Wisconsin expanded its BadgerCare Plus public health insurance program in 2008. An evaluation found large increases in enrollment, particularly among those already income-eligible. Enrollment increased most at the start of the program. Take-up rates were substantial relative to the uninsured population. The expansion modestly reduced exits from the program and churning. Next steps included better estimating crowd-out and lessons for other states emphasized branding, limiting anti-crowd-out provisions, and simplifying enrollment.