Multichannel Acquisition & Engagement Campaign
Client: Large Multinational Healthcare Insurance Company
Project Overview
Led member acquisition and engagement for a pilot health benefits program offered to eligible insurance plan members.
Objectives:
- Validate engagement approach through a Minimum Viable Product (MVP) journey before expanding the program.
- Successfully engage, enroll, onboard, test and send results for 100 eligible members.
Marketing Strategy and Execution
Customer Journey Map
Lucid Chart mapping the member journey and marketing touchpoints.
Image is a small snapshot of the full journey . >>
Created wireframe documents to organize copy for each page.
Designer built out webpages and functionality to match story.
Microsite
Acquisition
Three emails to members who successfully enrolled in the program.
View Emails
Welcome Series
Three follow-up emails targeted members who visited the microsite but did not enroll, providing additional education and encouraging participation.
Purposeful “leave behind” for inbox that could be shared with others.
Bounce Reactivation
Task Re-engagement
Members who stalled in the process received SMS reminders, portal alerts, and email nudges to drive action.
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Testing
A series of emails guided enrolled members through the test kit process, ensuring they completed the necessary steps.
Results and Reporting
Once lab results were available, patients received a simplified, patient-friendly report via email, with an accompanying SMS notification.
Summary
Through clearly written copy and communicating with members through a variety of touchpoints and channels, this strategy successfully demonstrated an effective engagement framework, laying a strong foundation for future pilot programs to follow.