Case Studies

Health Net Covid Vaccinations

The Situation

Health Net (today owned by Centene), founded in Southern California and one of the nation’s leading health plans understood, like many healthcare organizations, that when the COVID-19 vaccines became available, a great number of people would be hesitant to receive the life-saving vaccine.

To expand awareness of the vaccine’s effectiveness in the Inland Empire’s Ontario region and in particular among the area’s Spanish-speaking population, Health Net worked alongside former NFL Hall of Fame Star Anthony Munoz to increase community awareness of the vaccine’s availability, safety, and benefits.

how we helped
The Strategy

A multi-pronged approach to amplify messaging to the community

Health Net hired OPR to help the health plan leverage its collaboration with Munoz and publicize a community event where it could reach as many people as possible, amplify its vaccine message platform and have people receive the COVID-19 vaccine.

OPR developed a multi-pronged approach that illustrated the firm’s understanding of community health concerns, the political landscape and social influences that were causing confusion among the population.

strategies we used

Casting a wide net with our messaging

In order to ensure that the event was a success, OPR targeted:

  • Local and regional print publications
  • Electronic: TV and Radio
  • Social Media
  • Community influencers: including the County Board of Supervisors

Develop Comprehensive Materials:

  • Media Advisory
  • Press Release
  • Social Media Posts
  • Event Fliers

Proactive Media Outreach:

  • OPR communicated with media several weeks prior to the event to brief them and get the event on their assignment calendars
  • We also worked the phones the day-of-the event; arranged day-of-interviews and coordinated TV coverage
  • OPR follow-up with media, provided additional information, and coordinated media interviews
the payoff
The Results

A successful vaccine clinic and boosted vaccination rates

  • Health Net hosted the vaccine clinic at the Anthony Munoz Hall of Fame Park in Ontario
  • OPR media outreached resulted in stories aired and printed in 13 targeted outlets; garnering 11.5 million impressions on news outlets and social media channels
  • This outreach was directed to both English and Spanish speaking communities in the Ontario area
  • Many local and state representatives supported the event by posting it on to their social media channels and relaying the message of the importance of becoming vaccinated against COVID-19
  • Health Net helped boost vaccinations rates in the area and reduced vaccine hesitation that was prevalent in the area.