Objective: Quickly communicate safety information to the public during the infant formula shortage
Challenge: Cut through disinformation online and adhere to regulatory guidelines for Medicaid
Solution
As the media relations lead at CareSource, Hannah Krafka took charge of developing a comprehensive strategy to address the infant formula shortage and provide critical health information to their members in a timely manner. Her strategic leadership was key in identifying key messages and developing talking points that aligned with state and federal guidelines.
To cut through the clutter of content and misinformation on social media, Hannah leveraged local agencies in each of CareSource’s markets to identify earned media opportunities and speaking engagements for their chief medical officer, an OBGYN with expertise in infant care. She also coordinated distribution of the coverage to social media teams and stakeholders both internal and external.
Hannah’s expertise in PR tools was essential to measuring success, and she used Meltwater and other PR tools to track 13 unique placements and 69.2M potential reach, including new markets where CareSource is hoping to do business but does not yet have membership.
Results
Under Hannah’s strategic leadership, her team successfully secured earned media coverage and speaking engagements for their chief medical officer, resulting in increased awareness of alternatives to infant formula and greater engagement with their members. This coverage allowed them to quickly communicate critical health information to members in a timely manner, helping to ease concerns and mitigate risks associated with the infant formula shortage.
Furthermore, CareSource was positioned as a reliable and trustworthy source of information, thanks to Hannah’s leadership, showcasing the organization as a leader in the healthcare industry and strengthening its relationships with stakeholders and members.
“Excellent work around the infant formula shortage issue. Thanks for jumping headfirst into an important topic and getting us into a good spot with our positioning on this very important matter.” – Joe Kelley, Manager Media Relations at CareSource
