The objectives of this study are to: 1) identify Medicaid programs with initiatives in which non-dental primary care health clinicians provide preventive dental services for children; and 2) determine Medicaid dental directors' perceptions of the attributes of these preventive dental initiatives. A cross-sectional, web-based survey using QualtricsTM online survey software was administered to all state dental program managers. The survey included 50 items in 7 domains. Descriptive statistics were produced using QualtricsTM. An analysis of the primary hypothesis that tested the effect of initiative attributes on adoption was based on Roger's diffusion of innovation theory. Delivery of preventive dental services by physicians in Medicaid programs is becoming widespread in the United States. Adoption is affected more by perceived relative advantage of the innovation (e.g., the program is effective in improving access) than other attributes.