Health insurance in context
The request was to add links to breast pump providers on the website. Customers were calling to get the list of in-network providers. The question was: Is this the problem or a symptom of the problem?
Based on customer listening, stakeholder interviews, call data, and my own instinct, I decided to create a pregnancy microsite that would provide more information to pregnant women. Pregnancy is one of the unique in that a person is engaged with her health plan for a generally positive reason. The result was a 10.5 percent decrease in pregnancy-related phone calls. Callers asked more tailored questions about their individual plan rather than broad questions about coverage.
Brand story developed
Air Lake Plumbing needed a voice and a personality.
Planned sponsored content segments and talking points for TV appearances