The brief
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 the client as a trusted voice: 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 challenge wasn't the information — it was making busy employers stop scrolling long enough to care about it."
My role
Responsibilities
Concepting, design direction, email design, landing page, interactive asset production
Audience
B2B — small group employers and HR decision-makers buying health coverage for their teams
Deliverables
Targeted emails, landing pages, interactive infographics, interactive ebook
The campaign funnel
Targeted email
Reached small group employers and HR decision-makers directly. Designed to feel like a resource, not a pitch — leading with insight rather than a product push.
Landing page
A focused destination designed to convert interest into content engagement. Housed both the infographic and ebook as downloadable and viewable assets.
Interactive infographic
Network and benefits data visualised to make complex information instantly readable. The infographics weren't decorative — they were the argument. A network-heavy brief demanded visuals that could show scale and connection at a glance.
Interactive ebook
A deeper resource for buyers who wanted the full picture. Designed to feel polished and credible — the kind of asset you forward to your boss.
The work
The campaign ran across two phases. Phase one made the case for comprehensive benefits coverage. Phase two went deeper on pharmacy integration — showing the client's network wasn't just wide, but genuinely connected.
Employer-targeted email — thought leadership entry point
Landing page housing both interactive assets
Network data visualised — phase 1 & pharmacy integration
Deep-dive resource for serious buyers
Results
Getting a client to come back for a second campaign is the result that matters most. It means the work earned trust, delivered value, and gave them a creative foundation worth building on.