Project Management
The problem.
Included Health's 300+ enterprise clients needed their employees to actively engage with healthcare benefits to see ROI on their investment. However, as a new player in the healthcare ecosystem, Included Health faced a dual challenge: building brand awareness among millions of members who'd never heard of the company, while also delivering engagement campaigns throughout the year that capitalized on key healthcare moments.
The content challenge was particularly complex—with over 50 different product combinations across hundreds of clients, there was no scalable way to meet diverse client needs without creating an unsustainable volume of custom assets.
My role.
I developed a standardized engagement strategy that balanced scalability with customization. By identifying the most common product packages, I created core content frameworks that could be adapted across client segments rather than built from scratch each time.
I established a tiered content production system: quarterly campaigns aligned with key healthcare moments (open enrollment, flu season, etc.), annual evergreen assets for consistent touchpoints, and a streamlined process for custom requests from strategic accounts. This approach allowed us to serve 300+ clients efficiently while maintaining the flexibility to accommodate unique product combinations and brand requirements.
The result.
The standardized engagement strategy enabled the scalable production of hundreds of assets—emails, print campaigns, digital ads, landing pages, white papers, and benefits guides—all delivered on time and formatted for seamless deployment through our content management system.
By collaborating directly with key client stakeholders throughout development, the strategy achieved high adoption rates and client satisfaction while dramatically reducing production time and resource strain. I owned the end-to-end execution, developing project timelines, building RASCI charts to clarify team accountability, and maintaining cross-functional alignment across Product, Client Success, and Design. The result was a sustainable content engine that supported 300+ clients without requiring proportional increases in team capacity.
