Content Strategy:
Open Enrollment
Open Enrollment
Open Enrollment represented the single most critical opportunity each year to drive member engagement—the only guaranteed moment when employees actively focus on their healthcare benefits. However, Included Health lacked a proven, data-driven content strategy that could perform consistently across 300+ clients with varying product combinations and member populations. Without a scalable, high-performing approach, both internal revenue targets and client ROI goals were at risk.
The problem.
I led the end-to-end content strategy and development for the Open Enrollment campaign. Starting with a comprehensive analysis of past campaign performance, I identified what drove engagement and what fell flat. I developed research-backed member personas, created a messaging framework that addressed key decision-making moments, and mapped member journeys that guided employees from awareness to activation. This foundation informed every asset—emails, landing pages, benefits guides, and print materials—ensuring consistent messaging that resonated across diverse audiences while remaining adaptable to client needs.
My role.
The strategy achieved organization-wide adoption and was delivered ahead of schedule, enabling early client deployment. The campaign drove measurable results: increased client opt-in rates, higher member engagement compared to previous years, and strong performance metrics that validated the data-driven approach. The framework became the foundation for future Open Enrollment campaigns, establishing a repeatable process that balanced personalization with scalability across hundreds of enterprise clients.