of referrals.

• Offer to provide informational flyers about the Medi-Cal doula benefit.
• Host short “lunch and learn” sessions for clinic staff so they understand how doulas help improve outcomes.
• Let providers know you can help their patients navigate insurance paperwork for doula coverage.

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4. Promote Yourself in Community Spaces

Many Medi-Cal clients hear about benefits from word of mouth or local organizations—not just their doctor.

• Join local Facebook groups for parents, expecting families, or Medi-Cal benefit information.
• Attend community baby showers, parenting classes, and WIC events where pregnant people gather.
• Post your info on community boards at libraries, family resource centers, and public health offices.

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5. Leverage Online Doula Directories

List yourself in directories where you can indicate that you accept Medi-Cal coverage.

• DoulaMatch.net – Allows you to highlight insurance acceptance.
• Local county or regional doula networks – Some have Medi-Cal provider lists.
• Your own website – Have a dedicated page titled “Medi-Cal Doula Services” so it shows up in searches.

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6. Make It Easy for Clients to Work With You

The Medi-Cal doula benefit is still new, and many families don’t know it exists. Those who do may be unsure how to use it.

• Explain the process in simple steps on your website and in handouts.
• Offer to help with insurance verification—you’ll need to do this anyway before services start.
• Provide a clear list of services covered by Medi-Cal and any optional extras they can add privately.

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7. Maintain Strong Word-of-Mouth Referrals

Once you start working with Medi-Cal clients, their positive experiences can quickly lead to referrals.

• Ask happy clients if they’ll share your name with friends.
• Keep in touch with community partners who referred you—send a thank-you note or update them on client outcomes (with permission).

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The Bottom Line

California’s Medi-Cal doula benefit creates a powerful opportunity to serve more families and build a sustainable doula business with insurance-covered clients. By enrolling as a provider, building connections with health plans and clinics, and marketing directly to communities, you can make yourself a go-to doula for Medi-Cal-covered families in your area.

Interfacing with DHCS and health plans can be intimidating, but you can take the stress out of all of it by using Loula to simplify the process!