CalOptima Health
Building awareness, trust, and visibility for one of the largest public health systems in Orange County.
The Moment
As Orange County’s public health coverage provider for children, adults, seniors, and people with disabilities, CalOptima Health plays a critical role in addressing some of the region’s most pressing challenges, from homelessness and food insecurity to mental health and ongoing care for vulnerable populations. The organization sought to better understand community perception and increase awareness of its impact, ensuring residents recognized both the breadth of services provided and the value delivered to the broader community.
The Solution
Westbound supported CalOptima Health over an extended partnership, building a sustained communications program focused on media relations, content development, digital advertising, and executive positioning. Through proactive media outreach, we secured consistent coverage across local, regional, and trade outlets while preparing senior executives and board members to serve as credible, effective spokespersons. As COVID-19 emerged, the strategy expanded to include timely vaccine education and public health messaging, reinforcing CalOptima Health’s role as a trusted source of information during a critical period.
The Results
170+
pieces of media coverage secured annually
Dozens
of COVID-related vaccine education stories across regional media
The Impact
CalOptima Health is now more visible and better understood as a vital public health resource delivering care, stability, and support to the communities that need it most.
