Driving Awareness of Innovative Programs for National Leader in Managed Care
Earned Media
Caresource
CareSource is a nonprofit, multi-state health plan recognized as a national leader in managed care. Founded in 1989, CareSource administers one of the nation’s largest Medicaid managed care plans and offers a lifetime of access to care through health insurance, including Medicaid, Health Insurance Marketplace, Medicare Advantage and dual-eligible programs. CareSource understands the challenges consumers face navigating the health system and is transforming health care with industry-leading programs that improve the health and well-being of their members.
BACKGROUND
CareSource serves 2 million members across five states supported by a growing workforce of 4,500
Serving Hoosiers beginning in 2015, CareSource now has over 160,000 members in Indiana
In addition to insurance plans, CareSource offers programs that target members’ social needs such as nutrition, transportation, housing, jobs and more
Through our close partnership with the Bohlsen team and their diligent promotion of our expertise, CareSource has significantly increased our brand recognition throughout the state of Indiana. Our media placements alone have more than tripled over the last three years. Most importantly, the quality of our placements have resulted in a significant increase in the number of our impressions.
Joe Kelley,
Media Relations Manager, CareSource
EARNED MEDIA CAMPAIGN HELPS DRIVE AWARENESS OF CARESOURCE INITIATIVES IN INDIANA
Starting in 2016, CareSource partnered with Bohlsen Group to develop an earned media strategy with the goal of being recognized as a leading health care program in the state of Indiana, offering comprehensive health and life services. In 2021, Bohlsen Group continued to make a concerted effort to pitch outer markets where CareSource Indiana has less of a presence and aimed to position CareSource as more than just an insurance provider by telling stories related to the organization’s unique and innovative programs.
A large driver of our successful partnership is Bohlsen Group’s commitment to collaboration through regular communication and information sharing with the CareSource media relations team. We have come alongside the CareSource team to pursue and develop meaningful and newsworthy stories focused on social determinants of health and how CareSource is positively impacting the state of Indiana and its members. 2021 was the most successful year for the partnership, earning over 100 million more potential impressions compared to results earned in 2020.
Results
Garnered 207 placements for the year from earned media efforts,including placements in high priority and national publications like The Indianapolis Star, The Indianapolis Recorder, Inside Indiana Business, Evansville Courier & Press, and Yahoo! News.
Over 169 million potential impressions for the year were earned from coverage generated across the state of Indiana and nationally. With just over 7.5 million impressions earned in 2020, impression numbers earned for CareSource increased by approximately 162 million.