Background:

Caregiving, which involves assisting friends or family members with health issues, is on the rise in the U.S. as demographic shifts, including an aging population, increases demand. Around 53 million Americans serve as caregivers, often involved in critical treatment decisions. CVS Health can support this growing need by offering tailored services and resources such as relevant content, helping caregivers navigate their roles more effectively.

The Task

Design a content marketing strategy to target the caregiver community, build authority and trust with the audience by delivering content that recognizes the challenges they face and provide clear and actionable support. In doing so, create clear CTA’s that help drive business outcomes.

The Result

Starting with extensive research into the the world caregivers live in and the challenges they face, I crafted a comprehensive content strategy to support a content program that assisted caregivers but also helped to support genuine business outcomes for CVS. Consideration was given to many sources of data and research including: social listening, SEO analysis, 1st party data, 3rd party category research as well as extensive interviews with both caregivers and CVS’ marketing executives. The strategy was designed to guide the creation of content that feels authentic to CVS’ right to voice and also recognizes the support caregivers need. Additionally, it also included the segmentation of the category, the development of three separate personas and a new customer journey.

The Strategy Included:

• Analysis of the caregiving sector.

• Development of program goals and role for content.

• Extensive stakeholder interviews.

• Competitive analysis.

• Original market segmentation using syndicated MRI data, creation of 3 personas and customer journeys.

• SEO and social listening.

• Outline of right to voice and content pillars.

• Tone and voice statements.

• Recommendation on editorial line up.

• Distribution recommendations.

• Development of KPIs.