Leading Content & Copy @ Renew Health
As Renew Health’s Head of Content, I wore many hats, from lead copywriter and content marketer, to learning & development specialist and UX researcher.
Partnered with Creative Director to develop our brand's voice & tone
Built a comprehensive catalogue of SEO-friendly educational and lifestyle content for the Medicare-aged audience
Launched our brand's newsletter and grew our audience by >10K% in three months
Wrote, directed, and produced our Medicare Minutes video series to help seniors navigate the highly complex Medicare program
Designed an internal learning program to educate existing and new employees on our highly-regulated industry
Developed our user research program to guide our content, communication, and product strategies
The ultimate online destination for recent and soon-to-be retirees.
In addition to modernizing the outdated Medicare shopping experience, Renew aimed to help Baby Boomers navigate the various challenges they are likely to encounter along the retirement journey.
As Renew's sole writer and content strategist, my first order of business was to build out an extensive catalogue of engaging, educational content that could be surfaced at key points along the user's journey.
Each of the articles and videos I wrote for the Retirement Hub aimed to simplify a complex aspect of the retirement process--from enrolling in a Medicare plan and deciding whether to downsize, to finding new purpose in this next phase of life.
Before our site was taken down as part of our company's pivot to the pharmaceutical industry, I had created 75+ pieces of written and video content for our audience.
Medicare Minutes Video Series
In advance of Medicare's Annual Enrollment Period, I collaborated with subject matter experts at the company to write, direct, and produce an 8-episode video series that helped our audience make key decisions regarding the future of their healthcare coverage under the Medicare program. In each episode, we tackled one complex aspect of Medicare in just three minutes or less. We put a marketing budget behind 2 of these videos, which went "viral" among our target audience on Facebook.
The Renewsletter
To keep our audience in the loop as we published new content, we started The Renewsletter. Sent on a bi-weekly cadence, we reached more than 10,000 subscribers within 3 months of launch.
Going viral on Facebook
As a key member of our marketing team, I wrote, produced, and tracked the performance of each of our campaigns across various platforms. While we primarily marketed on Facebook where our audience is most active and engaged, we also used platforms like Google AdWords, Taboola, and SmartAsset.
Helping retirees make better decisions, faster.
In addition to written and video content, the Renew Health team created helpful decision making tools that aimed to take the complexity out of some of the more challenging processes one has to navigate during retirement: shopping for Medicare plans and deciding when to begin collecting social security.