Healthcare | Anthem Medicaid
CAMPAIGN STRATEGY · CONCEPTUAL CREATIVE · MEMBER COMMUNICATIONS
Making healthcare feel human
From reconnecting with former members to helping new members navigate their benefits, I developed campaign concepts, messaging strategies, and communications that made complex healthcare information more approachable and actionable.
ROLE: Copywriter | CLIENT: Anthem Medicaid | FOCUS: Campaign Strategy, Conceptual Creative & Member Communications | WORK: Direct Mail, Email, Digital
The comeback campaign
Reconnecting with former members through a coordinated, multichannel campaign
In 2018, Virginia changed its Medicaid managed-care contract, capping each MCO at 40% market share and preventing new enrollment during the 90 days before the new contract took effect. For Anthem, that meant losing 58,000 members, or 8% of statewide market share.
Our challenge was winning those members back. I helped develop the concept, audience strategy and multichannel approach, creating messaging that positioned Anthem as the clear choice. Across direct mail, email and other member touchpoints, we translated a complex regulatory situation into one clear, coordinated message.
56.3%
of lost membership recaptured
The campaign helped Anthem HealthKeepers Plus win back more than half of the membership lost following Virginia's Medicaid contract change.
Making the complex simple
Healthcare is complicated enough. Member communications shouldn’t be.
When I identified a gap in how we explained Medicare and Medicaid ID cards, I developed a new piece that turned a confusing benefits question into clear, actionable guidance.
Rethinking the member experience
Better communication sometimes means rethinking the format entirely. I helped move member onboarding beyond traditional print, developing digital-first experiences that made important information easier to navigate and more engaging for members. Not only did we improve the member experience, we cut mailing costs by 50%.
Interactive Quick Start Guide
New members traditionally received printed Quick Start Guides outlining their benefits and resources. I proposed an interactive digital version with embedded content and clickable links, creating a more engaging way for members to navigate their new health plan.
Video Storyboarding
Digital-first thinking extended to video, too. For a campaign reaching prospective members preparing to leave the Department of Corrections, I wrote and storyboarded a video introducing Anthem and showing how the plan could support them as they transitioned back into their communities.
