Background
Israel's Ministry of Health requires a delicate balance between official authority and public accessibility. Since 2023, Mashrokit Digital has provided public-sector social media and digital channel management alongside the Ministry's in-house new-media unit, particularly during extreme events like national emergencies and public health alerts.
In an era where medical misinformation spreads rapidly across social networks, a government body must serve as an anchor of reliability. The core challenge is to provide accessible information, foster scientifically accurate discussions, and respond quickly to the changing needs of citizens during both routine and emergency situations.
The work
One of the most complex challenges in national public health is combating misleading medical information online. Recognizing that fake news can pose a direct threat to public safety, we worked with the Ministry's digital team on a public-facing intake page, where people could flag health claims they had come across and wanted checked. The purpose was to point the Ministry's clinicians at the questions the public was actually asking.
The goal was to give the Ministry's medical staff a live read on which claims were circulating, so that published guidance answered them directly. The public need was so immediate that citizens found the page and began submitting reports even before the first official social media post promoting the tool went live. This initiative turned into a central mechanism for monitoring online medical discourse and neutralizing false rumors.
From our work
Ongoing scope
We run the Ministry's national digital channels alongside its in-house team across Facebook, X (Twitter), Instagram, and TikTok. The work runs to a defined weekly rhythm, with faster turnaround reserved for urgent public safety alerts such as food recalls, where we produce graphic assets on the same working day.
We also create awareness campaigns for routine health issues like vaccinations, measles outbreaks, and rabies prevention. This includes producing videos that simplify complex medical topics under strict scientific accuracy and a multi-stage approval chain. The operation features weekly targets, comment moderation carried out under the client's written policy, coordination with the Ministry's foreign-language pages, and paid media consulting.
What transfers
Public health organizations worldwide face the dual challenge of rapid misinformation and complex approval chains. This case demonstrates how to build a content operation that can turn around accurate material quickly when a topic spikes online. A public intake channel that surfaces what people are actually asking lets an agency answer the real question rather than guess at it. Note that the regulatory footing for such a channel differs sharply between jurisdictions, and it should be designed with local counsel.
Results & Impact
Our ongoing management has helped maintain a highly engaged digital community of approximately 645,000 citizens, including 560,000 Facebook followers and 85,000 on Instagram across more than 1,800 posts. By maintaining accessible and clear language, prominent posts have reached engagement rates of 11% to 14%. Furthermore, digital initiatives like the misinformation reporting form successfully translated content consumption into real-world civic action, proving that the public trusts and acts upon the professional information provided.
“Mashrokit is professional and highly responsive. They know how to take challenging topics and turn them into engaging videos. Overall, it is a great pleasure to work with them.”