CASE STUDY

Making health insurance feel worth talking about

A B2B thought leadership campaign that turned dense benefits information into content small group employers actually wanted to read — and share

Industry Health insurance

Audience Small group employers & HR decision-makers

Deliverables Email, landing pages, interactive infographics & ebook

Campaign phases Benefits overview + Pharmacy integration

The challenge

Health insurance is a hard sell — not because employers don’t care, but because the information is dense, dry, and easy to ignore. The goal was to position our client as a trusted voice in the space: someone with real perspective, not just another vendor pushing a plan. That meant making complex benefits information feel genuinely useful to two audiences at once — the business owner thinking about cost, and the employee thinking about care.

The approach

We built a campaign around thought leadership: content that educates first and sells second. The creative centered on network — the breadth and depth of the provider network was the story — so the visual language had to do real work. Data-heavy topics like network coverage and pharmacy integration became the backbone of a series of infographics designed to make the numbers land, not just exist on a page.

The campaign funnel

• Targeted email: Reached small group employers and HR decision-makers directly in their inbox.
• Landing page: A focused destination designed to convert interest into content engagement.
• Interactive infographic: Network and benefits data visualised to make complex information instantly readable.
• Interactive ebook: A deeper resource for buyers who wanted the full picture before making a decision.

What we made

The campaign rolled out in two phases. The first focused on the full benefits picture — making the case for the value of comprehensive coverage to both employers and their teams. The second went deeper on pharmacy integration, a natural extension that showed the client’s network wasn’t just wide, but genuinely connected.

Across both phases, illustration and data visualisation carried the creative. The infographics weren’t decorative — they were the argument. A network-heavy brief demanded visuals that could show scale and connection at a glance, and the design system was built around exactly that.

The result

• The client came back for a second campaign — the clearest signal that the work delivered real value.
• Phase two expanded into pharmacy integration, building directly on the creative system established in phase one.
• Content resonated with both business decision-makers and the employees they cover, satisfying a dual-audience brief that’s notoriously difficult to execute.

“The challenge with B2B health content isn’t making it accurate — it’s making it worth reading. The network data was dense, but that’s exactly what the infographics were built to solve: turning a spreadsheet into a story.”