Objective:
The objective of the media relations campaign led by Hannah Krafka, senior media relations specialist at CareSource, was to position the company for success in rebidding for the Indiana Medicaid contract. The campaign had four specific goals: to earn positive media coverage highlighting CareSource’s value and innovation in Indiana’s Medicaid program, create awareness and goodwill with decision makers, position CareSource as committed to Indiana through partnerships and investments, and enhance the network of employee advocates in Indiana to amplify content.
Challenge:
The biggest challenge was to effectively communicate CareSource’s value and commitment to Indiana while navigating a competitive and crowded media landscape. There was also a need to differentiate CareSource from other Medicaid providers and to build relationships with decision-makers to influence their perceptions of the company.
Solution:
To overcome these challenges, Hannah Krafka and the media relations team collaborated closely with CareSource’s Indiana team to develop a strategic plan. This plan included leveraging relationships with local media outlets and reporters, developing targeted messaging, and engaging with key stakeholders through events and sponsorships. The team also identified and trained employee advocates to help amplify CareSource’s message through their own personal networks.
Results:
The media relations campaign led by Hannah Krafka was successful in achieving its objectives. The team secured a total of 113 media placements, including positive coverage in top-tier Indiana outlets such as the Indianapolis Star and WTHR-TV. CareSource was also able to develop strong relationships with Indiana regulators and decision-makers, positioning the company as a committed partner in the state’s Medicaid program. Additionally, the network of employee advocates was expanded and effectively used to amplify CareSource’s message to a broader audience. The overall result was an improved brand perception and an increased likelihood of success in rebidding for the Indiana Medicaid contract.
