Healthcare | Copywriting sample for healthcare + health insurance advertising

Copywriting: headlines, digital display, social, print, OOH, search

Overview

Providence Health Plan is a large health insurance company with a deep historical connection to the Pacific Northwest.

A recently reinvigorated brand foundation led to an entire campaign refresh for the Providence Medicare Advantage branch during the annual open enrollment period. This frenetic 10-week window is crucial to company success, and the new creative helped Providence stand out in a crowded field of competitors with bigger budgets.

As the copywriter for the campaign, I was responsible for creating content that supported the approved campaign direction of "Building True Health Together." This involved crafting messaging that familied across all media channels and effectively communicated with our audience at every stage of the marketing funnel.

Digital Display Banners

The Challenge

To make the enrollment campaign accessible to the Medicare audience, I needed to simplify the complex.

Medicare communications involve a lot of detailed jargon, so simplyfing requires a careful balance between maintaining accuracy and clarity while avoiding the use of overly technical language.

Another significant challenge was ensuring compliance with a wide range of federal regulations, which often meant lengthy and repetitive copy. Despite these constraints, I wanted to lead with the warm, friendly voice that is synonymous with the Providence brand.