The Problem.
Member Activation
Included Health offers complex and expansive healthcare products. So complex and expansive in fact that members weren’t always sure when and why to turn to this benefit for support.
The challenge was both to educate existing members on what was available and to reach inactive members in order to unlock engagement and revenue.
After identifying client landing pages and email as the main drivers of registration, we needed to execute scalable campaigns across clients and their unique packages.
The solution: Part 1
I created a modular system for website development optimized for activation.
It featured flippable cards with use-case headlines on the front and additional details in the back.
Because it was modular, we were able to build one card per product feature, allowing us to quickly develop and push live an infinite variety of custom pages for clients based on the unique package of products they had.
The solution: Part 2
I developed and executed a nine-email series illustrating all the amazing things Included Health does and offering all sorts of reasons to activate. From social proof to personalized messages, this diverse and robust series outperformed all other activation campaigns.
The outcome.
The landing page update boosted conversation to nearly 40% and supercharged member activation. The email campaign drove over 100,000 new activations in less than 12 months. Both solutions proved to be as scalable as hoped for and were rolled out across as clients.
