Product Launch

Walmart and Google—two of Included Health's most strategic clients—were launching innovative, first-of-their-kind healthcare products to their employee populations. Walmart was introducing Virtual Primary Care to over 1 million employees, while Google was piloting All-Included Care®, a completely new healthcare delivery model, for 150,000+ employees.

Both clients had made significant investments and needed rapid, widespread adoption to justify costs and achieve performance targets. The challenge: employees had no frame of reference for these products, requiring education, trust-building, and clear value propositions to drive behavior change at scale.

My role

I led content strategy and execution for both launches, working directly with internal and client executives to understand strategic priorities and success metrics. For each product, I developed target personas based on employee demographics and healthcare needs, defined product positioning that translated complex healthcare innovation into clear member benefits, and built multi-channel campaigns that guided employees from awareness to enrollment to active use.

The campaigns included targeted emails, educational landing pages, benefits materials, and touchpoints throughout the member journey—all designed to reduce friction and drive action at critical decision moments.

Walmart Results

Drove adoption among ~1M employees and contributed to 11% reduction in healthcare costs and 38% reduction in hospital costs

Google Results

Achieved 80% household registration, 47% clinical engagement, and 22% monthly engagement among 150,000+ employees

All-Included Care Results

Google was the first, but the not only client to launch this new innovative service. In total, I helped drive adoption of this first-of-its-kind healthcare model by more than 300,000 users, achieving 75% engagement among high-cost claimants and 4.9/5 satisfaction rating