Natural disasters, prescription recalls, and even public health crisis can threaten patient safety, access to care and medication adherence. To improve the member experience, health plans must proactively contact thousands of individuals and provide important information about access, benefits and coverage. Rapid response is essential, but can also be challenging. This session will focus on incorporating crisis management into member communication plans through innovative messaging and digital technologies. The speaker will offer best practices and lessons learned from recent natural disasters and prescription recalls, including key considerations specific to all member populations. In addition, attendees will learn how to improve brand perception and loyalty with proactive (and compassionate) engagement programs that prioritize member health and safety.