Background

Covered California is the health insurance marketplace in California, established under the Affordable Care Act (ACA), with the goal of reducing the number of uninsured residents in the state. The challenge they face is that many of the people they aim to help understand the value of health insurance but often cannot afford it on their own.

The Task

Covered California approached me to help them address their primary challenge: how to effectively communicate the benefits of health insurance and the availability of subsidies for low-income individuals. The objective was to empower these individuals to make informed decisions about their health insurance options.

The Result

I led the development of a comprehensive content marketing strategy that segmented the target audience into personas, identifying their unique needs and financial challenges in relation to health insurance. We designed and built a rich content experience for CoveredCA.com, featuring a mix of custom articles, videos, and infographics. The content was written in clear, simple language to answer common healthcare questions and eliminate jargon.

The campaign was promoted through a combination of paid media, including native ads, promotional units, and banner ads, as well as organically via Covered California's social media channels and email marketing programs.

The Strategy Included:

• Development of an overarching mission statement for the content program.

• Identify the role content will play in the marketing funnel.

• Conversation analysis through SEO and social listening.

• Development of 4 new customer personas.

• Right to voice, tone, voice, UX and editorial style guidelines.

• Content stack.

• Initial editorial calendar.

• Campaign analytics / KPIs.

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