Health Campaign Design: Encouraging Preventive Care
Strategic Content Development | Copywriting & Editing | Email Marketing | Brand Strategy
Approach
I designed a 5-part clinical journey strategy rooted in user segmentation and behavior. Working with patient registry data, I pinpointed high-risk, high-cost segments, then crafted a content experience that felt personal, supportive, and easy to act on.
Persona development and journey mapping
Value prop refinement: What’s our hook? What do users care about most?
Message drafting, revising, editing (…repeat!)
Visual collaboration: Ensuring all assets aligned with both apree and client brand standards
QA and launch in partnership with engineering to ensure flawless delivery
Targeted SMS follow-ups made it easy for members to take the next step and schedule care. The Work
Identified high-risk/high-cost segments
Developed clear, motivating value propositions per segment
Created user personas to guide tone and messaging
Partnered with design to build branded, user-friendly email and SMS templates
Collaborated with engineering to QA flows before deployment
Iterated live campaigns by rewriting underperforming copy in real time
Each audience received a tailored journey based on their needs, behaviors and barriers to care.The Challenge
One of apree health’s key driver clients needed a high-impact, multi-channel campaign to engage 20,000+ health plan members under a full-risk contract. The goal? Get members in for a primary care visit or onboard them into a new network.
But there were hurdles: limited appointment availability, long wait times, and an audience of mostly teachers and state employees juggling packed schedules and financial constraints. Encouraging them to prioritize care required clarity, empathy, and real value.
Audience-specific emails addressed barriers to preventive care and gave members a clear next steps.Results
+133% increase in primary care appointments
+240% increase in Care Guide case creation
Campaign now serving as a template for other client regions
Low-performing copy rewritten and re-launched for further optimization