From settlement funds to lifesaving impact
More than 750,000 Americans have died from opioid-related overdoses over the last decade. That staggering figure represents roughly 73% of all drug overdose deaths in that time, underscoring opioids as the central driver of our modern overdose epidemic.
In response, state governments have secured more than $50 billion in settlements from pharmaceutical manufacturers and distributors, including a landmark $7.4 billion agreement with Purdue Pharma, as well as billions more from generic drug makers.
These funds aren’t just numbers on a ledger; they’re being channeled directly into addiction treatment, harm reduction, and recovery infrastructure. For example, Connecticut has allocated more than $110 million toward mobile treatment units, naloxone distribution, and housing support, and already reported a 26% drop in opioid overdose deaths in 2024.
These funds represent a generational opportunity to reverse the damage caused by opioids. But dollars alone don’t drive impact. To save lives, agencies must make sure the public is aware of available services and empowered to access them. That’s where digital engagement comes in.
With Engagement Cloud, public health leaders can amplify the reach and effectiveness of their programs by delivering targeted, multilingual outreach that connects with hard-to-reach communities and moves people from awareness to enrollment.
The opportunity: Opioid settlement funds and public health
Opioid settlement funds are designed to support prevention, treatment, recovery, and harm reduction programs, but practical implementation depends on public awareness and participation. Local governments are finding innovative ways to apply this funding. In Carter County, Kentucky, officials used their settlement dollars to fund community-centered prevention programs, including youth outreach at local ice rinks.
Across the country, many jurisdictions face a common challenge: Creating a connection between funding and impact. No matter how well-designed a program might be, it can’t help anyone if the community is unaware of its existence.
Why awareness and enrollment are critical
Vulnerable populations are often the hardest to reach. Language barriers, stigma, digital access issues, and limited trust in government all contribute to an outreach gap. Agencies must meet people where they are, with culturally relevant and accessible messaging that builds awareness and trust.
Digital tools play a critical role in bridging these gaps. From email and SMS campaigns to multilingual communication and mobile-friendly content, agencies can now build outreach strategies that reflect the real-world needs of their communities. The District of Columbia, for example, used a digital health literacy campaign to increase public understanding of local services and reduce 911 non-emergency calls.
How Engagement Cloud supports public health goals
Engagement Cloud provides the digital infrastructure agencies need to turn information into action. The communications capabilities enable mass email and SMS sends tailored by location, behavior, or demographics. Targeted messaging (TMS) and performance analytics let agencies fine-tune their campaigns to increase engagement and track real-time results.
The U.S. Department of Veterans Affairs used Granicus’ communications solutions to keep millions of veterans informed and engaged with local health services.
The VA didn’t just blast messages. They leaned into a rigorous, analytics‑backed strategy. By integrating Google Analytics and short on-site surveys with Granicus’ Communications reporting dashboards, their team unlocked patterns in what content resonated with users.
VA used those insights to build detailed audience personas based on demographics, service era, and stated interests. Leveraging Granicus’ segmentation tools, they then delivered content only when it matched a veteran’s profile, whether that was suicide prevention methods or flu shot reminders. Harmonizing user feedback with overarching VA priorities meant every communication felt more relevant, fostering trust and deepening engagement with critical health services.
Tailoring outreach to local needs
Every state has different priorities, settlement terms, and programmatic goals. The flexibility of digital tools enables agencies to tailor messaging and delivery formats to local demographics, grant conditions, and community feedback.
The Community Grant Tracker enables agencies to benchmark their efforts against those of others nationwide, providing visibility into how funds are allocated across various initiatives. Combining this data with Engagement Cloud’s messaging templates and segmentation tools ensures campaigns resonate with the intended audience.
Multilingual support also ensures that non-English speaking communities are not left behind — an essential factor in promoting equity and improving program reach.
From clicks to care: Measuring success
Success isn’t just about how many emails are sent; it’s about how many people take action. Engagement Cloud helps agencies measure performance across the full digital journey: From open rates and click-throughs to program enrollments and reductions in emergency response burden.
In Washington, D.C., improved digital engagement led to a measurable decline in 911 misuse, while in other regions, public health campaigns supported with Granicus tools have documented increased service uptake and community satisfaction. These metrics don’t just inform internal decisions — they help justify continued investment and demonstrate transparency to the public and funders alike.
With Engagement Cloud, government agencies can bridge the gap between dollars and impact, informing, enrolling, and ultimately saving lives.
