Content strategy

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.

More conversational audience-specific microsites followed.

Women’s health

Men’s health

LGBT health

Mental health

Life-changing diagnosis

%d bloggers like this: