Minnesota’s nonprofit health plans use social media to remind new parents
to schedule well-child visits and routine vaccinations
ST. PAUL, Minn. (Oct. 9, 2025)—Well-child visits are time well spent.
The health plans targeted that message to thousands of expecting parents, parents of newborns and those with young children through a Healthy Newborn social media campaign. And they did it in multiple languages.
The key message: Check with your child’s healthcare provider about which vaccines are recommended, when they are due, and then schedule an appointment.
Well-child visits and other preventative care such as vaccinations are typically covered by insurance plans. Still, data show vaccination rates have recently been declining.
“The Minnesota Council of Health Plans and our nonprofit members are committed to ensuring Minnesotans receive safe and effective preventative care,” said Lucas Nesse, president and CEO of the Council. “Increasing vaccination rates are critical for healthy communities.”
The campaign, which launched statewide over Facebook and Instagram, ran from May 22 to July 31. To reach as many parents as possible, the campaign was also translated into Spanish, Somali and Hmong.
Each post included a link to an article on the Council’s website with more information about recommended vaccines for newborns and babies up to 23 months. Audio recordings are also available in English, Spanish, Somali and Hmong. Read the article here.
Results
Importantly, the campaign reached a broad audience. For example:
- In total, 28,000 Minnesotans clicked on a post to learn more.
- The Spanish version drew almost 4,500
- More than 5,000 clicked on the Somali version; and
- The Hmong language version received over 6,100
The campaign generated 3 million impressions, defined as the number of times the post appeared in all four languages combined across various Facebook and Instagram formats.
The Minnesota Council of Health Plans, established in 1985, is an association of licensed nonprofit health plans. It includes Blue Cross and Blue Shield of Minnesota, HealthPartners, Hennepin Health, Medica, Sanford Health Plan and UCare.
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